A STUDY ON CONSUMERS BRAND PREFERENCE FOR RAISIN IN BANGALORE CITY
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Date
21-07-14
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University of Agricultural Sciences GKVK, Bangalore
Abstract
Raisin is one of the important dry fruit gaining popularity in the recent past. This
study was conducted during the year 2014 in Bangalore city. The objectives of the study
were to analyze the different brands of raisin in Bangalore city, to examine the consumer
preference for branded and unbranded raisin and to study the distribution strategies of
raisin. The primary data was collected from hundred raisin consumers, five raisin dealers
and retailers each. The data was analyzed by tabular analysis, Garret’s ranking technique
and descriptive statistics. Two thirds of the consumers preferred store brands. The local
brands of raisin were available across the stores. National brands were absent in the
market. Among the dry fruits consumers preferred almond the most, followed by dates
and raisin. Branded raisin were preferred by 69 per cent of the consumers and the
remaining preferred unbranded. The major factor influencing for brand preference was
nutritional value, followed by ready availability of raisin, the quality and appearance
were the other influence the brand choice. One third of the consumers were not brand
loyal. Organized Retail Chain Stores preferred to convert the products in to the store
brand in their centralized handling unit and delivered to retail outlets. The Local brands
of raisin were directly delivered by local companies to the retailers. The Fast Moving
Consumer Goods (FMCGs) companies can launch the brands at national level to encash
the vacuum in the market. The brand loyalty needs to be built.
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Keywords
colourants, concentrates, productivity, enzymes, liquid wastes, bacteria, biodegradability, acidity, processed products, irrigation