Understanding Consumer Perceptions of Local Horticultural Products Using Factor Analysis in Kumaon Region of Uttarakhand, India

Abstract

This study examines consumer perceptions of locally produced horticultural products in the Kumaon region of Uttarakhand, with the objective of identifying key factors influencing their market acceptance and commercialization potential. A cross-sectional descriptive research design was adopted, and primary data were collected in May 2024 from major horticultural markets across six districts of Kumaon using a structured questionnaire. Out of 360 consumers approached through simple random sampling, 339 valid responses were analyzed using a five-point Likert scale. Reliability and sampling adequacy were confirmed through Cronbach’s Alpha, a Kaiser–Meyer–Olkin value of 0.826, and a significant Bartlett’s Test of Sphericity (p < 0.001). Exploratory Factor Analysis with Varimax rotation extracted two distinct components—Climate-Dependent Factors (nutritional quality, natural freshness, and flavor profile) and Human-Dependent Factors (market availability, price competitiveness, and product presentation)—which together explained 61.32% of the total variance. Climate-dependent attributes received comparatively higher satisfaction scores (mean range: 2.76–2.81), while human-dependent attributes were rated lower (mean range: 2.41–2.58). The findings indicate that while consumers highly value the intrinsic, climate-linked qualities of hill-grown horticultural products, gaps persist in market-managed attributes. The study concludes that targeted improvements in supply-chain efficiency, pricing mechanisms, and product presentation can significantly enhance the commercialization prospects of local horticultural products and support sustainable livelihood development in the Himalayan hill economy.