CHAPTER 1

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION OF THE STUDY

Consumer buying behaviour refers to the mental and emotional process and the observable
behaviour of consumers during searching, purchasing and post consumption of a predictor
service. Consumer buying behaviour involves study of how people buy, what they buy, why
they buy a product. It attempts to understand the buyer decision making process. It studies
characteristics of individual consumers. Such as demographics and behavioural variables in
an attempt to understand people wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups and society in general.
Consumer buying behaviour can be defined as the way in which consumers or buyers of
goods and service tend to react or behave when purchasing products that they like. Buyers
tend to exhibit different types of buying behaviour when they are in process of purchasing
goods and services and the behaviours witnessed are influenced by the type of product he/she
wants to buy. Consumer buying behaviour involves a long process where the buyer has to
identify the product, study well its features, and lastly deciding on whether to purchase it or
not. It is the process involved when individuals or groups select, purchase, use or dispose the
products, services, ideas or experiences to satisfy needs and wants.

1.2 SCOPE OF THE STUDY

The scope of the study is mainly focussed only in Tiruchengode and its surroundings areas.
The study has covered the consumer buying behaviour towards Christy Friedgram Industry.
The opinion and suggestions collected from the respondents under the study can be helpful to
the company to take innovative marketing strategy and also to provide better service to the
consumer in future.
1. This study helps to know the buying behaviour of the consumer towards Christy
Friedgram Industry.
2. This study helps the organisation to know about the consumers based upon the
information.
3. This study strike out the balance between the purchasing power of the consumers and
responsiveness

1
4. This study helps to know the consumer buying between among the Christy products. So it
helps to improve the sales.

1.3 OBJECTIVES OF THE STUDY

1. To analyse the consumer buying behaviour towards Christy products.
2. To study the buying behaviour of the consumer about the Christy products in
Tiruchengode.
3. To understand the marketing method in the organisation.
4. To examine the factor which influence the consumer to choose to the particular product.
5. To find out the satisfaction level of consumer for using Christy products.

1.4 LIMITATIONS OF THE STUDY

1. Due to the time constraints it was not able to cover the entire population and hence the
findings of the study may be restricted to Tiruchengode.
2. Inadequate time to follow the customer response
3. Lack of experience in handling surveys.
4. Unwillingness of respondents to provide the information.
5. Inability of respondents to provide the exact information.

2
 CHAPTER 2
2.1 REVIEW OF LITEREATURE
In this chapter, research works done in the past regarding consumer buying behaviour of food
products has been reviewed and presented as under the topic Consumer Buying Behaviour.
Cyert (1956) may have been the first to observe that a number of managers in addition to the
purchasing agents are involved in buying behaviour and popularised by Robinson
Philip Kotler (2004) Principles of marketing 3rd edition says that
The Buying Behaviour of the consumers - individuals and households who buy goods and
services for personal consumption.
The Term ‘Consumer’ can be described as a person who acquires goods and services for
satisfaction is often used to describe two different kinds of consuming entities the personal
consumers and the organizational consumers. The personal consumers buy goods and
services for his/her own use.
In this context the goods are bought for final use by individual, who are organisational
consumers encompasses for profit and non- profit business, government agencies institutions,
all of them must buy product equipment and services in order to run their organisation.
Owesh R. Dabawala (2010) says that “Buying Behaviour is all psychological behaviour of
potential consumers as they become aware of evaluate, purchase, consume and tell others
about product and services
It provides a sense of familiarity (especially in low- involvement products such as soaps) a
sense of presence or commitment and substances and it was very important to recall at the
time of purchasing process. A part from the conventional mass media there was other
effective means to create awareness viz., event promotions, publicity, sampling and other
attention getting approaches
Chen (2001) expressed a different thought on brand awareness that it was a necessary asset
but not sufficient for building strong brand equity. In this view a brand could be well known
because it had bad quality.
The level of awareness among the rural consumers about the brand of soft drinks was high
which was indicated by the “brand name”. The major source of awareness among the
customers was word of mouth followed by advertisement, family members and relatives and
friends.

3
The studies conducted by Cronin and Taylor (1992) in service sectors such as banking, pest
control, dry, cleaning, and fast food, found that customer has a significant effect on purchase
intentions in all four sectors.
Satisfaction and dissatisfaction are the two ends of a continuum, where the location is defined
by a comparison between expectation and outcome. Customers would be satisfied if the
outcome of the service meets expectations when the service quality exceeds the expectation
the service provider has won a delighted customer. Dissatisfaction will occur when the
perceived overall service quality does not meet expectations.
Customer satisfaction is defined as a consumer’s overall evaluation of the performance of an
offering to date. This overall satisfaction has a strong positive range of product and service
categories.
The satisfaction judgement is related to all concerning its given products, the sales process
and the after sales service. Whether the customers is satisfied after purchasing also depends
on the offer’s performance in relation to the consumer’s expectation consumers from their
expectation from past buying experience, friends and associates advice and marketers and
competitors’ information and promises.

4
 CHAPTER 3
PROFILE OF THE COMPANY
3.1 COMPANY PROFILE
Christy Friedgram Industry is an ISO 9001:2000 certified company which is ready to eat
popular food product known as Christy being a pioneer in production of weaning and R.E.T
energy food such as special supplement food, multi-purpose food and combo pack ration. The
food processing factory of the Christy Friedgram Industry is situated in the advantage
location which is near to the bank of River Cauvery at the SIDCO Industrial Estate,
Andipalayam near Tiruchengode, Tami Nadu. Tiruchengode is 20 km from Erode and 40 km
from Salem town by road
.
3.2 INDUSTRY PROFILE
India is the world’s second largest producer of food next to china and has the potential of
being the biggest with the food and agricultural sector. The total food production in India is
likely to double in the next ten years and there is an opportunity for large investments in food
processing technologies, skills and equipment, especially in areas of caning, dairy and food
processing speciality processing, packaging, frozen food/refrigeration and thermo processing.

Fruits and vegetables, Fishes, Milk product, meat, and poultry, packaged/convenience foods,
alcoholic beverages of soft drinks and grains are important sub sectors of food processing
industry. Health food and supplements is another rapidly rising segment of this industry
which is gaining vast popularity amongst the health conscious. India is one of the world’s
major food producers but accounts for less than 1.5% of international food trade.

This indicates vast scope for both investors and exporters. Food exports in 1998 stood at US
$5.8 billion whereas the world total was US$ 348 billion. The Indian food industries sales
turnover is Rs.140000 core annually as at the start of the year 2000. The Industry has the
highest number of plants approved by the US food administration.

Christy foods are foods that are produced using methods that do not involve modern synthetic
inputs such as pesticides and chemical fertilizers, Christy foods are not processed using
irradiation, industrial solvents or chemical food additives. The weight of the available

5
scientific evidence has not shown a consistent and significant difference between organic and
more conventionally grown food in terms of safety, nutritional value or task.

For the past majority of human history, agriculture can be described as organic only during
the 20th century was a large supply of new synthetic chemicals introduced to the food supply.
The organic farming movement arose in the 1940s in response to the industrialisation of
agriculture known as the green revolution. Supporters claim that organically managed soil
has higher quality and higher water retention. This may help increase yields for the organic
farms in drought years.

Minor differences in ascorbic acid, protein concentration and several micro nutrients have
been identified between organic and conventional foods, but it doesn’t appear that these have
any impact on human health. As with vegetable products, there is evidence that some organic
fruit is drier than conventionally grown fruit. Unless this factor is taken into account a higher
content of a nutrient might be explained by higher dry matter lower moisture content.

There is evidence that some organically grown fruits have a higher resistance to deterioration
and better keeping quality, attributed to lower moisture content. Although it is commonly
claimed that organically grown food tastes better than conventionally grown food, reviews of
the literature that booked at the sensory qualities of the two have not found convincing
evidence that there are any significant differences.

3.3 MARKETING DEPARTMENT

Christy Friedgram Industry has a well organised marketing department and performs various
activities like product marketing, segmenting, pricing policy and decision about channels.
They give first preference to the customer and they give best quality and services to the
customers. Marketing is a dynamic and vital part of contemporary activities that direct the
flow of food and services from producer to customer or used marketing can also a defined as
a social process by which individuals and groups obtain what they need and want through
creating and enhancing procedure and value with orders.
The terms marketing is quite broad and comprehensive and it includes the policy techniques
and methods necessary for the selling and distraction. Marketing consists of activities through
which transfer of ownership as goods and services.

6
The Christy Friedgram Industry has a well-organized marketing department and performs
various activities like pricing, policy, decision about channels and distribution etc. Increasing
the quality of the product will result in increasing the sales.

Sales promotion:
Sales may be increased by reducing the price of the product ad also by adopting a
large scale of business and it can be reduced to those who buy the product in a large amount

3.4 STRUCTURE OF MARKETING DEPARTMENT

Chief Executive officer
↓
Sales Executives
↓
Sales Officer
↓
Representative
↓
Wholesaler
↓
Brokers
↓
Retailer
↓
Consigned Agents
↓
Consumer

3.5 HISTORY OF THE COMPANY

The plant commenced in production of Fried Gram with an installed capacity of 10MT per
day in 198. Subsequently due to over whelming demand for gram based convenience food, a
sprawling complex of 10 acres of lush green landscape was add in 1995 and established as a
full-fledged weaning food processing factory with necessary equipment’s and machineries.

7
Today Christy Friedgram Industry is the leading one in the country and it is synonymous with
weaning food.
They have been manufacturing and supplying weaning food and special supplementary food
with/without amylase activity to the government of Tamil Nadu since 1992 for the
distribution to the children and lactating mother under Tamil Nadu Integrated Nutrition
project through the Social Welfare Department. The government of Tamil Nadu has
appreciated their services after evaluating the nutritional status of the beneficiaries.

3.6 VISION AND MISSION

To be a valuable enterprise that will stand the test of time. Provide sustained support to the
millions in this region by contributing to employment generation.
Continue to be a catalyst by partnering with the nation towards meeting its goal of eradicating
malnutrition among the poorest of poor. Build robust business models that create sustainable
livelihoods by providing employment to the rural people, economically empower the women
among them and improve their access to quality education. Mentor support young
entrepreneurs with bright business ideas.

8
 CHAPTER 4
RESEARCH DESIGN AND METHODOLOGY
4.1 RESEARCH METHODOLOGY
Research methodology is a systemized effort in gain knowledge. It can also referred to as
“the search of knowledge”. Research methodology is a technique used systematically to solve
the research problem. It helps the research to know which research method and analysis could
be utilized to bring out a possible solution for a search problem. The researcher solution
should know why a particular technique to the project.

4.2 RESEARCH DESIGN

The problem that follows the task of defining the research problem is the preparation of the
design of the research project popularly known as the “research design”.
In this research descriptive, research design is used concerned with describing the
characteristics of a particular individual or a group.
The respondents are the customers of CHRISTY products, Tiruchengode.

Sample size
The sample size of 100 customers from different places of Tiruchengode was interviewed.

Sampling Techniques
100 customers were taken from the different places of Tiruchengode for the study. The
sampling technique used for selecting the sample is simple random sampling.

4.3 DATA COLLECTION

The Data collection is very essential to study the information fact. In data collection there are
two types
1. Primary Data
2. Secondary Data

4.3.1 PRIMARY DATA

Primary data which are collected as fresh and for the first and thus happen to be original in
character, questionnaire is used to collect the data. The sample size is 100.

9
4.3.2 SECONDARY DATA
Secondary data is collected through previous records and through various references books
and personal manuals.

4.4 TOOLS USED FOR DATA

The tools used for the data in this study are:
1. Simple Percentage Method
Chart:
It is a pictorial representation of statistical data with several distributions in circular and
tabular form. This is used to show the breakdown of the various elements. It helps in easier
understanding of the statistical data which is easier manner.

10
 CHAPTER 5
ANALYSIS AND INTERPRETATION OF DATA
5.1 INTRODUCTION
Analysis is the process of breaking complex topic or substance into smaller parts to gain
better understanding of it. The term analysis refers to computation of certain measure along
with the searching for patterns of relationship that exist among data groups.

Analysis of data in a general way involve a number of closely related operations, which are
performance with the purpose of summarizing the collected data and organizing those in such
a manner that answer the research questions.

11
 TABLE NO 5.1.1
ANALYSIS OF AGE GROUP OF RESPONDENT
S.NO PARTICULARS NO.OF RESPONSE PERCENTAGE
1 Below 20 years 8 8.0
2 21-30 years 48 48.0
3 31-40 years 32 32.0
4 Above 40 years 12 12.0
Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 8% of the respondents belong to the age group of below
20 years, 32% of the respondents belong to the age group of 31-40 years, 12% of the
respondents belong to the age group of above 40. So it is clearly stated that majority of the
respondents are between the age group of above 21-30 years.

12
 CHART NO 5.1.1
AGE GROUP OF RESPONDENTS

48
50
45
40
32
35
30
25 percentage

20
12
15
8
10
5
0
Below 20 years 21-30 years 31-40 years above 40

13
 TABLE NO 5.1.2
ANALYSIS OF HOW FAMILIAR OF CONSUMER WITH CHRISTY
PRODUCTS
S.NO PARTICULARS NO.OF RESPONSE PERCENTAGE

1 Using rarely 55 55.0

2 Regular use 45 45.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 55% of the respondents are using rarely, 45% of the
respondents are using regular for Christy products. So it is clearly stated from the above table
that majority of respondents are using rarely of Christy products.

14
 CHART NO 5.1.2
HOW FAMILIAR OF CONSUMER WITH CHRISTY PRODUCTS

55
60
45
50
40
30 percentage
20
10
0
Using rarely regular use

15
 TABLE NO 5.1.3
ANALYSIS OF REASON FOR CONSUMER TO BUY CHRISTY
PRODUCTS
S.NO PARTCULARS NO.OF RESPONSE PERCENTAGE
1 Price 11 11.0
2 Better Quality 56 56.0
3 Package 5 5.0
4 Taste 10 10.0
5 All the above 18 18.0
Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that11% of the respondents choose Price, 56% of the
respondents choose Better Quality, 5% of the respondents choose Package, 10% of the
respondents, 18% of the respondents choose All the above. So it is clearly stated from the
above table that majority of the respondents choose Better Quality that it made them to buy
Christy Products.

16
 CHART NO 5.1.3
REASON FOR CONSUMER TO BUY CHRISTY PRODUCTS

60 56

50

40

30 Percentage
18
20 11 10
10 5

0
Price Better Quality Package Taste All the above

17
 TABLE NO 5.1.4
ANALYSIS OF HOW MANY YEARS THE CONSUMERS USE
CHRISTY PRODUCTS
S.NO PARTICULARS NO.OF RESPONSE PERCENTAGE
1 Less than a year 22 22.0
2 1-2 years 39 39.0
3 2-3 years 27 27.0
4 Above 3 years 12 12.0
Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 22% of the respondents are using less than a year, 39% of
the respondents are using 1-2 years, 27% of the respondents are using 2-3 years, 12% of the
respondents are using above three years. So it is clearly stated that from the above table
majority of the respondents are using 1-2 years of Christy products.

18
 CHART NO 5.1.4
HOW MANY YEARS THE CONSUMERS USE CHRISTY PRODUCTS
39
40
35
27
30
22
25
20 Percentage
12
15
10
5
0
Less than a year 1-2 years 2-3 years Above 3 years

19
 TABLE NO 5.1.5
ANALYSIS OF WHO INFLUENCED THE RESPONDENT TO BUY
CHRISTY PRODUCTS
S. NO PARTICULARS NO.OF RESPONSE PERCENTAGE
1 Family members 42 42.0
2 Friends 56 56.0
3 Sales promotional schemes 2 2.0
Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 42% of the respondents are influenced by Family
members, 56% of the respondents are influenced by Friends, 2% of the respondents are
influenced by Sales Promotional Schemes. So it is clearly stated that from the above table the
majority of the respondents are influenced by Friends to buy the Christy products.

20
 CHART NO 5.1.5
WHO INFLUENCED THE RESPONDENT TO BUY CHRISTY
PRODUCTS

56
60
42
50

40

30 Percentage

20
2
10

0
Family members Friends sales promotional
schemes

21
 TABLE NO 5.1.6
ANALYSIS OF BUYING BEHAVIOR LEVEL TOWARDS TASTE
S. NO PARTICULARS NO.OF RESPONSE PERCENTAGE

1 Highly satisfactory 73 73.0

2 Satisfactory 25 25.0
3 Neutral 2 2.0
Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 73% of the respondents are highly satisfactory in buying
the products for Taste, 25% of the respondents are satisfactory in buying the products for
taste, and 2% of the respondents are Neutral in buying the products for taste. So it is clearly
stated from the above table that majority of the respondents are highly satisfactory in buying
the products for taste.

22
 CHART NO 5.1.6
BUYING BEHAVIOR LEVEL TOWARDS TASTE

73
80
70
60
50
40 percentage
25
30
20 2
10
0
Highly satisfactory Satisfactory Neutral

TABLE NO 5.1.7
23
 ANALYSIS OF BUYING BEHAVIOR LEVEL TOWARDS QUALITY
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE
1 Highly satisfactory 61 61.0
2 Satisfactory 38 38.0
3 Neutral 1 1.0
Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 61% of the respondents are highly satisfactory in buying
the products for quality, 38% of the respondents are Satisfactory in buying the products for
quality, and 1% of the respondents are Neutral in buying the products for quality. So it is
clearly stated from the above table that majority of the respondents are highly satisfactory in
buying the products for quality.

CHART NO 5.1.7

24
 BUYING BEHAVIOR LEVEL TOWARDS QUALITY

61
70

60

50 38

40
percentage
30

20
1
10

0
Highlr satisfactory Satisfactory Neutral

TABLE NO 5.1.8

25
 ANALYSIS OF BUYING BEHAVIOR LEVEL TOWARDS PRICE
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Highly satisfactory 76 76.0

2 Satisfactory 16 16.0
3 Neutral 8 8.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 76% of the respondents are highly satisfactory in buying
the products for price, 16% of the respondents are satisfactory in buying the products for
price, and 8% of the respondents are Neutral in buying the products for price. So it is clearly
stated from the above table that majority of the respondents are highly satisfactory in buying
the products for price.

CHART NO 5.1.8

26
 BUYING BEHAVIOR LEVEL TOWARDS PRICE

76
80
70
60
50
PERCENTAGE
40
30 16
20 8

10
0
Highly satisfactory Satisfactory Neutral

TABLE NO 5.1.9

27
 ANALYSIS OF BUYING BEHAVIOR LEVEL TOWARDS
ADVERTISEMENT
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Dissatisfactory 67 67.0

2 Highly dissatisfactory 33 33.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 67% of the respondents are dissatisfactory with
advertisement, 33% of the respondents are highly dissatisfactory with the advertisement. So it
is clearly stated that 67% of the respondents are dissatisfactory with the advertisement.

CHART NO 5.1.9

28
 BUYING BEHAVIOR LEVEL TOWARDS ADVERTISEMENT

70
60
50
40 percentage

30
20
10
0
Dissatisfactory Highly dissatisfactory

TABLE NO 5.1.10
29
 ANALYSIS OF CHRISTY FOODS ARE REASONABLY SAFE FOR
HUMAN CONSUMPTION
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Strongly agree 69 69.0

2 Agree 24 24.0
3 Neutral 7 7.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 69% of the respondents choose strongly agree, 24% of
the respondents choose agree and 7% of the respondents choose Neutral. So it is clearly
stated from the above table that majority of the respondents choose strongly agree with the
Christy foods are reasonably safe for human consumption.

CHART NO 5.1.10

30
 CHRISTY FOODS ARE REASONABLY SAFE FOR HUMAN
CONSUMPTION
69

70

60

50

40
24 percentage
30

20 7
10

0
Strongly agree Agree Neutral

TABLE NO 5.1.11

31
 ANALYSIS OF PAST EXPERIENCE OF THE PRODUCT PLAYS AN
INFLUENTIAL ROLE IN PURCHASE DECISION
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Strongly agree 75 75.0

2 Agree 24 24.0
3 Neutral 1 1.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 75% of the respondents choose strongly agree, 24% of
the respondents choose agree, and 1% of the respondents choose Neutral. So it is clearly
stated from the above table that majority of the respondents are strongly agree with the past
experience of the products plays an influential role in purchase decision.

CHART NO 5.1.11

32
PAST EXPERIENCE OF THE PRODUCT PLAYS AN INFLUENTIAL
ROLE IN PURCHASE DECISION

75
80
70
60
50
40 percentage
24
30
20
1
10
0
Strongly agree Agree Neutral

TABLE NO 5.1.12

33
 ANALYSIS OF SALES PERSON PLAYS A SIGNIFICANT ROLE IN
PURCHASING CHRISTY PRODUCTS
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Strongly agree 70 70.0

2 Agree 29 29.0
3 Neutral 1 1.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 70% of the respondents choose strongly agree, 29% of
the respondents choose agree, and 1% of the respondent choose Neutral. So it is clearly stated
that majority of the respondents are strongly agree with sales person plays a significant role
in purchasing Christy products.

CHART NO 5.1.12

34
SALES PERSON PLAYS A SIGNIFICANT ROLE IN PURCHASING
CHRISTY PRODUCTS
70

70

60

50

40 29
percentage
30

20
1
10

0
Strongly agree Agree Neutral

TABLE NO 5.1.13

35
 ANALYSIS OF PURCHASE THE CHRISTY PRODUCT EVEN IF
PRICE INCREASE
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Definitely 70 70.0

2 Probably 23 23.0
3 Definitely not 7 7.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 70% of the respondents choose definitely in buying the
products even if price increases, 23% of the respondents choose probably in buying the
products even if price increases, and 7% of the respondents choose definitely not. So it is
clear from the above table that majority of the respondents choose definitely in buying the
products even if price increases.

CHART NO 5.1.13

36
PURCHASE THE CHRISTY PRODUCT EVEN IF PRICE INCREASE
70

70

60

50

40
percentage
23
30

20 7
10

0
Definitely Probably Definitely not

TABLE NO 5.1.14
37
 ANALYSIS OF WHOLE WHEAT ATTAIN THE CHRISTY BRAND
HOW LIKELY WOULD CUSTOMER BE TO BUY THEM
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Very likely 77 77.0

2 Quite likely 21 21.0

3 Likely 2 2.0

Total 100 100.0

Source: Primary Data

INTERPRETATION
From the above table it is clear that 77% of the respondents are very likely the whole wheat
Atta, 21% of the respondents are quite likely the whole wheat Atta, and 2% of the
respondents are likely the whole wheat Atta. So it is clearly stated from the above table that
majority of the respondents are very likely the whole wheat Atta.

CHART NO 5.1.14

38
WHOLE WHEAT ATTAIN THE CHRISTY BRAND HOW LIKELY
WOULD CUSTOMER BE TO BUY THEM

77
80
70
60
50
40 percentage
21
30
20
2
10
0
Very likely Quite likely Likely

CHAPTER 6

39
 FINDINGS SUGGESTIONS AND CONCLUSION
6.1 FINDINGS
1. The study found that, the majority (48%) of the respondents are between the age group of
21-30 years.
2. The study found that, the majority (55%) of the respondents are using rarely of the Christy
brand products.
3. The study found that, the majority (56%) of the respondents are buying Christy products
for its better quality.
4. The study found that, the majority (39%) of the respondents are purchasing Christy
products in 1 to 2 years.
5. The study found that, the majority (56%) of the respondents are influenced by Friends to
buy Christy products.
6. The study found that, the majority (73%) of the respondents are highly satisfied for the
taste of Christy products.
7. The study found that, the majority (61%) of the respondents are highly satisfied for the
quality of Christy products.
8. The study found that, the majority (76%) of the respondents are highly satisfied for the
price of Christy products.
9. The study found that, the majority (67%) of the respondents are dissatisfied for the
advertisement of the Christy products.
10. The study found that, the majority (69%) of the respondents are strongly agree the Christy
foods are reasonably safe for human consumption.
11. The study found that, the majority (75%) of the respondents are strongly agree the past
experience of the product plays an influential role in consumer purchase decision.
12. The study found that, the majority (70%) of the respondents are strongly agree the sales
person plays an significant role in purchasing Christy products.
13. The study found that, the majority (70%) of the respondents are purchase the Christy
product even if price increases.
14. The study found that, the majority (77%) of the respondents are very likely the whole
wheat Atta on Christy brand.

40
41