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A Study On Consumer Buying Behaviour Towards Various Types Of Sunfeast (Itc) Biscuits In Kovilpatti- A Case Study

Author:

Jegan, A. and Dr. Sudalaiyandi, S.

Subject Area:

Social Sciences and Humanities

Abstract:

Every organization envisioned at maximizing the productivity and the profit. The company never fails to show immense interest on knowing their customer requirements. Fulfilling the needs and satisfying the customers becomes very much essential, hence a satisfied customer is an unpaid advertiser for the company. It is equally important to satisfy the dealers and retailers if the company is in the business of Fast Moving Consumer Goods (FMCGS). The consumer behaviour varies from brand to brand on the basis of quality, quantity, price, taste, advertisement etc. In India the biscuit industry was started in the middle of the 19 century. In 1887, the first Biscuits bakery was set up in India. This research paper is a study on consumer buying behavior on Sunfeast (ITC) biscuits in Kovilpatti Area. The instrument used to collect data for the study was the structured interview schedule.

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