Abstract
This study explores the intricate landscape of consumer behavior and their intention to purchase instant coffee in Bangalore City. This study analyzes the influence of demographic factors, sensory attributes, and brand elements on consumers' decision-making while buying instant coffee. The data for this research was collected while administering an online survey to 398 consumers of instant coffee. The data collected was statistically analyzed. The analysis results elucidated that the variables studied in this research influenced the consumers' intention to purchase instant coffee.
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