*Assistant Professor, Deptt. Of Commerce, Chaudhary Devi Lal University, Sirsa
**Research Scholar, Commerce, Chaudhary Devi Lal University, Sirsa
Online published on 13 February, 2014.
This paper has mainly focused to categories items used in buying behavior by children and effect of their demographic variables on the items in and on the factor as a whole. Factor analysis is employed on data of 25 items that have the most impinge on children's buying behavior towards confectionary items. The findings indicate that factor 5 is at the top by which children makes their buying behavior towards confectionery items (mean= 4.64) followed by factor 4 sales promotion . On the contrary, they least consider satisfaction and promotional activities followed by attractive design . Overall, the analysis provides an understanding consumer's satisfaction and promotional activities, attractive design and advertisement and availability are the alternatives and almost all reviewed studied in literature has also concluded these point directly and indirectly. The results are important for companies in confectionery business, regulators, investor, distributors and shopkeepers.
Confectionary, Buying Behavior, Consumer's Satisfaction, Promotional Activities, Advertisement, Regulators and distributors
