STUDY ON CONSUMER BEHAVIOUR FOR BAKERY PRODUCTS

Abstract

Due to the change in lifestyle, consumption of bakery products increases rapidly worldwide. This study was done to understand the behavior of consumers towards bakery products on the basis of various factors like age group and gender of consumers, flavor, texture, taste, odor, price of bakery products. Data was collected by survey (questionnaire) in the form of responses and these responses were analyzed by using chi-square test to test the relationship between different categorical variables. Objectives of this study were to study the different factors influencing the selection of bakery products and to study the consumer behavior towards bakery products. According to the study, males of 20 to 40 years age group involved in services (jobs) were highest consumer of bakery products i.e. 82%. Another finding of this study was, factors (flavor, texture, raw material, odor, smell, price of bakery products) directly influence consumers buying decision. With the help of Chi-square test a satisfactory relationship was obtained between these variables i.e. for raw material X 2 >0.17908 (df=1), for flavor X 2 >0.73588 (df=1), for fortification X 2 >0.02518 (df=1), for nutritive value X 2 >0.012216 (df=1). Overall a positive behavior of consumers was recorded by this research.