STUDY ON CONSUMER BEHAVIOUR FOR BAKERY PRODUCTS

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.