Paper Details

Consumer behavior is influenced by the type of packaging of the product too easily. The better and eye-catching the packaging is the more consumers are attracted towards them. Packaging refers to the outer layer of the product wrapped around the original product to allow ease to carry and attract the consumers to buy. Similarly packaging makes the product different from the other product and also develops brand recognition. The present study made an attempt to study on customer attitude towards packed food products at Coimbatore. Retail shops are the major source of information and source of purchase of Instant Food Products. The study deals with the objectives, to analyze the brand awareness towards selected food items, the brand preference of consumers towards selected food items and to study the factors influencing brand preference of consumers towards selected food items. The research design of the study is descriptive research design. The primary data was collected through questionnaire which was framed with the objectives. The sampling method used for this study was convenience sampling technique. The total respondents were 101 for the study. The tools used for the analysis simple percentage test and chi square test. There is association between the annual income of the respondents and the purchase of packed foods. There is association between the gender of the respondents and the changing in lifestyle of packed foods.

Packed products, Brand, Retail, Food Products