• Deepshikha Nagvanshi

Consumer behaviour reflects the totality of consumer decisions with respect to the acquisition, consumption and disposition of goods, services etc. Buying behaviour particularly involves collective responses of buyers for selecting, evaluating deciding and post purchase behaviour. Buyer’s behaviour is the study of the human response to services and marketing of product and services. The study is an attempt to understand consumer’s behaviour towards Branded and Local Major Food Products. This study aims to identify the factors which are important while purchasing packaged food products. The study also examines the relationship between the factors brought out and factors like age, monthly income, education etc. To find out is there any association between factor and buying behaviour of branded vs local food items. The Chi square test (Kruskal Wallis Test) has been applied. It is concluded that Age ,education and income of the respondent‘s effect their buying behaviour.

: Consumer behaviour, Brand Loyalty, Brand Preference, Buying decisions, consumption pattern etc

"Age, Income and Gender Differences in Consumption of Branded and Local Food Products: A study in Gorakhpur", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.610-617, March-2019, Available :http://www.jetir.org/papers/JETIR1903A95.pdf

"Age, Income and Gender Differences in Consumption of Branded and Local Food Products: A study in Gorakhpur", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp610-617, March-2019, Available at : http://www.jetir.org/papers/JETIR1903A95.pdf