Journal of Marketing and Sales Management

Authors :  Dr. Komal Rawat

Abstract: Human wants are endless; the process of searching, selecting, purchasing and using the good and services for meeting the unlimited wants is considered as buyer behavior. The buyer behavior shows the actions and response of buyer towards a product. The study is an attempt to unearth the conjoint analysis of consumer behavior for instant food. Efforts were also made to study the factors influencing the buyer behavior for instant food. Snacks & Savories, Instant Meals and Beverages are the three categories on which this study is based. The present research helps to identify the most demanded instant food and correlate with buyers’ behavior. The study finds that age has no impact on buying preference for instant food whereas gender, nature of family and occupation has a positive impact. It concludes that buying preference for instant meals has more consistency as compared to beverages and snacks & savories and staying out (.992), motivation (.987), ready to serve (.986), size (.962) and brand availability (.968) are important variables influencing buyers’ behavior for instant food.

 

Keywords: Buyer behavior, Instant food, conjoint analysis, Snacks & savories, Instant meals, Beverages and buying preference.