Factors influencing consumer purchasing decision towards snack food in Pokhara City, Nepal | |
| Author | Sigdel, Bijay |
| Call Number | AIT RSPR no.SM-19-07 |
| Subject(s) | Consumers' preferences--Nepal Small business--Nepal Snack food industry--Nepal |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This research intends to investigate and identify factor that influence consumer purchasing decision towards snack food in Pokhara city, Nepal. The objective of the study was to identify the product attributes of snack food which are influencing the consumer purchasing decision as well as evaluate the priority attributes that consumer focuses while they purchase a snack food. The total respondents were 200 in this study. The data analysis process for this research was analyzed by using SPSS and presented in table format with explanation on each. The study found that taste, price, convenience, quality, packaging, brand, nutrition and country of origin are the product attributes that influence the consumer purchasing decision. Moreover, priority attributes that consumer focuses while they purchase a snack food are quality is the most priority attributes while buying Yogurt and Baked goods whereas taste is the priority attribute while buying Ice- cream, chips and confectionaries. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Islam, Nazrul; |
| Examination Committee(s) | Vimolwan Yukongdi;Badir, Yuosre; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |