| This study explores consumer buying behaviour and perceived constraints toward packaged spices in Gondal City, Rajkot district, Gujarat. Using primary data collected from 225 respondents through a structured questionnaire, the analysis employed descriptive statistics and Garrett ranking to examine purchase patterns, preferences, and constraints. Results show that all respondents are regular users of packaged spices, with 67.1% purchasing them monthly. Moderate pack sizes, particularly 250 g (31.1%) and 200 g (28.9%), are most preferred, underscoring convenience-oriented choices. Supermarkets (53.3%) and retailers (22.2%) remain dominant purchasing channels, while online stores (19.6%) are gaining relevance. Retailers (34.2%) and social media platforms (24.9%) emerge as the most influential drivers of purchase decisions. Garrett ranking highlights taste, quality, and price as the foremost determinants of brand preference, whereas package size is the least influential. Key consumer-perceived constraints include concerns over non-biodegradable packaging and additives or preservatives in spices. The study suggests managerial implications such as targeted promotions at the beginning of the month, stronger supermarket presence, retailer-focused strategies, digital marketing campaigns, adoption of biodegradable packaging, and expansion of organic spice lines. These findings emphasize the dual importance of intrinsic product attributes and sustainability factors in shaping consumer behaviour and loyalty within India’s packaged spice market.
Keywords: Consumer Behaviour, Packaged Spices, Brand Preference, Garrett Ranking, Consumer-perceived constraints; Sustainable packaging in food products; Health and food safety concerns
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