A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS READY-TO-EAT FOOD PRODUCTS IN VELLORE DISTRICT
Keywords:
The Present study was aimed to know the consumer buying behavior towards Ready-to-eat food products. A total of 200 respondents were chosen to conduct the study in Vellore district. Selective sampling is used in this research. Reviews were collected from relevant literature. Statistical tools like Chi-square, ANOVA, Independent sample t-test, Correlation, and Mann-Whitney tests were used in this research to analyze the collected data. Consumers attitude, perception, awareness, variety-seeking/brand switching behavior were analyzed. Factors that influenced the buyer behavior were also examined. Results indicate that, Female are more aware about the product than male. Respondents perceive RTE food as convenient and easy to prepare. Price, quality, brand, taste, and promotional activities, influence the buyer behavior irrespective of their gender and marital status.Abstract
The Present study was aimed to know the consumer buying behavior towards Ready-to-eat food products. A total of 200 respondents were chosen to conduct the study in Vellore district. Selective sampling is used in this research. Reviews were collected from relevant literature. Statistical tools like Chi-square, ANOVA, Independent sample t-test, Correlation, and Mann-Whitney tests were used in this research to analyze the collected data. Consumers attitude, perception, awareness, variety-seeking/brand switching behavior were analyzed. Factors that influenced the buyer behavior were also examined. Results indicate that, Female are more aware about the product than male. Respondents perceive RTE food as convenient and easy to prepare. Price, quality, brand, taste, and promotional activities, influence the buyer behavior irrespective of their gender and marital status.