Socio-Demographic Factor and Selected Buying Behavioral Attributes of Purchasing Convenience Food: Multiple Correspondence Analyses to Explore the Relationship

Abstract

The objective of the study is to establish the relationship between socio demographic factors and buying behavior attributes towards convenience food. The present study is cross sectional in nature. Correspondence analysis method has been used to explore the relationship between socio- demographic factor and attribute associated with packaged food buying behavior. The correspondence analysis helps in evaluating the consumer preference of numerous qualitative parameters. The socio- demographic characteristics includes education, occupation, household size, age and income. The study was conducted in Bhubaneswar and the primary data was extracted from 711 respondents. The data is nominal in nature. The respondents are student, service people, businessmen and few housewives. The entire data was collected through Google form. The results of correspondence analysis suggest that there is significant relationship between socio-demographic factor and food preference attributes towards convenience food depicted through correspondence map. The young and less educated people prefer taste n flavor, variants, convenience, affordability, quick preparation and higher shelf life in packaged food item. On the contrary people with high age and in high income bracket prefer healthiness, food safety and strictly observe food labeling while purchasing. Such people prefer home cooked meal.