A STUDY ON BUYER OPINION OF BAKERY PRODUCTS IN KANYAKUMARI DISTRICT

Abstract

Bakery industry and products in India have an important place in the industrial map of the country today. Bakery products are an item of mass consumption in view of its low price and high nutrient value. With rapid growth and changing eating habits of people, bakery products have gained popularity among masses. The bakery industry has achieved third position in generating revenue among the processed food sector. The first and second segments are the wheat flour processing and fruits and vegetables processing. Buyer behaviour refers to the decision and acts people undertake to buy products for individual or group use. Buyer behaviour is the driving force behind any marketing process. Understanding why and how people decide to purchase a product is the number one task for manufacturers who strive for improving their business model and acquiring more customers. This study explained the buyer opinion of bakery products.  The customers of Kanyakumari District were taken for the study. This research is descriptive in nature. Primary data and secondary data were used for the study. Primary data was collected using a structured questionnaire and the secondary data from journals, websites, and newspapers. The data was collected from 80 respondents. The collected data were analyzed using percentage analysis and chi-squre test in order to draw the inference of the study.