International Journal of Agriculture Extension and Social Development

author(s)
Vikash Kumar Singh, Kuldeep Choudhary and Shalini Dash

abstract
This research paper investigates consumer purchasing behaviour and brand preferences toward packaged spices in Gondal city, Rajkot district, Gujarat. Drawing on data collected from 225 respondents, the study examines socio-economic characteristics, purchase frequency, preferred pack sizes, purchase locations, advertising influence, brand awareness. Results reveal that most consumers purchase packaged spices monthly, with 250 g packs being the most preferred. Supermarkets and retailers dominate purchase locations, while retailers and social media are key influencers. Everest and MDH emerge as the leading brands across multiple spice categories, followed by Catch. Garrett ranking analysis indicates that taste, quality, and price are the most significant determinants of brand preference. The study underscores the importance of intrinsic product cues such as taste and quality, alongside the growing role of food safety and trust in shaping consumer loyalty.