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Subject: Others × End date: 2002 × Start date: 2001 × Type: Thesis × Thesis Type: M.Sc ×
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    ThesisItemOpen Access
    Consumer behaviour towards branded rice and rice products in Thrissur district
    (Department of Rural Marketing Management, College of Co-operation, Banking and Management,Vellanikkara, 2002) Sangeetha, P R; KAU; Philip Sabu
    The study entitled "Consumer behaviour towards branded rice and rice products in Thrissur District" was undertaken with the following objectives: * To find out the share of branded rice and rice products in total rice and rice product consumption; * To examine the consumer behaviour towards branded varieties of rice and rice products; and To identify the factors influencing consumer choice. The study was conducted in three wards viz., Mission Quarters, West Fort and Wadakkechira Bus Stand Area of Thrissur Municipal Town (now part of the Corporation). The sample consisted of 200 households, which were selected proportionate to the total number of households in each selected ward. The study was based on primary data collected from the sample respondents (housewives) using a pre-tested structured schedule. Bivariate tables, Percentages, Preferential Ranking Method, Kendall' s Coefficient of Concordance, Satisfaction Index and Likert's Scale were empl?yed to analyse and interpret data. The study was an explorative search into the behaviour of the consumers towards branded rice, rice products and basmati rice. An attempt was also made to find out the share of brand users among the respondents and to identify the factors influencing consumer choice. Analysis of the socio-economic profile of the respondents revealed that majority of them preferred non-branded rice and home-made rice products irrespective of socio-economic differences. The preference towards branded rice and rice products was comparatively higher among the respondents with higher education and higher income. Similarly, compared to aged people, the share of brand users was higher among the younger generation. The share of employed respondents preferring branded rice products was more than the share of employed respondents preferring branded rice. The share of brand users was relatively higher among 'nuclear' families than joint families. Majority or the respondents, were spending on an average of 45.5 per cent of the total monthly expenditure on food items. The average monthly household expenditure on rice, rice products and basmati rice was around 14 per cent of the total food expenditure and six per cent of the total household expenditure. Regarding the share of brand users among the respondents, it was observed that majority of the respondents were using non-branded rice, non- branded basrnati rice and home-made rice products. The share of brand users was only 30.5 per cent, 25 per cent and 35 per cent respectively in the case of rice, rice products and basmati rice. Most of the respondents were using boiled rice for meals and a mix of raw and boiled rice for making rice products. 'Taste' and 'custom/habit' were the major reasons stated for the use of home-made nee products, while 'convenience' and 'taste' influenced the use of branded rice products. 'Quality perceptions' about the branded varieties was identified as the major reason for using branded rice and basmati rice by the users. 'Low price' and 'satisfaction with the currently used variety' were the factors that influenced the users of non-branded rice and basmati rice. Irrespective of brand and non-brand preferences, brand awareness and ability to recall the brand was higher in the case of rice and rice products and lower in the case of basmati rice. Brand loyalty was also very high among the brand users in all the selected items. Brand shifting tendency, in general, was weak among the respondents. As regards the source of purchase, 'supermarkets' were the major source of purchase for all branded items. 'General provision stores' and 'margin free supermarkets' were the major source of purchase in the case of non-branded rice and basmati rice respectively. Store loyalty was very high among both the brand and non-brand users across the items. 'Accessibility', 'better customer service' and 'discount offered by the shop keeper' were the major reasons for store loyalty. 'High price', 'inconveniences', 'non-availability' and 'poor customer service' were the reasons that caused store shift by the respondents. As far as quantity preferred for single purchase was concerned, brand users of rice preferred to buy in small quantities compared to non-brand users. But in the case of basmati rice, most of the brand and non-brand users preferred to buy one kg packet for a single purchase. Similarly branded rice product users preferred to buy half kg or one kg packet for a single purchase. Purchase decision regarding rice, rice products and other consumables were made by women in majority of the families eventhough the husbands constituted the major actual buyers in rice and other consumables. Wives constituted the major shoppers in the case of rice products. Media exposure, both print and electronic, was very high among the respondents. Majority of them were subscribing newspaper and magazines and possessing television, telephone and radio. Television was identified as the most preferred advertising media and the main source of information regarding rice and rice products. In the bid to find out the parameters influencing purchase behaviour, it was found out that 'taste', 'absence of foreign materials', 'less cooking time' and 'aroma' were the major parameters that influenced the purchase behaviour of both brand and non-brand users in rice and basmati rice. 'Taste', 'easy availability' and 'convenience' were the parameters influencing the purchase of rice products. Satisfaction level of both brand and non-brand users towards the brand/variety currently used by them was also very high and 'price' was the only factor which scored a lower degree of satisfaction. In the effort to examine the general attitude of the respondents towards branded rice, rice products and basmati rice, it was observed that all the brand users and majority of the non-brand users had a favourable attitude towards brands. A detailed analysis of the attitude of the respondents towards statements representing various features of the selected items revealed that majority of the brand users had a favourable attitude towards all the statements. Most of the non- brand users showed neutral attitude towards product related attributes such as 'volume expansion', 'taste' and 'shelf life' of the product. Majority of the brand and non-brand users agreed that the price of the branded items was high. The general observation from the study was that eventhough most of the brand and non-brand users showed a favourable attitude towards brands, only a small percentage of them was using branded items. The share of brand users was only 3Cl.5 per cent, 25 per cent and 35 per cent in the case of rice, rice products and basmati rice respectively. The major factor which prevented the non-brand users from using brands was the relatively higher price of the brands. It was also observed that the product related factors such as 'taste', 'absence of foreign materials', and 'less cooking time' were the major factors that influenced the purchase decision of consumers, both brand and non-brand. Majority of the respondents were highly satisfied with the brand or variety currently used by them except in the case of price.