National Academy of Agricultural Sciences (NAAS)
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PRINT ISSN : 2319-7692
Online ISSN : 2319-7706 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcmas@gmail.com / submit@ijcmas.com Editor-in-chief: Dr.M.Prakash Index Copernicus ICV 2018: 95.39 NAAS RATING 2020: 5.38 |
Consumer behaviour in the purchasing of ready-to-eat products is very necessary to judge for the success of getting the right product. The raising urbanization, increasing middle-class population, increasing disposable income of middle-class population and changing taste preferences of Indian consumers may be attributed towards the raising demand of ready-to-eat food market. The present study is aimed to analyse the brand preference and factors influencing for purchase of ready-to-eat food products in Belgaum city of Karnataka state. Convenience sampling method was adopted to collect the data from the respondents. The study revealed that Good Day brand in biscuits and Big Bread among breads were the most popular and preferred brands among the majority of the respondents. Bingo was the most popular brand in chips followed by Lays and Haldirams, and MTR was most popular and preferred brand among maximum number of respondents in pickles followed by Mother’s receipe and More Choice. Maximum number of the respondents preferred Maaza brand (mean score of 71.93), followed by Frooti (mean score of 62.08) and Appy (mean score of 54.89). In case of fruit jam that, maximum number of the respondents preferred Kissan jam brand (mean score of 70.80), this was the oldest and most familiar brand among the respondents. Maximum number of respondents given first preference to Amul brand among the milk products. In case of kunda maximum number of respondents preferred Purohith brand because this was the only one brand which is very old and famous for its taste and quality in the study area. Brand loyalty was an important factor in preferring the ready to eat food products. Any firm entering this segment should study these things. The quality offered by the company, taste along with competitive price might lead to brand switching.
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