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The purpose of this paper is to analyze the attribute preferences of buyers of branded pulses and to study the differences in preferences between consumers who purchase from traditional retail stores and those who purchase from modern retail stores.

A total of 300 respondents (150 respondents from traditional and 150 respondents from modern retail outlet) participated in the study. Conjoint analysis was used to assess the consumers’ attribute preferences for branded pulses.

For both traditional and modern retail outlets, profile with highest utility was the profile with established brand, low price, high quality and normal packaging.

Shoppers of traditional and modern retail outlets have similar attribute preferences for branded pulses. Hence, it can be concluded that the purchase point makes no difference in consumer attribute preferences.

Results indicate that in both traditional and modern retail outlet customers prefer the same profile of attributes. Two important attributes determining their purchase are also the same. Hence a company entering into the sale of branded pulses will have to focus on these two important attributes irrespective of the purchase point.

The topic is relatively less researched in emerging markets especially where both branded pulses and organized retail are in their nascent stages.