Vol. 10, Special Issue 12 (2021)

Author(s):
Hanumantappa Jamanal and Dr. AD Naik

Abstract:
The present investigation made an attempt to analyze the marketing management of bakery products and buying behaviour of consumer in twin cities of Hubballi-Dharwad. A total sample of 200 respondents and 60 bakery units were selected for the study. For the study six bakery products selected which were Khari, Puffs, Bread, Cake, Biscuits and Toast because of these products were majorly sold by the bakery units. There were three marketing channels adopted by the bakery units which were channel-I, (Bakery unit–Wholesaler-Retailer-Consumer), channel-II (Bakery unit-Retailer- Consumers) and channel-III (Bakery unit-Consumer). The monthly average quantity sales of selected bakery products were more in channel-I (4214.58 kg/month) followed by channel-II (3548.25 kg/month) and channel-III (2231.15 kg/month). The study also found that majority of the product was bread and toast sold through the all channels. The cakes and puffs were not sold though the channels-I because of both the products were more perishable in nature. There was a more price spread in channel-I, compared to channel-II and channel-III. Channel-III there were no mediators to curb the margin entire profit was retained with the production firm only. The purchase price of consumer was more in channel-I. Because, in channel-I producer sold to wholesalers and wholesaler sold their produce to distant retailers and the number of market intermediaries present were more in this channel.