Consumer acceptability of CIPC treated potatoes in Malwa region of Madhya Pradesh*

The consumers' perception regarding various attributes of CIPC treated potatoes stored at 10–12°C vis-à-vis cold stored (2–4°C) potatoes was studied in Indore and Ujjain districts of Madhya Pradesh. Clear-cut differences were observed in the consumers' preference for the appearance, easiness in peeling and sweetness between these two kinds. Majority of the consumers in Ujjain (70%) and good proportion in Indore (43%) preferred the taste of CIPC treated potatoes. The sample households who preferred CIPC treated potatoes were willing to buy more quantity of these potatoes during summer and rainy months when only cold stored potatoes, which are sweet, are available. Most of the sample households at Ujjain (47%) and some at Indore (41%) were willing to even pay higher price for CIPC treated potatoes. The consumers preference for CIPC treated potatoes indicated the possibility of increased potato consumption, if these are available in the market, particularly in periods when only cold stored potatoes are available in the North-Indian plains.