Paper Contents
Abstract
This study explores the complex world of consumer preferences for Kohinoor basmati rice with the aim of providing an in-depth understanding of the variables affecting purchasing decisions. The study aimed at achieving multiple objectives by building a comprehensive literature review that explored the historical and cultural significance of basmati rice varieties in India and the economic impact and branding strategies of the industry. Using a combination of quantitative and qualitative methods such as surveys and interviews the study examines the complex relationship between quality, price, packaging and brand name with respect to consumer behaviourWhile participants continue to point out the distinctive taste and aroma associated with Kohinoor basmati rice, the findings highlight the critical importance of quality. Perceived value highlights the link between consumer perceptions of value for money and a brands premium positioning. Clear and informative packaging emerges as an important influence. Consumer loyalty is characterized by the brand's reputation which is shaped by brands familiarity in the market by consumers and it highlights how they choose it over other brands. Consumer health-related behaviour further highlights the changing nature of preferences.
Copyright
Copyright © 2024 Gagan Gowda B J. This is an open access article distributed under the Creative Commons Attribution License.
