Abstract:
Present study was undertaken to identify potentials for innovative Sri Lankan spices seasoning
cube in Matara area. Commercial seasoning cubes in the local market contained with some
unhealthy ingredients. These harmful substances have a negative impact on human health. The
study's sample frame was determined to be 201 people in the Matara DS division. The information
was gathered using a questionnaire that included questions on artificial seasoning cube
consumption. Gender, age, and monthly income are among the demographic data. Employment
status, marital status, and education levels are all factors to consider. Health-related articles and
publications were used. SPSS statistical software and a multiple regression model were used to
evaluate the data. The findings suggest that while purchasing fake seasoning cubes, most
individuals consider their health. Consumption of artificial seasoning cubes is harmful to human
body. According to result of first objective (objective 1- To identify consumers’ attitudes of
artificial seasoning cubes), six variables were significantly affected on monthly expenditure of
artificial seasoning cubes. These variables were education level, marital status, employed status,
healthiness, artificial seasoning cubes have good quality (R squared value was 0.330. That suggest
33% of the variance in monthly expenditure of artificial seasoning cubes were predicted from
independent variables). According to result of second objective (objective 2-Identify potentials to
introduce Sri Lankan spices seasoning cubes to market), mainly four variables were significantly
affected on willingness pay for spices seasoning cube (per month). These variables were gender,
employed status, monthly income; artificial seasoning cubes have good quality. This investigation
has presented evidence to suggest that there are demographic, attitudinal, opinions of the
consumer factors towards consumption of artificial flavored seasoning cubes. This study reveals
that the quality of artificial seasoning cubes has a significant impact on their consumption, with a
survey revealing that individuals are more concerned with the artificial seasoning cube's quality
(84.7% of the sample).
