BUYING BEHAVIOUR OF CONSUMERS TOWARDS INSTANT FOOD PRODUCTS IN NAMAKKAL DISTRICT

Abstract

The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. See also consumer decision making. The present study has been initiated with the objective to study the buying behavior of consumers towards instant food products. The main objectives of the study are to study the perception with reference to awareness and satisfaction. This research also helps to assess the ability of shopping sites in order to attract and retain the customer, to analyze the shift in buying behaviour and to explore the reasons why potential customers do not prefer online shopping. The research methodology was exploratory and descriptive. In the study the sample was based on purposive, judgement and convenience sampling. Primary data and secondary data has been collected for this study.