Brand Switching

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A STUDY ON BUYING BEHAVIOUR OF CONSUMERS
TOWARDS INSTANT FOOD PRODUCTS IN KOLAR
DISTRICT

Thesis submitted to the
University of Agricultural Sciences, Dharwad
in partial fulfillment of the requirement for the
Degree of

MASTER OF BUSINESS ADMINISTRATION
In

AGRIBUSINESS MANAGEMENT

By
USHA V.

DEPARTMENT OF AGRICULTURAL MARKETING,
CO-OPERATION AND AGRIBUSINESS MANAGEMENT
COLLEGE OF AGRICULTURE, DHARWAD
UNIVERSITY OF AGRICULTURAL SCIENCES,
DHARWAD-580 005
JULY, 2007

ii

ADVISORY COMMITTEE
DHARWAD
JULY, 2007

(H.S. VIJAYAKUMAR)
MAJOR ADVISOR
Approved by :
Chairman :

Members :

_________________________
(H.S. VIJAYAKUMAR)
1. _________________________
(V.R. KIRESUR)
2. _________________________
(S.B. MAHAJANASHETTI)
3. _________________________
(R.A. YELEDHALLI)

CONTENT
Sl.No.

Chapter Particulars
CERTIFICATE
ACKNOWLEDGEMENT
LIST OF TABLES
LIST OF APPENDICES
INTRODUCTION
REVIEW OF LITERATURE
2.1 Awarencess of consumers
2.2 Factors influencing consumption
2.3 Brand loyalty
2.4 Brand composition
2.5 Demand estimation
METHODOLOGY
3.1 Description of study area
3.2 Sampling design and data collection
3.3 Analytical tools
RESULTS
4.1 Awareness of consumers towards Instant Food Products
4.2 Factors influencing the consumption of Instant Food Products 4.3 Brand loyalty of consumers of Instant Food Products
4.4 Brand composition of Instant Food Products
4.5 Demand potential for Instant Food Products
DISCUSSION
5.1 Awareness of consumers towards Instant Food Products
5.2 Factors influencing the consumption of Instant Food products 5.3 Brand loyalty of consumers of Instant Food products
5.4 Brand composition of Instant Food products
5.5 Demand potential for Instant Food Products
SUMMARY AND POLICY IMPLICATIONS
REFERENCES
APPENDICES
ABSTRACT

List of Tables

Table
No.

Title

4.1

Income Wise Distribution of Households of Kolar District

4.2

Socio-Economic Characteristics of Different Income Groups

4.3

Awareness of Consumers About Instant Food Products

4.4

Brand Awareness of Consumers about Instant Food Products

4.5

Overall Brand Awareness of Consumers about Instant Food
Products

4.6

User Categories of Instant Food Products

4.7

Reasons for not Purchasing the Instant Food Products

4.8

Factors considered for using Instant Food Products in Mulbagal Taluk

4.9

Factors considered for using Instant Food Products in Mulbagal Taluk

4.10

Factors considered for using Instant Food Products in Gudibande Taluk

4.11

Sources of information about Instant food products

4.12

Monthly Expenditure of Households (Rs/Months)

4.13

Purchase and Consumption of Instant Food Products by Households in Bangarpet Taluk

4.14

Purchase and Consumption of Instant Food Products by Households in Mulbagal Taluk

4.15

Purchase and Consumption of Instant Food Products by Households in Gudibande Taluk

4.16

Products Purchase Frequency in Bangarpet Taluk

4.17

Products Purchase Frequency in Mulbagal Taluk

4.18

Products Purchase Frequency in Gudibande Taluk

4.19

Sources of Purchase of Instant Food Products in Bangarpet Taluk

4.20

Sources of Purchase of Instant Food Products in Mulbagal Taluk

4.21

Sources of Purchase of Instant Food Products in Gudibande Taluk Contd…

Table
No.

Title

4.22

Decision Makers of Instant Food Consumption in Different Income Groups

4.23

Brand loyalty of Consumers towards Instant Food Products in
Bangarpet Taluk

4.24

Brand loyalty Consumers of Instant Food Products in Mulbagal taluk

4.25

Brand loyalty Consumers of Instant Food Products in Gudibande Taluk

4.26

Reasons for not preferring particular brand of Product

4.27

Purchase behaviour of different Brands of instant food products in Bangarpet Taluk

4.28

Purchase behaviour of different Brands of instant food products in Mulbagal Taluk

4.29...
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