Published Paper Details:

This study explores the factors influencing consumer purchasing decisions and preferences for dragon fruit in Aizawl. The findings reveal that consumer choices are predominantly guided by quality attributes such as visual appeal, sweetness, freshness, and organic production. Attributes like shiny pinkish-red peel with green bracts, smooth and juicy flesh, and affordability (Rs. 80 to 200 per kilogram) emerged as top priorities among consumers. Demographically, middle-aged participants (41-50 years) and government employees exhibited the highest propensity for regular purchases, indicating the influence of health awareness and financial stability. While novelty was the primary motivation for 70.9% of buyers, a significant segment (29.1%) valued the fruit for its nutritional benefits. No significant associations were found between gender or household income and purchasing behavior, suggesting a broad appeal across socio-economic boundaries. The study's implications extend to farmers, marketers, and policymakers. Farmers are encouraged to focus on consumer-preferred attributes, while marketers can develop targeted campaigns emphasizing health benefits and affordability. Policymakers can promote sustainable cultivation and support small-scale farmers. However, limitations such as the small, geographically specific sample and reliance on self-reported data suggest the need for further research with larger, diverse samples and longitudinal designs to capture evolving consumer preferences.