A Study on the Perception and Price Preference of Rice Mandi Owners in Chennai

This study is undertaken to understand whether brand exercise is possible in rice. The study is mainly focused on the price preference and switching behaviour of rice purchasers because the brand exercise is possible only when there is no perfect competition and price differentiation possible. The study is conducted among 150 rice Mandi owners in Chennai. The study results show that the preference for particular variety of rice is due to quality and switching also takes place only due to quality and the consumers are preferred to buy in 20-25 kg bags rather than loose quantities. This indicates that the branding is possible in rice also.