CONSUMER PERCEPTION OF HONEY IN KERALA

With the development of civilization, honey acquired a unique status in the lives of the ancient Indians. Honey and beekeeping have a long history in India. Honey was the first sweet food tasted by the ancient Indian inhabiting rock shelters and forests. In Kerala honey is mainly consumed for medicinal purpose only and it is not accepted as a normal food item as it is consumed in western countries. This is mainly due to poor marketing strategies adopted by concerned parties. The study investigates the factors that affect the green products with special focus on honey buying behaviours of the consumers.