Published Paper Details:

This study explores how consumer perceptions influence the market demand for tribal products in the Nilgiris District, focusing on consumer awareness and perceived quality. Given the economic and cultural importance of these products, understanding the factors that drive consumer behavior is critical. The research employs a descriptive design and utilizes convenience sampling to collect data from 107 respondents through structured questionnaires, supplemented by secondary data for comprehensive coverage. Findings indicate a significant relationship between consumer perceptions and market demand, highlighted by the strong influence of perceived quality on purchasing decisions. Specifically, consumer awareness of tribal products, while high, showed a lesser direct impact on market demand compared to the perceived quality, which was strongly correlated with purchase behavior. This suggests that enhancing the perceived quality of tribal products could significantly boost market demand. Based on these findings, the study recommends intensifying marketing efforts to increase consumer awareness and highlight the unique aspects of tribal products through various media. Moreover, standardizing quality control measures could improve the consistency and overall perception of quality, further driving market demand. Ultimately, this research underscores the need for strategies that not only focus on enhancing product visibility but also on maintaining high quality to meet consumer expectations effectively. The conclusion drawn is that by addressing these key factors, there can be a substantial improvement in market demand for tribal products, benefiting the local economy and supporting the sustainability of tribal communities.