Consumer Preferences and Buying Behaviour for Instant Food Products in Kumbakonam: An Empirical Study

Author(s)	Dr. K. Nalini, Ms. Janani S
Country	India
Abstract	Abstract The increasing demand for convenience has significantly influenced consumer behaviour, especially in the food industry. This study investigates the buying behaviour of consumers towards instant food products in Kumbakonam town, a region witnessing rapid lifestyle changes and urbanization. The research aims to understand the key factors influencing consumer choices, such as price, taste, brand reputation, availability, and time-saving benefits. Primary data was collected through structured questionnaires distributed among a diverse demographic segment. The results reveal that younger consumers and working professionals show a higher inclination toward instant food consumption due to their fast-paced lifestyles. Moreover, marketing strategies and product packaging also play a crucial role in influencing purchase decisions. The study offers insights for food manufacturers and retailers to design targeted strategies to cater to evolving consumer preferences in semi-urban markets like Kumbakonam.
Keywords	Consumer Buying Behaviour, Instant Food Products, Convenience Foods, Purchase decision factors.
Field	Arts
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-10-05
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.56849

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