Frozen Food Revolution: Investigating How Availability of Frozen Food Affects Consumer Buying Behavior

International Journal of Economics, Commerce and Management, Vol. II, Issue 8, 2014, ISSN: 2348-0386

13 Pages Posted: 19 Aug 2014

See all articles by Aamir Saifullah

Aamir Saifullah

Indus University

Nawaz Ahmad

RTS (Research, Trainings, and Solutions); Institute of Business Management (IoBM)

Rizwan Ahmed

Indus University

Badar Khalid

Greenwich University Karachi

Date Written: August 15, 2014

Abstract

This study intends to through light on the various aspects of frozen food and buying behavior. Frozen food has been contemplated and viewed as artificial form of food but yes in the growing and health conscious times of this era it has noticeably become a part of our lives and is a affecting the consumer’s buying decision when it comes to grocery shopping. The research was conducted with 100 respondents using convenience sampling at different super markets in defense at Karachi. A likert-scale based questionnaire was developed and data was gathered using convenience sampling. Due to the causal nature of the research, the data was analyzed using linear regression for which SPSS software was used. It was found that the frozen food has a significant impact on buying decision and consumer behavior. At the end, the study made some important implications for the marketers.

Keywords: Frozen Food, Buying Behavior, Regression, Consumers

JEL Classification: C12, D12

Suggested Citation

Saifullah, Aamir and Ahmad, Nawaz and Raheem, Ahmed and Khalid, Badar, Frozen Food Revolution: Investigating How Availability of Frozen Food Affects Consumer Buying Behavior (August 15, 2014). International Journal of Economics, Commerce and Management, Vol. II, Issue 8, 2014, ISSN: 2348-0386. Available at SSRN: https://ssrn.com/abstract=2481836

Aamir Saifullah

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Nawaz Ahmad (Contact Author)

RTS (Research, Trainings, and Solutions) ( email )

9th Nishat Lane, DHA 6
9th Nishat Lane, DHA 6
Karachi, Sindh 75500
Pakistan
00923009292422 (Phone)

Institute of Business Management (IoBM) ( email )

Plot # 84
Korangi Creek
Karachi, Sindh 75190
Pakistan

HOME PAGE: http://www.faculty.iobm.edu.pk/staff/nawaz-ahmad/

Ahmed Raheem

Indus University ( email )

ST-2D, Block 17, Gulshan-e-Iqbal
Gulshan-e-Iqbal
Karachi, Sindh 75300
Pakistan

Badar Khalid

Greenwich University Karachi ( email )

Karachi, Sindh
Pakistan

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