Consumer Buying Behaviour: Balaji vs Lay’s

Abstract

The packaged food market in India is highly competitive, and consumers can choose from a wide range of brands. Lay’s and Balaji are two well-known brands that differ in taste, price, brand image, and availability. This study was conducted to determine the factors influencing consumer choice between Lay’s and Balaji, to compare consumer satisfaction and preferences, and to analyse the role of brand image and loyalty. The two brands differed in brand loyalty and price sensitivity. Balaji consumers were more price sensitive and valued affordability and local availability, whereas Lay’s consumers were driven more by flavour variety and packaging. A few consumers had no fixed preference, and their choices varied with product quality, ingredients, and offers. The strength of Balaji is its price, while flavour and satisfaction appear to strengthen loyalty to Lay’s.