Authors: Venu Gopal Kodumagulla
Abstract: The packaged food industry has experienced significant growth in recent years due to rapid urbanization, changing lifestyles, increasing disposable incomes, and the growing demand for convenient food options. Consumers today have access to a wide variety of packaged food products, making their purchasing decisions more complex and influenced by multiple factors. Understanding consumer buying behaviour has therefore become essential for food manufacturers and marketers to develop effective business and marketing strategies. This study, titled "Consumer Buying Behaviour Towards Packaged Food Products," aims to examine the factors that influence consumers' purchasing decisions. The research focuses on key determinants such as product quality, price, brand image, packaging, nutritional value, taste, convenience, promotional activities, and product availability. It also seeks to understand consumer preferences, purchasing frequency, and satisfaction levels with packaged food products. The study adopts a descriptive research design and uses both primary and secondary data. Primary data are collected through a structured questionnaire administered to consumers, while secondary data are gathered from books, research journals, company reports, websites, and published articles. The collected data are analysed using appropriate statistical and analytical tools to identify patterns and relationships in consumer buying behaviour. The findings of this study are expected to provide valuable insights into consumer preferences and the factors that drive purchasing decisions. The results will help packaged food companies improve their product offerings, pricing strategies, packaging designs, promotional activities, and customer engagement practices. The study will also contribute to the existing body of knowledge on consumer behaviour and serve as a useful reference for researchers, students, marketers, and business professionals interested in the packaged food industry.
