Brand Awareness in Confectionery Food Products in Twin Cities of Hubli-Dharwad (Karnataka)

The present investigation made an attempt to analyze the brand awareness and factors influencing brand awareness 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 sweet items Haldiram chikki, Golden Gokak kardant, Aaditya mysorepak, Thakursingh pedha, Haldiram sonapapadi were familiar brands among consumers. Haldiram banana chips, Lays and Bingo brands for potato chips, Haldiram brand of fried shenga and roasted dal, Savanur sevu popular among the respondents. For bakery items hot bread, Family loaf, Big bread are the brands of bread. Baburao and Ayyangar brands of cakes were well known by customers. Young generations are innovators of various brands in the market due to varied taste and attractive packaging. In case of sweet items and bakery items friends were major sources for getting information about brand where as television was major source for brand awareness in chats. Other factors like radio, news paper, magazines, shopkeepers, window display also played an important role in brand awareness of all the three products.