Asian Journal of Research in Marketing
Year : 2015, Volume : 4, Issue : 2
First page : ( 35) Last page : ( 44)
Online ISSN : 2277-6621.

Scope for the Application of Marketing Model for Matti Brinjal: An eggplant Variety of Udupi District

Baliga Vikram, Dr. Joshi Harish. G., Anand Ruchir

Department of Commerce, School of Management, Manipal University, India

Online published on 27 April, 2015.

Abstract

Studies conducted in the area of marketing have evinced the role of understanding and analyzing consumption behavior before evolving any product or service marketing strategies. Consumer behavior models have been developed using the marketing mix to understand consumer behavior. Consumption of vegetables is an vital part of one's daily diet. A review of literature indicates that studies conducted in the area of vegetable consumption and agriculture marketing discusses and addresses the issues and problems related with supply chain. Consumption behavior towards vegetables is an uncharted area among researchers. A study of consumption behavior is an important aspect in developing a marketing strategy. The objective is to study the scope for the application of marketing strategy towards ‘Matti Brinjal’, an eggplant variety of Udupi District in India. An exploratory survey was conducted in Udupi district involving 60 respondents using convenience sampling. Such a survey was conducted to understand what factors respondents consider when choosing ‘Matti Brinjal’. The survey provided with powerful insights in understanding consumers perceptions towards ‘Matti Brinjal’ and what would make them increase the consumption. The responses collected were used to frame fundamental research questions that corroborated the scope for the application of the marketing strategy. The responses also helped in the strengthening and the intensification of the questionnaire for a structured survey.

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Keywords

Consumer Behavior, Marketing Strategy, Marketing of Fruits and Vegetables.

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