Mushroom Consumer Behaviour: Dimensions and Measurement Model
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Authors
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Mahantesh Shirur
ICAR-Directorate of Mushroom Research, Solan
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N S Shivalingegowda
Department of Agricultural Extension, UAS, GKVK, Bangalore-65
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M J Chandregowda
ICAR-Zonal Project Directorate –Zone VIII, Bangalore
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Preethi .
Department of Agricultural Extension, UAS, GKVK, Bangalore-65
Abstract
Mushrooms are known world over for their nutritional and medicinal importance. Even as the mushroom production and consumption are on the rise in rest of the world, India witnesses a lukewarm response in its growth. The mushroom consumer behaviour though is scarcely studied in India, is of considerable value to mushroom producers and people involved in mushroom marketing and processing. , the present study was envisaged to develop a scale to assess the mushroom consumption behaviour covering five major dimensions influencing the mushroom consumption by following psychometric technique using normalised rank approach. Based on the study, the Mushroom Consumer Behaviour Index (MCBI) was developed for application in mushroom consumer behaviour research. Among the five dimensions of the scale, the Situational dimension assumed highest scale value (5.93) followed by Dietary preferences (4.98), Economic dimension (4.62), Psychological dimension (4.25) and lastly the Social dimension assuming the least value (4.09). The scale developed will find utility for analysing the mushroom consumption behaviour across different regions and different sections of the society and to draw suitable conclusions by the researchers and the policy makers.References
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2. Badalyan, S.M. 2000. Antitumor and immune-modulating activites of compounds from several basidiomycetes. Probl Med Mycology 2:23-28.
3. Badalyan, S.M. 2012. Edible Ectomycorrhizal Mushrooms In: Edible Ectomycorrhizal Mushrooms. Soil Biology series. Vol. 34. Springer-Verlag. (Eds A. Zambonelli & G. Bonito). Pp.317-334. ISBN:978-3-642-33822-9.
4. Belk, R.W., K.D. Bahn, and R.N. Mayer. 1982, Developmental recognition of consumption systems. Journal Consumer Research 9: 4-17
5. Green, P. E., and F.J. Carmone. (1970). Multi-dimensional scaling and related techniques in marketing research. Boston: Allyn and Bacon.
6. Guilford, J. P. 1954. Psychometric methods. Tata McGraw-Hill Publishing Co Ltd. New Delhi.
7. Holbrook, M. B. 1995, Consumer Research. California: Sage Publications
8. Hull, C. L. 1928. Aptitude testing. Yonkers, NY; World, 1928.
9. Kehret-Ward, T. and R. Yalch. 1984. To take or not take the only one: Effects of changing the meaning of a product attribute on choice behaviour. Journal Consumer Research 10: 410-416
10. Loudon, D. L., et al. 1993. Consumer Behaviour Concepts and Applications. 4th ed.: McGraw Hill.
11. Marshall, A. 1920. Principles of economics. New York: Macmillan.
12. Reingen, P.H., B.L. Foster, J.J. Brown, and S.B. Seidman. 1984. Brand congruence in interpersonal relations: A social network analysis. Journal Consumer Research 10: 771-783
13. Richarme, M., 2007. Consumer Decision-Making Models, Strategies, and Theories, Oh My! [online]. Available from: www.decisionanalyst.com/Downloads/ConsumerDecisionMaking.pdf
14. Schiffman, L. G. and L.L. Kanuk . 2007, Consumer Behavior. 9th ed. New Jersey: Prentice Hall.
15. Smith Adam. 1937. An Enquiry into the Nature and Cause of Wealth of Nations, p.125
16. Soloman, M. R. 1983, The role of products as social stimuli: A symbolic interactionism perspective. Journal Consumer Research 9: 287-300
17. Wakchaure, G.C. 2011. Production and marketing of mushrooms: Global and National scenario. In Mushrooms cultivation, marketing and consumption (Eds Manjit Singh, Bhuvnesh Vijay, Shwet Kamal and Wakchaure, G.C). Directorate of Mushroom Research, Solan. pp 15-22.
18. Wasser, S.P. 2010. Medicinal mushroom science: history, current status, future trends and unsolved problems. Int J Med Mushr 12:1-16
19. Zinkhan, G. M., 1992. Human Nature and Models of Consumer Decision Making. Journal Advertising 21(4): 2-3.
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Submitted
2016-05-03
Published
2017-05-26
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How to Cite
Shirur, M., Shivalingegowda, N. S., Chandregowda, M. J., & ., P. (2017). Mushroom Consumer Behaviour: Dimensions and Measurement Model. Mushroom Research, 24(1). https://epubs.icar.org.in/index.php/MR/article/view/58073