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Analysis of Consumer Perceptions Regarding Mushroom Consumption in Their Regular Diet: A Case of Western-India (Gujarat)

Analysis of Consumer Perceptions Regarding Mushroom Consumption in Their Regular Diet: A Case of Western-India (Gujarat)

Tanay Dineshkumar Shah
 

Department of Agri-Business Management, Symbiosis Institute of International Business, G. No. 174/1, Taluka Mulshi, Dist. Pune, Hinjewadi, Maharashtra 411057, India.


*Correspondence | Tanay Dineshkumar Shah, Department of Agri-Business Management, Symbiosis Institute of International Business, G. No. 174/1, Taluka Mulshi, Dist. Pune, Hinjewadi, Maharashtra 411057, India; Email: tanay.shah2019@siib.ac.in 

ABSTRACT

Mushrooms have high nutritional value. They are a rich source of protein and fiber and have very low calories and low cholesterol. Days are not far when mushrooms will be a regular alternative to vegetables for many vegetarians. India is having a favorable environmental condition to grow mushrooms. Hence various varieties of mushrooms are grown in different regions of India. However, the per capita consumption of mushroom in India is very less as compared to other countries though mushroom has many health benefits as compared to other regular diets a normal Indian consumes. Gujarat is one of the states of India where the consumption of mushrooms is less. The paper concentrates on finding out the probable reasons for the people of Gujarat who are not consuming mushrooms regularly in their diets. The survey was conducted targeting the majority of youngsters i.e., Generation Z as the eating habits of present youngsters will define the mushroom market in the future. However, to know the perspective of millennials as well as baby boomers, people from those age groups were also included in the survey. There were 213 responses on the questionnaire which contained 14 questions. The survey results show that 16% of the people consider mushrooms as non-vegetarian, about 14% of the people were not cleared whether they have consumed mushrooms in their lifetime. Among those who are regular mushroom eaters, 50% preferred eating button mushrooms and almost 32% of the people preferred Oyster mushrooms. Through the results, it can be concluded that people have a misconception regarding mushrooms as almost 16% considered mushrooms as non-vegetarian. The result will enable many young mushroom entrepreneurs to develop the relevant marketing strategy by understanding the consumer perception regarding mushroom consumption in their regular diet.

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Sarhad Journal of Agriculture

November

Vol.38, Iss. 5, Pages 1-396

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