Unveiling consumer preferences for fresh potatoes: A conjoint analysis in Hooghly, West Bengal

The consumer preferences being pivotal in shaping agricultural practices and driving market demand, this study has conducted conjoint analysis to delve into consumer preferences for fresh potatoes in the Hooghly district of West Bengal, a region renowned as the potato hub. Focusing on attributes like price, texture, and size of potatoes, the study has found the drivers of consumer choices in this agricultural market. It has found that consumers prefer potatoes priced below ¹ 10/kg, prefer sandy texture, and opt for medium-sized potatoes. The attribute, ‘texture’ has emerged as the most influential attribute, followed by ‘price’ and ‘size’. These insights could have profound implications for market-led extension strategies and agricultural profitability optimization.