www.tjprc.org editor@tjprc.org CONSUMER PREFERENCE FOR BRANDED SPICE POWDERS IN ERODE CITY S. KAVINKESINIKETHAN 1* , Dr. S. SELVANAYAKI 2 & Dr. T. SAMSAI 3 1 PG Scholar, Department of Agricultural and Rural Management, Agricultural College and Research Institute, Coimbatore, Tamil Nadu, India 2 Assistant Professor (ARM), Agricultural College and Research Institute, Vazhavachanur, Thiruvannamalai, Tamil Nadu, India 3 Assistant Professor (ARM), Directorate of Open and Distance Learning, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India ABSTRACT Branded food sector is a sector in Indian economy that establishes a strong bond between agriculture and industrial sectors. Consolidation of this connection is of vital reputation to improve the value of agricultural produce and products that in turn ensure good remunerative prices to farmers and at the same time generate constructive demand for Indian Agricultural products in the world market. Among them one industry is spice industry. Nowadays more of the consumers who buy spices have been shifting from traditional methods to modern methods in terms of preparation and consumption because of a change in trend, lack of time and certain other factors. The study was conducted in the Erode city of Tamilnadu with 120 sample respondents through web based interview method. The reason why they have shifted to branded spice powders from homemade spice powders was analysed in order to help the existing and upcoming firms to understand the consumer preference and satisfaction. KEYWORDS: Consumer Preference, Branded Spice Powders & Homemade Spice Powders Received: May 22, 2019; Accepted: Jun 12, 2019; Published: Jun 27, 2019; Paper Id.: IJASRAUG201923 INTRODUCTION Spices come from the word species, which was practical to groups of exotic food stuffs in the intermediate ages. Now a days the term Spices applies to such accepted natural plant or vegetable foodstuffs or assortments that can be used as a whole or grounded form, mainly for imparting flavor aroma and pungency to food. Spice is the product which augments or amends the quality of a thing, for example altering the taste of a food to give it zest or pungency, a sharp or permanent flavoring, or a relish. On the basis of zone, yield, demand and availability, spices are divided into three categories; these are major, minor and exotic. Major spices are regularly used in daily life food at large amount such as Chili, onion, garlic, turmeric and ginger. Minor spices are used in small scale as a special items of food. These include coriander, fenugreek, black cumin, black pepper, dills, Joan etc. On the other hand, exotic spices are cumin, cardamom, cinnamon; clove, nutmeg, pistachio etc. are imported from outside the country which is of high value. The auspicious climatic condition, advance technology of production and cheap availability of Indian labor is the only reason leads the country to a world level of spice production. The major shareholder of Indian spices has been transported to the eastern Asian countries. A trade of spices is exported to the overseas countries like America, England, Australia, Canada, Russia and some other Original Article International Journal of Agricultural Science and Research (IJASR) ISSN(P): 2250-0057; ISSN(E): 2321-0087 Vol. 9, Issue 4, Aug 2019, 173-180 © TJPRC Pvt. Ltd.