B. SUPRAJA*, S. RAJESWARI, N.T. KRISHNA KISHORE AND P. LAVANYA KUMARI

Institute of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati.

ABSTRACT

The main objective of the study is to know the consumers brand loyalty towards branded edible oils. The study was based on a sample of 60 rural and 60 urban consumers. The findings of the study revealed that majority of the urban consumers of branded edible oils were brand loyal compared to the rural consumers. The main reason for switching to other brand by the urban respondents was that the competitor’s brand was very good in quality, whereas rural consumers were shifting to another brand due to the price of the current brand is very high. Majority of the respondents were not aware about the various edible oil brands available in the market.

KEYWORDS:

Andhra Pradesh, Brand loyalty, Chittoor and Edible oil.