Keywords
Value-added products
Rural economies
Health benefits
How to Cite
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. Several factors determine the value of Coconut. 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 people's 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 analyzed 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 the purchase intention of virgin coconut oil.
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