Consumer preference towards farmer producer company (FPC) value-added products in Namakkal district, Tamil Nadu

Marketing of agricultural produce is highly complex in India. Without accessing the market the farmers are selling their produce to the intermediaries in the market. Thus the profit margin of the farmers is reduced and their farming business becomes a non-viable one. Farmer producer organization (FPO) provides space for small farmers to participate in the market more effectively and help to enhance agricultural production, productivity and profitability. The present study focuses on the consumer preference towards farmer producer company (FPC) value-added products in Namakkal district of Tamil Nadu. Totally 90 consumers were selected based on purposive sampling. It was observed that most of the sample respondents preferred FPC value-added products for their good quality and higher health benefits. Most of the respondents became aware of the FPC products through their friends and relatives followed by self-decision. It was found that no proper advertisement and high price of the products were the major constraints in the purchase of FPC value-added products.