Buying Behavior of Consumer: A Study on the Products of Air Force Canteen

Abstract

Globalization, aware and educated customer, increased cut-throat competition, technological advances and interrelationship between all these factors are driving dramatic changes in the marketing concepts. All these forces are challenging the marketing ideas of today and this encouraged many researchers to perform various investigations that portray changing consumer behavior for different industries.

The particular paper titled Buying Behavior of Consumer: A Study on the Products of Air Force Canteen is framed to recognize and comprehend the purchase behavior of family members of defense personnel. The study also aims at finding out the factors which are found significant by the family members of Indian army that impact their purchase behavior. The Canteen Stores Department (CSD) is a non-revenue organization that has emerged as the most beneficial retail chain in India. Thus, this research would be useful for the canteens to access consumer behavior and it will also help to find out the factors that are affecting consumer buying behavior in air force canteen.

Both primary and secondary data are used for data collection and analysis is done through one sample test and one sample statistics. Results of the study reveal that there are several significant factors identified that impacts purchase pattern of family members of defense personnel viz. Proximity, Low price, Renowned Brand, Quality, Customer Friendly, Problem resolution, Time-saving, Ease of transit, Expertise, Rewards, Easy assortment, Membership cards, Discounts, Variety, Fresh Products, Ease of Payment and Ambiance of the Canteen store departments.