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Анотація
Urban food systems are in the midst of a rapid "dietary shift" where consumers' food habits are changing, with a rise in demand for plant-based and health-functional foods due to a variety of factors, such as changing lifestyles and increased nutritional awareness. Makhana (Euryale ferox Salisb.) is an aquatic plant which has a high nutritive value and is gaining importance in the market. The empirical literature on the factors affecting consumer adoption in urban markets is still very limited. The current research aims to explore the consumer awareness, preference structure, influencing factors and purchase constraints of foxtail nut consumption in the urban market. Descriptive-analytical research design was used and primary data were gathered from 300 urban consumers by using a structured interview schedule. To determine awareness and preference pattern, percentage analysis was employed. The exploratory factor analysis (EFA) performed with Principal Component Analysis (PCA) and varimax rotation showed the most important determinants of consumer preference, and the Garrett ranking technique was used to rank the purchase constraints. The results suggest that consumers are very aware, mostly through interpersonal communication and exposure to organised retail outlets. The results of Factor Analysis indicated that fox nut acceptance was multidimensional, where the most significant factors are health and nutritional attributes, followed by availability and accessibility, sensory and product quality, price perception and value for money, packaging and branding and social influence. Although awareness is high and perception is favourable, consumption is still mainly occasional, mainly because of the high prices and limited retail availability. The findings highlight the need for strategic market and policy measures that make prices more accessible and boost distribution systems. These strategies can help make fox nut (makhana) a staple functional food in the urban markets.
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Посилання
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