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A Study on Consumer and Retailer Buying Behaviour with Special Reference to Food and Beverage Products

Vishal Anil Khandagale, Nilesh Anute


The objective of this research work is to study the customers’ buying behaviour with special reference to food and beverage products. This research is conducted in Pune and Satara city and a survey method was used to collect the data from 200 respondents; in that we selected data of 100 householders and 100 retailers and shop vendors. India, the fastest growing economy in the world and with over 1.39 billion consumers of food and beverages, is one of the global leaders in the food and beverage industry; and ranks fifth in terms of production, consumption and exports. Food processing contributes 10% of agriculture GDP and 12% of the manufacturing GDP, the unorganized segment has a share of over 40% of the output. Food processing makes up 10% of the country's total export.

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