Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER BUYING BEHAVIOUR PATTERN OF MARIE GOLD BISCUITS IN MADURAI CITY

M.NAGENDRAN, P.PRABAKARAN, DR. G. THENMOZHI

Abstract

India's biscuit industry is highly competitive, with numerous manufacturers vying for consumer attention. In the city of Madurai, Marie Gold Biscuits, a prominent brand in the southern region, has notably expanded its market share. Various factors, such as socioeconomic status, cultural influences, personal preferences, and marketing strategies, play a crucial role in shaping consumer purchasing decisions. This study aims to analyze the demographics of customers who purchase Marie Gold biscuits and to evaluate the factors influencing their buying choices. Additionally, it seeks to explore the brand image and customer loyalty associated with Marie Gold Biscuits. The research specifically investigates the elements that impact consumers' decisions to buy Marie Gold products in Madurai City. The findings indicate that among 50 respondents, 66% are undergraduates, highlighting their influence on the consumer behavior related to Marie Gold biscuits. This paper emphasizes the implications for marketing strategies, underscoring the necessity for companies to prioritize quality, taste, and pricing while also fostering brand loyalty and targeting specific demographic groups.

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Article No : 12

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