Study on Ice Cream consumer behavior with application of Theory of Planned Behavior (TPB)

The study examines the impact of age, education, income, and perceived buy-back (PBC) on ice cream buying intention. Results show no significant difference in buying intention across different education groups, income levels, or age. However, high-income consumers approach ice cream differently due to factors like disposable income or willingness to spend on indulgent items. Positive attitudes towards ice products significantly influence buying intention, with product quality, marketing campaigns, and testimonials boosting consumer behavior. However, peer influence and social norms may not significantly influence consumer attitudes, as they may be viewed as personal preferences. Perceived behavior control (PBC) has a significant influence on buying intention but does not directly translate into actual purchase behavior.