Published Paper Details:

For developing and investigating consumer behavior it is important to quantify, influence and forecast consumer�s behavior. In today�s environment attentions were shifted from product and transfer to consumer. Now consumer will take care of any type of changes in product. While during marketing conferences or in board rooms, importance will be given to consumers w.r.t. product. Formation of quality brand will be the key. The present study leads to consumers behavior w.r.t. brand preference in rural or in urban areas and to highlight the differences in the perception of the consumers in these areas in respect to their demographic features like age, education, occupation, income. The study aims to explore the behaviour of consumers towards branded food products i.e. factors affecting behaviour, brand awareness, brands availability, brand loyalty etc. Efforts have been made to extract important factors which have a strong effect on the behavior of consumers.