Consumer Preferences for Urban Farming Kits Across Residential Categories: Evidence from Hyderabad, Telangana, India
Nanditha G *
School of Agribusiness Management, College of Agriculture, Rajendranagar, PJTAU, Hyderabad, Telangana, India.
Mukesh Ramagoni
AgHub PJTAU, Rajendranagar, Hyderabad, Telangana, India.
Ch. Srilatha
Department of Agricultural Economics, College of Agriculture, Rajendranagar, PJTAU, Hyderabad, Telangana, India.
K. Supriya
Department of Statistics and Mathematics, College of Agriculture, Rajendranagar, PJTAU, Hyderabad, Telangana, India.
*Author to whom correspondence should be addressed.
Abstract
Aims: The present study aimed to analyze consumer preferences for various attributes of urban farming kits and services and to compare these preferences across different residential categories in Hyderabad.
Study Design: A descriptive research design was used, combining exploratory and comparative analysis.
Place and Duration of Study: The study was conducted in residential areas of Hyderabad, Telangana, India, between April 2025 and June 2025.
Methodology: Data were collected from 120 households across four city zones using a structured questionnaire. Factor analysis was used to identify key preference dimensions, and variations were examined across gated communities, independent houses, and standalone apartments.
Results: Two main dimensions shaped consumer preferences: Kit Value and Flexibility (customization, eco-friendly features, digital support) and User Convenience (easy setup, low maintenance, reliable service). Preferences differed by housing type, gated communities valued premium and customizable options, standalone apartments prioritized ease of use, while independent houses showed a balanced outlook.
Conclusion: Consumer preferences for urban farming kits are shaped by residential settings, reflecting the influence of living environments on adoption choices. This highlights the need for differentiated product designs, targeted marketing approaches, and supportive urban policies to promote wider uptake of sustainable home-farming solutions tailored to diverse urban contexts.
Keywords: Consumer preference attributes, gated communities, independent houses, kit value & flexibility, standalone apartments, user convenience