Overview

Original Research

THE ATTITUDES AND HABITS OF ANDHRA PRADESH CONSUMERS WITH REFERENCE TO MUNICIPAL CORPORATIONS TOWARDS SOFT DRINKS

CHAKRAVARTHI BACHINA 1, and Dr. N. MADHAVAN 2.

Vol 18, No 09 ( 2023 )   |  DOI: 10.5281/zenodo.8394175   |   Author Affiliation: PhD, Research Scholar, Department of Business Administration, Annamalai University, Annamalai Nagar, Chidambaram 1; Associate Professor, Department of Business Administration, Annamalai University, Annamalai Nagar, Chidambaram 2.   |   Licensing: CC 4.0   |   Pg no: 977-983   |   Published on: 25-09-2023

Abstract

Understanding consumer behavior is a crucial part of developing a marketing plan, since customers are the key to a company's survival. The study of when, where, what, and how much people purchase is known as consumer behavior. The choice of where to make a purchase stands alongside the more obvious yes/no choice. The area of consumer behavior also examines factors including individual and cultural identity, upbringing, age, family dynamics, worldview, temperament, and financial status. The reason behind this study is to examine individuals' soft drink purchasing habits. Purposive sampling is used to choose 300 participants from a subset of Andhra Pradesh's municipal corporations, and then the collected data is analyzed using correlation and regression. The findings show that changes in product, price, location, and advertising account for 54.56 percent of the observed variation in consumer behavior, whereas variances in all other factors account for 45.55 percent.

Keywords

Consumer Preference, Location, Price, and Product, Advertising.