Study on factors influencing the consumer preference towards branded and unbranded masala products in Theni District

Abstract

This article explore that the food industry has undergone significant changes due to evolving consumer preferences and an increased focus on convenience and quality. Spices and masalas, crucial elements in Indian cuisine, play a vital role in enhancing flavor and nutritional value. This study explores consumer behavior towards branded and unbranded masala products, using the Relative Importance Index (RII) to analyze and rank influencing factors. Conducted in the Theni district of Tamil Nadu, the research focuses on a region emblematic of shifting consumer dynamics driven by urbanization. The study draws insights from previous research by Rajanbabu and Ganesan (2015), Indumathi et al., (2020) and Kavinkesinikethan et al., (2019) to examine consumer perceptions and preferences. RII scores highlighted top factors influencing branded masala preferences: accessibility (0.923), packaging (0.890), quality (0.760), taste (0.724), and advertising (0.723). Unbranded preferences focused on affordability (0.787), masala freshness (0.680), taste (0.673), quality (0.667), and family approval (0.643). Through the RII, factors impacting choices for branded and unbranded masala products are evaluated, unveiling accessibility, attractive packaging, quality, taste, and advertisement as prominent influencers for both. These findings offer valuable insights into consumer behavior in the realm of masala products, shedding light on the complex interplay between tradition, innovation, and preferences in the culinary market.