Please use this identifier to cite or link to this item: http://ir.lib.seu.ac.lk/handle/123456789/7100
Title: A study on consumer purchasing behavior on spicy products special reference to Matara district
Authors: Wickramasinghe, N. G. K.
Fathima Jemziya, M. B.
Weerathunga, H.
Keywords: Consumer Awareness
Matara District
Purchasing Decisions
Regression Analysis
Spice Consumption
Spices
Issue Date: 6-Mar-2024
Publisher: Department of Biosystems Technology South Eastern University of Sri Lanka Sri Lanka
Citation: Book of Abstracts, 1st Undergraduate Research Colloquium Department of Bio systems Technology, South Eastern University of Sri Lanka, pp. 57.
Abstract: Spices carry important medicinal properties and are widely used in alternative medicine and pharmacology. A large number of factors can affect the consumption of spicy products by individuals. The current study focuses on identifying the determinants that affect the purchasing decisions of consumers in Matara District, their awareness of the spicy products available, and prospective demand trends. A semi-structured questionnaire survey was conducted based on the DS division. The randomly selected sample of 384 consumers of spicy products in the Matara district to gather data across eight dimensions. The most of the consumers are Female and 18-29 years old. The 29.69% consumers have 25000-49999 income level. Based on output, the quality, nutritional value and price have a significant positive influence on purchasing decisions, while the impact of other factors was not statistically significant at 0.05. Further, there is a preference hierarchy among consumers, with chilli pieces being the most preferred. The investigation into Freelan's spicy product line reveals high consumer awareness, with most of participants acknowledging familiarity with the brand. The main avenues through which people learn about Freelan products are Freelan Outlets and supermarkets. This research provides valuable insights for marketers and producers of spicy products, emphasizing the importance of focusing on competitive pricing strategies and brand development to align with consumer preferences and enhance market share in the Matara district.
URI: http://ir.lib.seu.ac.lk/handle/123456789/7100
ISBN: 978-955-627-023-5
Appears in Collections:Undergraduate colloquium - 2024

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