Consumer preference towards Mushroom products in Colombo Municipal council area

Abstract

As Sri Lankan mushroom industry is still in an infancy stage there are only few varieties and few mushroom products available in the present market. In this research, researcher‘s intention is to find out the factors effect for the consumer preference in mushroom purchasing. In this study 100 Consumers from CMC area was selected as the sample size. Demographic profile of the respondents was examined at the beginning. The results indicated that majority (94%) of the respondents are aware of the different mushroom products available. With the increase of age and education level it shows a clear increase of the awareness. The main mushroom product that the consumers were aware is the dried mushroom (47%) which is followed by a larger distance by canned mushroom and Mushroom Chutney. Most of the consumers (86%) are willing to consume Mushroom products and the main reason is different taste of mushroom followed by high nutritiousness. Majority of the consumers (93%) have consumed a mushroom product and most of those consumers have consumed (51%) mushroom as fresh mushroom. The most popular (31%) mushroom variety is Oyster Mushroom. The main factor (47%) that affect the consumer preference is the flavor of the product. There is a clear association between satisfaction and the variety of the mushroom and the type of the mushroom product. Majority of the respondent (81%) consumers considered price as a critical consideration for the purchase decision. Most preferred place (38%) to buy mushroom by the respondents is any retail shop which revealed that the close

Copyright © ICSUSL-Sabaragamuwa University of Sri Lanka 2017 2 proximity is important for the place of purchase of mushroom. Majority of the consumers (88%) are willing to change to a more improved mushroom product and they like to be informed about new products through suggestion of someone (33%) who has already consumed the product.