# Buying i patterns i of i th e i buyer i hence i in i

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buying i patterns i of i th e i buyer. i Hence i in i this i case i there i seems to i be i a i vacuum i when i it i comes i to i the i role i of i the i ‘Influencer’. i Because i of i this i the i respondent i himself i also i usually i plays i the i role i of i the i ‘Decider’. Another i interesting i observation i is i that i only i 1 i respondent i of i the i 32 i considered i advertiseme nts i as i being i influential i while i buying. i This i correlates i with i Herzberg’stwo- factor i theory i as i the i absence i of i advertisements i may i have i led i to i dissatisfaction i among i the i co nsumers i but i its i presence i doesn’t i seem i to i have i had i any i significant i impact i on i the i satisfaction i or i buying i trends i of i the i consumer. C. Fact ors Influencing Buying Behaviour of Namkeens Factors affecting purchase ofNamkeens Consumers i gave i the i highest i priority i to i the i taste i of i the i namkeens i as i compared i to i the i other i factors. i Quality i came i in i a i close i second i on i their i priority i list. i What i came, i as i a i 31
surprise i was i that i none i of i the i respondents i considered i packaging i as i part i of i their i selection i criteria, i on i which i Haldiram’s i usually i lays i so i much i stress. Again i when i asked i to i rate i the i importance i level i of i six i factors, i the i results i were i interesting i as i most i of i the i respondents i considered i ‘Packaging’ i as i only i somewhat i important. i Also i the i opinion i on i the i price i feature i was i divided i as i some i of i them i considered i it i being i important i while i some i others i considered i it i somewhat i important i and i some i even i didn’t i find i it i important. i The i strongest i factors i that i influenced i the i buyer i while i purchasingnamkeens i were i Food i taste i and i quality i and i Hygiene. i The i majority i of i the i respondents i rated i these i two i factors i as i being i ‘Very i Important’. i Apart i from i this i consumer s i also i considered i ‘Variety’ i as i an i ‘Important’ i factor i while i buying i Namkeens. i Nutritional i value i didn’t i seem i to i have i much i of i an i effect i on i the i buying i trends i as i opinion i here i again i seems i to i be i divided. I find Haldiram's price.. Very High Very Low Low 3% 0% 0% High 41% Reasonable 56% With i respect i to i Haldiram’s i it i was i found i that i 56% i of i the i respondents i considered i the i price i to i be i reasonable. i However i 41% i also i considered i it i to i be i high. i This i confusion i is i however i solved i when i viewed i in i the i light i of i the i following i graph i that i analyses i the i rating i of i various i factors. 32
Rating of factors influencing buying behaviour for Haldiram's Score 95 90 Total 85 80 Packaging Variety Price Quality Hygiene Taste Factor In the above chart, the respondents were asked to rate the factors based on a 5- point scale, 5 being the highest. The total score for each factor has been computed by