A Study on Consumer Preferences for Savory Snack Food in Jammu City
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Date
2023-11-07
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Sher-e-Kashmir University of Agricultural Sciences & Technology of Jammu
Abstract
Savory snack foods are those eaten in between meals. Domestic and global corporations have recently become involved in the development of savory snack food as a result of government incentives. The current study attempted to examine purchase behaviour, variables impacting consumption, and advertising tactics for savory snack items in Jammu city. Total samples of 110 consumers were interviewed for the study. The main objective was to analyse the purchasing behaviour of the consumers, factor influencing consumption of snack foods and to document the promotional strategies used for savory snack foods. For the present study the savouries which were selected included chips, namkeen, sandwich and noodles. All the sample consumers were aware of savory snack foods. The awareness level for all the savory foods selected were cent percent. Maggi, yippee, potato chips, aloo bhujia & pav bhaji’s awareness level was highest among the consumers. Majority of the consumers were mainly influenced by advertisements in TV. Modern convenient retail stores were preferred by the consumers for purchasing chips, namkeen, noodles and sandwich. The important attributes considered while purchasing savory snack foods included product quality, brand popularity, product range and promotional strategy. Multiple linear regression analysis indicates that family size and monthly household income had significant influence on consumption of savory snack foods. The most important reason for consumption of savory snack foods by the consumers was due to its ease of availability. Eating at home was the most preferred place for consumption of savory snack foods. Attractive packaging and creative advertisements were the most important factors influencing the savory snack foods consumption. The consumers of savory snack foods attached high degree of importance to the taste, hence, food processing companies shall focus on regional taste.
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Geetanjali.2023. A STUDY ON CONSUMER PREFERENCES FOR SAVORY SNACK FOOD IN JAMMU CITY MBA(ABM).Project, Sher-e-Kashmir University of Agricultural Sciences and Technology, Jammu.