Consumer Perception, Brand Management and Willingness to Pay for Packaged Ghee

@article{1724174,
      author = {Dr Atul Goyal},
      title = {Consumer Perception, Brand Management and Willingness to Pay for Packaged Ghee},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {10},
      number = {4},
      pages = {5015-5028},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1724174.pdf},
      abstract = {This study aimed to assess whether management skills can convert a home-grown product into a factory-produced item. It specifically examines consumer perceptions of ghee brand management, focusing on brand awareness, perceived quality, brand trust, price sensitivity, brand choice responses, and willingness to pay (WTP) for a 500-gram package. The analysis utilised a dataset of 800 observations encompassing ten variables. The study used descriptive statistics, frequency analysis, Pearson correlation, multiple linear regression, and one-way ANOVA. Additionally, we applied qualitative frequency coding to open-ended responses.

The findings reveal high mean scores for brand awareness (3.72/5) and brand trust (3.69/5), followed by perceived quality (3.50/5). In contrast, price sensitivity recorded a lower mean score of 3.14/5. The mean WTP stands at ₹643.81 per 500g, with a standard deviation of ₹186.45. In the regression model, brand trust is positively correlated with WTP and reaches statistical significance at the 5% level, while awareness, perceived quality, and price sensitivity do not emerge as statistically significant predictors in the multivariate framework. The overall explanatory power is modest (R²=0.011), suggesting that WTP is influenced by additional factors not captured in the questionnaire. Open-ended responses highlighted the importance of branding and visibility, digital positioning, management and distribution strategies, brand storytelling, and product attributes such as taste and purity. These results support a well-rounded brand management approach, emphasising that product credibility and consumer trust can be enhanced through effective positioning, distribution, and communication rather than relying solely on promotional efforts.},
      keywords = {Ghee, Brand Management, Brand Awareness, Perceived Quality, Brand Trust, Price Sensitivity, Willingness to Pay, Consumer Behaviour, India.d},
      month = {October},
  }