Consumers’ buying behaviors towards carbonated beverages in Navsari District of Gujarat

Abstract

This study investigates the buying behavior of consumers toward carbonated beverages in Navsari District, Gujarat. Data was collected from 200 respondents across Jalapor and Gandevi talukas using a semi-structured questionnaire and convenience sampling method. This Study focusing on their socio-economic profile and the factors that influence their preferences and purchasing decision the research reveals that the 26 to 35 age group constitutes the largest segment of carbonated beverage consumers, representing 41% of the sample, followed by the 16 to 25 age group (36.5%). Male respondents account for 61% of the sample, with the majority having a school-level education (39.5%) and belonging to nuclear families (73%). Taste emerges as the primary factor influencing purchase decisions, followed by price, brand image, and availability. Consumers most frequently purchase 200 ml quantities from grocery and pan shops, indicating a preference for convenience and affordability. Daily consumption patterns (34.5%) highlight the routine nature of carbonated beverage intake. The findings suggest that flavor variety, competitive pricing, and effective advertising play pivotal roles in shaping consumer behavior. Beverage companies targeting this market segment should focus on enhancing product taste, ensuring affordability, and expanding local retail distribution to align with consumer preferences.