Marketing Challenges and Consumers Purchasing Behaviour Towards Anil Food Products

Abstract

Marketing is an essential component in the food and beverage industry. It aids companies in attracting and retaining customers, boosting sales, and enhancing brand growth. Brand awareness and customer loyalty are fostered through marketing, which is crucial for the food and beverage sector. A robust marketing strategy can help a company differentiate itself from competitors and establish a strong bond with its target audience. Consequently, this can result in increased sales and customer loyalty, as individuals are more inclined to patronize a brand they trust and are familiar with. Additionally, marketing plays a vital role in introducing new products and special promotions. This can entice new customers and drive sales by encouraging individuals to try something different. Furthermore, marketing is instrumental in cultivating relationships with suppliers and partners. By collaborating closely with suppliers and partners, businesses in the food and beverage industry can secure access to top-quality ingredients and products. This is particularly significant for companies that rely on seasonal ingredients or have limited supplies of certain products. The objective of this study is to examine and ascertain the influence of marketing on consumer purchasing decisions, as well as how marketing aids consumers in making purchasing decisions. The research primarily focuses on Anil's food products and the purchasing behaviour of consumers. A descriptive research design was employed in this study, with a sample size of 215 customers. Stratified sampling technique was utilized for the research. Data was gathered through a structured questionnaire and analyzed using Excel and various statistical tools. The findings were derived from the data analysis, and relevant recommendations were provided.