Consumer Preference For Branded Spices in Mymensingh District

ANALYSIS OF CONSUMER PREFERENCE FOR
BRANDED SPICE PRODUCTS IN BATHINDA
Project Report Submitted to the Central University of Punjab
For the award of

MBA (Agribusiness)
In
Department of Applied Agriculture
BY
Priyanka Kumari
Supervisor
Dr. Chidanand Patil

School of Basic and Applied Science
Central University of Punjab, Bathinda
May, 2018
DECLARATION
I declare that the project report entitled “Analysis of consumer preference for
branded spice products in Bathinda” has been prepared by me under the
guidance of Dr. Chidanand Patil, Assistant Professor, Department of Applied
Agriculture, and Central University of Punjab.
------------------------
Priyanka Kumari
MBA (Agribusiness)
Central University of Punjab, Bathinda – 151001
Date:
i
CERTIFICATE
I certify that Ms. Priyanka Kumari has prepared her project report entitled “Analysis
of consumer preference for branded spice products in Bathinda ”, for the award
of MBA degree in Central University of Punjab, under my guidance. She has carried
out this work at the Department of Applied Agriculture, School of Basic and Applied
Science, Central University of Punjab, Bathinda.
---------------------------
Dr. Chidanand Patil

Assistant Professor
Central University of Punjab, Bathinda– 151001
Date:
ii
CERTIFICATE
This is here to certify that the project entitled “Analysis of consumer preference for
branded spice products in Bathinda” submitted by Priyanka to Central University
of Punjab, Bathinda in partial fulfillment of the requirements of the degree MBA, in
subject of Agribusiness has been approved by the student advisory committee along
with head of the department after an oral examination on the same.
----------------------- ---------------------------- -----------------------------
Major advisor External Examiner Head of Department
iii
ABSTRACT
Title: Analysis of consumer preference for branded spice

products in Bathinda.
Name of Student: Priyanka Kumari
Registration Number: 16mbagri03
Degree for which Submitted: MBA
Name of supervisor: Dr. Chidanand Patil
Department: Department of Applied Agriculture
School: School of Basic and Applied Science
Keywords: Consumer preference, Homemade spices, Branded
spices and Local made
India is the storehouse for many spices and its products. Before long spice were
prepared at home but in the recent time technology has ben developed and people
are giving priority towards branded products instead of homemade. The current thesis
is mainly based to enumerate the reasons for shifting from homemade to branded
spice products along with the consumers’ willingness towards the preference of
different brand. The study was mainly consists of some Indian spice products like
Coriander, turmeric, chilli, black pepper, cumin powders and the respected brands of
the spices were Everest, Eastern, Aachi, catch and MDH. We selected a total number
of 60 respondents from the city of Bathinda and working on convenient sampling. The
study concluded that out of 60 respondents, 38.33 percent respondents were using
homemade spice products, whereas 56.7percent respondents were using branded
spice products and 5 percent were using local made spice product.
(Name and Signature of Student) (Name and Signature of Supervisor)
iv
ACKNOWLEDGEMENT
The dissertation is a milestone in my academic career. I am grateful to a number of

people who have guided and supported me throughout my research work and
provided assistance me from time to time.
I would like to express my deepest gratitude to my supervisor Dr. Chidanand Patil,

who has been truly motivational and dynamic in his efforts as a guide. My sincere
thanks to Dr. R.K.Kohli, Vice Chancellor, Central University of Punjab providing me
research facilities to carry out my work. I am also extremely thankful to Dr.
P.Ramarao, Dean, Academic Affairs, Central University of Punjab. I would like to
express my humble admirations to the Co-ordinator of the Department; Dr. S.S.
Marawaha who has been supportive and inspirational throughout the session. I am
also thankful to Dr. Mohit Sharma for his inspiration for research work.
I would like to specially thank Santanu Kumar Mohanta for his valuable support
during the entire project. It would not have been possible without him.
Finally, my family has supported and helped me along the course of this dissertation
by giving encouragement and providing the moral and emotional support I needed to
complete my dissertation. To them, I am eternally grateful.
(Priyanka Kumari)
v
TABLE OF CONTENTS
Chapter TITLE Page No.
1 INTRODUCTION 1-7
2 REVIEW OF LITERATURE 8 - 11
3 RESEARCH METHODOLOGY 12 - 16
4 RESULT AND DISCUSSION 17 - 49
SUMMARY 50 - 54
REFERENCE 55 - 59
APPENDICES 60 - 67
vi
LIST OF TABLES
Table no Particulars Page No.
4.1.1 Respondent’s preference towards branded, homemade and 17

local made spice products.
4.1.2 Socio economic profile of the respondents 18
4.1.3 Factors influencing respondents’ shifting from homemade to 21

branded spices.
4.1.4 Opinion of the respondents’ willingness to shift from 22

homemade to branded spice product
4.1.5 Store/ Location preference of purchasing spices among 23

respondents
4.2.1 Factors influencing respondents’ preference of particular 25

brands for black pepper:

brands for Chilli powder:

brands for coriander powder

brands for Cumin powder

brands for turmeric powder
vii
4.2.6 Constitution of respondents’ regarding their food habits 35
4.2.7 Respondents’ willingness to buy spices 36
4.2.8 Factors influencing the purchase decision of spices among 36

respondents
4.3.1 Respondents view point towards brand 37
4.3.2 Factors influencing respondents towards buying branded 38

spices products
4.3.3 Preference towards brand loyalty among respondents 38
4.3.4 Frequency of purchase of branded spices among 39

respondents
4.3.5 Quantity wise categorization of spices purchase by 40

respondents
4.3.6 Effect on purchasing branded spices products despite rise in 40

the prices
4.3.7 Effect of increase in income level on purchase of branded 41

spices
4.3.8 Switching frequency of branded spices among respondents 42
4.3.9 Effect of family influence in buying of branded spices 42
4.3.10 Extent of branded vs. non- branded products available in 43

respondents house
4.3.11 Respondents preference of branded spices 44
viii
4.3.12 Reasons for choosing branded product among respondents 44
4.3.13 View of respondents towards purchase of branded spices 45
4.3.14 Frequency of respondents while adopting new brand of 48

spices
4.3.15 frequency of brand experienced by respondents 48
ix
LIST OF ABBREVIATIONS
Sr. No. Full form Abbreviation

International Organization for ISO
1
Standardization
2 United State of America USA
3 United Kingdom UK
4 Anno Domini A.D
5 Mahashian Di Hatti MDH
6 Limited Ltd.
7 Feet Ft.
8 Square Sqr.
9 Low income group LIG
10 Middle income group MIG
11 Upper middle income group UMIG
12 Higher income group HIG
x
CHAPTER I
INTRODUCTION
1. INTRODUCTION
Spices come from the word species, which was applied to groups of exotic foodstuffs
in the middle Ages. Now a days the term Spices applies to such natural plant or
vegetable products or mixtures thereof used in whole or ground form, mainly for
imparting flavor aroma and pungency to food.
Spice is the products which enhance or alters the quality of a thing, for example
altering the taste of a food to give it zest or pungency, a piquant or lasting flavoring, or
a relish.
The term spice thus used to cover the use of spices, herbs and certain aromatic
vegetables to impart odor and flavor to foods. Spices are not just valuable in adding
flavor to foods they are also used in medicine, cosmetics, religious rituals, and
perfumery and as preservatives. The famous scientist ‘Ridley’ described that spice is
a dried seed, fruit, root, bark, leaf or vegetative substance which used in nutritionally
insignificant quantities as a food additive for the purpose of flavor, color or as a
conservative that kills harmful bacteria or prevents their growth.
According to ISO’s recent report there are about 109 spices grown in different parts of
the world in different climatic conditions. India produces about 75 varieties of spices in
its various agro-climatic conditions. Spices constitute an important group of
agricultural commodities which were used for flavoring and are the main ingredients
for any tasty food. People have used these plants since earliest times. No other
commodity has played more vital role in the development of modem civilization as
spices. The trade in spices is one of the oldest and at one time one of the most
important forms of commerce. Spice trade connected many different civilizations and
helped the growth of global contact like the trade of silver, gold and slaves. Spices
are the imperative ingredient to make food tasty and delicious. It is the most common
and important ingredient for food items of daily consumption. Flavoring food and
making it tasty by adding different spices during cooking is a very common practice
everywhere.
1
India is the country of spicy food where spices have been habituated since a long
time and used for many medicinal and also therapy activities. On the other word, we
can say, at present time spices is the heart of Indian kitchens.
Some well known products of Indian spices are Black pepper, Cummin, Ginger, Chilli
powder, and almost all Indians like- Chana Masala, Garam Masala, Meat Masala,
Garam Masala etc.
On the basis of area, yield, demand and availability, spices are divided into three
categories; these are major, minor and exotic. Major spices are regularly used in daily
life food at large amount such as chilli, onion, garlic, turmeric and ginger. Minor
spices are used in small scale in special items of food. These are coriander,
fenugreek, black cumin, black pepper, dills, Joan etc.
On the other hand, exotic spices are cumin, cardamom, cinnamon; clove, nutmeg,
pistachio etc. are imported from outside the country. The favorable climatic condition,
advance technology of production and cheaper Indian labor is the only reason leads
the country to a world level of spice production. This is the only advancement of
Indian Spices. The major share holder of Indian spices has been transported to the
eastern Asian countries. A trade of spices is exported to the overseas countries like
America, England, Australia, Canada, Russia and some other European countries.
The leading manufacturing products of Indian spices are Everest, Eastern, MDH,
Catch and so on. Hence India has been considered a major spices products
manufacturer and exporter in worldwide.
These Spices are commonly used as a flavoring agent, which are normally obtained
from some kinds of herbs, leaves, roots, leaves etc. Indians are used spices food only
for good taste. In India, the word spice is defined as the composition of herbs and
other flavoring agent which combinely formed spice. “Spice” is well known as
“Masala” in local language of India. Spices trade is a big concern from a long past.
Most of the eastern Asian countries along with India are famous for spice exportation.
They were used to sell their products across the overseas countries like China,
Japan, Gulf of Persia, Rome and some popular market of Athens.
2
Consumer behavior always prefers the economic goods and services. Consumers
always think about the purchase of spices from a hygienic environment which favor
goods and services. V. Kamarasan had given an excellent statement regarding the
consumer that “Instead of trying to market what is easier for us to make, we must find
out much more about what the consumer is willing to buy we must apply our
creativeness more intelligently to people, and their wants and needs rather than to
product.
ORIGIN OF BRANDS:-
Branding has been derived from the brick makers of Egyptian civilizations. They were
marked these as a symbols on the bricks. Egyptians were used trade the marks on
their products in order to provide a good quality of products with a secure protection
on producers in the market.
Brands approached to market in before one century with the appearance of packaged
goods in the marketing field. Industrial production had been changed from local
communities to centralized factories. Such companies were started to sell their
products through a wider market with good quality. The generic package of soaps
was going to be difficult as compare to familiar local products. Products like Cold
drinks, soup, coca-cola, Fruit juice, spices powder and Quaker oats were the main
products produced in order to increase the attraction of consumers with their products
(James, 2003, best of branding).
According to ISO’s recent report there are about 109 Spices grown in different parts
of the world. These Spices can be classified by a number of criterions. Two of the
most popular ways of classifying spices are:-
1. Classification based on Degree of Taste:-

- Hot spices
- Mild spices
- Aromatic spices
- Herbs and aromatic vegetables
3
2. Classification based on Plant Organs:-
- Seed as Spice
- Leaf as Spice
- Flower as Spice
- Fruit as Spice
- Root as Spice
- Bark as Spice
- Miscellaneous Spices.
Parts of a Plant used as a Spice: (S. Aparna, 2011)

Name of the part Spice name
Barks eg: Cinnamon
Berries eg: Black Pepper, Chilly
Buds eg: Cloves
Bulbs eg: Garlic, Leek
Pistil eg: Saffron
Kernel eg: Nutmeg
Leaf eg: Curry Leaf

Rhizome/Roots eg: Ginger, Turmeric
Roots eg: Ajowan, Aniseed, Celery
Seeds eg : coriander
History of Indian Spices

The glory of Indian spices is older than the recorded history (Aparna, 2011). Indian
Spices have been used for a thousand years ago. India has been export its products
like spices, perfumes and other textiles to the European countries like Egypt,
Mesopotamia before the discovery of some countries like Greece, Rome etc.. It was
the attraction brought many seafarers to the shores of India.
4
Long before Greek merchants were able to buy various costly items including spices
from India at a valuable price. As a return gift Rome was spending a fortune on Indian
spices, skills, brocades, Dhaka Muslin and cloth of gold, etc. It is believed that the
Parathion wars were being fought by Rome largely to keep open the trade route to
India. It is also said that the Indian was main attraction for the seafarers.
With the arrival of the Muslims the scenario altered further. An assortment of spices
was used in Muslim preparations and the usage of such spices was popularized
throughout the nation under Muslim rule. However such spices gradually became the
part of Indian food. Indian spice trading underwent changes once again during the
colonial rule. As far as trading is concerned because of the Arabian traders were
entirely active in popularizing the Indian spices in the different corners of the world. In
India, Arabian traders got the rare and exotic spices of the Far East from the local
spice merchants. India had spread the previous two millennia spreading its culture to
the spice islands of the east. Arabian was income much money on supplying these
spices to the Indian middle men with high amount also to the other European
countries. It was in the year 1492 A.D., that Christopher Columbus discovered the
New World. After 5 year, four tiny ships sailed southward from the port of Lisbon,
Portugal, under the guidance of Captain Vasco Da Gama. Like Columbus, he was
trying to search new route to the spice lands of Asia. While Columbus failed to
succeed the goal Vasco Da Gama succeeded. During those two years 24,000 miles
round trip, he returned his ships to Lisbon after covered Africa along with India. Only
two ships were survived to reach their homeport. Those two ships were brought back
a cargo of spices and other products worth 60 times the cost of the said voyage.
Spice trading in India was encouraged even under the Dutch command. However
spices spread throughout the world as a combination of curry powder with the coming
of the British. The British govern in modern India supported the spice trading in India.
Several Indian spices were exported from India to other parts of the world like
Sandalwood, turmeric and saffron etc. several Ayurvedic herbs that are also used for
culinary purposes. Aloe Vera, clove, cinnamon, turmeric, black pepper, etc had been
extensively used in Ayurvedic medicines.
5
Forms of Spices
Whole Spices: These spices are used in their original form after being thoroughly
cleaned. These spices are used both for garnishing as well as flavoring. e.g.: Cloves,
Cinnamon, Black Pepper.
Ground Spices: Grinded spices are used as they deliver flavor quickly and also they
blend easily into a product; this is so, because grinding a spice breaks down the
protective cell structure (Aparna, 2011).
Keeping a glance of various studies on consumer behavior, study has formulated

basis following objectives.
At present day India has been known for its spice and culinary herb production. It is
one of the largest spice producing and consuming country all over the world. Also it is
famous 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.
6
OBJECTIVES: -
(1) To study the causes of shifting to branded spice products from homemade.
(2) To analyzed consumer preference regarding different spices brands.
(3).To recognized the brand loyalty and switching pattern for branded spice products.
7
CHAPTER II
REVIEW OF LITERATURE
2. REVIEW OF LITERATURE
In this chapter an attempt is made to review the work done by other researchers
related to the topic of investigation. The studies regarding consumer preference,
brand loyalty, switching pattern and product assortment towards branded spices and
other commodities have been reviewed and presented under the following headings.
Wandel (1995) had studied and analyzed various factors influencing the consumption
of vegetables and fruits among Norwegian consumers. The factors, which determined
consumption, were found to be sex, age, income and household structure. It was
concluded that the health conscious consumers consumed more fruits and
vegetables, but those who preferred quickly prepared food consumed low amount of
vegetables.
Sharma (1997) had studied various factors determining the consumer’s acceptance
and preference for food. Author mentioned that combination of factors and interaction
makes buying a complex process. Price was found to a significant factor; however it
had limitations on the consumer’s preference. Factors considered were regional
preference, age, sex, interest, motivation, discrimination and income as they
altogether affected food consumption.
Shukla et al. (1998) studied and analysed the consumer response to green market
opportunities. Author found that the customers were appraising the organic products
on safety to nature and human health and that their brand awareness was generally
low. Study concluded that majority of respondents (84 percent) were willing to buy
organic products, where 29% were willing to pay premium of 5% and remain 45%
people were willing to pay 6-10 % premium in case of environment friendly processed
food.
Magnusson et al. (2001) studied the demographic differences in the consumers’

attitudes towards the organic foods such as milk, meat, potatoes, and bread in
Sweden. However, some other factors regarding organic food were studied by
researcher can be mentioned as purchase frequency and criteria, perceived
availability, and customer beliefs. Results have indicated that majority of consumers
8
i.e. women and young respondents had positively reported their attitude regarding
consumption of organic food. Out of total surveyed respondents, a total of 13% had
mentioned daily purchasing frequency of organic milk and their likeliness about it.
Good taste was found to be the major purchase criterion however, organically
production of produce was found to be least important.
Cicia, Giudice (2002) had studied the preferences of an imperative group of

consumers of organic products preferential towards heterogeneity. Qualitative and
quantitative attributes and their elicit preferences of olive oil (extra virgin) were
studied and analyzed. Ranking method was used and consumers were asked to rank
nine product profiles as per their individual preferences. Various product attributes
incorporated such as ‘price, origin of production, type of certification and visual
appearance’. Preferential heterogeneity was shown for origin of production and price
in olive oil. This way, study had concluded that price played an important role as
quality proxy, while type of certification program had an immense effect. Results for
visual appearance have shown insignificance.
Jyrki et al. (2006) studied and informed the views and attitudes of the consumers
and other food chain actors regarding organic food and its production along with
difference in their perception. His analysis was based on respondents’ attitudes
towards organic food and organic food production. Five differing attitudinal groups,
Believers, Committed, Neutrals, Doubters and Negatives were identified among the
consumers. Six differing attitudinal groups, Believers, Supporters, Weak Doubters,
Strong Doubters, Unsatisfied and Negatives were identified among other food chain
actors. It was revealed that the products and information in the organic food chain did
not flow smoothly from producers to consumers. As a result, both consumers and
other food chain actors wanted further information about organic food production and
more visibility and public sales promotion activities for organic products. Premium
prices proved to be a major hindrance to the purchase of organic foods.
Aparana (2011) studied and revealed the consumer preference for processed and
branded spice products in Bangalore city. He interpreted the reasons for shifting from
home made to branded spice products, analyzed the consumer preference for
9
different brands of spices, brand loyalty and switching pattern over spice products.
The study reflected the role of Indian women in kitchens and their deciding nature.
The study revealed that out of 180 respondents interviewed, 45 per cent respondents
used homemade spice products and 55 percent were used branded spice products.
Plavini Punyathoya (2012) conducted a study on consumer evaluation of branding

strategies for Global versus Local Brands and the results revealed that functional
global brand; prestige global brand and prestige local brand was preferred when the
new product was introduced in the market. Local brands are preferred over the
passage of time. It was also found that price played an important role as quality
proxy, while visual appearance was not significant in preference modelling and the
type of certification program had an immense effect.
Sreeekumar D Menon (2015) studied and analyzed the Consumer’s behavior on

Spices (Curry Powders) in Kottayam District Of Kerala State. The author conducted a
market research for instant curry powders in Kottayam district and to compare the
attitude of customers with competitor products. On the basis of taste and freshness,
customers preferred Nirapara followed by Eastern brand. On the basis of brand
image and cost benefit, majority preferred eastern curry powder, followed by
Nirapara. On the basis of availability, the brand Nirapara topped followed by eastern.
On the basis of quality and standard of the company, Sabari came first followed by
Nirapara.
R. Leelavathi and K. Munivel. (2016) studied on impact of customer satisfaction of

sakthi masala products to evaluate the existing varieties of Masala powders in the
Dharmapuri town, to know the factors influencing the buying decision of the
consumers with regard to the Sakthi Masala products. The analysis showed that out
of 200 respondents, 34 percent were highly satisfied, 52 percent were satisfied and
only 14 percent were dissatisfied with the Eagle brand processed spices products.
Tanzina Noor et al. (2017) to examine the consumer’s brand preference and
acceptance of spice powder in Sadarupazila, Mymen Singh district (Bangladesh). The
Study was based on primary data of 120 respondents. The conclusion of the study
10
was that the consumers were becoming more dependent on powdered ready spice
for its easy use. Some of the factors which influenced consumers for branded spice
powder purchase were education, income level, marital status, quality, quantity and
cost.
M.M Kumthekar and A. R. Sane (2010) Studied and analyzed the Consumer’s
Decision Making While Purchasing Branded Spices in and Around Karad City. The
study attempted to identify the consumer perception in buying spices and identifying
the consumer preference towards branded spices in Karad city of Maharashtra. The
study was based to identify the most common types of branded spices used to cook
at home and study the major factors which influence purchasing of the branded
spices and concluded that taste and quality were the main factor considered while
buying the product.
11
CHAPTER III
RESEARCH METHODOLOGY
3. RESEARCH METHODOLOGY
The study is based on both primary and secondary data. Response of the customers
who are coming to shops for purchasing masaalas, spices etc. are taken as the
primary data. Simple statistical tools like percentage & tabular analysis were used for
the analysis of data. The sources of secondary data were company website and
referring textbooks, magazines of the company, booklet and annual report, and profile
of the company. Primary data were collected from the customers/ house holders/shop
keepers etc of the Bathinda district of Punjab state. An interview schedule was
structured after thorough consultation and discussion with academic and professional
experts. The same was first administered to a small selected group to collect their
suggestion and the interview schedule was suitably modified in the light of their
suggestion.
An empirical study was undertaken with help of an Interview schedule to determine
the buying behavior, brand awareness and brand loyalty towards packaged spices.
Questionnaire was administered to sample respondents living in different parts of
Bathinda City. Convenient sampling technique was adopted for collecting the data.
The primary data have been collected from 60 respondents belonging to various part
of Bhathinda City such as Mttal Mall, Vishal Megha Mart, Reliance Market, and Area
near Ghore wala chowk.
The present study was carried out to identify the reasons for shifting from homemade
to branded spice products, consumer preference for different brands of spices, to
know the brand loyalty in five top brands in the market (MDH, Everest, Eastern,
Aachi, Shakti) and switching pattern for four branded whole spice products (coriander,
turmeric, Black pepper, Cumin, chilli). This chapter presents a brief discussion of the
methodology used in the study under the headings indicated below.
1 Selection and description of the study area

2 Sampling procedure
3 Collection of data
4 Analytical tools and techniques
12
Selection and description of the study Areas:-
Selection of the study area:-
Bathinda, the city of Punjab was selected purposively for the study, as it is one of the
fastest growing metropolitan cities and is a highly cosmopolitan in nature with people
of different religions, castes, occupations, cultures, languages, and food habits
residing here. It is the IT hub of Punjab, with industrial estates and numerous financial
and educational institutions of immense potential for retail food outlets.
Description of the study area:-
Bathinda is a city located in southern part of Punjab, India. It is one of the oldest most
cities in Punjab which represent the headquarters of the dist. It is located in the north-
western part of India in the. Chandigarh is the capital of the state which is 228 km
west from Bathinda. Bathinda is the fifth largest city of Punjab.
Bathinda is famous for the academic institution for Central University of Punjab. Two
thermal plants is present there likely modern thermal power plants and Guru Nanak
Dev Thermal Plant. The city possesses a fertilizer plant, a oil refinery. Two cement
plants are there in Bathinda likely Abuja Cements and Ultra Tech Cement Ltd. Qila
Mubarak fort is the memorial for the city. Bathinda is one of the largest food grains
producing state in India along with cotton. The state is a field of grape growing.
Literacy rate is too high in this state.
From the reports of Census, population of the city is 285,813 in the year of
2011where male and female are 151,782 and 134,031 respectively. 883 per 1000
males is the sex ratio of the city. Literacy rate is 211,318 where 118,888 are males
and 92,430 are females. Average literacy rate is 82.84 percent where male and
female percentage is 87.86 and 77.16 percent respectively. There are 30,713
children’s in the city, where 16,472 are boys and 14,241 girls. The sex ratio of the city
consists of 865 girls per 1000 boys.
13
This city is a part of the Indo-Genetic alluvial plains. City is lies at a co ordinate of
30.20°N 74.95°E. Average elevation is 201 meters (660 ft). In recent past market
development has been seen in context to Bathinda and changing food habits of
customers residing in the city. Below is the glimpse of developed market structure in
Bathinda city.
• City Mall —it has been constructed by Amravati Infrastructure get together with
the Satya Group, this is the first mall in the city. Design done by ace architect
of India, Mr. Mohit Gujral. The area of the mall is 1, 00,000 sqr. Ft.
• Mittal's City Mall — this is manufactured by Ganpati Township limited, it is
considered to be an entertainment and retail project. Area of the mall is around
3 lakh square feet and it contains 8 floors.
• Peninsula Mall — it is designed by HBN group. Mall consists of area
approximately 2, 50,000 sq. ft along with 5 floors also possesses view of lake
Keeping incremental trend of market development, changing consumer habits, it
would be interested to know the proposed objectives of study in relevance to
attributed present in the Bathinda city. Keeping the same in view present study has
undertaken in Bathinda city.
Sampling procedure:-
Data regarding the consumer preference for processed and homemade spice
products were collected using pre tested structured questionnaire. Convenient
sampling method was adopted to select the respondents. Respondents were selected
conveniently irrespective of characteristics. The sampling was done in different
localities of Bathinda city. Data were collected from housewives, market entrants both
male and female. A total of 60 consumers were interviewed.
14
Collections of data:-
Primary data regarding socio-economic characteristics like household size, age,

income, education, reasons for shifting from homemade to branded spice products,
consumer’s preference for different brands of spices, brand loyalty and switching
pattern for branded spice products were collected by personally interviewing the
respondents using a structured questionnaire. The respondents were contacted
individually and the objectives were clearly explained to them to ensure their
cooperation and accuracy in their responses.
Period of study:
The reference year of the study was 2017 and the collection of data were carried out
during the period February to March 2018.
Income groups:
The respondents were classified into five income group based on their annually
income:
Income Group 1 - Less than 2.5 lakhs
Income Group 2 - 2.5 lakhs-5 lakh
Income Group 3 - 5 lakhs-10lakh
Income Group 4 - Above 10 lakhs.
15
Family size:
The size of the families is post classified into following groups for easy
understanding of the sample surveyed.
1. Small family - Less than 4 members

2. Medium family - 4 to 6 members
3. Large family - More than 6 members
Analytical tools and techniques employed:
Tabular and frequency analysis were used for the analysis of data and drawing
statistical evidences from data.
Percentage analysis:-
Percentage analysis was adopted to examine the distribution of income, education,

family size and numbers of earning members of the family.
frequency
Percentage = × 100
total number of respondents
16
CHAPTER IV
RESULTS AND DISCUSSION
4. RESULT & DISCUSSION
The results for the study entitled, ‘consumer preference for processed and branded
spice products’ has been described in headings given below:-
4.1 Reasons for shifting from homemade to branded spice products.
4.2 Consumer preference for different brands of spices.
4.3 Brand loyalty and switching pattern for branded spice products.
4.1 Reasons for shifting from homemade to branded spice products.
This objective was aimed to complete in the lights of following table from 4.1.1 to
4.1.4 referring responses of sampled consumers towards homemade and processed
spices products.
Table 4.1.1 Respondent’s preference towards branded, homemade and local

made spice products (N=60)
S. No. Attributes Number Percentage (%age)

1 Branded spices 34 56.67
2 Homemade spices 23 38.33
3 Local made spices 3 5.00
Total 60 100.00
Source: Primary data, 2018
It can be observed from table 4.1.1 regarding respondents’ preference for branded,
homemade, and local made spices products. It was found that out of 60 respondents,
56.67%, of them were using branded spice powders, 38.33% consumer were using
homemade spice powders, whereas only 5 % consumer were using local made
spices powders.
17
Table 4.1.2 Socio economic profile of the respondents (N=60)
Sl. Category Number Percenta Number Percen Number Percenta

No of ge tage ge
of of
samples to total to total to total
samples samples
using
using using
Branded Homem Local
ade made
1 Age (Years)
Below 18 1 2.94 1 4.34 0 0.00
19-30 9 26.47 8 34.78 0 0.00
31-45 14 41.17 7 30.43 2 66.66
46-60 8 23.52 7 30.43 1 33.33
60Above 2 5.88 0 0.00 0 0.00
Total 34 100.00 23 100.00 3 100.00
2 Education
Illiterate 0 0.00 0 0.00 0 0.00
Primary(upto 0 0.00 1 4.34 0 0.00

7)
High(up to 1 2.94 1 4.34 0 0.00

10)
SSC(up to 3 8.82 2 8.69 0 0.00

12th)
Graduation 17 50.00 6 26.08 2 66.66
Post 13 38.23 13 56.52 1 33.33

graduation
Total 34 100.00 23 100.00 3 100.00

18
3 Family size
Small family 7 20.58 3 13.04 0 0.00
Medium 18 52.94 16 69.56 2 66.66

family
Large family 9 26.47 4 17.39 1 33.33
Total 34 100.00 23 100.00 3 100.00
4 Annual
Income
Less than 17 50.00 9 39.13 1 33.33

2.5 lakhs
2.5 lakhs-5 9 26.47 13 56.52 0 0.00

lakhs
5 lakhs- 8 23.52 1 4.34 2 66.66

10lakhs
Above 10 0 0.00 0 0.00 0 0.00

lakhs
Total 34 100.00 23 100.00 3 100.00
Socio -economic profile of the respondents who are using branded spices is
presented in the table 4.1.2 Most of the consumer (41.17%) were belongs to the age
of 31-45 years. It was followed by age groups 19-30 years and less than 18 years,
accounting for 26.47 percent and 2.94 percent respectively. There were very less
number of consumer (23.52 percent and 5.88 percent) who were belongs to the age
group of 46 – 60 and above 60 respectively.
The literacy levels of branded spice consumers were analyzed and found that out of
34 respondents there were 50 % of consumer were graduated and 38.23 %
consumer were post graduated. However 2.94% consumer studied upto 10th
standard and 8.82% of responded were 12th standard. None of the respondents were
19
having illiterate and primary education level. The family size of the respondents were
grouped and found that 52.94% of the householders were medium families followed
by 26.47% large families and 23.33% small families.
The group of the respondents based on family income was done and it was observed
that 50.00% respondents were having lower income group, whereas 23.52% were
upper middle income group and 9 (26.44%) middle income group. None of the
respondents were having annual income more than 10 lakhs.
Socio-economic profiles of the respondents who are using homemade spices are
presented in the Table 4.2. Most of the consumer (34.78%) were belongs to the age
of 19 - 30 years. However 30 percent of consumer belongs to the age group of both
31 – 45 and 46 – 60 respectively. None of the respondents were having age group
above 60 years.
The literacy levels of sample consumers were analyzed and found maximum
consumers’ were post graduated and their number was 56.52 percent. However
28.08 percent and 8.69 percent of consumer were graduated and 10 th qualified. 4.34
% of consumers having qualification below 10th medium. But there were none of the
consumers who were illiterate.
The family size of the respondents who are using homemade spice products were
analyzed and found that 69.56 percent of the households were medium families
followed by 17.39 percent had large families and 13.04 percent small families. The
group of the respondents based on family income was done and it was observed that
9 (39.13%) of the respondents fall into lower income group followed by 13 (56.52%)
middle income group and only 4.34% upper middle income group and none of the
respondents belongs to higher income group.
Socio -economic profile of the respondents who are using local made spices are
presented in the table 4.2. Most (66.66%) of them belongs to the age groups of 31-45
years. It was followed by age groups 46-60 years and less than accounting for 33.33
percent, respectively. The literacy levels of sample consumers were analyzed and
found that out of 3 respondents 66.66 percent of consumers were graduated, 33.33
20
percent of the consumers were post graduates. However none of the respondents
were having qualification below graduation.
The family size of the respondents who are using homemade spice products were
analyzed and found that 66.66 percent of the households were medium families
followed by 33.33 percent. None of the respondents were having large family size.
The group of the respondents based on family income was done and it was observed
that 1 (33.33%) of the respondents fall into lower income group followed by 2
(66.66%) upper middle income group. None of the consumers were having income
level 2.5 lakhs – 5 lakhs and above 10 lakhs.
4.1.3 Factors influencing respondents’ shifting from homemade to branded

spices.
(N=60)
S. No. Particulars Yes %
1 Laborious to prepare at home 73.33
2 Easy availability of products 78.33
3 Lack of knowledge on recipe preparation 41.67
4 Lack of time for preparation 56.67
5 Milling & grinding is difficult 38.33
6 Influence of advertisements 25.00
7 Life style 43.33
8 Conveniently packed 55.00
9 Quality of branded spices is better than homemade 33.33
10 Size of family 51.67
11 Costly to prepare at home 41.67
21
The primary data collected on the basis of factor influencing for shifting from
homemade to branded spices were analyzed by calculating the percentage of
respondents indicating it to be one of the reasons. The sum percentages need not
have to sum up to hundred. A total of 34 respondents using branded spices were
interviewed for the purpose and the results are depicted in Table 4.1.3 Where 78.33
percent, 73.33 percent and 56.67 percent of the respondents opined that easy
availability of products, laborious to prepare at home and lack of time for preparation
respectively were the major reasons for shifting from homemade to branded spice
products. However, milling and grinding difficulties (38.33%), quality of branded
spices better than homemade (33.33%) and influence of advertisements (25.00%)
were the least influential reasons for shifting from homemade to branded spices.
Table 4.1.4 Opinion of the respondents’ willingness to shift from homemade to

branded spice product
(N=60)
Willingness to shift from homemade to branded

spice products
S. No.
Opinion Number Percentage of total
1 Yes 31 51.67
2 No 29 48.33
Total 60 100.00
Sources Primary data, 2018
Respondents’ opinion to shift from homemade to branded spice products was studied
in the above table 4.1.4 Where out of 60 respondent 51.67% respondents told yes
about shifted of homemade to branded spice product where as 48.33% of the
respondents were not interested to shift from homemade to branded spice products.
22
Table 4.1.5 Store/ Location preference of purchasing spices among
respondents
(N=60)
S. No. Particulars Strongly Agree Neutral Disagree Strongly

agree % % % % disagree
%
1 Vishal Mega Mart 5.00 10.00 23.33 50.00 11.67
2 Aditya Birla Retail 3.33 13.33 31.67 41.67 10.00

Limited
3 Big Bazaar, Future 1.67 6.67 13.33 71.67 6.67

Group
4 V Mart 3.33 3.33 43.33 41.67 8.33
5 Easy Day 1.67 8.33 26.67 56.67 6.67
6 Reliance Retail 5.00 6.67 25.00 53.33 10.00
7 Best Price Modern 5.00 8.33 31.67 45.00 10.00

Wholesale Store
8 Kirana Stores 1.67 8.33 30.00 48.33 11.67
9 Retail Stores 0.00 16.67 30.00 43.33 10.00
10 Wholesale Stores 1.67 13.33 23.33 50.00 11.67
Factors for convey the purchasing of spices from the different stores is plotted in the
table 4.1.5. About 11 factors were studied and respondents were interviewed on five
point likert scale regarding these statements. It was found that majority of customers
(50 percent) were not interested to purchase their spice from Vishal Mega mart.
However 11.67 percent consumers were strongly disagree, 10 % were agreed and
very few consumers were there who were gave their opinion of strongly agree for
purchasing spices from Vishal Mega mart. Similarly in case of Aditya Birla Retail
Limited, maximum consumers (41.67 percent) were gave opinion about disagree.
23
However consumers of 31.67%, 13.33 % and 10% were gave their opinion on neutral,
agree and strongly disagree respectively. When we were taken Big Bazar in the
consideration, majority of consumers (71.67 percent) were disagreed and it followed
by 13.33 %, 6.67%, 6.67 and 5 % were gave their opinion about neutral, strongly
disagreed, agreed and strongly agreed respectively. In case of V Mart, maximum
consumers (43.33 percent) were neutral but 41.67 % of consumers were disagreed.
However 8.33%, 3.33% and 3.33% of consumers were strongly disagreed agreed
and strongly agreed respectively. Easy day retail store also played an important for
the consumers where majority consumers (56.67 percent) were disagreed, followed
by 26.67 %, 8.33 %, 6.67 % and 1.67 % of consumers were neutral, strongly
disagreed, agreed and strongly agreed respectively. In case of reliance retail, 53.33
% consumers were disagreed for purchasing spices. However 25 %, 10 %, 6.67%,
and 5 % consumers were neutral, strongly disagreed, agreed and strongly agreed
respectively. Very less consumers preferred Best price Modern Wholesale stores for
the purchasing of spices. When we take Kirana store into the consideration, 48 %
consumers preferred disagreed while 30 %, 11.67%, 8.33 %, and 1.67% of
consumers were gave their opinion about neutral, strongly disagreed, agreed, and
strongly agreed respectively. Retail store was also not played any important role
among the consumers. More consumers 48.33 percent) were disagreed, while it is
followed by 30 %, 10 % and 16.6 % were neutral, agreed and strongly disagreed
respectively. None of the respondents were given their opinion about strongly agreed.
In case of Wholesale store, maximum consumers (50 percent) were disagreed and it
is followed by 23.33%, 13.33 %, 11.67 % and 1.67 % were neutral, agreed, strongly
disagreed and strongly agreed.
24
4.2 Consumer preference for different brands of spices.
Table 4.2.1 Factors influencing respondents’ preference of particular brands

for black pepper:
(N=60)
Sl. Particulars Aachi % Catch % Eastern % Everest % MDH %

No.
1 Good taste 13.33 20.00 16.67 28.33 21.67
2 Color 11.67 23.33 11.67 30.00 23.33
`3 Influence of 13.33 16.67 23.33 25.00 21.67

Advertisements
4 Quality 6.67 16.67 15.00 33.33 28.33
5 Good Aroma 3.33 21.67 15.00 36.67 23.33
6 Design and packing 5.00 23.33 23.33 31.67 16.67
7 Referred by friends 1.67 13.33 28.33 40.00 16.67
8 Price is cheaper 8.33 21.67 11.67 35.00 23.33
9 Easy availability 3.33 13.33 21.67 33.33 28.33
10 Availability in different 8.33 20.00 15.00 33.33 23.33

quantities
11 Brand image 3.33 11.67 11.67 33.33 40.00
Preference of the respondents was studied for various spices brands such as Aachi,
Catch, Eastern, Everest and MDH. Responses were measured on Likert’s five point
scale and results are mentioned in Table 4.2.1 for each of the five categories of
spices brand it was found that a majority of customers preferred Everest brand for
good taste (28.33%). Whereas 21.67 % consumer preferred MDH brand due to its
good taste. Similarly 20 % consumer preferred Catch brand and it was followed by
25
16.67% and 13.33 % consumer preferred Eastern and Aachi brand as it had good
taste. Similarly when we were taken Color into consideration, majority of customers
(30 percent) preferred Everest brand. However 23.33 percent consumer preferred
MDH brand and also same number of consumer preferred Eastern brand. Very less
consumer (11.67 percent) preferred Aachi and Eastern brand. However 25 %
consumer preferred Everest due to the influenced of advertisement and it is followed
by 23.33 %, 21.67 %, 16.67 % and 13.33 % of consumer preferred Eastern, MDH,
Catch and Aachi brand respectively. As we taken ‘quality’ into consideration most of
the consumer gave their opinion that for quality they used Everest (33.33 percent).
However some consumer (28.33 percent) used MDH as it had good quality. Again
16.67 %, 15 %, and 6.67 % of consumer preferred Catch, Eastern and Aachi brand
respectively. Similarly 36.67 % of consumer preferred Everest brand for good aroma
and it is followed by 23.33%, 21.67 %, 15 % and 3.33 % of consumer preferred
Eastern, Catch, MDH and Aachi brand respectively. Design and packing was also
played an important role for the preference of brand. Majority consumers (31.67
percent) preferred Everest brand as it had good design and good packing. However
23.33 %, 23.33 %, 16.67 and 5 % of consumer preferred Catch, Eastern, MDH and
Aachi brand respectively. Sometimes Respondents also inspired from their friends for
which they preferred various brand of spice. So at the same time 40 % of consumer
preferred Everest brand. However 28.33%, 16.67 % and 13.33 % of consumer
preferred Eastern, MDH and Catch brand respectively. Very less consumer (1.67
percent) used Aachi brand referred from their friends. Consumer also used the
brands on the basis of price. Cheaper price affected most than the high cost. So on
the basis of cheaper price, Majority of consumers (35 percent) used Everest brand
while 23.33 %, 21.67 %, 11.67 % and 8.33 % of consumer preferred MDH, Catch,
Eastern and Aachi brand respectively. Majority of consumer (33.33 percent) used
Everest brand for the easy availability and it is followed by 28.33 %, 21.67 %, 13.33
% and 3.33 % of consumer preferred MDH, Eastern, Catch and Aachi brand
respectively. Quantity was also played a major factor for which variation of brand
preferred had been taken place. Where 33.33 % of consumer preferred Everest brand
whereas 23.33 % preferred MDH, 20 % preferred Catch, 15 % preferred Eastern and
26
8.33 % of consumer preferred Aachi brand respectively. MDH had a good brand
image. Hence maximum consumers (40 percent) preferred MDH brand due to its
good brand image. However 33.33 % of consumer preferred Everest brand due to its
good brand image and it is followed by 11.67 %, 11.67 % and 3.33 % of consumer
preferred Eastern, Catch and Aachi brand respectively.

for Chilli powder:
(N=60)
S. Particulars Aachi Catch Eastern % Everest % MDH %

No. % %
1 Good taste 10.00 21.67 18.33 35.00 15.00
2 Color 10.00 20 26.67 25.00 18.33
3 Influence of 1.67 16.67 35.00 28.33 18.33

Advertisements
4 Quality 1.67 20 23.33 26.67 28.33
5 Good Aroma 1.67 16.67 21.67 35.00 25.00
6 Design and packing 6.67 10 13.33 45.00 25.00

is appealing
8 Price is cheaper 8.33 18.33 11.67 28.33 33.33
10 Availability in 3.33 21.67 20.00 28.33 26.67

different quantities
11 Brand image 3.33 18.33 16.67 30.00 31.67
27
spices brand. It was found that a majority of customers preferred Everest brand for
good taste (35 %). Whereas 21.67% consumer preferred Catch brand due to its good
taste. Similarly 18.33 % consumer preferred Eastern brand and it was followed by
15% and 10 % consumer preferred MDH and Aachi brand as it had good taste.
Similarly when we were taken Color into consideration, majority of customers (26.67
percent) preferred Eastern brand. However 25 percent consumer preferred Everest
brand and 20 % of consumer preferred Catch brand. Very less consumers (18.33 and
10 percent) preferred MDH and Aachi brand. However 35 % consumer preferred
Everest due to the influenced of advertisement and it is followed by 28.33 %, 18.33
%, 16.67 % and 1.67 % of consumer preferred Everest, MDH, Catch and Aachi brand
respectively. As we had taken ‘quality’ into consideration most of the consumer gave
their opinion that for quality they used MDH (28.33 percent). However some
consumer (26.67 percent) used Everest as it had good quality. Again 23.33 %, 20 %,
and 1.67 % of consumer preferred eastern, Catch and Aachi brand respectively.
Similarly 35 % of consumer preferred Everest brand for good aroma and it is followed
by 25 %, 21.67 %, 16.67 % and 1.67 % of consumer preferred MDH, Eastern, Catch
and Aachi brand respectively. Majority consumers (45 percent) preferred Everest
brand as it had good design and good packing. However 25 %, 13.33 %, 10 % and
6.67 % of consumer preferred MDH, Eastern, Catch and Aachi brand respectively.
Sometimes Respondents also inspired from their friends for which they preferred
various brand of spice. So at the same time 36.67 % of consumer preferred Everest
brand. However 28.33%, 15 % and 13.33 % of consumer preferred MDH, Eastern
and Catch brand respectively. Very less consumer (6.67 percent) used Aachi brand
referred from their friends. Consumer also used the brands on the basis of price.
Cheaper price affected most than the higher. So on the basis of cheaper price,
Majority of consumers (33.33 percent) used MDH brand while 28.33 %, 18.22 %,
11.67 % and 8.33 % of consumer preferred Everest, Catch, Eastern and Aachi brand
respectively. Majority of consumer (35 percent) used MDH brand for the easy
availability and it is followed by 31.67 %, 15 %, 13.33 % and 5 % of consumer
preferred Everest, Eastern, Catch and Aachi brand respectively. Quantity was also
28
played an major factor for which variation of brand preferred had been taken place.
Where 28.33 % of consumer preferred Everest brand whereas 26.67 % preferred
MDH, 21.67 % preferred Catch, 20 % preferred Eastern and 3.33 % of consumer
preferred Aachi brand respectively. MDH had a good brand image. Hence maximum
consumer (31.67 percent) preferred MDH brand for its good brand image. However
30 % of consumer preferred Everest and it is followed by 18.33 %, 16.67 % and 3.33
% of consumer preferred Catch, Eastern and Aachi brand respectively.

for coriander powder (N=60)
S. Particulars Aachi % Catch Eastern % Everest % MDH %

No. %
1 Good taste 13.33 25.00 11.67 31.67 18.33
2 Color 11.67 21.67 20.00 30.00 16.67
3 Influence of 8.33 16.67 20.00 30.00 25.00

Advertisements
4 Quality 10.00 16.67 21.67 35.00 16.67
5 Good Aroma 11.67 20.00 20.00 25.00 23.33
6 Design and packing is 6.67 15.00 21.67 33.33 23.33

appealing
8 Price is cheaper 8.33 25.00 15.00 26.67 25.00

quantities
11 Brand image 3.33 10.00 18.33 20.00 48.33
29
good taste (31.67 %). Whereas 25 % consumer preferred Catch brand due to its good
taste. Similarly 18.33 % consumer preferred MDH brand and it was followed by
13.33% and 11.67 % consumer preferred Aachi and Eastern brand as it had good
(30 percent) preferred Everest brand. However 21.67 percent consumer preferred
Catch brand and 20 % of consumer preferred Eastern brand. Very less consumers
(16.67 and 11.67 percent) preferred MDH and Aachi brand. However 30 % consumer
preferred Everest due to the influenced of advertisement and it is followed by 25 %,
20 %, 16.67 % and 8.33 % of consumer preferred MDH, Eastern, Catch and Aachi
brand respectively. As we had taken ‘quality’ into consideration most of the consumer
gave their opinion that for quality they used Everest (35 percent). However some
consumer (21.67 percent) used Eastern as it had good quality. Again 16.67 %, 16.67
%, and 10 % of consumer preferred MDH, Catch and Aachi brand respectively.
Similarly 25 % of consumer preferred Everest brand for good aroma and it is followed
by 23.33 %, 20 %, 20 % and 11.67 % of consumer preferred MDH, Eastern, Catch
and Aachi brand respectively. Design and packing was also played an important role
for the preference of brand. Majority consumers (33.33 percent) preferred Everest
brand as it had good design and good packing. However 23.33 %, 21.67 %, 15 % and
6.67 % of consumer preferred MDH, Eastern, Catch and Aachi brand respectively.
Sometimes Respondents also inspired from their friends for which they preferred
various brand of spice. So in that situation 35 % of consumer preferred Everest
brand. However 23.33%, 16.67 % and 16.67 % of consumer preferred MDH, Eastern
and Catch brand respectively. Very less consumer (8.33 percent) used Aachi brand
referred from their friends. Consumer also used the brands on the basis of price. So
on the basis of cheaper price, Majority of consumers (26.67 percent) used Everest
brand while 25 %, 25 %, 15 % and 8.33 % of consumer preferred MDH, Catch,
Eastern and Aachi brand respectively. Majority of consumer (31.67 percent) used
30
MDH brand for the easy availability and it is followed by 23.33 %, 21.67 %, 16.67 %
and 6.67 % of consumer preferred Catch, Everest, Eastern and Aachi brand
preferred had been taken place. Where 38.33 % of consumer preferred MDH brand
whereas 25 % preferred Catch, 16.67 % preferred Everest, 11.67 % preferred
Eastern and 8.33 % of consumer preferred Aachi brand respectively. MDH had a
good brand image. Hence maximum consumer (48.33 percent) preferred MDH brand
for its good brand image. However 20 % of consumer preferred Everest brand due to
its good brand image and it is followed by 18.33 %, 10 % and 3.33 % of consumer
preferred Eastern, Catch and Aachi brand respectively.

for Cumin powder (N=60)
S. No. Particulars Aachi % Catch % Eastern % Everest % MDH %
1 Good taste 15.00 30.00 13.33 28.33 13.33
2 Color 11.67 28.33 31.67 25.00 20.00
3 Influence of 10.00 23.33 20.00 25.00 21.67

Advertisements
4 Quality 6.67 31.67 16.67 26.67 18.33
5 Good Aroma 5.00 28.33 20.00 28.33 18.33

appealing
8 Price is cheaper 10.00 16.67 13.33 38.33 21.67

quantities
11 Brand image 5.00 21.67 13.33 23.33 36.67

31
spices brand. It was found that a majority of customers preferred Catch brand for
good taste (30 %). Whereas 28.33 % consumer preferred Everest brand due to its
good taste. Similarly 15 % consumer preferred Aachi brand and it was followed by
13.33% and 13.13 % consumer preferred Eastern and MDH brand as it had good
(31.67 percent) preferred Eastern brand. However 28.33 percent consumer preferred
Catch brand and 25 % of consumer preferred Everest brand. Very less consumers
(20 and 11.67 percent) preferred MDH and Aachi brand. However 25 % consumer
preferred Everest due to the influenced of advertisement and it is followed by 23.33
%, 21.67 %, 20 % and 10 % of consumer preferred Catch, MDH, Eastern and Aachi
brand respectively. As we had taken ‘quality’ into consideration most of the consumer
gave their opinion that for quality they used Catch (31.67 percent). However some
consumer (26.67 percent) used Everest as it had good quality. Again 18.33 %, 16.67
%, and 6.67 % of consumer preferred MDH, Eastern and Aachi brand respectively.
Similarly 28.33 % of consumer preferred Catch brand for good aroma and it is
followed by 28.33 %, 20 %, 18.33 % and 5 % of consumer preferred Everest,
Eastern, MDH and Aachi brand respectively. Design and packing was also played an
important role for the preference of brand. Majority consumers (31.67 percent)
preferred Eastern brand as it had good design and good packing. However 28.33 %,
20 %, 18.33 % and 1.67 % of consumer preferred Eastern, MDH, Catch and Aachi
brand respectively. Sometimes Respondents also inspired from their friends for which
they preferred various brand of spice. So from them, 31.67 % of consumer preferred
Everest brand. However 25%, 21.67 % and 18.33 % of consumer preferred MDH,
Eastern and Catch brand respectively. Very less consumer (3.33 percent) used Aachi
brand referred from their friends. Consumer also used the brands on the basis of
price. So on the basis of cheaper price, Majority of consumers (38.33 percent) used
Everest brand while 21.67 %, 16.67 %, 13.33 % and 10 % of consumer preferred
MDH, Catch, Eastern and Aachi brand respectively. Majority of consumer (30
32
percent) used MDH brand for the easy availability and it is followed by 30 %, 18.33 %,
16.67 % and 5 % of consumer preferred Everest, Catch, Eastern and Aachi brand
preferred had been taken place. Where 35 % of consumer preferred MDH brand
whereas 31.67 % preferred Eastern, 20 % preferred Catch, 8.33 % preferred Eastern
and 5 % of consumer preferred Aachi brand respectively. MDH had a good brand
image. Hence maximum consumer (36.67 percent) preferred MDH brand for its good
brand image. However 23.33 % of consumer preferred Everest brand due to its good
brand image and it is followed by 21.67 %, 13.33 % and 5 % of consumer preferred
Catch, Eastern and Aachi brand respectively.

for turmeric powder (N=60)
S. No. Particulars Aachi (%) Catch Eastern Everest MDH (%)

(%) (%) (%)
1 Good taste 8.33 21.67 23.33 28.33 18.33
2 Color 3.33 21.67 20.00 33.33 21.67
3 Influence of 5.00 25.00 20.00 20.00 30.00

Advertisements
4 Quality 3.33 28.33 13.33 36.67 18.33
5 Good Aroma 5.00 15.00 16.67 36.67 26.67

appealing
8 Price is cheaper 5.00 13.33 20.00 31.67 30.00

quantities
11 Brand image 6.67 15.00 13.33 25.00 40.00
33
good taste (28.33 %). Whereas 23.33 % consumer preferred Eastern brand due to its
good taste. Similarly 21.67 % consumer preferred Catch brand and it was followed by
18.33% and 8.33 % consumer preferred MDH and Aachi brand as it had good taste.
Similarly when we were taken Color into consideration, majority of customers (33.33
percent) preferred Everest brand. However 21.67 percent consumer preferred Catch
brand and 21.67 % of consumer preferred MDH brand. Very less consumers (20 and
3.33 percent) preferred Eastern and Aachi brand. However 30 % consumer preferred
MDH due to the influenced of advertisement and it is followed by 25 %, 20 %, 20 %
and 5 % of consumer preferred Catch, Eastern, Everest and Aachi brand
respectively. As we had taken ‘quality’ into consideration most of the consumer gave
their opinion that for quality they used Everest (36.67 percent). However some
consumer (28.33 percent) used Catch as it had good quality. Again 18.33 %, 13.33
%, and 3.33 % of consumer preferred MDH, Eastern and Aachi brand respectively.
Similarly 36.67 % of consumer preferred Everest brand for good aroma and it is
followed by 26.67 %, 16.67 %, 15 % and 5 % of consumer preferred MDH, Eastern,
Catch and Aachi brand respectively. Design and packing was also played an
important role for the preference of brand. Majority consumers (48.33 percent)
preferred Everest brand as it had good design and good packing. However 21.67 %,
16.67 %, 10 % and 3.33 % of consumer preferred Eastern, MDH, Catch and Aachi
brand respectively. Sometimes Respondents also inspired from their friends for which
they preferred various brand of spice. So, by them, 43.33 % of consumer preferred
Everest brand. However 25 %, 16.67 % and 11.67 % of consumer preferred MDH,
Eastern and Catch brand respectively. Very less consumer (3.33 percent) used Aachi
brand referred from their friends. Consumer also used the brands on the basis of
price. Cheaper price affected most than the higher. So on the basis of cheaper price,
Majority of consumers (31.67 percent) used Everest brand while 30 %, 20 %, 13.33 %
and 5 % of consumer preferred MDH, Eastern, Catch and Aachi brand respectively.
34
Majority of consumer (30 percent) used Everest brand for the easy availability and it
is followed by 21.67 %, 21.67 %, 16.67 % and 10 % of consumer preferred MDH,
Eastern, Catch and Aachi brand respectively. Quantity was also played a major factor
for which variation of brand preferred had been taken place. Where 33.33 % of
consumer preferred MDH brand whereas 31.67 % preferred Everest, 16.67 %
preferred Catch, 15 % preferred Eastern and 3.33 % of consumer preferred Aachi
brand respectively. MDH had a good brand image. Hence maximum consumer (40
percent) preferred MDH brand for its good brand image. However 25 % of consumer
preferred Everest brand due to its good brand image and it is followed by 15 %, 13.33
% and 6.67 % of consumer preferred Catch, Eastern and Aachi brand respectively.
Table 4.2.6 Constitution of respondents’ regarding their food habits
(N=60)
S. No. Particulars Number Percentage
1 Vegetarian 31 51.67
2 Eggetarian 4 6.67
3 Non-vegetarian 6 10.00
4 All of these 19 31.67
Total 60 100.00
It is clear from table 4.2.6 that out of 60 respondents, majority were vegetarians
(51.67 percent). However, 31.67 percent of the respondents had food vegetarian,
eggetarian and non-vegetarian food habits. Only 10.00 percent and 6.67 percent of
the respondents belonged to category of non-vegetarian and eggetarian respectively.
35
Table 4.2.7 Respondents’ willingness to buy spices
(N=60)
1 Yes 52 86.67
2 No 8 13.33
Total 60 100.00
It is clear from the above Table 4.2.7 shows that out of 60 respondents, majority
customers (86.67 percent) given their willingness for the purchasing of spices and
remain 13.33 percent customers were not interested in it.
Table 4.2.8 Factors influencing the purchase decision of spices among the
respondents
(N=60)
S. No Particular Number Percentage
1 Family friends 13 21.67
2 Advertising 23 38.33
3 Relatives 5 8.33
4 Others 19 31.67
Total 60 100.00
Sources Primary data, 2018
It is clear from the above Table 4.2.8 shows that out of 60 respondents, 38.33 percent
respondents were influenced by advertisement for purchasing the spices. However
21.67 percent peoples were influenced by family friends, 8.33 percent peoples are
from the relatives respectively. The remains respondent i.e. 31.67 percent peoples
36
are influenced by other sources, which are not mentioned in the above table for
purchasing of spices.
4.3 Brand loyalty and switching pattern for branded spice products.
Table 4.3.1 Respondents view point towards brand
(N=60)
1 Best quality 41 68.33
2 High Price 4 6.67
3 Value for Money 12 20.00
4 Status Symbol 3 5.00
Total 60 100.00
The above table 4.3.1 indicates that out of 60 respondents, majority customers (68.33
percent) preferred brand means best quality. However, 20 percent customers thought
about the brand means value for money and followed by 6.67 percent customers
thought that brand means high price. Only few customers (5 percent) thought that it is
the status symbol.
37
Table 4.3.2 Factors influencing respondents towards buying branded spices
products
(N=60)
1 Price 2 3.33
2 Quality 47 78.33
3 Durability 7 11.67
4 After Sales Service 4 6.67
Total 60 100.00
The above Table 4.3.2 clear that out of 60 respondents, majority were buyers (78.33
percent) given their willingness about the quality is the most important factor for
purchasing branded spice. However 11.67 percent users accept due to its durability
and remain 6.67 percent peoples were followed due to the after sales service at the
time of purchasing spice. Only few customers (3.33 percent) were thought about that
price was the only factor at the time of purchasing branded spice product.
Table 4.3.3 Preference towards brand loyalty among respondents (N=60)
1 Yes. I prefer buying the same products 28 46.67
2 I adopt brand loyalty for selected 24 40.00

products
3 I do not show brand loyalty and price is 8 13.33

the only Consideration
Total 60 100.00
38
It is cleared from the above Table 4.3.3 that out of 60 respondents, maximum
numbers of people (46.67 percent) believed about the brand loyalty, i.e. they usually
used the same product of spices. However 40 percent people were given their
willingness that they preferred brand loyalty but for some selected products only.
Other few remains (13.33 percent) peoples were not believed in brand loyalty and
they were taken price is the only consideration.
Table 4.3.4 Frequency of purchase of branded spices among respondents
(N=60)
1 Daily 3 5.00
2 Weekly 9 15.00
3 Fort nightly 8 13.33
4 Monthly 27 45.00
5 Once in two months 13 21.67
Total 60 100.00
Table 4.3.4 shows that from 60 respondents, maximum number of peoples (45
percent) purchases their spices monthly. While, 21.67 percent people purchased
spice only one time in two months. There were only 13.33 percent of peoples who
purchased spices only once in 15 days and 15 percent peoples bought once in a
week. Very few peoples (5 percent) purchased the spices regularly i.e. daily.
39
Table 4.3.5 Quantity wise categorization of spices purchase by respondents
(N=60)
1 100 grams 17 28.33
2 200 grams 5 8.33
3 250 grams 15 25.00
4 500 grams 15 25.00
5 1 kg 8 13.33
Total 60 100.00
The above Table 4.3.5 indicates that out of 60 respondents, maximum customers
(28.33 percent) bought spices in the quantity of 100 gms. However 25 percent
peoples bought spices at the quantity of 250 gms along with the same number of
people i.e. 25 percent of other people purchased 500gms of spices. Few numbers of
people (13.33 percent and 8.33 percent) bought 1 kg and 200 gms of spices.
Table 4.3.6: Effect on purchasing branded spices products despite rise in the
prices (N=60)
1 Yes. Price is not important to me 20 33.33
2 Yes if the increase is up to 5% 13 21.67
3 No. I start looking for comparable substitutes 21 35.00
4 I discontinue the purchase 6 10.00
Total 60 100.00
40
The above table 4.3.6 indicates that from 60 respondents, majority of customers
(35.00 percent) completely refused for continue purchasing and they will start looking
to change the branded spice product if price value will increase. However some
customers (33.33 percent) gave their witness that price was not the important factor
for them. Few customers (21.67 percent) told that they will continue the branded
spices if it increased upto 5 % only. Remaining very few customers (10 percent) gave
their intension for discontinuing the purchase.
Table 4.3.7 Effect of increase in income level on purchase of branded spices
(N=60)
1 Yes 21 35.00
2 No 11 18.33
3 Sometimes 23 38.33
4 Mostly 5 8.33
Total 60 100.00
Respondents were interviewed regarding the relation between increases in income

level with respect to the purchase of branded spices. It can be observed from the
table 4.3.7 that about 38 per cent of the respondents were of the view that rises in
income level occasionally make them conscious towards purchase of branded spices.
About 18 per cent of the respondents denied the relationship between branded spices
purchase and increase in income level. Very few i.e. only 8 per cent of the
respondents were observed to be frequent with respect to purchase of branded
spices while increase in income levels.
41
Table 4.3.8 Switching frequency of branded spices among respondents (N=60)
1 Yes 14 23.33
2 No 17 28.33
3 Never 5 8.33
Total 60 100.00
The above table 4.3.8 shows about the change between the branded spice products.
From 60 respondents, majority customers (40 percent) switched between the branded
products rarely. However some customers (28.33 percent) refused that they will not
change the branded spice products. Accordingly few customers (23. 33 percent) gave
their intension about the switch between the branded spices products. Remains (8.33
percent) customers told that they will never change the branded spice products.
Table 4.3.9 Effect of family influence in buying of branded spices
(N=60)
1 Yes 21 35.00
2 No 12 20.00
4 Never 7 11.67
Total 60 100.00
42
The above table 4.3.9 indicates that out of 60 respondents, majority of people (35.00
percent) influenced the buying decision of their family at the time of purchasing of
branded spices. While some customers (33.33 percent) were influenced the buying
decision occasionally. However 20.00 percent customers were not influenced and
very few customers (11.67 percent) were never influenced the buying decision of their
family at all while purchasing branded spices products.
Table 4.3.10 Extent of branded vs. non- branded products available in the
respondents house (N=60)
1 30:70 13 21.67
2 50:50 9 15.00
3 80:20 10 16.67
4 No fixed proportion 28 46.67
Total 60 100.00
Table 4.3.10 shows the proportion of spices branded to unbranded products used in
their home. Here maximum number of customers (46.67 percent) informed that they
had no any fixed value of using spices branded or unbranded. Some customers
(21.67) told that they were using at a proportion of 30:70 spices products from
branded to unbranded in their home. However 16.67 percent of customers using at a
proportion of 80:20 and very few consumers (15.00 percent) were using at 50:50
proportion of spices from branded to unbranded.
43
Table 4.3.11 Respondents preference of branded spices (N=60)

1 Good quality 18 30.00
2 Good quality at reasonable price 17 28.33
3 Good for the health of my family 19 31.67
4 Fulfill my psychological needs. 6 10.00
Total 60 100.00
The above table 4.3.11 indicating the causes of branded spices preferred. Here
majority of consumers (31.67 percent) informed that branded spices products were
good for the health of their family for which they preferred. Even so some consumers
(30.00 percent) preferred for good quality. Remain 28.33 percent customers preferred
due to the good quality due to some reasonable price. Very less number of
consumers (10.00 percent) preferred for the fulfillment of their psychological needs.
Table 4.3.12 Reasons for choosing branded product among consumers (N=60)
S. Particulars Number Percentage

No.
1 Availability 17 28.33
2 Advertisement 9 15.00
3 Shop keeper recommendation 6 10.00
4 Attractive packing 1 1.67
5 Brand awareness 27 45.00
Total 60 100.00
Table 4.3.12 shows that from the 60 respondents’ very large amount of consumers
(45.00 percent) were chosen the branded spices due to the brand awareness. Few
peoples (28.33 percent) choose due to the easy availability of the branded spices.
However 15.00 percent peoples were influenced from the advertisement for which
they were chosen the branded spices. 10 % of peoples informed that the reason of
44
their choosing of branded spice products due to the shop keeper’s recommendation.
Very few consumers (1.67 percent) choose due to reason of attractive packing.
4.3.13 View of respondents towards purchase of branded spices (N=60)
Sl. Particulars Strongly Agree Neutral Disagree Strongly

No. agree % % % disagree
% %
1 Owning a branded spice 20.00 25.00 23.33 20.00 11.67

powder is a Status symbol
2 Usage of branded spice 21.67 55.00 13.33 8.33 1.67

powder is time Saving and
hassle free
3 Availability of branded spice 15.00 36.67 31.67 15.00 1.67

powder is important for me
4 I think it is hygienic 23.33 41.67 30.00 3.33 1.67
5 I am willing to pay extra for it 6.67 18.33 43.33 21.67 10.00
6 It contains less nutritional 0.00 26.67 48.33 25.00 0.00

value
7 I like it and want to consume it 1.67 18.33 35.00 41.67 3.33

but my Family members
dislike it so I quit buying it
8 I think smell and taste remain 3.33 50.00 35.00 8.33 3.33
ok in branded spice powder
9 I trust more on Export quality 1.67 31.67 41.67 18.33 6.67

brand of spices
10 Advertisement is important for 6.67 18.33 43.33 21.67 10.00

me to choose branded spice
product
11 I have strong brand loyalty 10.00 23.33 36.67 21.67 8.33
45
Factors for measuring the attitude of the peoples regarding the branded spices
plotted in the table 4.3.13 About 11 factors were studied and respondents were
interviewed on five point likert scale regarding these statements. It was found that
majority of consumers were given their view towards the purchase of branded spices.
So for Owning a branded spices powder is a status symbol, Maximum
respondents (25 percent) thought that purchase of branded spices was the status
symbol for them. Some of the consumers were given their opinion about neutral. So
for status symbol, 23.33 % of consumer given their opinion about neutral and it was
followed by 20 %, 20 % and 11.67 % of consumer were disagreed, strongly agreed
and strongly disagreed. Again for Usage of branded spice powder is time saving
and hassle free, some people thought that branded spice powder was hassle free
and time saving. In this concept majority of consumers gave their opinion about
agree. But some consumers were not agreed in that fact. 21.67 % of consumer were
strongly agreed whereas 13.33 % were neutral and it was followed by 8.33 % of
consumer were disagree about the fact. Very less consumers gave their opinion
about strongly disagreed. Again for Availability of branded spice powder is
important for me, there were many consumers who thought that the reason of their
purchasing of spice was mainly due to the easy availability. Hence majority of
customers (36.67 percent) were agreed about that fact. However 31.67 consumers
gave their opinion on neutral and it was followed by 15 %, 15 % and 1.67 % of
consumer were strongly agreed, disagreed and strongly disagreed. When we were
taking I think it is hygienic into the consideration, 41.67 % of consumer told that
branded spice was so hygienic for which they had been using for a long time.
Whereas 30% were given their opinion on neutral and 23.33 % were strongly agreed.
However some consumers were not agreed about that fact and their number was
3.33 %, who were disagreed and also there were 1.67 % of consumers who were
strongly disagreed about that fact. Now for I am willing to pay extra for it, some
consumer was willing to pay extra money for that. So here 43.33 % of consumers
were neutral and it was followed by 21.67 %, 18.33 %, 10 % and 6.67 % were
disagreed, agreed, strongly disagreed and strongly agreed. Again for It contains less
nutritional value, some consumers told branded spices contain less nutritional value,
46
so view on that 48.33 % consumers were neutral whereas 26.67 % were agreed
about the fact and the remain 25 % were disagreed. No respondents were gave their
opinion about strongly agree and strongly disagree. However for I like it and want to
consume it but my Family members dislike it so I quit buying it, There were such
consumers who were want to continue the branded spices but due to the family force
they were wishing to quit that. In that case, 41.67 % consumers disagreed about the
fact it was followed by 35 %, 18.33 %, 3.33 % and 1.67 % were neutral, agreed,
strongly disagreed and strongly agreed respectively. Again for I think smell and
taste remain ok in branded spice powder, 50 % consumer agreed that smell and
taste of branded spices was good for which they preferred. However 35 % were
neutral and it was followed by 8.33 %, 3.33 % were disagreed and strongly disagreed
respectively. Fewer consumers (3.33 percent) were there who were strongly agreed
for that particular point of issue. However for I trust more on Export quality brand
of spices, 41.67 % consumer preferred branded spices because they trust more on
export quality of the brand. However 31.67 % were agreed. Instead of this, some
were disagreed (18.33 percent) were disagreed and it was followed by 6.67 % and
1.67 % were strongly disagreed and strongly agreed. When we were taken a
particular reason for preferring Advertisement is important for me to choose
branded spice product, numerous consumers gave their opinion about neutral
(43.33 percent) and it was followed by 21.67 % and 18.33 of consumers were
disagreed and agreed respectively. Again 10 % were strongly disagreed and 6.67 %
were strongly agreed respectively. Finally when we were telling about I have strong
brand loyalty, majority of consumers (36.67 percent) were neutral and it was
followed by 23.33 %, 21.67 %, 10 % and 8.33 % were agreed, disagreed, strongly
agreed and strongly disagreed respectively.
47
Table 4.3.14 Frequency of respondents while adopting new brand of spices
(N=60)
1 Frequently 19 31.67
2 Rarely changed 36 60.00
3 Never changed 5 8.33
Total 60 100.00
The above table 4.3.14 indicates the customers’ frequency in trying new brand. In the
above maximum number of people (60.00 percent) rarely changed the brand of a
spice while some people (31.67 percent) frequently changed their brand to a newer
one. However less in number of consumers (8.33 percent) informed that they never
changed the brand of the spices at all.
Table 4.3.15 frequency of brand experienced by respondents
(N=60)

1 Less than 2 spices 11 18.33
brands
2 2 to 4 spices brands 37 61.67
3 More than 4 spices 12 20.00
brands
Total 60 100.00
Table 4.3.15 shows the number of brand tried by the consumers. Here out of 60
respondents maximum number of customers (61.67 percent) had been tried 2 to 4
number of brand. However only 20 % of consumers tried more than 4 number of
brand while very few (18.33 percent) consumers tried less than 2 number of spices
48
brand. So, it can be stated that majority of respondents were using 2 to 4 spices
brands in the study area.
49
CHAPTER V
SUMMARY
5. SUMMARY
The topic of brand preference has drawn substantial attention in the recent years as a
field of study. It is a dynamic field and many facts are yet to be uncovered.
Consumers today are well aware of the various brands in the market and are
conscious of the products they use or Consume. They pick and choose carefully
according to their needs, life styles and preferences and are well informed because
they are exposed to television, hoardings, and product promotions.
The brand preference in processed products is largely influenced by a number of

factors such as advertisement, price, quality, easy availability, monthly income of the
family, age, education level and the like. These factors play a vital role in the decision
making process and in the brand preference.
A study on consumer preference for processed and branded spice products was
conducted to know the reasons for shifting from homemade to branded spice
products, Consumer preference, loyalty and switching pattern.
The specific objectives of the study were,

1. To analyse the reasons for shifting from home made to branded spice products.
2. To assess the consumer preference for different brands of spices.
3. To analyse brand loyalty and switching pattern for branded spice products.
The study was conducted in Bathinda city because of its cosmopolitan nature which
gives a wide scope for studying the consumer preference of these branded spice
products. Convenient sampling method was adopted to select the respondents. The
sampling was done in three different localities of Bathinda A total of 60 respondents.
The data were collected by personally interviewing the respondents using a

structured questionnaire.
50
The sample was post classified into four income groups namely, Low Income Group
(LIG), Middle income group (MIG), Upper Middle Income Group (UMIG), High Income
Group (HIG).
Reasons for shifting from homemade to branded spice product
The branded food products are normally costlier than homemade. Income of the
households influences the choice for branded products. The findings of the study
reveal that as income of the family increased, there was a shift to branded spice
products from homemade spice products. The high percentage of people buying
branded processed spice products was an indication of more and more people opting
for branded version of traditional Indian food. This indicated the emerging trend in the
consumer market.
The main reasons for shifting from homemade to branded spice products were easy
availability, laborious to prepare at home, lack of time, lack of knowledge on recipe
preparation, milling and grinding is difficult, influence of advertisements, life style.
Consumer preference for different brands of spices
High standards of quality control and consistent quality check are two of the important
factors that form an integral part of the growth of the business. In comparison with
other businesses, spices have always been in consistent demand due to typical
subcontinent food making curries which are incomplete without having some spices
become the integral part of ingredients. That draws a substantial potential in this
business.
In this frame of reference, a study on consumer behaviour was analyzed to

understand the buying behaviour and preferences of different consumers towards
branded spices. Understanding the consumer behaviour would help the firms in
formulating strategies to cater to the needs of the consumer and thereby increase
51
their market share. Consumer’s taste and preference were found to change rapidly,
especially in a dynamic environment.
Brand loyalty and switching pattern for processed and branded spice products
The consumers have the habit of shifting brands and the degree of loyalty was tested
by observing Transitional probability matrices using Markov Chain analysis. It shows
satisfactory level of brand loyalty among consumers for spice products. The degree of
loyalty was highest in EVEREST in all the four products (chilli, coriander, pepper and
turmeric powder).
Even though there is an accountable degree of loyalty in the food sector, degree of
switching is also seen. It is mainly because of quality, taste, advertisement and other
reasons.
The summary of the salient features of the study is as follows,
• The selection of sample was based on convenient sampling method. Where

the respondents were both men and women. This will reflect the role of both
men and women in Indian kitchens and their decisive role in the Indian kitchen.
• The study reveals that out of 60 respondents interviewed, 38.33 percent

respondents were using homemade spice products and 56.67 percent were
using branded spice products.
• Majority of the branded spice consumers were between 31 - 40 years of age

and those who are using homemade are in the age group of 19 - 30.
• The education level of the consumers of the branded spice products was
higher than those using homemade spice products.
52
• The family size of the respondents who are using branded spice products were
large families and those using homemade were small families.
• The monthly income of the consumers of branded spice products was more
than those using homemade spice products.
• The main reasons for shifting from homemade to branded spice products were
because of the easy availability of branded spice products and as also
because homemade spice products preparation is laborious, lack of time and
conveniently pack.
• Although consumers prefer different brands of spice powder, they tried other
brands also because of the influence of advertisements, referred by friends.
The factors responsible for preferring a particular brand were taste, quality,
aroma, influence of advertisements availability of the product in stores
• The reasons for preferring different brands were quality, taste, aroma,
influence of advertisements, and availability of product in stores, referred by
friends.
• EVEREST was the most preferred brand among all brands in different spice
products.
• EVEREST had the highest market share in turmeric powder followed by MDH.
Again EVEREST had the highest share in pepper powder followed by MDH.
EVEREST had the highest market share in coriander powder followed by MDH
and it had the highest market share in chilli powder followed by Everest.
• The respondents tried the new brands frequently and of the consumers had
tried two to four brands.
53
• Majority of the consumers are comparatively more loyal to EVEREST brand
than other brands.
PRACTICAL UTILITIES
• Most of the consumers are shifting from homemade spice products to branded
spice products. The corporate companies in the business of spice products
can anticipate more business and the market size is likely to increase in the
years to come.
• The market leader and the corporate companies in the business of processed
spice products cannot be complacent by looking at their market share figures
as the ground reality is that the consumers are shifting their brands frequently
and hence the market leader and the major players should try to retain their
consumers. The new entrant can take the advantage of the consumer
behaviour of trying new brands.
• The consumers will prefer particular brands of spice products on grounds of

good taste, Colour, influence of advertisements, quality, good aroma, design
and packing, price, availability of the products in all the stores, availability in
different quantities, and Brand image. Hence the companies should
concentrate on all these above said aspects to survive in the market in the long
run.
54
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59
APPENDICES
CENTRAL UNIVERSITY OF PUNJAB
DEPARTMENT OF APPLIED AGRICULTURE (AGRIBUSINESS)
QUESTIONNAIRE
Declaration: This questionnaire is a part of project work of MBA (Agribusiness)

Programmer. All the information provided by respondents shall be held
confidential.
General Information:-
(1) Name:
(2) Age: (A) Below 18 (B) 19-30 (C) 31-45 (D) 46-60 (E) 60Above
(3) Gender: (A) Male (B) Female (C) Transgender
(4) Marital Status: (A) Single (B) Married (C) Separated (D) Widow
(5) Locality: (A) Rural (B) Urban (C) Semi-Urban
(6) Education: (A) Illiterate (B) Primary(Upto7) (C) High(Upto 10)
(D)SSC (Upto 12) (E) Graduation (F)Post graduation
(7) Occupation: (A) Govt. Service (B) Pvt. Service (C) Business
(D) House wife (E) Student (F) Farmer (G) Retired.
60
(8) Annual Income of the respondent: (A) Less than2.5lakhs (B) 2.5lakhs-5
lakhs (C) 5lakhs-10lakh (D) above10 lakhs.
(9) Family size: (A) Male: (B) Female: (C) Children: (D) Total
(10) Food habits: (A) Vegetarian (B) Eggetarian (C) Non-vegetarian (D) All
of these
(11) Do you purchase Spices? (A) Yes (B) No
(12) Respondent’s preference towards usage of homemade and branded spice

products in their home:
(A) Branded Spices (B) Homemade Spices (C) Local made Spices
(13) Respondents willingness to shift from home made to branded spice

products
(A) Yes (B) No

products
Sl. Reasons Yes No

1 Laborious to prepare at home
2 Easy availability of products
3 Lack of knowledge on recipe preparation
4 Lack of time for preparation
5 Milling & grinding is difficult
6 Influence of advertisements
7 Life style
8 Conveniently packed
9 Quality of branded spices is better than
homemade
10 Size of family
11 Costly to prepare at home
61
(15) Factors which influence the purchase decision of spices:
(A) Family friends (B) Advertising (C) Relatives (D) others.
(16) Brand to you means:
(A) Best quality (B) High Price (C) Value for Money (D) Status Symbol.
(17) Which factor is most important to you when you buy a branded spice
product?
(A) Price (B) Quality (C) Durability (D) After Sales Service.
(18) Do you believe in brand loyalty?
(A) Yes. I prefer buying the same products.
(B) I adopt brand loyalty for selected products.
(C) I do not show brand loyalty and price is the only Consideration.
(19) Frequency of purchase of branded spices:
(A) Daily (B) Weekly (C) Fort nightly (D) Monthly (E) Once in two
months
(20) Quantity of purchase: (A) 100 gms (B) 200 gms (C) 250 gms
(D) 500 gms (E) 1 kg

products.
(A) Yes (B) No
(22) Do you continue purchasing the branded spice products in spite of price
rise?
(A) Yes. Price is not important to me
(B) Yes if the increase is up to 5%
(C) No. I start looking for comparable substitutes
(D) I discontinue the purchase
62
(23) Does increase in income levels make buyers more brand conscious while
purchasing spices?
(A) Yes (B) No (C) Sometimes (D) Mostly.
(24) Do you switch between branded spice products?
(A) Yes (B) No (C) Never (D) Sometimes.
(25) Do you influence the buying decisions of your family while purchasing
branded spice products?
(A) Yes (B) No (C) Sometimes (D) Never.
(26) What is the proportion of spices branded to unbranded products in your
house?
(A) 30:70 (b) 50:50 (c) 80:20 (d) No fixed proportion.
(27) I prefer branded spices products because they represent:
(A) Good quality (B) Good quality at reasonable price

(C) Good for the health of my family (D) fulfil my psychological needs.
(28) Reason for choosing branded spices:

(A) Availability (B) Advertisements (C) Shop keeper recommendation
(D) Attractive packing (E) Brand awareness.
63
(29) Eleven statements of attitude measurement scale regarding branded
spices
Sl Statements Strongly Agree Neutral Disagree Strongly
no Agree Disagree
1 Owning a branded
spice powder is a
Status symbol
2 Usage of branded
spice powder is time
Saving and hassle
free
3 Availability of
branded spice
powder is important
for me
4 I think it is hygienic
5 I am willing to pay
extra for it
6 It contains less
nutritional value
7 I like it and want to
consume it but my
Family members
dislike it so I quit
buying it
8 I think smell and taste

remain ok in branded
spice powder
9 I trust more on Export

quality brand of
spices
10 Advertisement is
important for me to
choose branded
spice product
11 I have strong brand
loyalty
64
(30) Please rate the degree to which the following stores convey purchasing of
spices.
Stores Strongly Disagree Neutral Agree Strongly
Disagree Agree
Vishal Mega Mart
More, Aditya Birla Retail
Limited
Big Bazaar, Future Group
V Mart
Easy Day
Reliance Retail
Best Price Modern
Wholesale Store
Kirana Stores
Retail Stores
Wholesale Stores
(31) Factors for preferring particular brands in black pepper:
Sl. Reasons Aachi Catch Eastern Everest MDH

1 Good taste
2 Colour
3 Influence of Advertisements
4 Quality
5 Good Aroma
6 Design and packing is appealing
7 Referred by friends
8 Price is cheaper
9 Easy availability
10 Availability in different quantities
11 Brand image
65
(32) Factors for preferring particular brands for chilli powder:

1 Good taste
2 Colour
4 Quality
5 Good Aroma
8 Price is cheaper
9 Easy availability
Brand
11 image
(33) Factors for preferring particular brands for coriander powder:

1 Good taste
2 Colour
4 Quality
5 Good Aroma
8 Price is cheaper
9 Easy availability
11 Brand image
66
(34) Factors for preferring particular brands for cumin powder:

1 Good taste
2 Colour
4 Quality
5 Good Aroma
8 Price is cheaper
9 Easy availability
11 Brand image
(35) Factors for preferring particular brands for turmeric powder:

1 Good taste
2 Colour
4 Quality
5 Good Aroma
8 Price is cheaper
9 Easy availability
11 Brand image
(36) Respondents frequency in trying new brands:
(A) Frequently (B) Rarely changed (C) Never changed
(37) Number of brands tried by the respondents:

(A) Less than 2 (B) 2 to 4 (C) More than 4
67

Consumer Preference For Branded Spices in Mymensingh District

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ANALYSIS OF CONSUMER PREFERENCE FOR

BRANDED SPICE PRODUCTS IN BATHINDA

Project Report Submitted to the Central University of Punjab

For the award of

Dr. Chidanand Patil

Department of Applied Agriculture

Dr. Chidanand Patil

----------------------- ---------------------------- -----------------------------

Major advisor External Examiner Head of Department

Title: Analysis of consumer preference for branded spice

(Name and Signature of Student) (Name and Signature of Supervisor)

The dissertation is a milestone in my academic career. I am grateful to a number of

I would like to express my deepest gratitude to my supervisor Dr. Chidanand Patil,

Chapter TITLE Page No.

4 RESULT AND DISCUSSION 17 - 49

Table no Particulars Page No.

4.1.1 Respondent’s preference towards branded, homemade and 17

4.1.2 Socio economic profile of the respondents 18

4.1.3 Factors influencing respondents’ shifting from homemade to 21

4.1.4 Opinion of the respondents’ willingness to shift from 22

4.1.5 Store/ Location preference of purchasing spices among 23

4.2.1 Factors influencing respondents’ preference of particular 25

4.2.2 Factors influencing respondents’ preference of particular 27

4.2.3 Factors influencing respondents’ preference of particular 29

4.2.4 Factors influencing respondents’ preference of particular 31

4.2.5 Factors influencing respondents’ preference of particular 33

4.2.7 Respondents’ willingness to buy spices 36

4.2.8 Factors influencing the purchase decision of spices among 36

4.3.1 Respondents view point towards brand 37

4.3.2 Factors influencing respondents towards buying branded 38

4.3.3 Preference towards brand loyalty among respondents 38

4.3.4 Frequency of purchase of branded spices among 39

4.3.5 Quantity wise categorization of spices purchase by 40

4.3.6 Effect on purchasing branded spices products despite rise in 40

4.3.7 Effect of increase in income level on purchase of branded 41

4.3.8 Switching frequency of branded spices among respondents 42

4.3.9 Effect of family influence in buying of branded spices 42

4.3.10 Extent of branded vs. non- branded products available in 43

4.3.11 Respondents preference of branded spices 44

4.3.13 View of respondents towards purchase of branded spices 45

4.3.14 Frequency of respondents while adopting new brand of 48

4.3.15 frequency of brand experienced by respondents 48

Sr. No. Full form Abbreviation

1. Classification based on Degree of Taste:-

Parts of a Plant used as a Spice: (S. Aparna, 2011)

Barks eg: Cinnamon

Berries eg: Black Pepper, Chilly

Buds eg: Cloves

Bulbs eg: Garlic, Leek

Pistil eg: Saffron

Kernel eg: Nutmeg

Leaf eg: Curry Leaf

Roots eg: Ajowan, Aniseed, Celery

History of Indian Spices

Keeping a glance of various studies on consumer behavior, study has formulated

(2) To analyzed consumer preference regarding different spices brands.

Magnusson et al. (2001) studied the demographic differences in the consumers’

Cicia, Giudice (2002) had studied the preferences of an imperative group of

Plavini Punyathoya (2012) conducted a study on consumer evaluation of branding

Sreeekumar D Menon (2015) studied and analyzed the Consumer’s behavior on

R. Leelavathi and K. Munivel. (2016) studied on impact of customer satisfaction of

1 Selection and description of the study area

Selection of the study area:-

Description of the study area:-