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Text Preview A STUDY ON CONSUMERS BUYING HABITS TOWARDS HEALTH FOOD
DRINK PRODUCTS IN SALEM DISTRICT TAMILNADU

Mr. P. ARUN
Research scholar,
Bharathiar School of Management and Entrepreneur Development Bharathiar University, Coimbatore, Tamilnadu, India
E- Mail: [email protected]

ABSTRACT
In India Consumers behavior towards purchase of food drink products like beverage are changing due to economic and personal factors. Once if we compare last five years the prices of beverage products, it could be noted that there is an increase. The major reasons for the increase in the sales of food drinks are due to the increased consumption level among the customers. On an average an individual would consume these products two to three times in a day. Moreover, the prices were also designed in such a manner by the manufacturers making it possible so that every consumer from different segment based on their demographic and geographical patterns could be able to make the purchase. In effect it influences the consumers at large to opt for non-branded and cheap products that are available in the marketplace. This work was undertaken with an object to identify the pattern of purchase by the consumers, factors that dominate and influence the consumers to purchase the products and lastly the impact of demographic factors on the purchase of health food drinks consumption in the study area. The study clearly shows that demographic factors like gender, place of purchase are largely influence the consumers while they purchase beverage products in the shops. Clanging consumerism is the biggest factor that plays a major role as for as consumers purchase behavior is concern.

KEYWORDS
Health Food and Soft Drinks, Demographic Factors, Purchase, Beverages, Consumer Behaviour, Corporate, Leverage, Consumerism, Consumption.

INTRODUCTION
Changing consumer behaviour is the
biggest challenge for any corporate
beverage companies especially for
companies like Tata, ITC etc. This is
mainly due factors that influence the
consumers while purchasing beverage
products. For instance, factors such as
offers, discount etc., often increase the
purchase. Health food drink products
like beverages (hot and cold) are major
items that consumer purchase as they
consume beverage products not less
than two to three times a day.
According
to
the
consumers
demographic factors like Gender, Age,
Educational Status, Marital Status,
Occupation, Domicile, and Shopping
Destinations often influence consumers
while purchasing health food drink
products.
SCOPE OF THE STUDY
The study aims to find the customer
preferences towards health food drink
products. It has been carried out for
period of 2 months focusing all type of
consumers. It was restricted to
information regarding the demographic
profile of the consumers and questions
regarding four P’s of marketing tools.
OBJECTIVES OF RESEARCH
To understand the overall purchase
pattern of the beverages by the
consumers.
To identify the level of influence
various factor dominate the
consumers.
To have an insight about prepurchase behavior of consumers.
To understand the impact of
demographic factors of consumers
upon purchase beverage products.
RESEARCH DESIGN

A Research design is process of
collection and analysis of data in a
manner that aims to combine relevance
to the research purpose with economic
aspect involved in mind. A Research is
purely and simply the framework and a
plan for the study that guides the
collection and analysis of data. It is a
blue print followed in completing a
study which contains the steps as:
Research is an art of scientific
investigation.
Research is a process of systemic
study.
Research is a search of knowledge.
Research is an area of investigation
which includes collection, analysis
and interpretation of data.
Research has to proceed systematically
in the already planned direction with
the help of a number of steps in
sequence. To... Show More

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