FACTORS AFFECTING CONSUMER BUYING BEHAVIOR FOR PRIMA STELLA DAIRY PRODUCTS

Abstract

Nowadays most of people use dairy product day to day life therefore create good demand for that products and lot of factors affect for that buying decision of consumers’. this study explores the factors affecting consumer buying behavior for Prima Stella dairy product in Badulla district. This study investigated the Packaging, Availability, Product Popularity, Product Quality, Product Taste and consumer buying behavior. There for the aim of this study was to analyze existing level of Packaging, Availability, Product Popularity, Product Quality, Product Taste and consumer buying behavior, what sort of relationship between these factors on consumer buying behavior, impact of these factors on consumer buying behavior for dairy product in Badulla district. The quantitative research approach used for this research. As well as Structured questionnaire was used as the method of data collection from dairy products consumers selected as a sample out of 400 consumers. The researcher considered dairy products consumers in Badulla District. convenience sample method used to make the sample. The data were analyzed using descriptive statistics, Pearson correlation, and regression analysis. As a result of this study, managers of dairy product companies must give their attention to enhance their product taste because that have strong positive relationship on consumer buying behavior than other factors, and also want to give attention and make strategies for product quality and product popularity.