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Author(s):

M. Rithika | Dr. S. Senthil Kumar | Dr. S. Prakash
Keywords:

Customer Buying Behaviour, Consumer Preferences, Purchase Decision Factors, Brand Perception, Pricing And Promotion, Market Analysis
Abstract:
The Purpose Of This Study Is To Examine The Customer Buying Behaviour Towards Milka Wonder Cake And Identify The Key Factors Influencing Consumers’ Purchasing Decisions. The Research Investigates Demographic Influences, Brand Perception, Taste Preferences, Pricing, Promotional Strategies, And Product Availability. A Structured Questionnaire Was Administered To Customers Selected Through Purposive Sampling In Urban Retail Outlets. Data Were Analyzed Using Descriptive Statistics And Chi-square Tests To Determine Relationships Between Variables. The Findings Reveal That Taste Quality, Brand Loyalty, And Promotional Offers Are Significant Determinants Of Purchase Intention. Additionally, Price Sensitivity And Product Packaging Also Affect Consumer Choice. The Study Concludes That Effective Marketing Strategies And Improved Product Positioning Can Enhance Customer Satisfaction And Increase Market Share For Milka Wonder Cake. Recommendations For Marketers Include Focusing On Targeted Promotions, Maintaining Competitive Pricing, And Strengthening Distribution Channels To Better Meet Customer Needs.