MSc

The study entitled "Consumer behaviour towards branded rice and
rice products in Thrissur District" was undertaken with the following objectives:
* To find out the share of branded rice and rice products in total rice and rice
product consumption;
* To examine the consumer behaviour towards branded varieties of rice and rice
products; and
To identify the factors influencing consumer choice.
The study was conducted in three wards viz., Mission Quarters, West
Fort and Wadakkechira Bus Stand Area of Thrissur Municipal Town (now part of
the Corporation). The sample consisted of 200 households, which were selected
proportionate to the total number of households in each selected ward. The study
was based on primary data collected from the sample respondents (housewives)
using a pre-tested structured schedule. Bivariate tables, Percentages, Preferential
Ranking Method, Kendall' s Coefficient of Concordance, Satisfaction Index and
Likert's Scale were empl?yed to analyse and interpret data.
The study was an explorative search into the behaviour of the
consumers towards branded rice, rice products and basmati rice. An attempt was
also made to find out the share of brand users among the respondents and to
identify the factors influencing consumer choice.
Analysis of the socio-economic profile of the respondents revealed that
majority of them preferred non-branded rice and home-made rice products
irrespective of socio-economic differences. The preference towards branded rice
and rice products was comparatively higher among the respondents with higher
education and higher income. Similarly, compared to aged people, the share of

brand users was higher among the younger generation. The share of employed
respondents preferring branded rice products was more than the share of employed
respondents preferring branded rice. The share of brand users was relatively higher
among 'nuclear' families than joint families.
Majority or the respondents, were spending on an average of 45.5 per
cent of the total monthly expenditure on food items. The average monthly
household expenditure on rice, rice products and basmati rice was around 14 per
cent of the total food expenditure and six per cent of the total household
expenditure.
Regarding the share of brand users among the respondents, it was
observed that majority of the respondents were using non-branded rice, non-
branded basrnati rice and home-made rice products. The share of brand users was
only 30.5 per cent, 25 per cent and 35 per cent respectively in the case of rice, rice
products and basmati rice. Most of the respondents were using boiled rice for
meals and a mix of raw and boiled rice for making rice products. 'Taste' and
'custom/habit' were the major reasons stated for the use of home-made nee
products, while 'convenience' and 'taste' influenced the use of branded rice
products. 'Quality perceptions' about the branded varieties was identified as the
major reason for using branded rice and basmati rice by the users. 'Low price' and
'satisfaction with the currently used variety' were the factors that influenced the
users of non-branded rice and basmati rice.
Irrespective of brand and non-brand preferences, brand awareness and
ability to recall the brand was higher in the case of rice and rice products and lower
in the case of basmati rice. Brand loyalty was also very high among the brand users
in all the selected items. Brand shifting tendency, in general, was weak among the
respondents.

As regards the source of purchase, 'supermarkets' were the major
source of purchase for all branded items. 'General provision stores' and 'margin
free supermarkets' were the major source of purchase in the case of non-branded
rice and basmati rice respectively. Store loyalty was very high among both the
brand and non-brand users across the items. 'Accessibility', 'better customer
service' and 'discount offered by the shop keeper' were the major reasons for store
loyalty. 'High price', 'inconveniences', 'non-availability' and 'poor customer
service' were the reasons that caused store shift by the respondents.
As far as quantity preferred for single purchase was concerned, brand
users of rice preferred to buy in small quantities compared to non-brand users. But
in the case of basmati rice, most of the brand and non-brand users preferred to buy
one kg packet for a single purchase. Similarly branded rice product users preferred
to buy half kg or one kg packet for a single purchase. Purchase decision regarding
rice, rice products and other consumables were made by women in majority of the
families eventhough the husbands constituted the major actual buyers in rice and
other consumables. Wives constituted the major shoppers in the case of rice
products.
Media exposure, both print and electronic, was very high among the
respondents. Majority of them were subscribing newspaper and magazines and
possessing television, telephone and radio. Television was identified as the most
preferred advertising media and the main source of information regarding rice and
rice products.
In the bid to find out the parameters influencing purchase behaviour, it
was found out that 'taste', 'absence of foreign materials', 'less cooking time' and
'aroma' were the major parameters that influenced the purchase behaviour of both

brand and non-brand users in rice and basmati rice. 'Taste', 'easy availability' and
'convenience' were the parameters influencing the purchase of rice products.
Satisfaction level of both brand and non-brand users towards the
brand/variety currently used by them was also very high and 'price' was the only
factor which scored a lower degree of satisfaction.
In the effort to examine the general attitude of the respondents towards
branded rice, rice products and basmati rice, it was observed that all the brand
users and majority of the non-brand users had a favourable attitude towards brands.
A detailed analysis of the attitude of the respondents towards statements
representing various features of the selected items revealed that majority of the
brand users had a favourable attitude towards all the statements. Most of the non-
brand users showed neutral attitude towards product related attributes such as
'volume expansion', 'taste' and 'shelf life' of the product. Majority of the brand
and non-brand users agreed that the price of the branded items was high.
The general observation from the study was that eventhough most of the
brand and non-brand users showed a favourable attitude towards brands, only a
small percentage of them was using branded items. The share of brand users was
only 3Cl.5 per cent, 25 per cent and 35 per cent in the case of rice, rice products and
basmati rice respectively. The major factor which prevented the non-brand users
from using brands was the relatively higher price of the brands. It was also
observed that the product related factors such as 'taste', 'absence of foreign
materials', and 'less cooking time' were the major factors that influenced the
purchase decision of consumers, both brand and non-brand. Majority of the
respondents were highly satisfied with the brand or variety currently used by them
except in the case of price.