Consumers perception towards the products of farmer producer companies

Abstract

Small and marginal farmers constitute a major section of Indian Agriculture. Farmer Producer Company (FPC) is a viable option to enhance the small and marginal farmers’ income through collective action. FPCs are involved in variety of activities including retail sale of their products. These products have special features like native/local product, fresh, safe and high quality. On the other side, consumer’s perception on FPC products determines the sale of FPC products in turn impact the profitability of the FPCs. Consumers of different gender, age and income groups, visited FPC retails were interviewed and their perception and buying preferences were studied. Consumers perceived that the prices of FPC products were sightly higher and quality of the products were in medium category. However, their perception on the nutrient content and likability of FPC products were higher compared to other products.