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Abstract

The aim of this study was to generate empirical information on consumer’s level of preference with household product. Using a questionnaire, survey an in-depth interviews, data were collected from 50 respondents who had bought household product from Karungal in the last 4 months. The results using logistic regression indicate that household product design, finish and durability are the strongest predictors of overall preference of household product. In addition, the level of preference much depends on education, income and age of a consumer. The study concludes that consumer cantered production can be a good strategy to improve market competitiveness through development of especially household that can favourable complete with imported household product.

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