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A Study on Purchase Intention of Consumers towards Convenience Food Products: Cross-sectional study in Bhubaneswar City

Bidhu Bhusan Mishra
Abstract: The present study aims to analyze the impact of health consciousness, natural content, food safety and product familiarity on purchase intention to consume convenience food through mediating variable attitude and the correlation among the constructs. The research frameworks developed for the study is based on theory of reason action. The study was conducted in Bhubaneswar city, and the data obtained from 375 household is analyzed through regression techniques and Pearson’s correlation with the help of analytical software SPSS (20). The result revealed that health consciousness, natural content, food safety and product familiarity has significant impact on purchase intention through intervening variable attitude. Another finding shows that positive and significant correlation existed between purchase intention and attitude, natural content, food safety and product familiarity.
Keywords: safety / purchase intention / familiarity / attitude / Convenience / Bhubaneswar / consciousness / natural content

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