Author(s):

Chaitra GB and Kerur NM

Abstract: Customer taste and preference is one of the major factors which determine the demand for the product. Product demand, in turn, determines the fate and success of any concern. The study was conducted to assess the consumer purchase behaviour of ready-to-eat food products. The major factors considered while purchasing biscuits were convenience to use as snacks (83.13 per cent), taste (78.13 per cent) and save the time of preparation (65.63 per cent). While in case of bread readily available (86.25 per cent) is the major factor, convenience for snacks (96.03 per cent) was the main reason for purchasing chips, while in case of pickles taste (94.70 per cent) was the main reason. In case of fruit jam (100.00 per cent) and kunda (96.71 per cent) readily available is the major factor. In case of fruit juice (94.67 per cent) and ice creams (98.01 per cent) it save the time of preparation was the major factor. The average monthly expenditure on ready-to-eat food products was found to be highest in case of high income group. Planned purchase was common among majority of the respondents for biscuits, bread, pickles and fruit jam. However, most of the respondents did impulsive buying for chips, fruit juice and ice creams. Majority of the products purchased by consumers from bakeries.

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