Study of Sustainable Consumption pattern in the Food and Beverage Sector of North Gujarat: A Consumer Perspective

Arpita Parmar

Abstract


The foundation of this study lies in examining the purchasing behavior of customers within the food and beverage industries in the North Gujarat region. Acknowledging the novelty of this study's focus on the North Gujarat region within the global marketing landscape, it underscores the importance of understanding consumer behaviors within this specific market. An in-depth analysis of the factors influencing consumers' purchasing decisions in the food and beverage sector is crucial for organizations seeking to optimize performance. This study aims to investigate the variables impacting consumers' decisions to purchase food products within the food and beverage sector. Employing a survey-based approach, the study utilized a questionnaire as its primary research instrument, targeting customers who engage in food and beverage purchases. The utilization of a five-point Likert scale facilitated data collection. Statistical analyses, including weighted mean and multiple regression analyses, were employed to analyze the data. The findings of the study offer insights and recommendations concerning the factors influencing consumers' purchasing decisions within the food and beverage sector. Primarily, the study highlights significant variations in consumer purchasing behavior within the North Gujarat region's food and beverage sector.

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DOI: https://doi.org/10.37628/ijgc.v9i2.1440

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