Journal of Scientific Research and Reports

Rice, a fundamental staple for over half the global population, was predominantly produced by Oryza sativa and ranked fourth in global crop production. Despite its significant role, only a small percentage was traded internationally, with major consumption concentrated in China, India, and Indonesia. This study investigated shopper profiles and purchasing patterns for rice at Reliance Mall, aiming to understand demographic influences on rice preferences and buying behaviors. Using a sample of 160 respondents, the study highlighted that the female profile was slightly over in the number of males, with a majority aged between 21 and 50 years. The respondents were primarily graduates with a monthly income between Rs. 30,000 and Rs. 40,000, and most lived in small households. The research revealed a strong preference for Daawat and India Gate brands, with local and Basmati rice types being the most favored. Reliance Smart Bazaar emerged as the dominant purchase source, and the 1 kg package size was the most popular among consumers. Promotional activities via TV channels had the greatest impact on purchasing decisions. This comprehensive analysis provided insights into consumer behavior, which could guide targeted marketing and improve customer experiences in retail settings.