Unveiling Consumer Preferences for Fresh Potatoes: A Conjoint Analysis in Hooghly, West Bengal

Abstract

Consumer preferences are pivotal in shaping agricultural practices and driving market demand. This study employs conjoint analysis to delve into consumer preferences for fresh potatoes in Hooghly, West Bengal, a region renowned as the potato hub. Focusing on attributes like price, texture, and size, the research uncovers key insights into what drives consumer choices in this vital agricultural market. The findings reveal that consumers favor potatoes priced below ₨10, prefer sandy texture, and opt for medium-sized potatoes. Texture emerges as the most influential attribute, followed by price and size. These insights have profound implications for market-led extension strategies and agricultural profitability optimization. This study not only addresses a critical research gap in India but also contributes valuable knowledge to enhance sustainable agriculture and consumer satisfaction.