Thumbnail Image

University of Agricultural Sciences, Bengaluru

University of Agricultural Sciences Bangalore, a premier institution of agricultural education and research in the country, began as a small agricultural research farm in 1899 on 30 acres of land donated by Her Excellency Maharani Kempa Nanjammanni Vani Vilasa Sannidhiyavaru, the Regent of Mysore and appointed Dr. Lehmann, German Scientist to initiate research on soil crop response with a Laboratory in the Directorate of Agriculture. Later under the initiative of the Dewan of Mysore Sir M. Vishweshwaraiah, the Mysore Agriculture Residential School was established in 1913 at Hebbal which offered Licentiate in Agriculture and later offered a diploma programme in agriculture during 1920. The School was upgraded to Agriculture Collegein 1946 which offered four year degree programs in Agriculture. The Government of Mysore headed by Sri. S. Nijalingappa, the then Chief Minister, established the University of Agricultural Sciences on the pattern of Land Grant College system of USA and the University of Agricultural Sciences Act No. 22 was passed in Legislative Assembly in 1963. Dr. Zakir Hussain, the Vice President of India inaugurated the University on 21st August 1964.

Browse

Reset filters
Subject: Agricultural Marketing × Author: GREESHMA SIRI, A N × Start date: 1985 × Type: Thesis ×
Reset filters

Search Results

Now showing 1 - 1 of 1
  • Thumbnail Image
    ThesisItemOpen Access
    CONSUMERS’ PREFERENCE FOR READY-TO-EAT FOOD PRODUCT BRANDS - A STUDY IN BENGALURU CITY
    (University of Agricultural Sciences GKVK, Bangalore, 41228) GREESHMA SIRI, A N; GIRISH, M R
    The present study made an attempt to analyze the brand preference for ready-to-eat food products, factors influencing the purchase of ready-to-eat food products, purchase behaviour with regard to ready-to-eat food brands and the brand loyalty as well as the store loyalty of consumers of ready-to-eat food products in Bengaluru city. A total sample of 120 respondents selected for the study was categorized into four groups, viz., working women, working men, housewives and students. Majority of the respondents preferred Britannia biscuits, Lays chips, Nandini sweets, Cadburys chocolates, Coffee Bite toffees, Perfitti chewing gums, Nandini brand of milk / flavoured milk, curds / butter milk, milk based sweets as well as ice creams and PepsiCo brand of soft drinks. Television was one of the major sources of information regarding the brands of ready-to-eat food products as it is the most popular mass media among people. The ready availability of ready-to-eat food products was the major factor which influenced it’s purchases. The brand loyalty of the consumers was mainly influenced by taste as it is quite obvious that people are taste conscious. For majority of the housewives, convenience was the major factor which influenced their store loyalty while price was the major factor which influenced the store loyalty of working women and working men.