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Demographic Variables and Biscuit Consumption Behaviour: A 'Sweet-Spot' for Brand Managers to Target?


Affiliations
1 Assistant Professor, Chetana's RK Institute of Management and Research, Mumbai, Maharashtra, India
2 Professor, Chetana's RK Institute of Management and Research, Mumbai, Maharashtra, India
     

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Understanding consumer buying and consumption behavior are key for managers to bet on the right product and to have a coherent communication strategy. This paper aims to find actionable insights for brand/marketing managers with respect to the association between the consumption pattern and demographic variables. In this paper, segmentation variables have been statistically tested to study their association and influence on the consumption and purchase pattern of biscuit consumers. Hypothesis around consumption and purchase behavior are laid out and tested with the help of Chi-Square measures and student – t tests. We found that difference in choice, consumption, reasoning and purchase behavior attributed to demographic variables are often significant. Role of channel partners and celebrity endorsement in affecting the highlighted consumer purchase decision have also been discussed. The paper has been written with a practical focus as an attempt to help managers with insights that shall lead to efficient marketing decisions.



Keywords

Consumer Behaviour, Biscuit Consumption, Food Marketing, Demographic Variables, Consumer Segmentation.
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  • Demographic Variables and Biscuit Consumption Behaviour: A 'Sweet-Spot' for Brand Managers to Target?

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Authors

Tapish Panwar
Assistant Professor, Chetana's RK Institute of Management and Research, Mumbai, Maharashtra, India
Kalim Khan
Professor, Chetana's RK Institute of Management and Research, Mumbai, Maharashtra, India

Abstract


Understanding consumer buying and consumption behavior are key for managers to bet on the right product and to have a coherent communication strategy. This paper aims to find actionable insights for brand/marketing managers with respect to the association between the consumption pattern and demographic variables. In this paper, segmentation variables have been statistically tested to study their association and influence on the consumption and purchase pattern of biscuit consumers. Hypothesis around consumption and purchase behavior are laid out and tested with the help of Chi-Square measures and student – t tests. We found that difference in choice, consumption, reasoning and purchase behavior attributed to demographic variables are often significant. Role of channel partners and celebrity endorsement in affecting the highlighted consumer purchase decision have also been discussed. The paper has been written with a practical focus as an attempt to help managers with insights that shall lead to efficient marketing decisions.



Keywords


Consumer Behaviour, Biscuit Consumption, Food Marketing, Demographic Variables, Consumer Segmentation.

References