STUDY ON CONSUMER BEHAVIOUR FOR BAKERY PRODUCTS

Authors

  • Shravan Choudhary
  • Dorcus Masih
  • Chitra Sonkar
  • Pooja Chaudhary

Keywords:

Consumer behavior, Bakery products, customer satisfaction, Survey, Chi-square test

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 X2>0.17908 (df=1), for flavor X2>0.73588 (df=1), for
fortification X2>0.02518 (df=1), for nutritive value X2>0.012216 (df=1). Overall a positive behavior of consumers was recorded by
this research.

View Article

DOI: 10.47856/ijaast.2021.v08i3.001

Author Biographies

Shravan Choudhary

M.Tech (Food Technology), Department of Food Process Engineering, SHUATS, Prayagraj, India

Dorcus Masih

Assistant Professor and Head, Department of Food Process Engineering, SHUATS, Prayagraj, India

Chitra Sonkar

Assistant Professor, Department of Food Process Engineering, SHUATS, Prayagraj, India

Pooja Chaudhary

M.Tech (Food Technology), Department of Food Process Engineering, SHUATS, Prayagraj, India

Published

2021-03-23