Exploring Factors of Consumer Behavior towards Chips as a Snack Food: A Case Study in Galle

Abstract

Chips are considered a fast moving consumer snack food item and have become popular throughout the world. Hence, this study attempted to analyze the consumer profile, buying behavior and their perceptions for the chips in the local market Hundred consumers were selected using purposive sampling technique from the Galle municipal council area. Data were collected using a structured questionnaire. Results revealed that majority (67%) of the consumer profile consisted of youngsters between the ages 16-25 years, unmarried females (78%) and belonged to G.C.E. (A/L) education category (44%). Most of them consume chips due to its taste and as a change. Consumers (86%) consider the brand name when buying chips but not frequent chip buyers. However, forty six percent was fully aware about the different chip brands in the market Nine factors were considered to analyze the consumers' perceptions and buying behavior of chips. Results of the Wilcoxon Sign Rank Test showed that all the factors such as trust worthy brand name, crispy nature, air tightness, price, availability, good quality, ability to consume by all, taste and new product were significant at 5% level and they were indifferent with the new brand. Further, it was found that promotional programs, availability and packing color were not significant Most preferable weight of the packet is 100g. This study concludes that consumers are well aware about the product and concern many factors before purchasing chips as a snack. Hence, consumer profile and their perceptions should be highly considered when introducing a new chip brand.