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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue II, February 2026
Purchase Intention Determinants and Beneficiary Satisfaction:
Evidence from Kerala Agricultural Development Society
Dr. Priya Mariyat
1
, Dr. Suby Baby
2
, Dr. Mufliha S
3
1
Associate Professor, Post Graduate and Research Department of Commerce Maharaja’s (Government
Autonomous) College, Ernakulam
2
Assistant Professor, Post Graduate and Research Department of Commerce, Nirmala College
Muvattupuzha (Autonomous), Muvattupuzha
3
Assistant Professor, Post Graduate and Research Department of Commerce, Government Victoria
College, Palakkad
DOI:
https://doi.org/10.51583/IJLTEMAS.2026.15020000065
Received: 21 February 2026; Accepted: 27 February 2026; Published: 16 March 2026
ABSTRACT
Beneficiary satisfaction and purchase intention are critical indicators of the effectiveness and sustainability of
agricultural development organisations. Purchase intention reflects beneficiaries’ willingness to continue
purchasing products, while satisfaction arises from their overall evaluation of product quality, pricing, and
service experiences. The Kerala Agricultural Development Society (KADS) plays a significant role in supporting
agricultural development in Kerala by ensuring fair prices for farm produce, promoting organic and eco-friendly
agricultural practices, and reducing the influence of intermediaries.
This study examines the key determinants influencing purchase intention and beneficiary satisfaction among
KADS beneficiaries. Using empirical evidence collected from beneficiaries across Kerala, the study analyses
the relationship between organisational initiatives, perceived value, satisfaction, and purchase intention. The
findings highlight that fair pricing mechanisms, product quality, and trust in KADS significantly influence
beneficiary satisfaction, which in turn positively affects purchase intention. The study provides practical insights
for strengthening beneficiary-oriented strategies and enhancing the effectiveness of agricultural development
programmes implemented by KADS.
Keywords: Beneficiary Satisfaction, Purchase Intention, Purchase Behaviour and Agricultural Products
INTRODUCTION
The global economy necessitates the promotion and regeneration of the agricultural extension programmes to
better serve the various requirements of farmers. To reach these, training programs in modern farm practices,
post-harvest techniques, value addition, and marketing were held as a usual routine. It increases the confidence
of farmers in adopting environment-friendly farm practices to achieve sustainable agriculture growth. Direct
marketing of agricultural products to the consumers is not as easy particularly in the case of local farmers.
They faces some difficulties because of limited access to modern farming and marketing techniques.
Kerala Agricultural Development Society (KADS), provide proper support to transferring the latest technology
to the farmers at the appropriate time for the promotion of local market, easy availability of farm and green
products, better quality services to both the farmers and consumers. Consumer Satisfaction is the product’s
performance to satisfy buyer’s expectations. Products and services consist of number attributes that are evaluated
by consumers before purchasing the same. Consumer behaviour influence the consumer decision making about
purchasing. There are number of variables which controls the customer satisfaction as well as buying Behaviour
in this digital era.
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Reviews on earlier studies, Alpert, M.I. (1971), Identification of Determinant Attributes: A Comparison of
Methods. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). "Customer Satisfaction, Market Share, and
Profitability: Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share,
and Profitability: Findings and Implications for Business Practices, Baal, S. and Dach, C. (2005) Free riding and
customer retention across retailers´ channels, Baumgartner, H. & Steenkamp, J. B. E. (1996), Exploratory
consumer buying behavior: Conceptualization and measurement, International journal of Research in marketing,
Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer
Satisfaction, Foxall, G. & Yani-de-Soriano, 2005. Situational influences on consumer’ attitudes and behaviour,
Government of Kerala, (2020). Agricultural Development Policy.
Department of Agriculture, Kerala. Gupta, A., & Menon, R. (2021). Digital Platforms in Agricultural Extension
Programs, Kerala Agricultural Development Society (KADS). (2021). Annual Report. Thodupuzha, Kerala,
National Bank for Agriculture and Rural Development (NABARD). (2020). Oliver, R. L. (2010). "Satisfaction:
A Behavioral Perspective on the Consumer, Patel, S., & Desai, R. (2020). Impact of Agricultural Cooperatives
on Rural Development, Rao, N. (2019).
Agricultural Transformation and the Role of Institutions, Sharma, R., & Verma, P. (2019), Role of Cooperative
Societies in Promoting Sustainable Agriculture, Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services
Marketing: Integrating Customer Focus Across the Firm focused on the buying behaviour, purchase determinants
and customer satisfaction.
The research on the measurement of the consumer buying behaviour, categories of consumer buying behaviour,
factors affecting buying behaviour, models of consumer buying behaviour and consumer decision-making
processes conclude whether the customers are satisfied or not. Rapid change in the Technological Advancement
leads to changes in Consumer Behaviour, along with continuous changes in consumer satisfaction levels because
various new variables are added every time.
Statement Of Problem
Innovative development of the agricultural economy, supporting organic produce are revolutionary during these
periods due to the advancement of technology. Marketing of products and services is strictly strategic and needs
continuous advancement in the present and future. The agricultural sector is not well organised. Hence, the
local farmers’ faces lot of issues and take risks to market their products. Awareness of technological
advancements in the field of agriculture is lacking, which affects product quality and quantity. Traditional
farmers are exploited by the local traders.
They do not get a fair return on their efforts. Consumers are also affected by the unfair trade practices of these
traders. This study investigated the factors supporting beneficiary satisfaction by analysing the consumer’s
attitude towards the intermediaries for the marketing of agricultural products of the local farmers. It aims to
understand the diverse needs of beneficiaries (buyers and sellers) and assess the organisation’s ability to address
these needs through its various services and business models for their satisfaction.
Kerala Agricultural Development Society (Kads)
Kerala Agricultural Development Society (KADS) is a voluntary organisation of farmers registered in 2001
under the Charitable Society Act, 1955 of Kerala. KADS most successful business models are Farmers’ Open
Market and KADS Producers Company Limited (Swadeshi Supermarket). Both business models help farmers
to sell their agricultural products in the open market without an intermediary.
This process has opened up a window for all farmers to boost their self-confidence and channelise to market
their products without extra effort. KADS takes complete responsibility to sell their product under its banner or
buy their products, process it, and sell it with its own supply chain system. 'Swadeshi Supermarket', the major
project of KADS to facilitate marketing of farm fresh products like fruits and vegetables, organic and other
value-added products to the consumers.
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Significance of the Study
The significance of the study lies in measuring the customer satisfaction of Kerala Agricultural Development
Society through its potential to provide actionable insights into improving the quality and reach of KADS’s
services. Key findings from the study will inform strategies to enhance infrastructure, leverage digital platforms
for better service delivery, and establish efficient feedback mechanisms. These improvements are essential for
ensuring that KADS continues to play a vital role in Kerala’s agricultural ecosystem by addressing the evolving
needs of its beneficiaries. Establishing efficient feedback mechanisms is vital for understanding beneficiaries'
needs and enhancing their satisfaction.
Scope of the Study
The scope of this research is confined to KADS centres in the Kerala state. Sample centres are located in the
Thodupuzha Municipality within the Idukki district. By focusing on this specific region, the study aims to
provide a detailed analysis of KADS's service quality to its consumers from local farmers through the best
agricultural practices. The findings from the beneficiary satisfaction survey offer valuable insights into the
organization's strategies and emphasise its crucial role within the state's agricultural ecosystem. Beneficiaries
are categorised into two groups, representing the buyers and sellers of agricultural products and services,
respectively. This classification helps in understanding the diverse needs and expectations of KADS's clientele.
This study focused on the consumers of KAD's products and services and analysed the satisfaction of consumers
under the head beneficiary.
Objectives of the Study
1. To identify the factors determining the beneficiaries' purchase intention towards the products available
at Kerala Agricultural Development Society (KADS)
2. To examine the impact of purchase intention determinants on beneficiary satisfaction with purchasing
behaviour at the Kerala Agricultural Development Society.
Hypothesis of the Study
1. H
0:
Purchase intention determinants have no impact on the beneficiary satisfaction about purchasing
behaviour at the Kerala Agricultural Development Society.
METHODOLOGY OF THE STUDY
For the purpose of the study, the researcher considered the consumers of Kerala Agricultural Development
Society (KADS) located in the Thodupuzha Municipality within Idukki district as the sample of the study. Since
the study covers a universe with an infinite population, that is, the number of consumers of Kerala Agricultural
Development Society (KADS) is unknown, the sample size is determined by adopting a convenience sampling
method, and the sample size is calculated by using Cochran’s formula.
Assuming the maximum variability, which is equal to 50 per cent (p=0.5 and q=0.5) and taking at 95%
confidence level (z=1.96) with 10 per cent (e=.1) desired level of precision. Cochran’s formula for calculating
the representative sample from the infinite population is: n
0
= z
2
pq / e
2
; sample size = (1.96)
2
(0.5) (0.5) / (0.1)
2
= 96.04. Thus, the adequate sample size of the study at 95 percent confidence level and at 10 percent precision
is 96.
The researcher circulated the questionnaire to 96 identified consumers of Kerala Agricultural Development
Society (KADS) in Thodupuzha Municipality through google form. Hence, the study adopts a convenient
sampling method in identifying the sample size of 96 consumers of Kerala Agricultural Development Society
(KADS) in Thodupuzha Municipality.
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Primary data was collected with the help of structured questionnaire and the Cronbach’s alpha for the factors
determining the beneficiaries purchase intention towards the products available at KADS and beneficiary
satisfaction about purchasing behaviour at KADS is 0.824 and 0.796 respectively and that indicates an acceptable
reliability of the parameters in the questionnaire. Thus, the collected data met with all normality assumptions
and further analysed using statistical tools namely exploratory factor analysis and multiple regression analysis.
RESULTS AND DISCUSSIONS
Clustering the factors determining the beneficiaries purchase intention towards the products available at Kerala
Agricultural Development Society (KADS) in the Thodupuzha Municipality: Exploratory Factor Analysis
Here, exploratory factor analysis is used to explore the factors determining the beneficiaries' purchase intention
towards the products available at Kerala Agricultural Development Society (KADS) in the Thodupuzha
Municipality through Principal Component Method with Varimax Rotation.
Table: 1 (a) Reliability analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.851
Bartlett's Test of Sphericity
Approx. Chi-Square
3287.336
Df
253
Sig.
.000
Source: Computed from primary data
The table presents the findings of two assessments: the Kaiser-Meyer-Olkin measure of sample adequacy and
Bartlett’s Test of Sphericity, which evaluate the significance of the relationships among the variables. The
Kaiser-Meyer-Olkin measure of sampling adequacy indicates a test statistic value of 0.851, indicating that factor
analysis for the specified variables is suitable.
Bartlett’s Test of Sphericity indicates a significant value of 0.000, representing that the variables selected are
statistically significant and demonstrate a strong correlation among the factors influencing beneficiaries'
purchase intentions regarding the products offered by the Kerala Agricultural Development Society (KADS) in
Thodupuzha Municipality.
Table: 1 (b) Clustering the factors determining the beneficiaries purchase intention towards the
products available at KADS
Factor
Rotated Factor
Loadings
Factor 1:
Functioning of KADS
25.24 % of Variance
.854
.712
.623
.599
Factor 2:
.784
.739
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Infrastructure facilities
and amenities at KADS
21.83 % of Variance
.698
.651
.573
.524
Factor 3:
Sellers behavior at KADS
17.04 % of Variance
.848
.709
.637
.516
.492
Factor 4:
Product quality and
variety at KADS
14.56 % of Variance
.722
.667
.624
.533
.486
Factor 5:
Marketing at KADS
11.37 % of Variance
.836
.762
.694
Total Variance Explained: 90.04 % Variance
Source: Computed from primary data
The table indicates that of the 23 criteria influencing beneficiaries' purchase intentions for products at KADS, 5
factors have been identified, resulting in a total variance of 90.04 percent.
The five factors influencing beneficiaries' purchase intentions regarding products at KADS are as follows: the
functioning of KADS accounted for 25.24 percent of the variance, infrastructure facilities and amenities at
KADS contributed about 21.83 percent, sellers’ behaviour at KADS explained around 17.04 percent, product
quality and variety at KADS represented about 14.56 percent, and marketing at KADS explained a variance
about 11.37 percent.
The loading patterns of the components indicate a strong relationship among the parameters, with all variables
contributing to the beneficiaries' purchase intention regarding the products offered at KADS.
H
0:
Purchase intention determinants have no impact on the beneficiary satisfaction about purchasing behaviour
at the Kerala Agricultural Development Society.
Here the multiple regression analysis for beneficiary satisfaction about purchasing behaviour at the Kerala
Agricultural Development Society (Y) was performed with 5 independent variables of beneficiaries' purchase
intention regarding the products sold at KADS such as functioning of KADS (X
1
), infrastructure facilities and
amenities (X
2
), sellers’ behaviour at KADS (X
3
), product quality and variety at KADS (X
4
), marketing at KADS
(X
5
).
Inter correlation between the factors determining the beneficiaries purchase intention towards the products
available at KADS revealed that all the predictor variables were entered simultaneously for regression equation
because no multicolinearity exists among the selected 5 predictor variables.
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Table: 2 (a) Model summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
.864
.746
.731
.3448
Predictors: (Constant), Functioning of KADS (X
1
), Infrastructure facilities and amenities (X
2
), Sellers’
behaviour at KADS (X
3
), Product quality and variety at KADS (X
4
), Marketing at KADS (X
5
)
Dependent Variable: Beneficiary satisfaction about purchasing behaviour at the Kerala Agricultural
Development Society
Source: Computed from Primary Data
The model summary table illustrates the overall predictability of the regression model. The adjusted R² value of
0.731 indicates that the five independent variables influencing beneficiaries' purchase intentions regarding
products at KADS account for 73.1 percent of the variance in the dependent variable, beneficiary satisfaction
concerning purchasing behavior at the Kerala Agricultural Development Society.
As a result, it is determined that the beneficiaries' purchasing intentions regarding the products offered at KADS
influence their satisfaction with purchasing behaviour at the Kerala Agricultural Development Society.
Table: 2 (b) ANOVA
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
38.422
5
7.684
4.307
.000*
Residual
160.567
90
1.784
Total
198.989
95
Source: Computed from Primary Data * 5 Percent level of significance
The ANOVA findings indicate a p-value of 0.000 (F value = 4.307), which is less than 0.05, signifying that the
regression model is statistically significant. The null hypothesis is rejected. Therefore, a substantial association
exists between the variables examined in the hypothesis. Thus, it has been identified that the factors determining
the beneficiaries' purchasing intentions regarding the products sold at KADS are closely associated and have an
influence on their satisfaction with purchasing behaviour at the Kerala Agricultural Development Society.
Table: 2 (c) Coefficients of Multiple Regression Analysis
Model
Variables
UC
SC
T
Sig.
B
SE
Beta
1
(Constant)
3.128
.113
29.944
.000*
Functioning of KADS (X
1
)
.642
.021
.617
11.369
.000*
Infrastructure facilities and amenities (X
2
)
.768
.037
.743
15.039
.001*
Sellers’ behaviour at KADS (X
3
)
.584
.019
.545
8.583
.010*
Product quality and variety at KADS (X
4
)
.831
.044
.809
17.634
.002*
Marketing at KADS (X
5
)
.697
.029
.682
13.485
.000*
Dependent Variable: Beneficiary satisfaction about purchasing behaviour at the Kerala Agricultural
Development Society
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Source: Computed from Primary Data * 5 Percent level of significance
It is identified from the coefficient table that the factors determining the beneficiaries' purchasing intentions
regarding the products sold at KADS such as functioning of KADS (X
1
) (Beta Coefficient = 0.617, Sig = .000),
infrastructure facilities and amenities (X
2
) (Beta Coefficient = 0.743, Sig = .001), sellers’ behaviour at KADS
(X
3
) (Beta Coefficient = 0.545, Sig = .010), product quality and variety at KADS (X
4
) (Beta Coefficient = 0.809,
Sig = .002), marketing at KADS (X
5
) (Beta Coefficient = 0.682, Sig = .000) have significant positive impact on
the beneficiary satisfaction about purchasing behaviour at the Kerala Agricultural Development Society, since
all the significant values of predictor variables is less than 0.05.
It reveals that the product quality and variety at KADS has the highest significant positive impact on the
beneficiary satisfaction about purchasing behaviour at the Kerala Agricultural Development Society. Hence, it
is concluded that the factors determining the beneficiaries' purchasing intentions regarding the products sold at
KADS have significant influence on their satisfaction with purchasing behaviour at the Kerala Agricultural
Development Society. Therefore, the Kerala Agricultural Development Society offers items of superior quality
and at appropriate quantities. The product's freshness, variety, and availability at a reasonable price significantly
enhance consumer happiness for those who purchase from KADS.
The ease, accessibility to KADS, infrastructure facilities, and appropriate allocation of spaces for each product
category significantly benefit the consumers. As a result, it is determined that kind seller actions, effective
marketing strategies, appropriate pricing of products, product quality and freshness, along with efficient
management, enhance consumer satisfaction for those purchasing at KADS, thereby fostering customer loyalty
and referrals to other consumers.
The structural model results reveal that all five purchase intention determinants exert a positive and statistically
significant impact on beneficiary satisfaction, leading to the rejection of the null hypothesis. The quality of the
products and the variety of products are the most influential factors affecting beneficiary satisfaction, and they
enhance beneficiaries’ purchasing experience at KADS. Quality assurance remains the primary factor of
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satisfaction in agricultural product marketing. The infrastructure facilities and amenities, marketing, affordable
pricing, convenient working hours, and ease of access to KADS centres play an important role in encouraging
repeated purchases and fostering favourable perceptions among beneficiaries. The Functioning of KADS
demonstrated a meaningful positive relationship with beneficiary satisfaction, indicating that effective
administration, proper stall allocation, and overall operational efficiency enhance trust and confidence among
consumers. Courteous behaviour, fair treatment, and the absence of bargaining contribute to a pleasant shopping
environment, reinforcing customer satisfaction and loyalty. The results validate the structural model and
emphasise that strengthening these determinants will enhance beneficiary satisfaction, encourage repeat
purchasing behaviour, and support sustainable agricultural marketing through KADS.
CONCLUSION
KADS is influential in promoting agricultural growth and addressing the challenges faced by farmers in Kerala.
By focusing on enhancing service quality and accessibility, KADS can improve beneficiary satisfaction and
contribute to sustainable agricultural development. Addressing the existing infrastructure gaps and incorporating
digital solutions will play a pivotal role in ensuring that farmers receive timely assistance and access to necessary
resources. Like other studies, this research also has several limitations. The result is only applicable to the
agricultural product which is tested in this research. Therefore, future studies can investigate non- agricultural
products and other agricultural supporting organisations. Behavioural attributes considered this study do not
represent all attributes of the buying intension. This means other attributes that have not been tested can be
included in future studies. Sample selected for this study is limited to one of the municipality in the state of
Kerala, the local taste might influence the results of this study.
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