Customer Perception and Satisfaction towards Basmati Rice in Jammu Region of J&K State

Naveed Hamid1, Kushum saini2, and Jyoti Kachroo1

1Division of Agricultural Economic and Agri Business Management SKUAST-Jammu

2Scholar Division of Agricultural Economic and Agri Business Management SKUAST-Jammu

Correspondence address:

Mr. Naveed Hamid, Division of Agricultural Economics and ABM, SKUAST-Jammu. Email:

 Volume VII, Number 1, 2017 I Full Text PDF

DOI: 10.25274/


Agriculture is an important part of India’s economy and at present it is among the top two farm producers in the world. This sector provides approximately 68 percent of the total number of jobs available in India and contributes around 14.2 percent to the GDP. India and China produce about 250,000 million tons of rice between them..India is the leading exporter of the Basmati Rice to the global market as the country has exported 37, 02,260.12 MT of Basmati Rice to the world for the worth of 27,597.87 crores during the year 2014-15. The Jammu and Kashmir is considered to be favorable state of production of Basmati rice with its pleasant climatic conditions. In Jammu and Kashmir the Basmati is confined at the areas of R.S. Pura, Samba and Kathua. The present study was carried out in district Jammu of Jammu and Kashmir state with the aim of understanding the Consumer Satisfaction and Perception level towards Sarveshwar Foods Limited. The present study uses primary data (150 Sarveshwar Basmati Consumers) and secondary data for fulfilling the objectives of the study. The study adopts descriptive, regression and Cross Tab (Chi Square Test) for analysis purposes. The results of the study revealed that the customers are satisfied with the Sarveshwar products in terms of quality and packaging respectively and customer’s perception towards the Sarveshwar rice is fair in terms of the factors related to perception level. The study also depicts that there existed no relation or impact over the satisfaction and perception level by the demographic factors as the result showed that the tabular result of these factors are greater than the expected value, hence rejection of the Null hypotheses (hypothetical statements).

Keywords: Perception, Satisfaction, Cross tab, Significance level, Null hypotheses

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