Vol. 9, Issue 4, Part C (2025)

The purchasing behaviour of households toward acid limes reflects a strong preference for visual attributes, with both rural and urban respondents prioritizing external qualities over internal ones. An analysis of the quality parameters influencing these decisions reveals that colour is the most significant factor, cited by 60% of rural and 62% of urban respondents. This suggests that consumers equate vibrant and appealing colours with freshness and quality, making it a crucial determinant of choice. Appearance, too, holds considerable importance, with 52% of rural and 55.33% of urban households considering it a vital characteristic. Similarly, size emerges as another key factor, valued by 56.67% of rural and 58.67% of urban respondents. These findings underscore the dominance of visual appeal in shaping consumer preferences, with larger, well-shaped limes likely being perceived as more desirable or indicative of superior quality. Conversely, juice content, a functional attribute, appears to play a less significant role in purchase decisions. Only 15.33% of rural and 10% of urban households identified it as a deciding factor. Aroma, ranking as the least important quality parameter, was mentioned by just 4.67% of rural and 3.33% of urban respondents. The study suggests that producers and marketers should focus on enhancing the visual appeal of acid limes to align with consumer preferences. Overall, these findings emphasize the critical role of visual characteristics in determining consumer behaviour in both rural and urban settings.