Brand Preference in Confectionery Food Products in Twin Cities of Hubli-Dharwad

The present investigation made an attempt to analyze the brand preference and factors influencing brand preference in confectionery food products by consumers of Hubli and Dharwad twin cities, Karnataka state. A total sample of 300 respondents was selected for the study. In case of chikki, mysorepak and sonpapadi, banana chips, fried shenga and roasted dal local brands were preferred by the respondents. Savanur brand of sevu, hot bread and big bread brands, Baburao and Ayyangar brands of cakes were preferred by the respondents. While preferring a particular brand in case of confectionery items taste was considered as the foremost factor. Quality was second important factor influencing brand preference. The other factors like reasonable price, quantity, availability, brand image etc., also played an important role in brand preference of all the three products. Thus, it can be concluded that brand preference varies from consumer to consumer and also several factors influence these preferences.