Study on apple consumption pattern and constraints in the Dharwad district of Karnataka

Abstract

Apples, though primarily produced in the Himalayan states of India, have emerged as an important fruit in nonproducingregions due to rising health awareness and changing dietary preferences. This study was conducted in the Dharwad district of Karnataka, a non-apple-producing region, to examine the consumption patterns of fresh apples andawareness of apple-based processed products among urban and rural consumers. Data were collected from 100 respondents(50 urban, 50 rural) through personal interviews using a structured schedule.Garrett’s ranking technique was applied toidentify key constraints. Results revealed that while all respondents consumed apples, frequency and quantity were higherin urban areas, where quality considerations dominated purchase decisions. Rural consumers showed greater price sensitivityand limited market access. Awareness and usage of value-added products such as apple juice, vinegar, jam and apple-basedflour were modest in urban areas and very low in rural areas, with limited awareness and availability emerging as the mostcritical barriers. The study highlights that expanding market outreach, improving product availability and enhancing consumerawareness could significantly increase the acceptance of apples and their processed forms in non-producing regions.