TO ASSESS BUYING PRACTICES OF LITERATE FEMALE HOMEMAKERS (20-40 YEARS) IN CHANDIGARH

Abstract

Introduction: Food is essential to the sustenance of life. Quality of food is very important as it is directly related to health. All consumers want to get maximum quantity of a commodity for as low price as possible. This attitude of consumers in conjunction with intension of traders and manufacturer to increase profit margin as high as possible generates a vicious circle. So the quantity of commodity gets reduced through many malpractices like adulteration. The best way to avoid these problems is prevention. Buying practices of female homemakers who are generally responsible for purchasing food items for home can play a pivotal role.

Methodology: In present study, literate female homemakers (age group 20-40 years), residing in urban area of Chandigarh, were selected conveniently and surveyed.

Results: In present study, buying practices of literate female homemakers became better with the increase in education level among them; but there was a little change in their awareness regarding certification marks and nutritional label. As the education level increases literate female homemaker used to buy food items from malls and supermarkets. Majority of the subjects selected price as most affecting factor while purchasing food items; but female homemakers with high education level were more attracted towards better quality products instead of low priced food items. Majority of the subjects check MRP and manufacturing and expiry date but did not have the habit of checking food certification marks and nutritional label.