Purchasing behaviour and brand preferences toward packaged spices: Evidence from Gondal City, Gujarat

Introduction

India, often referred to as the "Land of Spices," is the world's largest producer, consumer, and exporter of spices, thereby contributing substantially to global trade (World Spice Organisation, 2023). Spices occupy a central role in Indian cuisine, health practices, and cultural traditions. In recent years, however, changing socio-economic dynamics such as rapid urbanization, rising disposable incomes, and heightened awareness of food safety and hygiene have contributed to a marked transition from loose, unbranded spices to packaged and branded alternatives (Mintel, 2025). Consumer choice in this segment is increasingly shaped by attributes such as product quality, packaging, and brand reputation, with branded spices offering the added assurance of safety, convenience, and consistency in taste (Reuters, 2024). Empirical studies have consistently identified taste, quality, and trust as the principal determinants of spice brand selection (Singh et al., 2015;Dalmia & Goel, 2023). Furthermore, recent concerns over food safety, exemplified by the scrutiny of leading brands in 2024 for possible contamination (Reuters, 2024), have further influenced consumer perceptions and purchasing behaviour. In this context, the present study investigates the purchasing behaviour, brand preferences, and constraints associated with packaged spices among consumers in Gondal city, located in the Rajkot district of Gujarat. Adopting a descriptive research design and employing statistical tools such as percentage analysis, the Likert scale, and Garrett ranking, the study seeks to analyze the socio-economic characteristics of consumers, explore brand preference patterns in the packaged spice market.

The key objectives of the study are: • To study the purchasing behaviour of consumers towards packaged spices • To assess consumers' brand preferences towards packaged spices

Materials and Methods

The present study was undertaken in Gondal city, Rajkot district of Gujarat, covering nine municipal wards. A multistage sampling technique was adopted to ensure adequate representation, and a total of 225 consumers, comprising 25 respondents from each ward, were selected as the sample. Primary data were collected using a structured interview schedule that captured information on socio-economic characteristics, purchasing behaviour, brand preferences, and perceived constraints of consumers toward packaged spices. Secondary data were obtained from journals, company records, government publications, and credible online sources to complement the primary findings. For the purpose of analysis, descriptive and inferential statistical tools were employed. Percentage and tabular analyses were used to summarise consumer responses, while graphical presentation facilitated interpretation of trends. The Likert scale was applied to assess consumer attitudes, and the Garrett ranking method was utilised to prioritise the factors influencing brand preferences as well as to evaluate the major constraints faced by consumers.

Results and Discussion 1. To study the purchasing behaviour of consumers towards packaged spices

The analysis of consumer behaviour revealed that all respondents (100%) were regular users of packaged spices, reflecting the widespread penetration of these products in the study area. With respect to purchasing frequency, the majority of consumers (67.1%) reported buying packaged spices on a monthly basis, while 23.1% purchased them fortnightly, 6.7% on a weekly basis, and only 3.1% occasionally. This pattern indicates that packaged spices are part of routine household consumption, with a strong preference for monthly purchasing. In terms of quantity purchased, 250 g packs were the most popular choice (31.1%), followed closely by 200 g (28.9%), while 500 g packs accounted for 17.8%, 100 g for 12%, and 1 kg packs for 10.2%. This shows that consumers generally prefer moderate-sized packages that balance convenience and affordability. Regarding place of purchase, supermarkets emerged as the dominant retail outlet, preferred by 53.3% of consumers, followed by local retailers (22.2%), online stores (19.6%), and departmental stores (4.9%). This distribution highlights the growing dominance of organized retail and e-commerce, although traditional retailers still play a significant role. Analysis of media influence further revealed that retailers exerted the strongest impact on consumer purchasing decisions (34.2%), followed by social media platforms such as Google ads, YouTube, and Instagram (24.9%), friends and relatives (18.2%), and print media including newspapers, magazines, and pamphlets (12.9%). Television was found to be the least influential medium, accounting for only 9.8% of responses. These findings underline the importance of interpersonal communication, retail interactions, and digital marketing in shaping consumer behaviour towards packaged spice The analysis of brand awareness showed that consumers most strongly recognised packaged spice brands displayed in supermarkets and retail outlets (mean score 4.06),

To assess consumers' brand preferences towards packaged spices 2.1 Brand awareness of consumers towards packaged spices

underscoring the importance of in-store visibility. Word-ofmouth recommendations from friends and relatives ranked second (mean score 3.86), while knowledge gained through www.extensionjournal.com mass media ranked third (mean score 3.83). These results suggest that in-store presence and personal recommendations are more influential than traditional media in shaping consumer brand awareness.

Brand of packaged spices purchased by consumers

Factors influencing brand preference of packaged spices

Acknowledgement

AcknowledgementI sincerely thank Ozat Agro Link, Gondal and my guide for supporting the field study. I also extend my gratitude to all respondents for their valuable time and inputs.

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