Factors Influencing the Purchase Intention of Basmati Rice in Chittoor District of Andhra Pradesh
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Authors
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Priyanka , Aparna , Prabhavathi and Lavanyakumari
Abstract
Basmati rice is unique among other aromatic long grain rice varieties. Agro-climatic conditions of the
specific geographical area, as well as method of harvesting, processing and aging, attribute these
characteristic features to basmati rice. This paper made a humble attempt to understand the factors influencing
the purchase intention of basmati rice in Chittoor district of Andhra Pradesh. Major retailers in the district
were identified and five retailers were randomly chosen for the study. Thirty consumers visiting each retail
shop were identified and randomly selected; the total sample size is 150. The collected data was analysed
by using Likert scale and factor analysis. Seasoning factor was the most considered factor for purchase the
basmati rice.
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Copyright (c) 2018 Indian Society of Extension Education, Division of Agricultural ExtensionICAR- IARI, New Delhi
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