FACTORS INFLUENCING THE CHOICE OF VIRGIN COCONUT OIL – A VALUE ADDED PRODUCT OF COCONUT

Abstract

The coconut palm, also known as the "tree of heaven," is a major commercial crop in tropical areas. And it exerts a powerful influence on the rural economies of many states and provides sustenance to more than 10 million people directly or indirectly. The value of coconut is determined by several factors. One of the main factors is the demand for value-added products made from coconut. The purpose of this study is to investigate the factors influencing the choice of virgin coconut oil—a value-added product of coconut. To achieve this objective, a sample of 101 respondents was collected in the Ernakulum district in Kerala by a convenient sampling method, and the results were analysed with the help of the statistical tool SPSS. The results indicated that the independent variables such as price, product quality, availability, and health benefits have a positive impact on purchase intention of virgin coconut oil.

Key words: Virgin coconut oil, Value-added products, Rural economies. Health benefits