Restaurant Business ISSN: 0097-8043 Vol-15-Issue-8-August-2019 Page | 126 A Comparative Study of Factors Influencing Brand Preferences of Grocery product – Consumer Perspective Dr.R.Nalini 1 , Dr.R.Amudha 2 , Dr.R.Alamelu 3 , Dr.G.R.Gayathri 4 , Dr.L.Meena 5 1,2&3 Faculty Member, School of Management, SASTRA Deemed University, Thanjavur. 4 Faculty Member, Department of commerce, SRC, SASTRA Deemed University, Kumbakonam. FacultyMember 5 , Fatima Institute of Management, Fatima college, Madurai Abstract India stands out as the fifth biggest retail industry in the globe. Grocery is the largest retail segments worldwide and it would be of academic as well as business interest to understand the buyer‟s preference in the context of branded and unbranded grocery retail scenario. Brand management is essential for developing a best relationship with the target market. This study aim is to identify the factors influencing the consumer preferences towards local groceries and branded grocery retailing. The primary data was collected from over 300 respondents by using questionnaire based on simple random sampling method. The Primary data was collected and analyzed by using one way ANOVA and regression with the help of SPSS package. For the analysis of data, the factors considered were quality, price and satisfaction level of customer in products, service and other particular factors. The demographic profile of the consumer also influences the purchase, consumption, frequency of purchase and the like. The study results demonstrate the importance of price of the product, quantity differences, packaging, availability, convenience to the location and freshness. These consumers oriented marketing strategies need special managerial skills to draw the attention of all age group of consumers. The findings of the research shall be stated that the income, family size of the consumer and quality of the product influences the consumer‟s purchasing behavior. Thus the study gives the opportunity to learn and make brief research about the grocery products in depth. Key words: brand management, innovative products, consumer purchasing behaviour, marketing strategies. INTRODUCTION The Indian retail industry has progressed swiftly as one of the most developed segments due to the entry of many new competitors. The total expenditure on consumption is predicted to approach practically the mark of US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It contributes nearly 10% of India‟s gross domestic product (GDP) and about 8% of employment. India enjoys its position as the fifth largest destination in the retail market. The organized retail sector is rising at a very fast pace in India. The organized retail sector has to face the increasing tough competition day to day. The retail marketers find out various ways and methods to survive in today‟s cut-throat competition. The consumer can buy the product directly from the retailer in majority of retail situations and not directly from the producer. However, manufacturers make their own arrangements through retail outlets in corporate channel. Retailers also act as resellers to offer many benefits to suppliers and consumers. The consumers are able to buy variety of products in small quantities at a reasonable price. Likewise, Suppliers get chance to attain their target market, create demand towards manufactured goods through promotional activity and feedback from the consumer. In earlier days, consumers purchase in small quantities of unbranded food items from retail