Product Attributes as Purchase Determinants of Imported Fruits in Indian Consumers

This study aims to investigate the consumer perceptions and purchase determinants of imported fruits in an emerging economy such as India. A consumer survey was conducted in one of the major urban cities of India. Item measures were related to consumer perceptions, purchase determinants, and consumer-reported willingness to pay price premiums. The data analysis was undertaken using techniques like exploratory factor analysis, logistic regression, and analysis of variance. Consumers associate imported fruits with health, safety, taste, and free from chemicals, whereas extrinsic factors such as storage conditions, store image, appearance, label, country of origin, and price also influence the willingness to purchase imported fruits. The demographic factors having the most impact on consumers’ attribute ratings for imported fruits are age, gender, income, and education. This study highlights the significant purchase determinants that can help marketers of imported fruits to gain higher share in Indian markets.