Exploring the determinants of consumer behaviour in food and beverages purchases in Raipur City, Chhattisgarh

Abstract

The goal of the study is to better understand the factors influencing consumer buying behaviour of food and beverages in Raipur City. The research aims to identify the key determinants affecting purchasing decisions, including cultural, social, personal, and psychological aspects. A survey of urban consumers in Raipur City was conducted to collect primary data, which was analysed using statistical tools to determine significant influencing factors. The findings of this study show that the KMO Test and Bartlett’s Test of Sphericity confirmed the adequacy of the data for factor analysis. The KMO value was found to be 0.806, indicating good sampling adequacy. Three major factors were extracted, collectively explaining 57.384% of the total variance in the dataset. Factor 1 explains 29.432% of the variance before rotation and 22.757% after rotation; Factor 2 accounts for 19.591% before and 18.686% after rotation; Factor 3 contributes 8.361% before and 15.941% after rotation. These factors provide deep insights into consumer perceptions, brand preferences, and purchase motivations, enabling food and beverage businesses to design effective marketing strategies. The study emphasizes that understanding consumer attitudes and satisfaction levels is essential for developing competitive advantage, improving product quality, and fostering long-term brand loyalty in the growing urban market of Raipur City.