Archives of Current Research International

Consumer awareness plays a crucial role in promoting the adoption of organic food products, particularly organic pulses, which are increasingly preferred due to their perceived health and environmental benefits. The present study was undertaken to identify the socio-economic factors influencing consumer awareness of commercially branded organic red-gram dal among consumers in Hyderabad and Vikarabad districts of Telangana. A total of 83 respondents were selected using a purposive sampling technique, and primary data were collected through a structured interview schedule. Binary logistic regression analysis was employed to examine the influence of age, education, occupation, income and location on consumer awareness and perceived purchasing constraints.

The findings revealed that age, education and occupation significantly influenced consumer awareness regarding organic red-gram dal, whereas location did not significantly influence awareness levels. Older consumers, highly educated respondents and individuals engaged in independent occupations demonstrated comparatively higher awareness than other consumer groups. Among the variables associated with purchasing constraints, location showed a significant influence, indicating differences in perceived challenges across geographical areas. The study highlights the importance of consumer education, awareness programmes, effective promotional strategies and improved market accessibility to enhance awareness and encourage wider adoption of organic pulse products.