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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.

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Author: AMULYA S, MURTHY × Type: Thesis × Thesis Type: M.B.A. ×
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    ThesisItemOpen Access
    CONSUMERS PREFERENCE AND BRAND LOYALTY OF MAIYAS FOOD PRODUCTS - A STUDY IN BENGALURU CITY
    (UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU, 02-04-18) AMULYA S, MURTHY; Girish, M.R.
    The present study made an attempt to examine the major brands of masala and ready-to-eat food products; analyze the market share of Maiyas in masala and ready-to-eat food products; factors influencing consumer's preference for Maiyas food products; and the brand loyalty towards Maiyas food products in Bengaluru city. The major brands of masala products available in the city were Maiyas, MTR, Tej, Eastern, Everest, Sparsh, Catch, Priya and MDH while among ready-to-eat food products, Maiyas, MTR, ITC and Priya were the major brands. Among the eight brands of masala food products considered for the study, MTR had the highest share of about 37 per cent followed by Eastern (22.24 %), Everest (12.37 %), Maiyas (11.52 %), Priya (6.63 %), Catch (4.43 %), Sparsh (3.17 %), and Tej (2.66 %). Even in the case of ready-to-eat food products, MTR had the highest share (69.23 %) among the five brands considered for the study followed by ITC (16.93 %) and Maiyas (13.85 %). Household income was the major factor influencing the purchase of Maiyas masala food products by consumers while saving of time was the major factor which influenced the purchase of Maiyas ready-to-eat food products. With regard to brand loyalty among consumers, MTR had the highest retention probability of 0.80 in the case of masala food products while Maiyas had the high retention probability of one in the case of ready-to-eat food products.