Abstract: This article examines the consumer buying behaviour of Sudha products (paneer) with special reference to Bihar Sharif city, a town in Bihar, India. Sudha Dairy, a leading brand in the region, plays a significant role in providing dairy products, including paneer, to consumers. To identify the key factors influencing the purchase of Sudha Paneer in Bihar Sharif. To analyse consumer preferences for Sudha Paneer compared to other brands. To examine the demographic and socio-economic characteristics of Sudha Paneer consumers. To assess the frequency of purchase and consumption patterns of Sudha Paneer. A accessible slice fashion tool was espoused for data collection. Sample size taken in this is 200 consumers. The data is collected through Questionary, interviews and surveys. The buying behaviour is positive which reveals that the buying behaviour of the consumers is high. The promotional strategies of the product can be bettered to increase the trade of the company as much. The study also highlights the influence of demographic factors like age, income, and education on purchasing behaviour. therefore, the design concludes that the buying behaviour of the consumers are positive.
Keywords: Consumer Behaviour, Consumer Preferences, Demographic, Socio-Economic
Author: Abhishek Kumar and Sanjay Kumar
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