Year: 2022 | Month: March | Volume 67 | Issue 2

Consumer Behavior towards Consumption of Branded Wheat Flour (Aata) in Hisar

Vishwas Deep Amita Girdhar


An attempt was made to know about the factors influencing the consumer behavior about the consumer behavior towards purchase decisions, brand preferences, frequency of buying, and factors that influence the consumers to buy a specific type of branded “Aata” and to find out the loyalty of the consumers towards a specific brand. To study the trend of market and preference of consumers towards a specific brand, primary data is collected from 200 respondents in Hisar district (Haryana) based on the convenience sampling method. The study revealed that the respondents belonging to the age group of 30 to 40 years were 42 percent with a maximum proportion, and the respondents belonging to the age group above 50 years were 12 percent with a minimum proportion. It was observed that consumers’ preference towards the national brand of aata was full, accounting for 84 percent of total respondents. It was observed that 56 percent of respondents know about the Aashirwad brand and 50 percent of respondents know about the Shaktibhog brand Annapurna accounts for 10 percent with minimum brand knowledge of consumers. The study showed that 54 percent of respondents buy 1 to 2 times a month, 34 percent of respondent buys once a month, and 12 percent of the respondents buy more than once a month. The study will help determine the needs of the consumers according to their preferences during the process of buying the goods in the market.


  • Brand is a major factor.
  • Wheat is considered as an essential daily meal.
  • Consumer behavior is market-oriented.
  • Marketing plays an important role in purchase decisions.
  • Packaging attracts the consumer.

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Economic Affairs, Quarterly Journal of Economics| In Association with AESSRA

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