Vol. 12, Special Issue 10 (2023)

Author(s):
Sai Sujana AV, Prabhavathi Y and Sarada Reddy O

Abstract:
A comparative study conducted in Chittoor district, Andhra Pradesh, revealed that both rural and urban consumers frequently use vegetarian and non-vegetarian branded spice blend powders multiple times during a week with preferred time majorly during lunch preparation. Rural consumers tend to consume less than 50 grams of instant rice mix and curry powders monthly, while urban consumers typically consume 51 to 100 grams. For garam masala, sambar, and chicken powders, both groups commonly consume 101 to 250 grams, while rasam and meat powders see consumption between 51 to 100 grams. In terms of brand preferences, rural consumers prioritize flavor, price, and advertising in their brand preferences, while urban consumers focus on price, reference group influence and advertising.