Consumer choice of branded agro-processed products in Kannur municipality of Kerala state

V. Prameela, A. Sakeer Husain

Abstract


A survey was conducted among 150 household consumers of Kannur municipality in northern Kerala to identify the factors influencing purchase decision/consumer choice of branded agro-processed products (BAPs) manufactured by private and cooperative sector organizations. Results reveal that product features (taste, freshness, and shelf life) and advertisement determine the consumer choice of BAPs such as sambar powder, meat masala, rasam powder, pickle, and jam. There was, however, no significant difference between the brands made by the cooperatives and private sector organizations in this regard.


Keywords


Consumer choice; Cooperatives; Product features; Purchase decision.

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A KAU publication [CODEN: JTAGEI; ISSN 0971-636X; eISSN 0973-5399]