Factors Influencing the Buying Pattern of Selected Carbonated Dairy Drink by the Consumers in Anand City, Gujarat

Abstract

This study is conducted and intended to identify the factors influencing the buying pattern of a selected carbonated dairy drink by the consumers in Anand city, Gujarat. In order to analyze the information, primary data was collected with the help of collecting the information from 100 consumers using non-probability sampling method under which convenience sampling method is used. According to the findings of the study conducted, using the chi-square analysis and correlation co-efficient, it was observed that there was significant positive correlation between the income and the consumption, no significant difference between the age group and frequency of consumption and education qualification of the respondents is independent to the purchase decision in consumption of selected carbonated drink. The survey also reveals that most of the respondents were satisfied with the taste of the product. About 70 percent of the respondents reported that they would like to shift to the other brand carbonated drinks. Based on the study, awareness among the customers should be created by using suitable marketing and sales promotion strategies [1]. Mass communications and digital communications are to be used, utilized and delivered effectively to build brand preference, attract new consumers and nurture the existing ones [2].