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Buying Behavior Towards Instant Food

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Buying Behavior Towards Instant Food
“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

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