Study on consumer's perception towards organic product (Jaggery) in Patna, Bihar

Abstract

This study investigates consumer perceptions towards organic jaggery in Patna, Bihar, focusing on their socio-economic profiles, awareness levels, and consumption habits. A total of 100 respondents were surveyed from 12 villages in Patna, using both qualitative and quantitative research methods. The study reveals that 35% of respondents are aware of organic jaggery and prefer it due to its health benefits, such as higher mineral content, improved digestion, and absence of harmful chemicals. However, key challenges in promoting organic jaggery include its higher price (₹80-100 per kg compared to ₹50-60 per kg for conventional jaggery), limited availability in rural areas, and a lack of consumer awareness, particularly in less urbanized regions. The study employed the Garrett Ranking method, which identified high production costs as the primary constraint, followed by low market availability and insufficient marketing efforts. To overcome these challenges, the study suggests strategies such as increasing awareness through targeted campaigns, expanding distribution channels, and providing subsidies to reduce costs. The findings highlight the potential for organic jaggery to become a staple in Patna’s market, but substantial efforts are needed to make it more accessible and affordable, thus contributing to better health outcomes and sustainable agriculture in the region.