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BUYER’S BEHAVIOUR ON GINGELLY OIL - A STUDY WITH REFERENCE TO MADURAI CITY

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Author(s): M.Sumathy | N.Vijayalakshmi

Journal: Journal of Management and Science
ISSN 2249-1260

Volume: 2;
Issue: 1;
Start page: 33;
Date: 2012;
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Keywords: Behaviour | Gingelly oil | Purchase Preference | Awareness | Attitude

ABSTRACT
This study is based on the buyer‟s behaviour towards gingelly oil. A psychometric responsescale primarily used in questionnaires to obtain participant‟s preferences or degree ofagreement with a statement or set of statements. Likert scales are a non‐comparative scalingtechnique and are unidimensional (only measure a single trait) in nature. Respondents areasked to indicate their level of agreement with a given statement by way of an ordinal scale.The influence of personal characteristics and buyer‟s preference factors on the behaviour aswell as the relationship between buyer and purchasing behaviour of gingelly oil are examined.This study shows that, overall, the consumers have positive attitude towards using of gingellyoil on their daily food.
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