A Study on Branding of Eggs in Select Areas of Tamilnadu

Abstract

This study was initiated with the motive to check branding of eggs in select areas of Tamilnadu. A total of 100 customers, 20 retailers and 20 producers had been chosen and obtained their views on the branding of eggs. Data were collected by presenting well-structured questionnaire in the hands of respondents. Chi-square test, factor analysis, regression equation coefficient, and mean scores analysis were used to analyze the data. Results revealed that there is significant relationship exists between demographic profile of customers and their awareness on branded eggs. Factor analysis confirmed that brand, egg variants, egg content, food preparation and egg price relatively influenced on egg buying behaviour of customers. Retailers opined that there is no significant difference between the sale of branded and non-branded eggs. There is ample scope for egg producer to sale their egg under a brand name. It is concluded that customers are not completely aware about the sale of branded egg, but for consumption purpose often consider many variables. Retailers are preferred to sell non-branded eggs to low price segment and branded eggs to high quality segment. Concentrating on brand building will yield extra-ordinary returns to the producers.