author(s)
S Leaka, S Moghana Lavanya, K Mahendran and S Praveena

abstract
Beekeeping is one of the oldest activities in India and makes it into the leading honey market in the world which has created an intense competition in terms of innovation. With the increasing market size and increasing consumer demand each year, honey makers have to search for new approaches and to learn to understand the consumers' need in order to improve their product satisfaction and customers' loyalty. The purpose of this study is to determine the purchase pattern of honey by the consumers in Tamil Nadu. Totally 301 responses were obtained from the online survey and observation method. It was identified that majority of the consumers were middle aged and purchased less than 100g of honey every time. Branded honey was highly preferred. There is a positive association of age and occupation with the quantity of honey purchased.