CONSUMERS’ PREFERENCE FOR READY-TO-EAT FOOD PRODUCT BRANDS - A STUDY IN BENGALURU CITY
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Date
41228
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Publisher
University of Agricultural Sciences GKVK, Bangalore
Abstract
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.