Impact of branding on consumer buying preferences towards bakery products in small town- a study of Rewa city

Bakery industry in India is the largest among the processed food industries, which is growing at steady pace. Bakery products in India have become increasingly popular due to an increased demand for convenience food.

The Indian bakery market is still in a nascent stage. In a country where average per capita income hovers around US$ 450 per annum, bakery items are not very high on the list of priorities for the masses. Low margins and a high level of fragmentation characterize the bakery segment. Awareness is nearly 100%, however, penetration is lower in rural areas at 15–20% and at 60% in urban areas. This is mainly because these products are consumed as snacks, and do not form part of the main course meal.

The present study endeavor's to examine the difference in the demographic, psychographic and behaviorist characteristics of customers and how these differences influences the customer behavior and purchase decision with regards to purchase of bakery items.