CONSUMING CONVENIENCE: AN ANALYSIS OF CONSUMER ATTITUDES AND BEHAVIOUR TOWARDS CONVENIENCE FOODS

This study investigates that consumer perceived convenience food and the way their consumption patterns and preferences are influenced by awareness, motivation, health concerns, and impulsive purchasing behaviour. 243 consumer respondents in Mysuru city were given a questionnaire using a random sample technique. The questionnaire had two sections: the first contained demographic information, and the second contained 31 statements that represented the four independent variables. Significant correlations between the independent variables and consumer perceptions of convenience food were found through data analysis using the Skewness and Kurtosis procedures. This study adds to the body of knowledge by examining consumer purchasing patterns and offers insightful information to marketers and legislators that wish to encourage wholesome eating practices and well-informed food selections. Keywords: Consumer, Convenience Food, Consumption Pattern, Consumer