Agricultural Economics Research Review

UGC CARE (Group 1)
  • Year: 2019
  • Volume: 32
  • Issue: conf

Classifying and interpreting market segmentation for the rasogolla in West Bengal: an application of conjoint analysis

  • Author:
  • Arnab Roy1, Ravinder Malhotra2, S Khalander3
  • Total Page Count: 1
  • DOI:
  • Page Number: 226 to 226

1Department of Agricultural Economics, University of Agricultural Sciences, GKVK, Bengaluru, 560065, Karnataka, India

2Division of Economics, Statistics and Management, ICAR-National Dairy Research Institute, Karnal, 132001, Haryana, India

3Department of Agricultural Economics, Dr. Yashwant Singh Parmar University of Horticulture and Forestry, Solan, 173230, Himachal Pradesh, India

Online published on 13 December, 2019.

Abstract

This paper presents a structural analysis of market research and target market segmentation of dairy products, i.e., rasogolla, a famous geographical indication (GI) product in Bengal. The study analyses the pattern of consumer preferences for the rasogolla. Two types of products are examined to test whether there are differences in the individuals’ preferences. A preliminary study in the survey area helped identify the principal attributes of the rasogolla; then, principal attributes with its level were used to design the profiles for the conjoint analysis. The variables that receive a higher response frequency are most relevant to the shopping task. Conjoint analysis, a multivariate technique used in market analysis, is also used specifically to understand how respondents in the survey develop their preferences for dairy products.