Consumer Perception and Branded Products: A Study on Grocery Products

Abstract

The present research paper studied that consumer perception towards branded grocery products in Hyderabad city, and  it was undertaken with two major objective to study the influence of branded products attributes and awareness level/source of information influence on consumer perception towards branded grocery products. For meeting the major objectives primary data was collected from 207 consumers with the help of structured questionnaire from the Hyderabad city, and it was tested by ANOVAs, Correlation and Multiple Regression by using SPSS 20.0 Version. The results indicates that the respected Attributes factors, Awareness level factors significantly different with the customer perception  towards Brand grocery products, and followed with correlation, there is a strong correlation between age and Awareness level and attributes factors, Multiple regression results indicated that Availability of Products, Branded products, Extensive Varieties of Products, Promotional Offers / Discounts, Peer groups and celebrities  having high influence on consumer perception.