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The study was conducted in some selected areas of Patuakhali district, Barguna district, Khulna district and Barishal district, respectively. 250 consumer’s were interviewed accidentally meet in the market place and in some rural areas. The personal characteristics of the consumer’s were considered as independent variables and willingness to pay for seeded banana juice was considered as dependent variables. Willingness to pay was measured by a binary response (Yes/No). The results showed that the majority of consumers are middle aged. Most of them had a primary level education whereas very few consumers had higher education. Family member, income status, media and cosmopolitanism character’s of consumer’s have a significant positive relationship with consumer’s willingness to pay for seeded banana juice and what amount want to pay for it. It means that the consumers who was mostly attached with different media and cosmopolitanism status was high, they were mostly interested to pay for seeded banana juice. Age, gender and education show negative significant relationship. Among 250 consumer’s, 66% expressed a desire to pay for seeded banana juice and 34% expressed reluctance to pay for seeded banana juice. The percentage of the consumer’s who wanted to pay 0-10 TK was 40.8. The percentage of the consumer’s who wanted to pay 10-20 TK was 54.4. The percentage of the consumer’s who wanted to pay 20 up TK was 4.8. So, according to the findings, 66% consumer’s wanted to consume seeded banana juice and for this they wanted to pay suitable amount.
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DOI: 10.1080/09540120 90321 4371
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