The 21st Century Consumers

A Behavioural Perspective

Edited by
M. Ganesh Babu, G. Vani
and Dr. N. Panchanatham

Publish by Global Vision Publishing House

A Study of Consumer Decision Making While

Purchasing Branded Spices in and
Around Karad City
*M.M. Kumthekar and **A. R. Sane
Abstract
Today, Indian marketers are focusing on rural markets for various reasons, the foremost being that it
represents a large untapped market. For any marketer, the key to success in these markets is to understand the
psyche of rural consumers which is characteristic and not similar to the urban market. Therefore, the
consumer, the most critical component in the marketing scenario, needs to be studied in depth. The present
study is an attempt to identify the consumer psyche in buying spices and identifying the consumer
preference towards branded spices in Karad -a semi urban city in district Satara in Maharashtra and the
areas around it which represent the rural areas. It also attempts to study the buying behavior demonstrated
by rural consumers and identify the most popular branded spices in and around Karad city.

INTRODUCTION
India has traditionally been known for its spice and culinary herb production. It is one of the
largest spice producing and consuming country. Also it is known for its excellent cuisine, its
unique regions of cooking, and a pleasant dining experience. It is famous for distinguished
vegetarian dishes. One thing all the regional cuisines of India have in common is its use of
spices. Thus spices are the heart of Indian Cuisine. We Indians love to have spicy foods. We
have a long history of spices used in medicine and other therapy; spices have taken centre
stage in Indian cuisine and household kitchens. Popular variants of Indian spices are Haldi,
Dhania, Garam masala, Lal mirch, Methi and many more as everybodys liking e.g. Chana
Masala, Sambhar masala, Chicken or Meat Masala etc.
The strategic location, climatic conditions, advanced production processes and availability of
cheap labour in India makes it advantageous for the producers to ensure large scale production
of quality spices and herbs. Due to this Indian Spices have become popular overseas as well.
Spice manufacturers have encashed this trend and are exporting these spices to countries like
USA, UK, Australia, Canada, Middle East and Asian countries. Major Manufacturers are Pravin
Masale, Badshah, MDH Industries, ITC, Everest group. Thus India accounts for nearly 45%
in terms of volume and 30% in terms of value in the world spice trade.
*
**

Visiting Faculty, Bharati Vidyapeeth Deemed University, Maharashtra. E-mail:kmedha@live.com

Lecturer, Bharati Vidyapeeth Deemed University, Maharashtra. E-mail:amratasanel39@gmail.com

116

M.M. Kumthekar and A.R. Sane

Objectives of the Study

1.
2.
3.
4.

To identify the most common types of branded spices used to cook at home
To study the major factors which influence purchasing of the branded spices in and
around Karad city.
To identify the most popular brand in spices in and around Karad city.
To offer meaningful suggestions to Pravin Masale.

Hypothesis
1.
2.

In rural area, women use homemade masala than branded masala to cook at home.
Branded spices are used only for taste than its price.

Research Methodology
To fulfill the objectives stated earlier, the data necessary for the research work basically
was obtained from 50 respondents in and around Karad city. The research type of this study
is exploratory and descriptive. Simple random sampling technique was used for collection of
data while sample size was 50. Sampling unit i.e. respondents to be interviewed were house
wives in and around Karad city.
Sources of data collection:The data was collected with the help of primary as well as
secondary sources. A questionnaire was prepared to study and evaluate consumer preference
towards branded spices in and around Karad city.
1.4 a Primary sources: The primary data for the research work was collected with the
help of a structured questionnaire. Personal interviews of respondents were
conducted and with the questionnaire supplemented by personal observation.
1.4 b. Secondary sources: The secondary sources such as literature from text books,
periodicals, magazines, news papers etc. were obtained by visiting well known
libraries and also from websites and company records.
DATA ANALYSIS AND INTERPRETATION
After the survey all the completed questionnaires were scrutinized and tables, graphs and
charts were prepared. Percentages were calculated and inferences were drawn after tabulation
of the data collected.
To study the consumer preference towards branded spices, respondents were categorized
into different age groups, as follows:
Table 1: Age group wise analysis
SN

Age Group

No. of
respondents

Percentage(%)

Age group wise chart

20

1.

20-30

19

38

2.

30-40

15

30

3.

40-50

10

20

4.

50-60

06

12

Total

50

100

15
10

20-30

30-40

40-50

50-60
No. of
respondents

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117

The above table indicates that 38% of the respondents were from the age group 20 years
to 30 years followed by 30% in the middle aged group of 30 to 40 and 20% belonged to 40 to
50 years, 12% belonged to 50 to 60.The thrust was on the young housewives to understand
the trend of buying in the new generation.
Table 2: Occupation wise analysis
SN

Occupation

No. of respondents

Percentage (%)

1.

Business

12

24

2.

Professionals

15

30

3.

Service

13

26

4.

House wife

10

20

Total

50

100

Occupation wise chart

20%

24%

26%
30%
Business

Profession Service House wives

An effort was made to correlate the occupation and the purchasing of branded spice.
30% respondents were professionals followed by 26% who were in service, 24% had their
own business while 20% were pure housewives.
Table 3: Preference of type of spice:
SN

Specification
of spices

No. of
Percentage
respondents (%)

1.

Garam Masala

18

2.

Pickle Masala

Specification of spices

36
14

28

3.

Sambhar

12

4.

Chat / Tak Masala

10

5.

Kanda Lasun

15

30

6.

Biryani

10

20

7.

Kesari Dudh Masala

14

Total

75

100

10

18

15

14
5

Garam
Masala
Pickle
Masala
Sambhar
Chat / Tak
Masala
Kanda
Lasun
Biryani
Kesari Dudh
Masala

In this question, a single respondent has opted for more than one option hence the total
number of the respondents exceeds 50.
It was noted that 36% purchased Garam Masala followed by 30% purchased Kanda Lasun
Masala, 28% purchased Pickle Masala, 20% purchased Biryani Masala. 12% purchased Sambhar
masala, 10% purchased Chat/ Tak Masala and 14% purchased Kesari Dudh Masala.
Thus the most preferred product appeared to be Garam Masala and then Kanda Lasun
Masala closely followed by pickle masala.

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M.M. Kumthekar and A.R. Sane

Table 4: Identification of the most popular brand:

SN

Specification
of spices

No. of
respondents

Percentage
(%)

1.

Badshah

01

2.

Bawadekar

05

10

3.

Kepra

04

4.

Everest

09

18

5.

Sangam

03

6.

Ambari

01

7.

Katdare

11

22

8.

Pravin

11

22

9.

Bedekar

04

10.

Mahila Udyog

01

11.

Any other

00

Total

50

100

Specification of brand
0%
2%
8%

2%
10%
8%

22%

18%
22%
Badshah
Sangam
Bedekar

2% 6%
Bawdekar
Ambari
Mahila Udyog

Kepra
Katdare
Any other

Everest
Pravin

There was a significant difference in the percentage of brands preferred. The highest
percent of spices preferred was 22% that of Katdare and Pravin. This was followed by
Everest which was preferred by 18% and then brand Bawadekar Masala by 10%.
Badshah(2%), Kepra(8%), Sangam(6%), Ambari(2%),Bedekar, Mahila Udyog were preferred
by less than 2%. Thus the most preferred brands were Katdare and Pravin.
Table 5: Preferred frequency of buying branded spices:
SN

Frequency

No. of
respondents

Percentage
(%)

1.

Once in a month

09

18

2.

Once in 2 month

04

08

8%

3.

Once/ Twice every year

02

04

4%

4.

As per requirement

35

70

Total

50

100

Frequency of buying branded spices

18%

70%

Once in a
m onth
Once in 2
m onth
Once/ Twice
every year
As per
requirem ent

It was seen that 70% of respondents purchased the spices as per requirement. 18% of
respondents purchased spices once a month followed by 8% of them who bought twice a
month. Very few i.e. 4% of respondents purchased spices once/ twice every year.

A Study of Consumer Decision Making While Purchasing Branded...

119

Table 6: Preference of Package size

SN

Package size

No. of
respondents

Percentage
(%)

Pre ference of pa ckage size

25

1.

500 gm

04

08

20

2.

100 gm

11

22

15

3.

50 gm

15

30

4.

Sachets

20

40

Total

50

100

20
15
11

10
4

50 0 gm 1 00 gm

50 g m

Sa che t

No. of
respondents

From the above table, it is observed that 40% of respondents purchased sachets i.e. to use
as per requirement followed by 30% respondents who purchased 50gm branded spices.
Very few respondents i.e. 8% purchased 500 gm package size.
Table 7: Factors considered while choosing a brand:
SN

Specification
of brand

No. of
Percentage
respondents (%)

1.

Availability

16

32

2.

Quality

18

36

3.

Taste

20

40

4.

Price

12

24

5.

Habit

13

26

6.

Advertisement

07

14

7.

Recommendation

10

20

8.

Convenient package size

15

30

Total

50.

Factors considering while choosing a brand

Availability
Quality
15

16
Taste

10

Price
18

13
20
12

Habit
Advertiseme
nt
Recommenda
tion
Convenient
packagesize

100

As respondents preferred multiple factors while choosing a brand, total number exceeds

The most important factor considered while choosing the brand was taste of the spice
opted for by 40% closely followed by quality 36% , availability 32%, convenient package size
was considered by 30%. 26% respondents chose brands out of habit and 24% considered
price also while selecting a brand, advertisement and recommendations were considered by
only 14% and 20% respectively. Thus taste and quality are the most crucial factors in selecting
branded spice.

120

M.M. Kumthekar and A.R. Sane

Table 8: Most preferred brand

SN

Most preferred
brand

No. of
respondents

Percentage
(%)

1.

Badshah

00

00

2.

Bawadekar

05

10

Badshah

3.

Kepra

04

Bawdekar

4.

Everest

09

18

5.

Sangam

03

6.

Ambari

00

00

7.

Katdare

12

24

8.

Pravin

13

26

9.

Bedekar

04

10.

Mahila Udyog

00

00

Mahila Udyog

11.

Any other

00

00

Any other

Total

50

100

Most preferred brand

Kepra

8% 0% 10%
8%

Everest

26%

Sangam
Ambari

18%
24%

Katdare

0%6%

Pravin
Bedekar

It was seen that 26% respondents preferred Pravin masale closely followed by Katdare
masale i.e. 24% and then Everest preferred by 18% followed by Bawadekar Masale i.e. 10%.
Surprisingly the trend of users of brands seen in Table No 4 is largely reinforced in the
above question. The trend and number of respondents preferring a certain brand are same
for the three brands Pravin, Katdare, Everest and for others the figures are roughly the
same with slight variations of 2% for Mahila Udyog, Badshah and any other.
Table 9: Trial of other brands
SN

Response

No. of
respondents

Percentage
(%)

1.

Yes

26

52

2.

No

24

48

Total

50

100

T ry o f o t h er b ra n d
27
26
25
24
23
Ye s

No
N o . o f re s p o n d e n ts

An effort was made to observe whether the customers were loyal towards one brand or
their switched their preferences frequently.
From the above table it is observed that 52% respondents tried other brands while 42%
respondents remained loyal to the same brand.
Thus the percentage of respondents who were loyal and the percentage of respondents
who were switchers were very nearly the same. Thus the brands face the challenge of
converting the switchers to loyal customers.

A Study of Consumer Decision Making While Purchasing Branded...

121

Table 10: Reasons for trial or non trial of other brands

SN

Response

1.

No. of
respondents

Percentage
(%)

Variety

05

19

Yes

Change

14

54

(Switchers)

Lack of
availability

04

15

Specialty of
the brand

03

12

Total

26

100

Variety

Change

Lack of
availability

Specialty of
the brand

24

100

24

100

2.
No
(Loyals)

52% of total respondents switched brands .While analyzing the psyche of switchers ,it
was seen that 54% of these switchers switched the brand for change, 19% for variety and
15% for lack of availability. This last category of respondents can be retained as loyal
customers by ensuring the availability of the product.
48% respondents did not try any other brand indicating they were loyal customers.
Surprisingly just as the percentage of loyal customers was substantial i.e. (48%), the
percentage of switchers was equally large i.e. 52% indicating a need for change rather than
habit and variety seeking buying behaviour on the part of consumers while purchasing spices.
Hypothesis I
The researcher had interviewed 90 respondents amongst whom 50 respondents used
branded masala and the remaining 40 respondents used homemade masala.
Hypothesis: In rural area, women use homemade masala than branded masala to cook at home
Ho: Null hypothesis : In rural area, women do not use homemade masala than branded
masala to cook at home.
For proving this hypothesis, chi square test is used.
Sr. No.

Description

Preferred

Not preferred

Total

1.

Home made

40

50

90

2.

Branded

50

40

90

Total

90

90

180

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M.M. Kumthekar and A.R. Sane

Applying 2 test :
O

O-E

(O-E)2

(O-E)2/E

40

45

-5

25

0.55

50

45

25

0.55

50

45

25

0.55

40

45

-5

25

0.55

(O-E) /E

2.22

Thus degree of freedom = (c-1)(r-1)

= (2-1) *( 2-1)
= 1*1
=1
T

2 = 3.84 at 5% level of significance.

Calculated value of 2. is less than that of table value.

Therefore the null hypothesis can be accepted.
Hence it concluded that In rural area, women do not use home made masala than branded
masala to cook at home.
It is Type I error.
Hypothesis II
Hypothesis: Branded spices are used only for taste than its price.
Ho : Null hypothesis: Branded spices are not used only for taste than its price.
For proving this hypothesis, chi square test is used.
Sr. No.

Description

Preferred

Not preferred

Total

1.

Taste

30

20

50

2.

Price

20

30

50

Total

50

50

100

Applying test :
2

O-E

(O-E)2

(O-E)2/E

30

25

25

20

25

-5

25

20

25

-5

25

30

25

25

(O-E)2/E

Thus degree of freedom = (c-1)(r-1)

= (2-1) *( 2-1)
= 1*1 = 1

A Study of Consumer Decision Making While Purchasing Branded...

123

The table value of 2 = 3.84 at 5% level of significance.

Calculated value of 2. is more than that of table value.
Therefore the null hypothesis cannot be accepted.
Hence it concluded that Branded spices are used only for taste than its price.
CONCLUSION AND SUGGESTIONS

The most preferred product appeared to be Garam Masala and then Kanda Lasun Masala.

Majority of respondents preferred Katdare, Pravin closely followed by Everest.

Purchasing as per requirement was the most preferred purchasing frequency followed
by once a month..

Sachets i.e. low price packs were the most preferred package size.

Taste was the prime factor considered while choosing a branded spice followed by
quality, availability and then convenient package size.

Katdare, Pravin were the most popular brands closely followed by Everest.

The percentage of loyal customers was almost equal to the percentage of swithchers.

Suggestions

The companies should try to promote varieties of spices other than Garam Masala
and Kanda Lasun Masala.

Companies should take efforts to induce trial by distribution of free sample sachets.

The company should take efforts to convert one time customers to loyal customers
by taking conscious efforts to maintain taste and quality and also ensure that the
product is never out of stock.

Consumer awareness of various varieties of spices should be improved by organizing

cooking contests and sponsoring events for housewives.

The manufacturers must engage in one to one interaction with housewives through
the dealers or wholesalers or retailers.
REFERENCES

Kothari, C.R. (2005). Research Methodoly, New Age International (p) Limited, Publishers, New Delhi, Reprint.
Nair, Suja R. (2008). Consumer behaviour in Indian Perspective, Himalaya Publishing House, Mumbai, Reprint.
Raju, M.S. Dominique Xardel, (2007). Consumer Behaviour Concepts, Applications and Cases, Vikas Publishing
House Pvt. Ltd., Noida, Third Reprint.
Saranavel, P. and Sumathi, S., (2003). Marketing Research &Consumer Behavior, Vikas Publishing House,
New Delhi.
http://www.zaptron.com/literature/preference.htm.
www.indianspices.com/
www.spice-trade.com/indian-industry-overview.html
http://pib.nic.in/feature/fe0899/f1308991.html