Value Addition and Consumer Preference on Social Media Marketing: A Case Study of the Kazhani Farmers Market

This study investigates the role of value addition in shaping consumer preferences through social media marketing, focusing on Kazhani Farmers' Market in Erode district, Tamil Nadu. Conducted in June 2024, the research explores how value-added features, such as improved health benefits, enhanced product quality, and innovative characteristics, influence consumer choices. Using open-ended questions, data were collected from market members on their preferences for value-added products and the reasons behind these preferences. Qualitative analysis performed with NVivo software, revealed that consumers are drawn to products that offer significant benefits, dietary value, and superior quality. The findings indicate that social media marketing strategies highlighting these value-added attributes can effectively engage consumers and drive purchasing decisions. This study provides insights for businesses aiming to optimize their social media presence and cater to health-conscious consumers by emphasizing the unique value of their products.