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ETHNIC FOOD PRODUCTS IN KARNATAKA- A CASE STUDY ON DHARWAD PEDHA

KrishiKosh

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Title ETHNIC FOOD PRODUCTS IN KARNATAKA- A CASE STUDY ON DHARWAD PEDHA
 
Creator PAVAN, BADAMI
 
Subject biological phenomena, productivity, confectionery, markets, economics, retail marketing, marketing, economic systems, fats, sales
 
Description Ethnic foods are a significant element of cultural heritage of the country
and their production and sale are economic activities to many regions.
The study was undertaken to document various ethnic food products in
Karnataka, to estimate the market share of Dharwad Pedha and to
analyse different brands of Pedha available in the city. The major ethnic
foods identified in Karnataka were Pedha, Mysore Pak, Kunda,
Kardantu, Maddur Vade, Benne Dosa, Roti, Holige, Karchikai and
Anaras. The data was collected from 10 retail shops in the city. The
results indicated that pedha was one of the most popular ethnic sweet
and the market share of pedha among different sweets sold in the city
was 27 per cent. It was observed during the study that three major
brands of pedha were sold in Dharwad city. The brands are Thakur,
Mishra and Nandini pedha. Thakur pedha was the first branded pedha
in Dharwad city. Mishra and Nandini are the recent brands in the
market. Consumers prefer to buy pedha due to taste, quality followed
by brand image and also based on previous experiences. Nearly 83 per
cent of the consumers use the same brand, and 85 per cent of
consumers purchase Pedha even if there is price insensitivity among
different brands of sweets. Hence there is need to promote brand image
of Dharwad Pedha aggressively in the market so that it can be
popularised not only in towns and cities within the state but also
outside the state.
 
Date 2016-10-27T09:10:42Z
2016-10-27T09:10:42Z
2014-01-07
 
Type Thesis
 
Identifier TH-10717
http://krishikosh.egranth.ac.in/handle/1/82382
 
Language en
 
Format application/pdf