Study on Factors Influencing Consumer Purchase Behaviour with Special Reference to Chennai
DOI:
https://doi.org/10.53555/jaz.v44i5.2850Keywords:
Consumer buying behavior, Purchase behavior, organic foods, Green products, millenialsAbstract
The developed countries are majorly focused on covering organic foods, whereas India is yet to concentrate on organic food products. On a whole many factors are influencing consumer buying behavior of organic food products. The main objective is to understand the influence of various factors on the consumer purchase behaviours of organic food products. The survey is conducted through a structured questionnaire collected from the consumers of organic food products in Chennai region. The sample size of the study is 385. Data collected is analyzed using SPSS. It was found that consumer perception greatly influence the consumer purchase decision. Also perception of these of millennial/other generation parents do not vary with respect to price, consumer loyalty and offers/ discount.
Downloads
References
Choi, S. M., Lee, W-N., & Kim, H-J. (2005). Lesson from rich and famous: A cross cultural comparison of celebrity endorsement in advertisement. Journal of Advertisement, 34(2), 85–98. Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203–213.
DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Journal of Current Issues and Research in Advertising, 8(1), 17–52.
Friedman, H, H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research
Hanser, J.R., & Shugan S.M. (1983). Defensive Marketing Strategy. Marketing Science, 2. Kotler, P., & Armstrong, G. (2006).
Khan, M. 2006. Consumer Behaviour and Advertising Management. New Age International.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Ms. Snekha. M , Dr. Sreeya B
This work is licensed under a Creative Commons Attribution 4.0 International License.
