International Journal in Management & Social Science
Year : 2015, Volume : 3, Issue : 7
First page : ( 557) Last page : ( 566)
Online ISSN : 2321-1784.

A study of relationship amid consumer attitude and instant food products in Udham Singh Nagar District

Dohare Sneha

Research Scholar College of Agribusiness Managemen

Online published on 22 June, 2018.

Abstract

Consumer behavior is one of the most challenging areas in marketing studies focused on the purchasing, consuming and using of the products and services. It involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions, interpret information, make plans and implement those plans by engaging in comparison shopping or actually purchasing a product. The present paper highlights the determinants of consumer behavior regarding buying decision-making. This research intends to study on the relationships among demographic characteristics, consumer's perceptions and customer buying behavior towards ready to cook food products. Present research broadly focuses on three aspects viz. satisfaction of consumer, convenient usage, usefulness. Data was gathered from various sampling units through well structured questionnaire to study in retail malls belonging to Rudrapur city of Udham Singh Nagar district. Convenience sampling was adopted to arrive at ultimate respondents. Quantitative statistics were used to analyze data variables and test hypotheses. Factor analysis and Pearson's chi-square is used for interpreting data. Research showed that demographic characteristics are related to consumer's perception. While education become most influencing factor as it's affecting consumer buying behavior. Study elicited that among all attributes easy to cook and times saving have greater influence on consumers for RTC products.

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