Consumers’ Preference and Acceptance of Branded Spice Powder in Sadar Upazila of Mymensingh District in Bangladesh

Abstract

The study examines consumer brand preference and acceptance of spice powder in Sadar upazila of Mymensingh district in Bangladesh based on the primary data of 120 respondents. Correspondence analysis was drawn to analyze the factors influencing brand preference of spice powder. It was found that there was a strong association between spice users’ income level, academic qualification, income source and preference of spice which mean that with the variation among the factors the choice for branded or non-branded spices also varied. The study found that 42% consumers preferred only branded spice powder, 22% were loose users of spice powder, 20% prefer breaking (loose/self-made) spice powder and 17% use homemade paste spice. More than 98% of them used powder form and rest used paste or mashed form of brands found in market. Near about 92% consumer preferred polly pack for spice, 2% prefer paper box, 6% preferred plastic jar mainly for using and storing spice powder. Most of the consumer thought that those brands were exported really well brand and they have popular brand image not only in domestic country but also in abroad. The study revealed that RADHUNI spice powder compared to PRAN, ARKU, PURE, BD foods and other brands drew more attention of modern housewives those who had a latent demand for convenience and time saving cooking.