An empirical analysis on factors influencing the buying behavior of consumers towards mixer/grinder in undivided balasore district of odisha

The object of the present study is to examine the important factors influencing the consumer buying behavior towards mixture/grinder product. This study covered the areas of two municipal towns namely Balasore and Bhadrak, Odisha. A structured questionnaire was administered to obtain information on selected key variables affecting the buying behavior of the consumers towards mixer/grinder. The information from 300 consumer respondents representing cross section of population was collected. The data so collected has been analyzed though appropriate statistical tools. The result reveals that the important demographic variables do not influence significantly the buying behavior of consumers so far as the brand preference for mixer/grinder product is concerned. On the basis of the findings, few important suggestions were offered for the benefit of marketers and consumers.