Abstract
Spices have a long history dating back before human civilization. Spices have been linked to a number of health benefits. Spice consumption reduced the risk of cancer, ischemic heart disease, and respiratory diseases. India is known as the "Spice Home" because of its diverse spice varieties. People in India died at a low rate during the COVID-19 pandemic because they ate a variety of spices in their diet. Indians consume spices by adding masala to their daily meals. A masala is a spice mixture made up of herbs, spices, and other condiments. Customers buy masala from a nearby retail store. This study was conducted among retailers in the districts of Virudhunagar, Madurai, Tuticorin, Tenkasi, and Ramanathapuram in south Tamil Nadu. The direct survey method was used to collect 388 samples. With the help of SPSS, the collected data is analysed and the results are displayed. The findings of the study suggest that while dealing with branded masala items, the most crucial elements are customer preference, brand name, profit margin, and the dealer's fast delivery. With masala brands, there would be a clear correlation between the dealer's timely delivery and the retailers happiness.
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