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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | A study on factors affecting consumer buying behavior towards Cow Ghee |
| Authors Name: | Ms. Bhavya Joshi , Ms. Peenal Sankhla |
| Unique Id: | IJSDR2304419 |
| Published In: | Volume 8 Issue 4, April-2023 |
| Abstract: | The study on consumer buying behavior towards ghee aims to explore the various factors that influence consumers’ purchasing decisions when it comes to ghee. Ghee is a traditional dairy product widely used in Indian cuisine, and the market for ghee has been significant growth in recent years. Therefore, the main objective of the study was to assess the factors affecting consumer buying behavior towards Cow Ghee. This research paper focuses on understanding the impact various factors such as price, quality, quantity, brand image, packaging and nutrition content on the purchasing decisions of consumers. The data was collected through a structured questionnaire from 100 respondents randomly selected customers of Ghee through convenience sampling method belonging to Surat city. The questionnaire consists of multiple-choice questions and five-point Likert scale. The data in this research study has been analyzed through Chi-square correlation and Cross-tabulation to find out the association between demographic variables and factors affecting consumer buying behavior while purchasing ghee. The collected data were analyzed using statistical software SPSS. The study resulted in suggesting some major factors which affects consumer buying behavior: Nutrition Content, Quality and Odour. |
| Keywords: | Consumer Buying Behavior, purchasing decision, Ghee |
| Cite Article: | "A study on factors affecting consumer buying behavior towards Cow Ghee", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.8, Issue 4, page no.2700 - 2703, April-2023, Available :http://www.ijsdr.org/papers/IJSDR2304419.pdf |
| Downloads: | 000337070 |
| Publication Details: | Published Paper ID: IJSDR2304419 Registration ID:205836 Published In: Volume 8 Issue 4, April-2023 DOI (Digital Object Identifier): Page No: 2700 - 2703 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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