STUDY OF CONSUMER BUYING PATTERNS TOWARDS BRANDED AND NON-BRANDED BAKERY PRODUCTS (KEY IJP************169)

• Anuj Goel

Abstract

The present study examines consumer buying patterns toward branded and non-branded bakery products, focusing on factors influencing purchasing behaviour and preferences. With the advent of technology and evolving consumer lifestyles, shopping has transformed from a need-based activity into an experiential pursuit. The bakery industry, rooted in history, continues to adapt to consumer demands for healthier, organic, and customized options. Branded bakery products, often associated with quality and reliability, cater to health-conscious and convenience-driven consumers, while non-branded products, valued for their freshness and artisanal quality, appeal to those supporting local businesses. The study explores the consumer decision-making process, encompassing problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behaviours. A sample size of 530 respondents was surveyed using a structured questionnaire to collect primary data, while secondary data was sourced from various published and unpublished materials. Key findings reveal significant influences of health trends, taste, packaging, and brand reputation on consumer preferences. The research underscores the importance of blending traditional and digital marketing strategies to meet the diverse expectations of bakery product consumers. By analyzing these dynamics, this study aims to provide insights that can help businesses align their offerings with evolving consumer needs and preferences.