MSc

The study entitled “Response behaviour towards branded agro-processed products’ was undertaken with the following objectives:
1. To examine the response behaviour towards selected branded agro-processed products (BAPs)
2. To identify the factors influencing purchase decision and consumer choice
3. To compare the response behaviour towards BAPs of co-operative and private sectors
The study was conducted in six wards of Kannur Municipality. From each of the selected wards, twenty five household consumers of the five selected BAPs viz., sambar powder, meat masala, rasam powder, pickle and jam were selected. Thus a total of 150 household consumers constituted the sample of the study. The study was based on primary data collected with the help of structured pre-tested interview schedule. Percentage, index, Kendall’s coefficient of concordance and Friedman test were the major statistical tools used for analysis.
The study revealed that cent percent of the respondents consumed sambar powder and pickle while majority of them consumed meat masala (96.67%), jam (90.67%) and rasam powder (86.67%). Among the respondents, majority purchased packed branded items. ‘Easy availability’ and ‘convenience’ were the major reasons for the use of the selected BAPs. ‘Dinesh’ was the most known brand among the respondents in the case of all selected BAPs. Advertisement in the electronic media was the major source of awareness about the selected BAPs. ‘Super market’ was preferred by the respondents as the major source of purchase. ‘Dinesh’ was the major brand preferred and used by the respondents in the case of curry powder and pickle, while ‘Happy’ was the most preferred and used brand in the case of jam. ‘Brand loyalty’ was found to be very high among the users of the selected BAPs. ‘Belief in the quality of the products’ supplied by the store was the main reason found for the store loyalty of the consumers.
‘Product features’ and ‘advertisement’ were the important factors that influenced the purchased decision of all the BAPs. ‘Taste’ and ‘freshness’ were the important product features that influenced consumer choice. No significant difference was found between the co-operative and private brands of selected BAPs with regard to factors and product features influencing purchase decision and consumer choice. Any way the consumers were more satisfied with ‘availability’ and ‘quality’ of the products of co-operative and ‘availability’ and ‘taste’ of the products of private organizations. In general consumers were satisfied with the products supplied by both co-operative and private organizations. However, the selected BAPs of co-operative organizations were found to be comparatively better when compared with private products except in the case of jam.