Consumers in case of agricultural products are full population of the country. Food is the basic requirement and rural produce like grains, fruits, vegetable, milk and milk products etc. are all food items. Before giving details about perception, the consumers can be categorized as follows:
- Consumers in category 1 and 2 are aware of grades, standards, can read labels and slips and be choosy. This category appreciates the gradation and pays accordingly. They mostly belong to rich and/or salaried category.
- Consumers in category 3 and 4 are either not aware or not bothered about grades and standards of food products and agro-products. Normally this category people are poor and very poor and majority of India’s population is in this category. Hence, ‘AGMARK’ grade is not known to majority of the population. It is very difficult for them to understand the grades nor are they interested.
- Consumer confidence in grade is not high as most of these produce are perishable with time. Also few traders indulge in unfair practices, thus creating doubt in the consumer’s mind about genuinity of grades.
- Wherever expiry date is put on the label, the items should be taken out of the shelf once the expiry time is reached much after expiry date, resulting in loss of customer loyalty.
- In busy shops, customers do not have time to read labels. Also grades are A, B, C, D or I, II, III, and IV. A customer is not aware of the difference in these categories. A new method needs to be developed to infuse confidence.
- The control measures are not adequate for misuse of labels.
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