ECONOMIC IMPLICATIONS OF CONSUMER PREFERENCES FOR MASALA PRODUCTS IN MADURAI: A GARRETT RANKING ANALYSIS

Abstract This paper investigates the economic implications of evolving consumer preferences for masala products in Madurai, a prominent Southern Indian spice and food processing hub. Driven by changing lifestyles and demand for convenience, a deeper understanding of consumer choices in this vital sector is crucial. The increasing popularity of branded products like Aachi Masala signifies a critical shift from traditional and unbranded offerings, prompting this study to explore these preferences and their economic ramifications for the regional masala industry. Methodologically, the Garrett Ranking technique was employed to identify factors influencing Aachi Masala users' purchasing decisions. A structured questionnaire administered to Madurai consumers elicited their ranking of attributes including price, taste, quality, variety, and aroma. Ranks were converted into percent positions and then Garrett scores. Additionally, a Sign Test assessed agreement among beneficiaries on product satisfaction and features. The Garrett ranking analysis revealed Taste as the most significant factor influencing consumer choice for Aachi Masala, closely followed by Price, then Quality. These findings have substantial economic implications for manufacturers, retailers, and stakeholders in the Madurai masala market. Prioritizing investment in enhancing taste and consistent quality is crucial for sustained competitiveness and market leadership. While price remains important, it must be strategically balanced with superior product attributes. Marketing efforts should predominantly highlight authentic flavor and quality. This study offers valuable, data-driven insights for informed decision-making in a dynamic and competitive market. Keywords: masala products, consumer preferences, economic implications, marketing and food industry.