1Asst. Professor, PG, Department of Commerce, Mohamed Sathak College of arts& science, Sholinganallur, Chennai-600119
2M.com. M. Phil, MBA. Ph. D. Associate Professor & Dean Research PG & Research, Department of Commerce, Quaide-Milleth College for Men, Chennai, 100
Online published on 3 April, 2017.
The Research paper analyzes Brand preference of working women towards the packed food powders available in the local market. The Brand preferences are based on the following factors including packed food powder addiction, taste preferences, awareness about alternative products, availability of alternative products, use and eating behaviour of branded packed food powders among working women in the vicinity of East Tambaram in Chennai city who are the target audience. A self-reported measure of working women's brand preference and awareness of packed food powders eating behaviour and uses has been elaborated. A conceptual frame work was developed. Questionnaire was developed on the scale and administered to 100 working women between age group of 21to60 years in the locality of East Tambaram in Chennai city, State of Tamilnadu, India.
Working Women, Brand preference, brand usage, Psychology of brand preference, packed food powder, Awareness, Addiction
