Zaroo, Ifra Fayaz (2019), “Impact of Food Adulteration on Consumer Perception and Brand Image of Kanwal Foods & Spices Pvt. Ltd.”, MERC Global’s International Journal of Management, Vol. 7, Issue 3, pp. 234-237.
Submitted: February 20, 2019, Revision received: April 10, 2019, Accepted: April 22, 2019
Consumers play an important role in the health of the economy. As consumers, the decisions we make apropos to various products for consumption affect the demand for those products. Kanwal, a household name for packaged spices and food products, started with a modest beginning way back in 1970 to provide quality food products to people of Jammu and Kashmir who were at the receiving end of “sub-standard” food products which mostly came from Punjab, especially spices. This paper discusses how a minor challenge that might have aroused because of political and social reasons could have been averted by paying an affordable amount turned into a positive thing for Kashmir’s leading brand Kanwal. The controversy did not change the opinion of consumers much, the survey showed 77.3% of people still considered Kanwal a healthy brand beside all the adulteration and controversy.
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