A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS QUALITY PRODUCTS AN EXPLORATORY STUDY OF SHYAM QUALITY PRODUCTS

This study examines consumer buying behavior toward quality products, focusing on Shyam Quality Products in Coimbatore, India. The research employs a descriptive design, utilizing primary data collected from 120 respondents via questionnaires. Key findings reveal that product quality, brand reputation, and pricing significantly influence purchase decisions, with 57.5% of respondents prioritizing quality and 53.33% willing to pay higher prices for superior products. Demographic analysis shows that 67.5% of respondents are aged 21–30, and 62.5% are male. Correlation and ANOVA tests confirm relationships between factors like brand perception, online reviews, and warranty preferences. The study highlights the importance of packaging, customer service, and eco-friendly initiatives in shaping consumer preferences. Recommendations include enhancing packaging, implementing loyalty programs, and adopting sustainable practices to boost customer satisfaction and market competitiveness. The findings provide actionable insights for businesses aiming to align strategies with consumer expectations in the quality products segment. Future research could explore long-term brand loyalty and the impact of digital marketing on buying behavior.