A Study of Brand Preferences of Kids in Buying Packaged Food Items in NCR Region

Abstract

Brand preference reflects a desire to use a particular company's product(s) or service(s) even when there are equally-priced and equally-available alternatives. In fact, more often than not, brand preference indicates a desire to seek out a specific product or service even when it requires paying more or expending more effort to obtain it! Brand preference is important to companies because it provides an indicator of their customers' loyalty, the success of their marketing tactics, and the strength of their respective brands.To find out the preference level of some of the private label brands in packaged foods segment, the two types of research methods used were Primary research and secondary research. It was measured among the customers across various demographic segments. Primary research used involved a survey for a sample size of 300. 60 respondents each were surveyed outside 5 malls in NCR region. The hypotheses formulated were tested using parametric and non-parametric tests. A detailed analysis was done. The study reveals that there is weak correlation between the private label brands and the national brands of packaged food items with respect to attributes. Further it is interpreted that the image of the store or parent brand has an impact on the kids buying decision of private label food items. Private label brands scored more on taste and variety attributes than National brands.