Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Quaker Oats

Quaker Oats is a brand that has been internationally known since the 1880s, and it entered the Indian context in the year 2006 (Bhat, 2012). Staple food is a strong part of the culture in any country and so brands can take a number of decades to alter food habits with respect to staple foods. For centuries, the Indian context has been used to the respective geographical region’s preferences and has resisted change. For example, Kellogg’s tried to attack the well-entrenched taste of Indians with respect to spicy and oily foods during the mid-1990s, and it met with resistance (Bhat, 2012). Hence, Quaker Oats decided to have a brand strategy that did not attack the well-formed beliefs of consumers towards their eating culture.