• Arti
• Dr. Jagdeep Singla

This research paper aims to explore the attribute preferences of the consumers with respect to the genetically modified foods in Indian markets. The conjoint approach is used to analyze the preferences of the consumers for the genetically modified food. The responses of 130 consumers are collected. The customers were requested to rate the different profiles of the genetically modified foods included in the questionnaire. The consumers are selected using non probability judgmental sampling method. The paper found that the choice Medical Alternatives is found to have the highest positive cardinal utility followed by NutritionValue, Juices in product attribute followed by the fruits and vegetables. The utility is found to be negative in case of the choice Pulses. In case of processing type the consumers have positive utility with organic processing as compared to non-organic processing. Similarly, in case of production location the consumers have positive utility with domestic location of processing as compared to imported GMF. In case of pricing the consumers have positive utility with reasonable prices as compared to high prices of GMF. The graphical representations of the estimated cardinal utilities of all the choices are given below:

Key words: genetically modification, attributes, cardinal utility.

"Attribute preferences of GMF among the prospective buyers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.35-40, June 2019, Available :http://www.jetir.org/papers/JETIR1907V08.pdf

"Attribute preferences of GMF among the prospective buyers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp35-40, June 2019, Available at : http://www.jetir.org/papers/JETIR1907V08.pdf