GIRISH, M RGREESHMA SIRI, A N2016-11-152016-11-1541228Th-10414http://krishikosh.egranth.ac.in/handle/1/85546The 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.enThesis