Jaipuria International Journal of Management Research

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Influence of Situational Factors on Snack Food Purchase Decision in Eateries of Puducherry


Affiliations
1 Annamalai University, Tamil Nadu 608002, India
2 Department of Business Administration, Annamalai University, Tamil Nadu 608002, India
3 Rajah Muthiah Medical College, , Tamil Nadu 608002, India
     

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Situation is a major factor that influences the consumer decision making on both purchase and consumption situation. The objective of the study is to identify the influence of situational factors and consumer demographic factors on snack foods purchase decision in eateries. Convenience sampling technique was used for selecting the sample from eateries in Puducherry. A total of 380 respondents were surveyed. The logistic regression analysis was applied to identify the objective of the study. The research revealed that the consumers' snack food purchase decisions are considerably influenced by the situational surroundings. Hence, snack food outlets should be designed in an inviting manner where their presence calls for attention. This is made possible by a careful configuration of merchandise, availability of merchandise, visible name boards, and the shop should be manned by sales people who are well informed and who can convince the customers about new merchandise available as also deliver usual merchandise in a polite manner. The same method can be used to access other type of product categories such as fast food centres, leisure activities, motion pictures and health care services.

Keywords

Employer Branding, Preference of Prospective Employees, Segmentation of Employees.
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  • Influence of Situational Factors on Snack Food Purchase Decision in Eateries of Puducherry

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Authors

M. Gnanasundari
Annamalai University, Tamil Nadu 608002, India
T. Frank Sunil Justus
Department of Business Administration, Annamalai University, Tamil Nadu 608002, India
A. John William Felix John William Felix
Rajah Muthiah Medical College, , Tamil Nadu 608002, India

Abstract


Situation is a major factor that influences the consumer decision making on both purchase and consumption situation. The objective of the study is to identify the influence of situational factors and consumer demographic factors on snack foods purchase decision in eateries. Convenience sampling technique was used for selecting the sample from eateries in Puducherry. A total of 380 respondents were surveyed. The logistic regression analysis was applied to identify the objective of the study. The research revealed that the consumers' snack food purchase decisions are considerably influenced by the situational surroundings. Hence, snack food outlets should be designed in an inviting manner where their presence calls for attention. This is made possible by a careful configuration of merchandise, availability of merchandise, visible name boards, and the shop should be manned by sales people who are well informed and who can convince the customers about new merchandise available as also deliver usual merchandise in a polite manner. The same method can be used to access other type of product categories such as fast food centres, leisure activities, motion pictures and health care services.

Keywords


Employer Branding, Preference of Prospective Employees, Segmentation of Employees.

References





DOI: https://doi.org/10.22552/jijmr%2F2016%2Fv2%2Fi1%2F121427