1M. Com., M. Phil, M.B.A., Pgdca., Ph. D., Asst, Prof. Of Commerce And Management Studies, Sastra University, Kumbakonam.
2II M. Com, Department Of Commerce And Management Studies, Sastra University, Kumbakonam.
Online published on 13 August, 2014.
The present study attempts to know the buying behaviour of working women towards ready-toeat food products. The main objective of this research is to identify the factors influencing the buying behaviour of ready-to-eat food products. The researcher had also analyzed the brand loyalty of ready-to-eat food products. For selection of samples, the stratified proportionate sampling used for the study. To analyze the data, the researcher used chi-square test, ranking techniques and percentage analysis. Primary and secondary data used for the study. Sample of 400 respondents those who use ready-to-eat food products for their day to day life purposes had been used for the study. Based on the findings of the study there is a significant relationship between monthly income and frequency of purchase. There is also a significant relationship between educational qualification and factors influencing to prefer a particular brand. High price is an important reason for non-consumption of ready-to-eat food products. Thus, efforts may be made to reduce the price of these products so as to increase its sales. If there is a reduction in price the working women will be able to buy more products. Working women more positively inclined towards ready-to-eat food products and this is mainly due to the convenience factor and changes in the lifestyle of the people.
Buying behaviour, Brand awareness, Brand preference, Brand loyalty
