Consumer Buying Behaviour towards Processed Food in Manipur, India

Abstract

The main objective of the study was to find out the sales promotion and consumer buying behaviour of Likla food products. The research mainly focuses on the factors like quality, consumer preference, price, service, attitudes, and consumer experience. In this study, data was collected from the consumer through a questionnaire (interview schedule). I have purposefully selected 4 blocks of Imphal East. From the 4 blocks, I have chosen 20 localities. From each block, I collected 50 samples from respondents. 200 samples are selected using convenience sampling. Using the interview schedule prepared, the 200 respondents were interviewed personally and their opinions were collected. Likert’s scale technique was used for opinion collection in the questionnaire survey. The chi-square test was used as a statistical tool. The secondary data was collected from the management. The collected data is analyzed using analytical tools like simple percentages. Finally, the main problem of sales promotion is the lack of awareness about the product i.e., advertisement. Consumer from the local areas thinks that the price of products is a little higher and the availability of service is less. The solution to these problems is, nowadays people are addicted to phones and television. By using local channels, notices, and applications can improve their advertisement. For local consumers, they can make available service stalls in nearby areas and Likla can improve its digital platform.