Branded Potato Chips as Preferred Snacks: A Consumer Behaviour Study in Modasa City of Aravalli District

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Page: 892-896

Pranami Aman M., Swati Sharma, and Likhila B. (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

The snack food industry has grown significantly due to evolving consumer preferences, urbanization, and rising disposable income. Branded potato chips have emerged as a favored snack choice. This study examines consumer buying behavior towards branded potato chips in Modasa City, Aravalli District, Gujarat, focusing on preferences, purchase influencers, and perceived constraints. A survey of 200 respondents was conducted using a structured interview schedule with convenience sampling. Data analysis employed frequency analysis, mean score calculations, Likert scale rankings, and Garrett’s ranking technique. Results indicate most consumers purchase branded potato chips twice a week, mainly from local grocery stores. Pack size and affordability are key determinants, with 25-30 gm being the most preferred. Purchases are often impulsive, influenced by prior experiences, brand recommendations, and advertising. Product quality, taste, brand image, and price affordability significantly impact consumer preference, with masala and spicy flavors being the most popular. The study finds moderate brand loyalty, with many consumers switching brands occasionally. Constraints include concerns over product quality, quantity, price, availability, and limited flavor options. Findings offer valuable insights for manufacturers and marketers to refine strategies, improve brand engagement, and enhance consumer satisfaction. Effective marketing, better product quality, and value-driven offerings can strengthen brand positioning in the competitive snack food industry.