A Compehensive Study on the Marketing of Apples of Himachal Pradesh in India, VOL.II B: Analysis of Consumer Behaviour (DELHI), 1978, by R.N. Tewari and R. Swarup
Abstract: Consumption of a commodity does not depend solely on its own price but on several other connected factors such as availability and price of substitute commodities, income of the consumer, taste, etc. The present study was taken up with a view to a certain some of the important factors which generally affect the consumption of apples. An attempt had also been made to formulate relationship of apple consumption with other important fruits with a view to estimate the substitutability/complementarily of these fruits with apple. Since apple is available now almost round the year, variety of fruits with varying intensity come in competition with apple in various months. All analysis had therefore, been computed month wise. Now-a-days marketing being consumer oriented, the results might be helpful in evolving an effecting marketing strategy for the marketing of apples. The study revealed that consumers of various income groups make their purchases according to their preferences which, by and large, are determined by their capacity to pay and their needs. On the whole business class people are not so careful about the prices of apple as those in service.
