Title: Understanding the market landscape and consumption behaviour: a case study

Authors: Hari Lal Bhaskar

Addresses: Dr. Gaur Hari Singhania Institute of Management and Research, Kanpur 208005, Uttar Pradesh, India

Abstract: The main purpose of this study is to get an insight regarding buying and eating habit of Pulse candy by consumers as well as retailers perspective of selling the Pulse candy. In addition, this study aimed to examine the competition and communication insights of minimum 5-6 candies; and to know about the overall comparison of Pulse with other candies. A survey questionnaire was developed and total 300 questionnaires (50 consumer's perspective and 250 retailer's perspective) were randomly distributed to consumer and retailer participants through personal visit. Response rate was 100%. The result shows that Pulse candy holds a good position in the market and is in high demand due to its unique taste. Taste is the top priority of the consumers. It is also discovered that consumers show different behaviour and perception on the same product/item. Large portion of candy consumers are between 19-25 years due to their smoking pattern.

Keywords: market landscape; consumption behaviour; communication insights; retailers perspective; Pulse candy; confectionery market; competitor mapping; psychological factors; sensory factors; conceptual model.

DOI: 10.1504/IJBIR.2021.117090

International Journal of Business Innovation and Research, 2021 Vol.25 No.4, pp.537 - 564

Received: 14 Nov 2018
Accepted: 25 Jul 2019
Published online: 17 Aug 2021 *

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