Analysing Awareness and Acceptance Pattern of Dehydrated Fruits and Vegetables for Institutional and Domestic Buyers in Uttarakhand

The study has been focused on the food processing industry, more specifically on dehydrated fruits and vegetables. The study has analysed the competition in domestic market and consumer's acceptance for dehydrated fruits and vegetables. It has also suggested measures for improving awareness and acceptance level of consumers for dehydrated fruits and vegetables. The study is based on primary data collected from 55 domestic buyers and 25 institutional buyers in Rudrapur and Dehradun cities in Uttarakhand as well as secondary data collected from literature. The study has revealed that acceptance as well as consumption levels of dehydrated fruits and vegetable are very low. The study has observed higher acceptability within the institutional buyers category than across domestic population, which still believes in ‘fresh is healthy’. The study has pointed out that formal and informal gatherings like parties, conferences, festivals, marriage ceremonies, etc. are the most significant sources of awareness generation and hence should be promoted vigorously.