A study on awareness levels of rural and urban consumers about branded food products

Abstract:

The present paper studies the awareness levels of rural and urban consumers about the branded food products because brand awareness is one of the prerequisites for consumers for making buying decisions. The respondents were administered with interview schedule. The schedule consists of questions related to 13 different food products and their available brands. The study reveals that majority of the respondents from both rural and urban area were aware about the food brands like Daawat, India Gate, Aashirvaad, Annapurna,Maggie, Yippie, Five Star, Dairy Milk, Kit – Kat, Britannia 50 – 50, Marie Gold, Achi,MTR, Priya, Freedom, Gold Drop, Gold Winner, Gemini, Taj Mahal, Red Label, Bru, Nescafe, Kissan, Fanta, Real, Jersey, Dodla, Vijaya etc. About 65.8 per cent of the total respondents were having the moderate awareness about the branded food products followed by 21.7 per cent were having low awareness and 12.5 were having the high awareness about different food products.