Journal of Experimental Agriculture International

Udangudi palm jaggery is a traditional palmyrah-derived sweetener marketed in southern Tamil Nadu. This study examined purchasing behaviour, consumer awareness, sources of information and proximity to retail outlets among customers in Tirunelveli city. Primary data were collected during July–August 2025 from 120 consumers, with 10 consumers randomly selected from each of 12 purposively selected retail shops, using a pre-tested interview schedule. Responses were summarised using percentages. Friends were the most frequently reported influence on purchasing decisions (43.33%), followed by family members (25.00%) and respondents themselves (23.33%). A single monthly purchase was reported by 39.17% of consumers, while 30.00% purchased the product twice monthly. The most commonly reported purchase quantity was 500 g (43.33%), followed by 1,000 g (36.67%). Half of respondents (50.00%) were classified as less aware of the product, whereas 30.83% were fully aware and 19.17% were unaware. Friends and relatives (34.17%) and doctors (32.50%) were the leading reported sources of information. Nearly half of consumers (49.17%) purchased from shops situated less than 5 km from their residences. The findings describe purchasing patterns and awareness among the sampled retail customers. They indicate areas for further investigation relating to communication, product information and retail access, without establishing causal relationships or population-wide market preferences.