A Comparative Study of Factors Influencing Brand Preferences of Grocery product – Consumer Perspective

Abstract

India stands out as the fifth biggest retail industry in the globe. Grocery is the largest retail segments worldwide and it would be of academic as well as business interest to understand the buyer’s preference in the context of branded and unbranded grocery retail scenario. Brand management is essential for developing a best relationship with the target market. This study aim is to identify the factors influencing the consumer preferences towards local groceries and branded grocery retailing. The primary data was collected from over 300 respondents by using questionnaire based on simple random sampling method. The Primary data was collected and analyzed by using one way ANOVA and regression with the help of SPSS package. For the analysis of data, the factors considered were quality, price and satisfaction level of customer in products, service and other particular factors. The demographic profile of the consumer also influences the purchase, consumption, frequency of purchase and the like. The study results demonstrate the importance of price of the product, quantity differences, packaging, availability, convenience to the location and freshness. These consumers oriented marketing strategies need special managerial skills to draw the attention of all age group of consumers. The findings of the research shall be stated that the income, family size of the consumer and quality of the product influences the consumer’s purchasing behavior. Thus the study gives the opportunity to learn and make brief research about the grocery products in depth.