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Plant Science Today (PST)

Research Articles

Vol. 12 No. sp4 (2025): Recent Advances in Agriculture by Young Minds - III

Dragon fruit in the Indian fruit market: A consumer-centric study in Coimbatore city

DOI
https://doi.org/10.14719/pst.10328
Submitted
27 June 2025
Published
04-11-2025

Abstract

This study was conducted to investigate consumer preference toward dragon fruit in Coimbatore city, India. The primary objective of the study was to identify and analyse the consumer preferences, factors influencing the purchase behaviour and constraints faced by consumers when purchasing the dragon fruit. With the help of primary data collected from 120 consumers through structured questionnaires and analysed with descriptive statistics, factor analysis and Garett ranking, this study identifies three main components impacting consumer behaviour: consumer exploration which signifies the importance of digital influence and recommendations, consumer satisfaction mostly consist of taste experience and health benefits and finally the last component is market affordability which emphasizes the significance of price and availability. The results shows that the majority of the consumer for dragon fruit is middle-aged (26-45 years old), well-educated and average income consumers. In this study, 77 % of respondents reported buying dragon fruits on occasionally or on very rare events. The biggest constraints for purchasing the fruit were price, which is followed by availability of fruit in the market. Most consumers like free samples to get to know the fruit indicating that large consumers are yet to try the fruit and then followed by discounts and offers as an effective strategy selected by the respondents. This research provides valuable insights for the stakeholders across the dragon fruit value chain to design marketing strategies, optimize pricing and enhance market penetration for this exotic fruit  in  Coimbatore city. 

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