Author(s): Priyanka Dalmia and Vaishali Goel
Various companies are manufacturing spices for cooking vegetarian and non-vegetarian food. The advanced technology and availability of cheap labor in India give an edge to the producers to produce quality spices. These spices have become very important in the daily life of consumers whether they are using it for cooking purposes or as a home remedy. As the technologies are advancing and the taste and preferences of consumers are continuously changing, the spice companies are providing customized options to customers. Many companies are mushrooming up with a variety of spices according to the taste of customers like MDH, CATCH, KITCHEN KING, and many local brands. Since there are so many varieties available in the market, marketers try to find out what are the reasons for the purchase of a particular brand. This research paper tries to explore the different factors that play an important role in the spice purchase behavior of consumers.