Impact of Marketing Strategies adopted by Convenience Food Manufacturers on Consumer Buying Behaviour

Abstract

Present study is an attempt to assess the impact of marketing strategies adopted by manufacturer on consumer purchase behaviour. Digitalisation, advertising, information and availability of the products through different platform like social media, brand shops and specialised shops are prompt, easy and useful. Digitalisation has given many options to choose from them by increasing a strong competition among the manufactures. It makes a powerful impact on marketing strategies adopted by food industrials for purchasing factors. Sales promotions, product features and different distribution channel has an impact on purchasing of convenience food. Placement of convenience food in store, advertisement banner, expiry date, home delivery option and products available on online site for sale are some important features for consumers’ which boost the sale of the products. India is a developing country and power of purchasing is increasing rapidly. Strategies which can boost the sale in pandemics are also need to be developed.