CONSUMERS PREFERENCE AND BRAND LOYALTY OF MAIYAS FOOD PRODUCTS - A STUDY IN BENGALURU CITY
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Date
02-04-18
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
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.