Factors influencing brand preferences for instant foods- A comparative

study

Abstract

This research aims to study the factors shaping brand preferences of

consumers for foods that focus on Pune 's graduates. There was a qualitative
approach to the study. Online semi-structured interviews with ten Pune
graduate students were conducted. The primary data collected have been
transcribed and analysed.

The study created a theoretical model which shows the impact on Pune City's
brand preferences of culture, marketing communication, branding elements,
price of brand , brand image and brand availability. The results show the
consistency and packaging of a brand as well as other factors may play an
extremely important role in customer preferences.

The study may assist managers by standardising and adjusting to cultural

values. The research may give managers insights when setting the price of a
brand, which they considered to be a key element. Effective quality assurance,
expressed in the current study and helps managers assess quality, is
sufficiently important.

Keywords: Brand preference, Instant foods, Cultural influence, marketing

communication

1.0 Introduction

This section aims at a general overview of the research and provides readers
with an insight into the research subject. In addition, the study's motivation
and challenges were discussed. The research subject, nature and arrangement
of the research are subsequently presented.

1.1 History

Marketing is a vital aspect in any corporation that features a corporate culture

or corporation values that make it integral to the strategy and man oeuvre of
the company (McKitterick, 1957, Keith, 1960). In 2007, the American
Marketing Association ( AMA) gave us the most appropriate description.
Marketing was named a organisational intent and a collection of strategies for
creating, communicating and exchanging value for customers in ways that
support the company and its stakeholders. Values can be created through
marketing, a collection of partnerships for creating, interacting, distributing
and sharing services in a business, for clients , customers, partners and
society at large. For goods, e.g. commodity, location, price and promotion, there
are four ps of marketing mixes. Both of these considerations are of significant
impact on the choice of consumer brands (Grönroos, 2006).

Brand preference is defined by brand placement, linked to viable products

based on customer perception. Therefore, branding ensures positive user
experience (Iyer,2019). The placement explains the distinctive competitive
disparity between brands, which makes the commitment unquestionable
(Shafiee et al., 2020). Brand positioning, in other words, reflects brand variety
in consumer minds than its rivals (Kotler, 2003). The approach to brand
positioning is designed to create brand associations in the mind of consumers
so that they can identify and except for the brand in particular (Fuchs and
Diamantopoulos, 2010). Therefore, brand placement is created by advertisers
by successful branding, an important marketing method.

Branding is an important marketing practise. The name, word, symbol, or style

of the brand is defined as an association of that. Goods or services offered by
the individual seller or the community of sellers are known by their rivals and
differentiated by them (Kotler, 2000). Kapferer (2008 ) notes that a brand is
divided into two distinct types, called products that distinguish between them
and which reveal their roots. Smithson reported during 2015 that branding is a
marketing strategy where an organisation creates a name, an emblem or a
design which is clearly recognised as the company's sole asset. Branding is
helpful in defining and separating a commodity

Other facilities and goods (Twin, 2019). For customers as well as for
companies, labels are equally important. Marketers may use the features of a
brand. Brands identify a product base or manufacturer and encourage
consumers to position liability on a particular manufacturer

(Nalca et al., 2018). Gold distribution. Brands thus offer a consumer special
significance. The record of past experience of the product and its
commercialization activities over the years can help a client find out which
brand does and does not meet their needs and wishes. Brands therefore give
their product decision a shorthand process or simplification predictor (Cengiz
and Akdemir, 2016). Consumers are therefore the ultimate goal of advertisers
and draw up marketing strategies, taking account of consumer brand
awareness and consumer behaviour (Keller, 2013).
Consumer behaviour is the practise of choosing, acquiring, using and
disposing of goods , services, expertise or ideas, by individuals or groups or by
organisations, in order to educate the customer and community of their wants ,
needs and impacts (Vyshnavi and Rao 2016). The study of consumer
behaviour, which is essentially where, why and how the customers buy and
use a specific brand, and why they turn to other brands, is the first thing
before the production of products and services that is appropriately tailored to
customer needs and preferences (Sy et al., 2020). But Kotler and Keller (2006)
found that the consumers' behaviour remains the same in the purchasing
process even though the retailer has been evolving. One of the key factors
affecting the buying behaviour of consumers is the brand. There are also
advantages arising from consumer brands. Thus, by buying new products ,
consumers take risks. Sy et al. (2020) conclude that the consistency and choice
of brand products is higher compared to oth er products.

Brands thus promote the recognition of the goods for customers and thus
speed up the procurement decision process. Name goods represent and
promote customer recognition (Blythe, 2008).

2. Statement of problem

1.3 Problems of problems

Lilly (2014 ) analysed the Indian consumers ' purchasing decision for Instant
Foods that also contributes to representing Asian people's brand preferences.
The study shows that the majority of participants select intentionally instant
foodstuffs, since decisions are taken by themselves and their wives and they
normally purchase them from departmental stores..

Furthermore, TV has reported that knowledge on instant food items plays a key
role. However, their analysis focused only on consumer interest in the targeted
region of Coimbatore District in order to buy instant food for the future. The
QM form they are using it was not appropriate to notice the degree of customer
expectations on food brands immediately.

Brand interests are perceived as a way to convey themselves and to the

personal lifestyle that are sought after (Cătălin and Andreea 2014). You also
established that customers tend to choose products that are deemed ideal for
themselves. Their study focused mainly on the role of brands and their
potential consequences in various circumstances. Authors explored customer
identity in order to convey their own identification with positive brand value.
This study, however, has not disclosed brands' personal identity and lifestyle.
They did not clinically and strategically evaluate themselves to show that self-
expression is a part of the brand. They have created a gap in the relation
between brands and four specific lifestyle buildings: principles, vision of life,
meaning of life and aesthetics.

3.Aim of the study

The purpose of this study is to study the factors affecting brand preference for
instant food. In this study , the students of two economically diverse countries
are the focus of this study. The aim of the study is to detect the different
influences of different factors in Pune City on consumer brand preferences.

The questions of study (RQ) were addressed as follows:

RQ1 How can various factors affect instant food brand preferences?

RQ2 How are the choice of the consumer brand for instant foods different in
Pune city?

4. Research scope

This study aims to examine how different factors affect consumers when
choosing an instant food brand. In addition, we would like to explore whether
Pune consumers have similar or different views about brand preferences. The
study will cover different factors, e.g. marketing, brand elements and price of
the brand, brand image and access to brands that influence Pune 's consumers
to find out their views.

Examination of literature

This chapter addresses customer behaviour, foods instantaneous,

Bangladesh's and Sweden's cultural influences, brands preferences and factors
influencing instant food market preferences. The aim of this chapter is to
review previous scientists. In addition , as part of production of science,
structure an acceptable theoretical framework.

2.1 Marketing principles

Marketing develops numerous strategies that provide the value of consumers

and connect the stakeholders directly (Bahl, 2012). Marketing discipline, which
focuses on distribution, subsequently has to be the task of marketing
managers to design and deliver a marketing mix, and finally the precise
association of organisations, by maintaining only direct relations with diverse
players in societies where they carry out their business properly (Gonzalez and
Nason, 2009). This development in conceptualization has focussed on
'marketing methods' businesses can implement; the real possibility that now
includes a much wider one needs to be addressed.

The selection of responsible partners for the future build-up of potential

consumers is the central objective of an organisation and is the main goal of
any marketing campaign and can reliably assess the customer demographics,
tastes, buying behaviour, and fundamental frequency after careful inspection
by the company.

Cantallops and Salvi (2014 ) explain that the tastes of consumers depend on
region, origin, culture , ethnicity, etc. In all the developing and fast-growing
economies of the modern world, the amount of consumer markets has been
commonly used. A large population of these goods are costly. they have defined
their brand preferences for any goods.

Consumer trust and corporate culture are largely influenced by marketing

campaigns and are thus an aspect of successful marketing for customer
behaviour, brand preferences and valuation of products.

Service comportement

Consumers are inspired and seek to address overall needs without fully
understanding the target market in a varied and nuanced way (Aaker , 1997).

Consumer behaviour calls for particular methods such as physical,

sociological, medical, psychological and detailed statistics.

Consumers' conduct is dynamic and is known as the final aspect of death as a

person.

It can also be viewed as a holistic approach, as decisions are made by a variety

of groups or an individual who uses the product or services. Consumption also
creates a modern viewpoint who acts as the origin and raises others without
the same one (Aaker 1996).

Impacts before purchase on the decision-making process.

Satisfaction with the brand naturally promotes brand loyalty, which definitely
benefits the business from any circumstance. However, a study found that five
percent of customers prefer a cost benefit due to the fact that a person who is
happy with the goods or services develops an emotional relationship with the
brand which stays there with it (Ansari and Samara, 2018)

This means marketers must consider the actions of customers to improve

brands by using brand features. However, the preferences and decision-making
processes of shoppers are having an effect on their own branded goods (Atkin
et al.(2006)). Atkin et al.

Therefore, advertisers are still seeking to grasp the buyer 's views on
purchasing behaviour.

.3 Preference for the brand

Before buying any product, brand choice is one of the customer's specific
features (Kwsok et al., 2006) If the overall performance value of a brand is
excellent, then the brand should fulfil the customer's needs and consumers
can not sustainably and in a way that ensures quality and quality (Aaker ,
1996; Pitta and Katsanis, 1995). (Kwsok et al . , 2006).

For competitive businesses, Brand loyalty is key, which means that customers
primarily turn to another competing business organisation (Hellier et al.,
2003). Customers have a strong brand loyalty, which decreases the uncertainty
of purchasing decisions (Gensch, 1987).

The customer deletes some of them in memory, and remains just a favourite in
the future (Roberts and Lattin, 1991), following the dynamic decision-making
process (Cătălin and Andreea, 2013).
The company still has the challenge of making the brand familiar to the
consumer and of providing a variety of goods (Mathur et al., 2003); on the other
hand, the customer identifies the brand based on product and services.
branding is also an important part of brand loyalty that helps improve the
margins for sales (Rundle and Mackay, 2001).

Brand preference is an significant factor in determining the impact on the

required outcome (Isik and Yasar, 2015) and thus a high degree of consumer
interest is shown by brand preferences that have a high cost influence and a
big effect on customer life (Rijnsoeveret al., 2009).

.4 Foods instantly

The term "food" encompasses the chemical substance used in the body to
maintain a safe atmosphere and be involved while carrying out particular
activities (Buil et al., 2013). Instant food items are helpful in saving people's
lifestyles time and energy (Cengiz and Akdemir, 2016).

People are therefore less interested in spending more time on household

activities, and at the same time, foodstuffs, that require less time to prepare,
are also becoming popular with people around the world.

Radiation and promotion of instant food items have begun by global companies
(Bahl, 2012), with the super shop purchased by different forms of instant foods
available

Time and energy saving customers.

Instant foods are known as precooked food, requiring less preparation time
than consuming them (Cengiz and Akdemir, 2016) and are often only needed to
produce water as it has previously been dehydrated.
Free of various microbials, this makes it easy to eat for most people who want
fast foods. Instant food is mostly available in Japan and is mainly found in
most people's houses (Karuppusamy and Arjunan; Hygienic food (Ramasamy
and Kalaivananan, 2005).