T N, VENKATA REDDYHEZBULLAH2016-10-252016-10-2521-07-14Th-10829http://krishikosh.egranth.ac.in/handle/1/81803Raisin 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.encolourants, concentrates, productivity, enzymes, liquid wastes, bacteria, biodegradability, acidity, processed products, irrigationThesis