CONSUMER BRAND PREFERENCE TOWARDS UYIR ORGANIC PRODUCTS-A STUDY WITH SPECIAL REFERENCE IN COIMBATORE CITY

B. PURUSHOTHAMAN¹*, S. HEMALATHA², K. DIVYA³, R. PANGAYAR SELVI^4
1Department of Agricultural Rural Management (CARDS), Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, 641003, India
²Department of Agricultural Rural Management (CARDS), Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, 641003, India
³Department of Agricultural Rural Management (CARDS), Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, 641003, India
⁴Department of Physical sciences and Information technology, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, 641003, India
* Corresponding Author : agrpurushoth10@gmail.com

Received : 04-05-2022     Accepted : 28-05-2022     Published : 30-05-2022
Volume : 14     Issue : 5       Pages : 11358 - 11360
Int J Agr Sci 14.5 (2022):11358-11360

Keywords : Brand preference, Repurchase intention, Brand image, Brand experience, Price perception, Appearance perception
Academic Editor : Dr Abhijit K Barate, Oluk Aylin C., Dr Vijaya Lakshmi V, Dr B. S. Vyakarnahal, Adrian Asanica, Shweta Bijla
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Department of Agricultural Rural Management (CARDS), Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, 641003, India
Author Contribution : All authors equally contributed

Organic product usage is less than customer usage, but it is starting to emerge. Inorganic products, many brands are available such as Uyir organics, Pronature, 24 matras, just organics etc. This study helps identify brand preference by using ordinal factors such as repurchase intention, brand image, brand experience, price perception, and appearance perception. Percentage analysis and ordinal logit regression were used to analyse the demographic characteristics of respondents and brand preference of uyir organic products, respectively. The findings of the study, repurchase intention and brand experience are significant and positively impact brand preference and also found that brand image, price perception and appearance perception are insignificant to the brand preference

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