ISSN 2394-5125
 

Research Article 


TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER

Dr.T. Karthikeyan, M.Sampathkumar.

Abstract
Idli and Dosa are the most common breakfast dishes in South India. Gone are the days, the batter for Idli / Dosa were prepared at home. Packed batter is sold in almost every grocery store. The branded Idli/Dosa batter segment is growing at a higher pace. Not only in the urban markets, where both husband and wife in a family are working, the sale of packed Idli/Dosa batter is growing in the semi-urban markets too. This research paper focuses on understanding the consumers’ buying behaviour, which in turn would help the new entrants of branded batter segment to adapt an effective marketing strategy to achieve growth in the sustainable business environment. Why do we call the branded batter segment as sustainable business and why not the unbranded segment? The unbranded segment does not follow any food safety standards, which we feel has a negative effect on the society that consumes the same. Whereas the branded batter segment is compelled to run their business in an organized manner. The production of batter as per the food safety standards, hygienic packing and supply chain makes the branded batter segment a sustainable business. However, due to price sensitivity the brands are not able to compete with the unbranded segment in the market. Apart from offering a quality product to the consumers, what else a batter brand should understand to retain and improve their position in the market? This paper discusses points on consumer buying behaviour and their preferences in the purchase of branded batter. Transformation in marketing based on these inputs should support any batter brand to grow their business. A sample size of 200 branded batter users were taken for the survey in the urban market, Chennai, India. There were four hypotheses created and proved right in the study and a few more inferences were also made from other questions.

Key words: Idli / Dosa batter, Consumer behaviour, buying behaviour, consumer preferences, batter brands in Chennai, transformation in marketing, sustainable business


 
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How to Cite this Article
Pubmed Style

Dr.T. Karthikeyan, M.Sampathkumar. TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER. JCR. 2020; 7(19): 1427-1433. doi:10.31838/jcr.07.19.172


Web Style

Dr.T. Karthikeyan, M.Sampathkumar. TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER. http://www.jcreview.com/?mno=105286 [Access: July 19, 2020]. doi:10.31838/jcr.07.19.172


AMA (American Medical Association) Style

Dr.T. Karthikeyan, M.Sampathkumar. TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER. JCR. 2020; 7(19): 1427-1433. doi:10.31838/jcr.07.19.172



Vancouver/ICMJE Style

Dr.T. Karthikeyan, M.Sampathkumar. TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER. JCR. (2020), [cited July 19, 2020]; 7(19): 1427-1433. doi:10.31838/jcr.07.19.172



Harvard Style

Dr.T. Karthikeyan, M.Sampathkumar (2020) TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER. JCR, 7 (19), 1427-1433. doi:10.31838/jcr.07.19.172



Turabian Style

Dr.T. Karthikeyan, M.Sampathkumar. 2020. TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER. Journal of Critical Reviews, 7 (19), 1427-1433. doi:10.31838/jcr.07.19.172



Chicago Style

Dr.T. Karthikeyan, M.Sampathkumar. "TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER." Journal of Critical Reviews 7 (2020), 1427-1433. doi:10.31838/jcr.07.19.172



MLA (The Modern Language Association) Style

Dr.T. Karthikeyan, M.Sampathkumar. "TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER." Journal of Critical Reviews 7.19 (2020), 1427-1433. Print. doi:10.31838/jcr.07.19.172



APA (American Psychological Association) Style

Dr.T. Karthikeyan, M.Sampathkumar (2020) TRANSFORMATION IN MARKETING – UNDERSTANDING CONSUMER PREFERENCES AND BUYING BEHAVIOUR OF BRANDED IDLI / DOSA BATTER. Journal of Critical Reviews, 7 (19), 1427-1433. doi:10.31838/jcr.07.19.172





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