Abstract

This paper aims to provide comprehensive approach to the consumer purchasing behavior towards branded processed food. There are four broad objectives formulated and subsequently hypothesis was tested to find out the behavior of consumers on purchasing of branded processed food. Variables considered are brand attributes, brand endorsement, brand equity, ethical concerns and demography. We found trust and safety are the two vital parameters drives brand towards consumers. Even though there are other parameters influences consumers but trust and safety creates major influential thing on consumer mind. Age of the consumers are having little impact on purchase of brands over others. Companies can drive their sales philosophy based on trust and safety if they want to establish reliable brand in the long run. This study was carried out in major cities like Chennai, Bangalore, Cochin and Hyderabad in INDIA and may not represent the whole part of the country. Also cities only considered to pick out samples so the result will not reflect the entire population of India. Since not many of the consumer behavior research considered key determinant factors of purchase towards the food purchase. There are multiple variables considered to carry out the study in a comprehensive way-First of its kind in Indian population scenario.

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