An Analysis on the Supply Chain and Marketing of Wild Honey Products –with Reference to Coimbatore

The study is aimed at understanding the marketing mix, supply chain, consumer attitude and preference towards agro products with special reference to wild honey. The core study is to survey and analyze the consumer and the marketer’s perception by various parameters. These factors evaluate the attitude and preference of consumers to buy wild honey. Supply chain system of wild honey in Coimbatore was analyzed by focus group interview. A survey was conducted through online and offline to general public in Coimbatore. Results were recorded to understand the nature of respondents. These respondents are people who are conscious about their health and aware of organic products within Coimbatore city. Supply chain roadmap of wild honey is also identified. At the end of the discussed study, the outcomes are studied and interpretations are drawn and suggestions are put forth setting a path for future studies.