Abstract:
Spices carry important medicinal properties and are widely used in
alternative medicine and pharmacology. A large number of factors can affect
the consumption of spicy products by individuals. The current study focuses
on identifying the determinants that affect the purchasing decisions of
consumers in Matara District, their awareness of the spicy products available,
and prospective demand trends. A semi-structured questionnaire survey was
conducted based on the DS division. The randomly selected sample of 384
consumers of spicy products in the Matara district to gather data across eight
dimensions. The most of the consumers are Female and 18-29 years old. The
29.69% consumers have 25000-49999 income level. Based on output, the
quality, nutritional value and price have a significant positive influence on
purchasing decisions, while the impact of other factors was not statistically
significant at 0.05. Further, there is a preference hierarchy among consumers,
with chilli pieces being the most preferred. The investigation into Freelan's
spicy product line reveals high consumer awareness, with most of
participants acknowledging familiarity with the brand. The main avenues
through which people learn about Freelan products are Freelan Outlets and
supermarkets. This research provides valuable insights for marketers and
producers of spicy products, emphasizing the importance of focusing on
competitive pricing strategies and brand development to align with consumer
preferences and enhance market share in the Matara district.
