Main Article Content
Abstract
Consumer behavior covers a broad variety of consumers based on diversity in age, sex, culture, taste, preference, educational level, income level, etc. Consumer behavior can be defined as “the decision process and physical activity engaged in evaluating, acquiring, using or disposing of goods and services”. It is a globally accepted fact that in recent times, marketers have become dynamic and the consumer has control over the strategic decisions made by the insurance companies. Companies are put to challenge to understand the pulses of new age policyholders and their buying pattern. India, in this scenario is no exception. It is being a nation of diverse cultures and traditions, understanding the consumers’ buying pattern become a hard task. With the advent of globalization and the sequel changes in the country, many Multinational Insurance Corporations have started making a foray into Indian insurance market due to its sky scraping potential. An attempt has been made in the present paper to identify the important factors that influence the purchase of fast cooking food products of consumers in Pudukkottai District. The study reveals that influence of global trade, cheap and economical price of instant cooking food and emergence of nuclear family are the main reasons that make respondents to prefer instant food.