Factors Influencing the Demand for Chickpea in India: Implications for Marketing and Promotion in the Indian Chickpea Market

Abstract

The Indian Sub-Continent (ISC) is the largest pulse producing and consuming region in the world. Australian scientists, producers, processors and exporters require detailed information about these markets. One study of these markets aims to describe the Indian chickpea market and to quantify the value of quality traits in the market using statistical analysis. This paper describes the Indian chickpea market and reports the results of about forty interviews with wholesalers, retailers, processors, brokers and commission agents which were conducted in eight key Indian markets in May and August 1999. A subsequent paper will present the results of an econometric analysis, which attaches values to the product traits of samples taken at the time of the interviews.

The main conclusions of the interviews were that the Indian chickpea market is segmented mainly by the end-use. Australian desi chickpeas are perceived as not suitable for consuming whole or for making roasted chickpea because of their bitter taste. Desi chickpeas from Tanzania and Myanmar are considered to have a sweet taste. Australian desi is suitable for making dhal and flour because the bitterness is masked in the cooking. Australian desi peas are preferred to local and other imported chickpeas because of their high recovery rate, uniform and large size and low contamination. The size of kabuli chickpea is considered very important. Australia’s kabuli chickpea is smaller than the preferred size. The econometric analysis will determine the importance of chickpea size.

Keywords: India, Chickpea, Market Segmentation, Market Survey