An Analysis of Cookie Purchase Behavior by Consumers

Abstract

Purpose:  The project aims to understand the consumer buying behavior of cookies in Trivandrum, Kerala, India. The research methodology used for the study is a combination of primary and secondary research. Primary research involved the collection of data through surveys conducted among consumers in Trivandrum.

Theoretical framework:  The surveys were conducted using a structured questionnaire designed to gather information on consumer preferences, purchase behavior, and factors that influence their decision-making when buying cookies. The study found that consumers in Trivandrum prefer cookies that are tasty, affordable, and have good quality. Most consumers purchase cookies from supermarkets and convenience stores, while a smaller proportion purchase them from online stores.

Design/methodology/approach:  performed research at Unibic Foods India Pvt. Ltd. with the main objective being "A Study on Consumer Buying Behavior of Cookies in Trivandrum." Thiruvananthapuram District served as the study site, and data for the project came directly from local clients. With a focus on the critical role that customers play in the decision-making process and their happiness, which is crucial in generating greater sales, this inquiry sought to identify the elements influencing consumer behavior in Trivandrum while purchasing cookies. To gain market share, brands use a variety of tactics.

Findings:  The study found that consumers in Trivandrum prefer cookies that are tasty, affordable, and have good quality.The study also found that consumers are becoming more health-conscious, with an increasing preference for cookies that are low in sugar and fat.

Research, Practical & Social implications:  The surveys were conducted using a structured questionnaire designed to gather information on consumer preferences, purchase behavior, and factors that influence their decision-making when buying cookies.

Originality/value:  Overall, the study provides insights into the buying behavior of consumers in Trivandrum regarding cookies. The findings can be useful for cookie manufacturers and retailers to tailor their products and marketing strategies to better meet consumer preferences and needs.