A Study on Consumer Buying Behaviour Towards Biscuits Dr. Sofat Yashmin1, Dr. Kumar Sanjeev2, Amandeep3 1Assistant Professor, A.S. College, Khanna 2Associate Professor, A.S. College, Khanna 3Student, A.S. College, Khanna Online published on 8 August, 2018. Abstract In the present competitive marketing scenario, the consumers are the king of markets. Without consumers no business organization can run successfully and not able to achieve its desired goals. Consumer buying behaviour has become an integral part of strategic market planning. In order to develop a framework for studying the consumer behaviour towards Bonn Biscuits, it is helpful to characterize and differentiate the various perspectives on consumer behaviour. The authors highlights various important factors that affecting the behaviour of the customer consuming Biscuits like packaging, pricing, availability, quality, brand etc. and also through light on how the different categories of different brands effect the behaviour of the customer. In their research, authors administered survey questionnaire on a sample of 100 customers. The collected primary data has been analysed by applying statistical tools like chi-square and likert scale. The consumers of Biscuits are very sensitive about their availability, followed by brands and quality as shown by the results of likert scale. Top |