Identification of Secondary Factors that Influence consumer’s Buying Behavior for Different Categories i.e. Face Cream and Pizza

Consumer behaviour analysis is completely based on consumer buying behaviour. Consumer behaviour has been changed dramatically in the past decade. Consumer behaviour was a relatively new field of study in the mid-to-late-1960s. Because it had no history or body of research, of its own but it aims at improving business performance through an understanding of customer’s desires and preferences. In today’s world of growing competition where there are numerous brands selling the same products, consumers is having an abundant number of choices and many others factors influence their buying behaviour. In such a scenario, this study can help in structuring and formulating many different strategies in order to maximize profit. This study made an attempt to find the factors affecting consumer’s buying behaviour, with focus on two commonly used products Creams and Pizza. These factors are based on certain variables used in the survey. The aim of these variables was at identifying the secondary factors that influenced the choice of creams & Pizza at the point of purchase. In these the variables include Packaging, cost , availability, ingredients, product popularity, and so on that influence the choice of a particular brand from among those in the consideration list, but may not be the most important and primary determinants for short listing brands. This study is useful to the marketers as they can create various marketing program that they believe will be of interest to the consumers. It can also boost their marketing strategy.