Buying Behavior Towards Instant Food

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“A STUDY ON BUYING BEHAVIOUR OF CONSUMERS
TOWARDS INSTANT FOOD PRODUCTS IN SURAT CITY”

CONSTRUCTS :
• Consumer

• Byuying Behavior

• Instant food products

OPERATIONAL DEFINITION OF CONSTRUCTS:

Consumer :

A consumer is a person or group of people who are the final users of products and or services generated within a social system. A consumer may be a person or group, such as a household. The concept of a consumer may vary significantly by context. Or An individual who buys products or services for personal use and not for manufacture or resale.

Buying behavior :

The behaviors displayed by consumers when they purchase things, such as their preferences, price points, perception towards different brands, perception about importance of particular attribute, previous experience etc.

Instant food products:
“Instant food products which are prepared and packaged often in powered form are required only the addition of a liquid as water or milk for final preparation”.

❖ REVIEW OF LITERATURE:

Referring to Solomon (2006, p.27) consumer behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, idea or experiences. Consumer behaviour focuses on how individuals make decisions to spend their available resources on consumption related items. That includes what they buy, why they buy,when they buy, where they buy it, how often they buy it how often they use it, how theyevaluate it after they purchase and the impact of such evaluations on future purchases, andhow they dispose it. Schiffman and Kanuk (2004, p.8)

Kirti bardhan gupta (2009) has done research on “Consumer Behaviour for Food Products in India” he has found that consumer purchases food products on different criteria like Value for money, overall quality, taste, availability of variety of products at same place, seasonality for the product, flavour, good display of products, nearby availability and good ambience are some other important parameters. Promotional offer does not have much impact on the sale of food products and people did not rate food products from other country very highly for purchase decision. Although quality of food products is one of the most important parameters for food product purchase decision, people do not see much improvement in the quality related parameters for food items during the last ten years. Usha v. (2007) “A STUDY ON BUYING BEHAVIOUR OF CONSUMERS TOWARDS INSTANT FOOD PRODUCTS IN KOLAR DISTRICT” The present study made an attempt to analyze the existing buying behaviour of Instant Food Products by individual households and to predict the demand for Instant Food Products in Kolar district. Housewives were the major decision makers on consumption of Instant Food Products. Most of the Dosa/Idli mix consumers found to be medium loyal and majority of pickles and Sambar masala consumers belonged to higher loyalty group. High price and poor taste were the reasons for not purchasing particular brand whereas best quality, retailers influence and ready availability were considered for preferring particular brand of products by the consumers. Ragavan (1994) reported that, quality, regular availability, price, accuracy in weighing and billing, range of vegetables and accessibility as the factors in the order of importance which had influenced purchase of vegetables by respondents from modern retail outlet. Sabeson (1992) in his study stated that, high quality, price and taste of the product were the major criteria based on which the consumers selected a brand of processed fruits and vegetable products. Puri and Sangera (1989) conducted a survey to know the consumption pattern of processed products in Chandigarh. Jam was found to be most popula,r irrespective of income. Orange squash consumption was maximum in high and middle-income families.Pineapple juice consumption increased...
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