| Pub. Date | : Feb, 2024 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM010224 |
| Author Name | : Sudip Kundu, Chitra Bagchi and Sougata Banerjee |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 22 |
In recent times, the global pandemic has significantly changed consumers' shopping interest, budget, shopping preference relating to formats and buying patterns. India's branded agri-food sector also witnessed a healthy upswing during the pandemic, boosted by factors like health-consciousness and lockdown restrictions driving purchases both from online and offline formats. The paper analyzes the characteristics impacting consumer choice, segmentation of consumer market and customer profiling. Quota sampling was used to judge and select subjects. A structured questionnaire was used to collect data from the Presidency division of West Bengal. Exploratory factor analysis was conducted to identify the major psychological behavioral constructs. Cluster analysis was used to split the actual market into smaller groups to concentrate on customer behavioral trends in the segments in order to better understand the different types of customers and their psychographic characteristics. The findings reveal search for information, value, product attributes and health as the factors influencing purchase intention, and in-store communication, value for money, discount offers, availability of branded products and health-consciousness as the major parameters defining consumer behavioral perceptions.
Nowadays, both the Indian and the global food markets are getting more and more cosmopolitan while turning highly competitive. The factors behind this transformation include: markets are becoming globalized; food industry is incorporating large-scale national and international organizations; consumers are moving or shifting within the regions; and more and more women are participating in the workforce. As a result, a growing number of business concerns are bent on investing in the food industry, and added to this are the variations in food items in the market. All these have contributed to the growing interest of business houses (Borsellino et al., 2020).