An Analysis of Consumer Behaviour towards Packaged Spice Products in Jetpur City of Rajkot

Abstract

Spices have a long history as an integral part of Indian medicinal system, culture, traditional ceremonies, cuisine and commerce. India is recognised globally as the largest producer, consumer and exporter of spices. In domestic market, packaged spice segment has witnessed remarkable growth, driven by rising consumer awareness regarding food safety, hygiene and quality. In this context, understanding consumer behaviour towards packaged spices has become increasingly important for manufacturers, marketers and policymakers. The present study was conducted in Jetpur city of Rajkot district, Gujarat, with the aim of examining purchasing behaviour, brand preferences and problems faced by consumers towards packaged spices. A descriptive research design was employed and primary data were collected from 300 consumers which was selected through cluster sampling across 15 municipal wards using a structured interview schedule. The analysis was carried out using descriptive statistics such as frequency and percentage to study socio-economic profile and purchasing behaviour, the weighted average mean method to assess consumer problems and purchase-influencing factors and the Garrett Ranking Technique to analyse brand preference determinants. The study focused on understanding key aspects such as purchase frequency, preferred pack sizes, retail channel preferences, sources of influence and brand loyalty. The findings provide valuable insights into the preferences and challenges of packaged spice consumers and highlight the growing importance of quality assurance, competitive pricing and effective retail engagement in sustaining market growth.