GROUNDNUT VACUUM PACKAGING: CONSUMER BEHAVIOR AND COMPETITIVE SCENARIO IN JUNAGADH DISTRICT 3760
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Date
0009
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jau junagadh
Abstract
This study investigates the consumer behavior and competitive landscape of the
groundnut vacuum packaging market in Junagadh district. The study aims to measure
the impact of vacuum packaging on groundnut, identify factors that differentiate users
and non-users, explore brand switching behavior, evaluate competitive advantage and
marketing constraints faced by dealers. The research was conducted in seven talukas of
Junagadh district, utilizing a multistage sampling technique. A total of 200 farmers and
20 dealers were selected as respondents. The study employs various research
methodologies to achieve its objectives. Likert's scale is utilized to assess the impact of
vacuum packaging, while discriminant function analysis is employed to identify factors
distinguishing users and non-users. Garrett's ranking method is used to evaluate
marketing constraints and competitive advantage, and simple tabular analysis is
employed to study brand switching behavior. The findings of the study reveal
significant factors influencing farmers' purchasing decisions and brand switching
behavior regarding vacuum-packed groundnuts. Key factors include brand reputation,
affordable pricing, innovation, quality assurance, and product availability. Farmers
prioritize cost-effectiveness, brand trust, and familiarity when making purchasing
decisions. Factors driving brand switching behavior include quality, improved results,
accessibility, peer influence, and positive brand image. Dealers facing the constraints
like low profit margin and market competition with the advantages like positive brand
image, quality of the product and efficient logistics.