A COMPREHENSIVE ANALYSIS OF CONSUMER SATISFACTION WITH MASALA PRODUCTS IN ANDHRA PRADESH

Abstract

The study explores consumer satisfaction with masala products in Andhra Pradesh, emphasizing the dynamics of purchasing behaviour and preferences for packaged and loose masalas. Employing a descriptive research design, it integrates primary data collected through structured questionnaires and secondary data from credible sources to identify key factors influencing consumer choices, such as taste, price, packaging, and availability. Statistical tools, including chi-square tests, were used to analyse the relationships between demographic variables and satisfaction levels. The findings underscore a dominant preference for packaged masalas due to their convenience, quality, and reliability, while local homemade variants hold significance among select consumer segments. The study's outcomes highlight the importance of aligning product innovation, quality assurance, and targeted marketing strategies to enhance consumer loyalty and satisfaction. This comprehensive analysis offers valuable insights into the evolving preferences of masala consumers, providing actionable recommendations for stakeholders in the food and spice industry.