Branded Food Commodities: A Study of the Egyptian Commodity Products

Purpose- The study explored the attitudes and brand awareness of consumers towards purchasing branded food products. Moreover, the factors that influence the consumers’ decisions while purchasing the chosen branded commodities foods products have been investigated. Methodology- The study used a sample of 200 participants acquired from diverse cities within Egypt, while the selected products comprised branded sugar and rice. The study used variance analysis of participant’s attitudes and buying intentions. Findings- It was revealed that consumers’ awareness when purchasing the branded rice and sugar, originates from the relatives, friends, and reference groups. It also comes from the point-of-sales promotion and recommendations from the retailers and sellers. Concerning the consumers’ perceptions, it was revealed that they consider branded sugar and rice as safe from harmful chemicals such as insecticides and pesticides, as well as adulterants. On the same note, the customers perceive that buying marked rice and sugar is a sign of high social status. Regarding the factors that influence the buying decisions, it was revealed that flavor, safety from adulterants or harmful chemicals, and aroma are the primary factors that consumers consider. Study Limitations- Based on validity constraints, the further study with a broader sample size was proposed. The further research should focus on the link between brand equity and the branded commodity goods. Practical impacts of the study- Retailers and product marketers should focus on creating brand awareness which is the primary concern for the consumers. Similarly, the marketers should formulate strategies targeting the different consumers’ demographics-based market segments. Value/originality- this research is unique since it aims to investigate the consumers’ purchase behavior for commodity goods, especially the branded food products, which other studies have not assessed. Additionally, limited researchers have focused on investing the consumers’ attitude and brand awareness with respect to the branded food products in developing countries such as Egypt. In formulating marketing strategies of such products managers need to understand how consumers evaluate and what kind of attitudes they hold towards it.