Factors Influencing Consumer Preference towards Potato Based Savoury Snacks in Rajkot District, Gujarat, India

Abstract

Potato based savoury snacks hold an important place in the Indian food market, particularly in Gujarat, were both traditional and packaged snack consumption is widespread. The expansion of this market has been driven by lifestyle changes, increasing urbanization, and the rising preference for convenience foods. However, consumer choices are not uniform and are shaped by a combination of demographic, economic and product related factors. This study was undertaken to identify the major factor influences on consumer preference for potato based savoury snack in Rajkot district of Gujarat. Primary data were collected from 180 respondents through a structured questionnaire that included demographic information and consumer perceptions of price, taste, freshness, packaging, branding, advertising, retailer influence and family influence. The data were analysed using descriptive statistics and factor analysis. The findings reveal six key principle components shaping consumer behaviour, highlighting that snack choices are guided by a mix of personal habits, product qualities, economic conditions, and social influence.