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Retailers’ Buying Behavior Towards Leading Masala Brands

1Mrs.S.Suganya, 2Mr.V.Abishak
1Assistant Professor, 2 PG Student
Mepco School of Management Studies
Mepco Schlenk Engineering College, Sivakasi, Tamil Nadu, India.

Abstract: This study examines the retailer buying behaviour towards leading masala brands with special reference to Annapoorna Masala. The objective of the study is to identify the key factors that influence retailers’ stocking decisions in a competitive spice market where multiple brands are available. Retailers generally select masala products based on customer demand, profit margin, brand reputation, sales movement, and regular product supply. However, the extent to which these factors influence the purchase of Annapoorna Masala is not clearly known. The study analyses whether retailers prefer to stock Annapoorna Masala, how frequently they purchase it, and what factors motivate their buying decisions. It also examines the challenges faced by retailers such as low profit margins, slow movement of certain products, and supply related issues. The research is based on primary data collected from retailers in Pondicherry through a structuredquestionnaire, along with supporting secondary data. By analysing retailer awareness, satisfaction level, and comparison with other masala brands, the study identifies the reasons behind their preference or non-preference and suggests areas for improving distribution support, promotional schemes, and product movement in the market.
Index terms: Retailers’ Buying Behaviour, Masala Brands, Annapoorna Masala, Customer Demand, Profit Margin, Brand Preference.