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A STUDY ON CONSUMERS BUYING HABITS TOWARDS HEALTH FOOD
DRINK PRODUCTS IN SALEM DISTRICT TAMILNADU

Mr. P. ARUN
Research scholar,
Bharathiar School of Management and Entrepreneur Development
Bharathiar University, Coimbatore, Tamilnadu, India
E- Mail: arun2mbaPhD@yahoo.com

ABSTRACT
In India Consumers behavior towards purchase of food drink products like beverage are changing due to economic and personal factors. Once if we compare last five years the prices of beverage products, it could be noted that there is an increase. The major reasons for the increase in the sales of food drinks are due to the increased consumption level among the customers. On an average an individual would consume these products two to three times in a day. Moreover, the prices were also designed in such a manner by the manufacturers making it possible so that every consumer from different segment based on their demographic and geographical patterns could be able to make the purchase. In effect it influences the consumers at large to opt for non-branded and cheap products that are available in the marketplace. This work was undertaken with an object to identify the pattern of purchase by the consumers, factors that dominate and influence the consumers to purchase the products and lastly the impact of demographic factors on the purchase of health food drinks consumption in the study area. The study clearly shows that demographic factors like gender, place of purchase are largely influence the consumers while they purchase beverage products in the shops. Clanging consumerism is the biggest factor that plays a major role as for as consumers purchase behavior is concern.

KEYWORDS
Health Food and Soft Drinks, Demographic Factors, Purchase, Beverages, Consumer
Behaviour, Corporate, Leverage, Consumerism, Consumption.

INTRODUCTION
Changing consumer behaviour is the biggest challenge for any corporate beverage companies especially for companies like Tata, ITC



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