A Study on Rural Consumer Buying Behaviour towards Branded Food Products
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Date
2018-08-20
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Abstract
Consumer behaviour reflects the totality of consumer decisions with respect to the
acquisition, consumption and disposition of goods, services etc. Buyer behaviour particularly
involves collective responses of buyers for selecting, evaluating deciding and post purchase
behaviour. The study is an attempt to understand different aspects of consumer behaviour on
buying branded food products.
This study aims to identify the buying behaviour of rural
consumer and factors influencing purchase of branded food products. For this study
information was elicited by questionnaire cum interview method from 120 respondents of
Puri district, Odisha. The result of the study revealed that all the respondents were aware of
branded food products. All the respondents were preferred to buy the branded and packaged
tea, oil and curry powder. Around 86.6 percent respondents were buying branded and
packaged wheat flour. Quality and ready availability were considered for preferring particular
brand of products by the consumers. Television is the major source of information for
purchasing branded food products. Due to the patronage buying motives of the consumer
most of the respondents (71.6 %) were preferred to buying the products from particular shop.
It is concluded that education of the respondent’s effect their buying behaviour. It is
suggested that branded products must be available at the local retail shop at low price. The
study will help the manufacturers to make meaningful conclusions on the basis of
observations made in the study.
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