Consumers Brand Preference Towards Ghee – An Opinion Study

Abstract

This study aims to know about the preferences of consumers regarding ghee which includes, determining consumers' ghee purchase patterns, brand preferences and factors that impact ghee consumption. A total of 201 customers were surveyed in Thenkasi, Virudhanagar and Madurai districts using direct survey method. By using a structured questionnaire, the information was collected from the consumers who are consuming ghee. The questionnaire contains 5-point scale questions and demographic questions. Weighted average and multiple regression methods are utilized for analyzing the data with the help of SPSS software. The researcher found that the key aspects that influence the consumers to prefer the ghee brand is taste because taste of the ghee added more flavor to the food.