CHAPTER - I

INTRODUCTION
1.1 Background

A bakery (also baker's shop or bake shop) is an establishment that produces

and sells flour-based food baked in an oven such as bread, cookies, cakes, pastries,
and pies. Some retail bakeries are also cafés, serving coffee and tea to customers who
wish to consume the baked goods on the premises.

Buying behavior is the sum total of a consumer's attitudes, preferences,

intentions, and decisions regarding the consumer's behavior in the marketplace when
purchasing a product or service. Consumer buying behavior refers to the selection,
purchase and consumption of goods and services for the satisfaction of their wants.
There are different processes involved in the consumer behavior. Many factors,
specificities and characteristics influence the individual in what he is and the
consumer in his decision making process, shopping habits, purchasing behavior, the
brands he buys or the retailers he goes. A purchase decision is the result of each and
every one of these factors. Initially the consumer tries to find what commodities he
would like to consume, then he selects only those commodities that promise greater
utility. After selecting the commodities, the consumer makes an estimate of the
available money which he can spend. Lastly, the consumer analyzes the prevailing
prices of commodities and takes the decision about the commodities he should
consume. Meanwhile, there are various other factors influencing the purchases of
consumer such as social, cultural, economic, personal and psychological (Ramya and
Ali, 2016).

Baked goods have been around for thousands of years. The art of baking was
developed early during the Roman Empire. It was a highly famous art as Roman
citizens loved baked goods and demanded for them frequently for important occasions
such as feasts and weddings etc. Due to the fame and desire that the art of baking
received, around 300 BC, baking was introduced as an occupation and respectable
profession for Romans. The bakers began to prepare bread at home in an oven, using
mills to grind grain into the flour for their breads. The oncoming demand for baked
goods vigorously continued and the first bakers' guild was established in 168 BC in

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Rome. This drastic appeal for baked goods promoted baking all throughout Europe
and expanded into the eastern parts of Asia. Bakers started baking breads and goods at
home and selling them out on the streets (Ashokkumar, 2009).

This trend became common and soon, baked products were getting sold in
streets of Rome, Germany, London and many more. This resulted in a system of
delivering the goods to households, as the demand for baked breads and goods
significantly increased. This provoked the bakers to establish a place where people
could purchase baked goods for themselves. Therefore, in Paris, the first open-air
bakery of baked goods was developed and since then, bakeries became a common
place to purchase delicious goods and get together around the world. By the colonial
era, bakeries were commonly viewed as places to gather and socialize (Morgan,
2014).
On July 7, 1928, a bakery in Chillicothe, Missouri introduced pre-cut bread
using the automatic bread-slicing machine, invented by Otto Frederick Rohwedder.
While the bread initially failed to sell, due to its "sloppy" aesthetic, and the fact it
went stale faster (Latson, 2015), it later became popular. In World War II bread slicing
machines were effectively banned, as the metal in them was required for wartime use.
When they were requisitioned, creating 100 tonnes of metal alloy, the decision proved
very unpopular with housewives. World War II directly affected bread industries in
the UK. Baking schools closed during this time so when the war did eventually end
there was an absence of skilled bakers. This resulted in new methods being developed
to satisfy the world’s desire for bread. Methods like: adding chemicals to dough,
premixes and specialized machinery. These old methods of baking were almost
completely eradicated when these new methods were introduced and became
industrialized. The old methods were seen as unnecessary and financially unsound,
during this period there were not many traditional bakeries left (Time, 2017).
The bakery industry today offers immense opportunities for bakers,
decorators, trainers, process, managers, distributors and many has increased the jobs
for the people. It provides vast employment opportunities for the youth also. Trained
professionals are getting high salaried jobs in India as well as abroad. India’s exports
of the bakery products have also risen which is helping in the growth of the economy
of the country. Bakery products have also given some relief to the women. In the early
days females had to prepare food all the time with no time to yet relief. But now-a-

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days as women are also getting professionals, they have less time to give at home and
family. The growth of the bakery products has reduced the responsibilities of kitchen.
They can now easily prepare food with the readymade food items which need less
labour and time. Increased awareness of the bakery products has reduced the burden
of the females in the society. People going out of home can easily satisfy their food
needs. Thus the bakery products have solved many problems of the people (Giri,
2016).

Bakery products also solve the problem of preservation. These products can be
stored for few days and do not easily get spoiled. As other food items lose their taste
when stored for some time but the bakery products do not lose their taste. People
living away from home can easily store these food items. The bakery products have
reduced the dependence on females for satisfying their food requirements. Increased
demand for the bakery products has helped the primary sector of the country i.e.
agriculture. Almost all the bakery products are made from the wheat and dairy
products. There is a great demand of these agricultural items all over the world.
Farming has become now more commercial. Farmers grow the crop and sell at
competitive prices in the national as well as international market. These bakery
products have brought prosperity to the farmers all over the country. Likewise, the
demand for the dairy products has also experienced a hike all over the world. The
cattle owners get attractive prices for their products. Milk and milk products are in
great demand from the last few decades. Increased earning has improved the standard
of living of the people of rural areas which helped in the overall development of the
country as more than half of the population of our country is living in rural areas. The
agricultural and dairy products have raised the quantity of exports of the country and
thus contributed in balancing the trade of the country. Bakery products have
globalized the market facilitating the producers to sell their products profitably (Sahi,
2012).

Advertising is a form of communicating information, in persuasive purposes

for products (goods, services and ideas) by acknowledged sponsors through numerous
media. Albert Lakert, also known as the father of advertising, defined advertising as
“salesmanship in print, driven by a reason why” (William, 2012). Advertising is
directly related to the groups of people, rather than to individuals and therefore, it is a
non-personal or mass communication. Those individuals could be consumers, people

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who buy products or business people who would buy large quantities of products for
resale in their stores. Mass communication in advertising is very important, because
the whole purpose of advertising would be getting the message across to those who
will purchase goods, to consumers. Advertising also helps in promoting services and
ideas. In terms of the channel of communication, its purpose is to be a medium. An
advertising medium is any non-personal means used to present an ad to its target
audience. For example, we have radio advertising, television advertising, newspaper
ads, and more. Advertising is just one type of marketing communications. Marketing
communications are the various efforts and tools used to communicate with customers
and prospects, including solicitation letters, newspaper ads, event sponsorship,
publicity, telemarketing and many more (McDonald and Scott, 2007).

Buying Behavior from the Perspective of Bakery Products

Buying Behavior is the decision processes and acts of people involved in

buying and using products. Consumer buying behavior refers to the buying behavior
of the ultimate consumer on the market; what to buy, from where to buy, how often
and when to buy and how much money is spent on shopping. Consumer buying
behavior is based on individual characteristics, habits and preferences, which are also
affected by external factors such as advertising and economic situation. Therefore,
consumer buying is very much influenced by cultural, social, personal, and
psychological factors (Bowen et al., 2006).

Culture is the most fundamental determinant of a person’s wants and behavior;

consisting of the basic values, perception, wants, and behaviors that a person
constantly comprehends in the society surrounding him. Therefore it influences
people´s decisions that they make every day, even though they might not notice it
(Pandey & Dixit, 2011).

A consumer’s buying behavior is also influenced by social factors; consumer’s

reference groups (face-to-face), aspirational groups (admired groups an individual
would like to be part of) membership groups such as family, friends, co-workers and
social roles and statuses. For example an influence of a family in honey consumption
is high. Several consumers have inherited the use and different preferences of honey
from their parents or grandparents. They have al-ready been introduced its intended

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use as a child. This also reflects to their buying behavior later on in their life (Kotler
et al., 2008).

A consumer's decision is also influenced by personal factors such as age and

life-cycle stage, occupation, economic situation, lifestyle, and personality and self-
concept. For example with time goods and services that people consume change.
Taste changes and how people perceive things, for instance, food in early life may be
replaced by another perception, with age comes the change in people’s preferences.
This applies also bakery products; taste, a structure of bakery product, origin of
bakery, packaging, etc. (Bowen et al., 2006).

A consumer´s purchases are influenced by four major psychological factors:

Motivation, perception, learning ability, as well as beliefs and attitudes. When honey
and its usage are considered, often consumers’ attitudes are very positive due to its
health effects. Despite the fact consumers do not always act in accordance with their
attitudes. Consumers feel the bakery product as an adjunct to their diet and they do
not classify it as a compulsory part of their daily diet. Therefore, there might not exist
strong motivation to purchase the bakery product, even though consumers are aware
of its good qualities. This makes it even more important to create a need and motivate
a consumer to purchase bakery products (Pohjalainen, 1994).

Various types of bakery products are produced in bakery industries in

Birendranagar of Surkhet. There are many bakery industries like Suraj Bakery
Udhyog, Gangamala Bakery Udhyog, etc. in Birendranagar of Surkhet. Bakery and
baked goods categories like bars, breads (bagels, buns, rolls, biscuits and loaf breads),
cookies, desserts (cakes, cheesecakes and pies), muffins, pizza, snack cakes, sweet
goods (doughnuts, Danish, sweet rolls, cinnamon rolls and coffee cake) and tortillas
are produced in Birendranagar of Surkhet. Bakery products in Surkhet are in common
use and are very important in Birendranagar of Surkhet. In modern days, bakery
products are becoming one of the most essential food items in human diet due to
readymade availability and high nutritive value. These are the most consumable wheat
based products. Wheat and other shortening agents are required as raw materials to
manufacture these products easily available in Surkhet. The plant and machinery and
the technology required to manufacturing these products are not completely available
in Nepal. Since the consumption of bakery products is increasing rapidly day by day,
the demand also is increasing enormously. So, though there are a lot of organized as

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well as private sectors existing, but the demand will not meet totally by them in near
future. So far, new entrepreneurs, it may become very good sector for investment.
Thus, the bakery products have great importance for our society from all of these
views.

1.2 Scope of the Study

Advertising is costly; often its effects are uncertain, and sometimes it takes a
while before it makes any impact on consumers’ buying behavior. It is for these
reasons that many companies think it appropriate, occasionally to reduce expenditures
on advertising or to entirely eliminate it. On the other hand, some companies
sometimes consider it unnecessary to advertise when their brands are already enjoying
great success without advertisement. Such behavior implicitly fails to consider the
fact that advertising is not just a current expense or mere exercise but an investment.
There are various advertisements on media on different types of products so there is a
competition of products in the market. Given this situation, the products record high
sales within Birendranagar, Surkhet. Today, the massive introduction of the products
in advertisement has made way for competition as so many people who are involved
in buying and selling now share their resources among the different brands in order to
maximize profit. These customers hear more of the product of their chose from
advertisement. As a result, a good percentage of the customers would no doubt change
from consumption of one product to another. Hence, there is a need for a study which
would best find out the impacts of advertisement on customers' responses towards
bakery products.

This study focuses on consumer´s behavior and the impact of advertising on

bakery product images. This study was carried out in Birendranagar of Surkhet in
order to find out the customer of their bakery products, the advertising and if the
customers are affected by the advertisement of bakery products. The focus of this
thesis is mostly on effectiveness of advertising. The situation at a targeted customers
was also investigated, in order to know the factors that affect bakery product
perceptions of potential customers. This information could help the bakery companies
to reach potential customers more effectively through advertising. The study mainly
discusses advertising and factors which affect customers’ product perceptions and
product images. The study would also be beneficial for the bakery industries to use
advertisement more effectively to attract customers.
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1.3 Objectives of the Study
The general objective of this study was to find out the impacts of advertising
on buying behavior of customers towards bakery products. The specific objectives of
this study are as follows:
1. To find out the impact of price on buying behaviour of customer towards
bakery products.
2. To analyze the impact of advertisement on buying behaviour of customer
towards bakery products.
3. To determine the impact of product brand on buying behaviour of customer
towards bakery products.
4. To find out the impact of display on buying behaviour of customer towards
bakery products.
5. To determine the impact of location of bakery industry on buying behaviour of
customer towards bakery products.

1.4 Research Questions of the Study

This study has tried to find the answers of the following research questions:
1. How does the price of bakery product affect on buying behaviour of customer?
2. What are the impacts of advertisement on buying behaviour of customer
towards bakery products?
3. In what ways does the brand of bakery product affect on buying behaviour of
customer towards bakery products?
4. What are the impacts of display on buying behaviour of customer towards
bakery products?
5. How does the location of bakery industry affect on buying behaviour of
customer towards bakery products?

1.5 Conceptual Framework of the Study

This study has been carried out to find out the impacts of advertisement on
buying behaviour of customers towards bakery products. In this study, price,
advertisement, brand, layout and location have been taken as the independent
variables while customers’ behaviour has been taken as the dependent variable. On the
basis of the objectives of the study, a conceptual framework has been developed
which is as follows:

Independent Variables
- Price
- Advertisement Dependent Variable
- Brand Buying Behaviour of
- Layout 7 Customer
- Location
Figure 1: Conceptual Framework of the Study

Price

A value that will purchase a finite quantity, weight, or other measure of a good
or service. As the consideration given in exchange for transfer of ownership, price
forms the essential basis of commercial transactions. It may be fixed by a contract,
left to be determined by an agreed upon formula at a future date, or discovered or
negotiated during the course of dealings between the parties involved.

Ollila (2011) stated that high food prices can be a barrier to healthy eating if
food products are perceived as expensive and the consumers are not willing to accept
the higher prices. Understanding the role of price in food purchase situations is
important, but only a few studies document attitudes towards expensiveness or
cheapness in foods. In this thesis, the role of food price in food choice and consumers’
attitudes towards food prices were investigated and the aim was to measure the food
price attitudes. Food price attitudes were hypothesized to have an impact on
consumers’ willingness to pay judgments and their willingness to buy premium-priced
food products. Using qualitative data consisting of 40 thematic interviews the
experiences of the expensiveness and cheapness in foods were explored by using
functional food products as a target product category.

Advertisement
Advertising is a means of communication with the users of a product or
service. Advertisements are messages paid for by those who send them and are
intended to inform or influence people who receive them.
Ampofo (2014) seeks to examine the effects of advertising on consumer
buying behaviour considering demand for cosmetic products by residents in and
around Nagarabhavi, Bangalore. Using a sample of 100 respondents of mostly the
young, we ran regressions and found that advertising does influence expenses
incurred on cosmetics products but much influence on the purchase of cosmetic
products results from one’s income or pocket money available, and other factors like
price of the product, the brand and other people’s recommendation concerning the

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product. We concluded that, advertising satisfies the needs of the firm and the wishes
of consumers. Its role cannot be replaced by any other means. Therefore firms must
strategize and know when and where they should advertise. The consumers need to be
informed about products and until that is done, the products of firms will still be in
stores with no demand for them.

Brand
A brand is a unique design, sign, symbol, words, or a combination of these,
employed in creating an image that identifies a product and differentiates it from its
competitors.
Kumar et al. (1987) observed the factors influencing the buying decision
making of 200 respondents for various food products. Country of origin and brand of
the products were cross-tabulated against age, gender and income. Results revealed
that the considered factors were independent of age, education and income. The brand
image seemed to be more important than the origin of the product, since the
consumers were attracted by the brands.

Display
Display is the way that something is arranged. The bakery industry is affected
by many of the current trends and naturalness (clean label) and wellbeing is
emphasized in regard to bakery products. New products and product improvements
are continuously being launched. Because of this, advertising becomes an important
aspect especially when a large amount of purchasing decisions are done in-store. One
of the main ways to advertise products in the store are through in-store dis-plays.
Understanding how consumers actually look at in-store displays and how effective
they are in changing consumer behavior into a purchase decision at the point of
purchase will inform the best execution and layout of the display. The main aim of the
study was to get a better understanding of what an effective in-store display in
consumer decision making is. This was done by assessing three different aspects of
in-store displays: (1) the visual attention attracting ability, (2) if the intended
communication and content is comprehensible on the in-store display and (3) if the in-
store display can positively influence consumer decision making. The primary
methodology included usage of eye-tracking equipment with a complementary
questionnaire and the research was conducted by way of a two-phase experiment
(Ekman, 2016).

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Location
Location is a place or position of a place or thing. Location of bakeries is an
essential aspect for consumers in the purchase decision process, because establishes
the distance from consumers’ home to the bakery. Thus, 76.8% of consumers prefer to
buy baked products at bakeries near their homes, and 12.0% prefer to buy them at
bakeries near their workplaces. In addition, 11.0% of them use to buy them at bakeries
located along the way they used to go through. Only 0.2% of them did not provide
any answer. The mean distance from consumers’ home to the closest bakery they go
often is about 2.46 kilometers (Souki, Reis and Moura, 2015).

1.6 Research Methodology

This section is concerned with formulating the plans and procedures,
measurement instrument development, methods for data collection, analysis and
interpretation. It deals with justification the methodology used for finding solutions to
the research problems. The strategy of sampling design (i.e. universe of population,
sampling frame, and sample selection technique and sample size) has also been
discussed. It also describes the participating organization and outlines the methods
gathering the data, characteristics of data and statistical tools to be used to analyze the
data.

1.6.1 Research Design

Research design is a master plan specifying the methods and procedures
for collecting and analyzing the needed information. The research design that the
researcher adopted in this study was the survey research design. Survey refers to
the collection of data through different methods such as interview or questionnaire.
This method is widely used in research process. With the help of survey, one can
easily analyze the individuals' opinion on certain topics. A survey may focus on
opinions or factual information depending on its purpose. All surveys involve
administering questions to individuals. Survey research design is an efficient
method for systematically collecting data and generalization the result.
Therefore, this study adopted quantitative research design.

1.6.2 Population of Study

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 The target population for the study defined to includes the customers of bakery
products in Birendranagar of Surkhet district.

1.6.3 Sampling Design

Sampling method is one of the important processes of sample selection during
survey. In survey process, sampling helps to describe and analyze the characteristics,
attitudes of the target population. The information was collected from the customers
of different bakery products. The sample size was 55 customers of different bakery
products. For this research purpose, both the primary and secondary sources were
used for data collection.
i. Primary Source
Primary data have been collected using structured quantitative strategy. Survey
research design was selection to collection primary data.
ii. Secondary Source
Secondary data were collected different websites of online published journals,
articles, books, unpublished thesis. These were obtained through library, e-library and
different Google search engine.

1.6.6 Questionnaire Development

Questionnaire has been developed in Nepali and English language because all
the respondents were not to understand English language. Some questions were self-
developed and some have been adopted from previous researches. Most of the
questions have been formulated in close-ended patterns. All questions have been
formulated in multiple chose categories questionnaire. Out of them, 7 questions were
respondents profile questions and 18 questions were subject matter related questions.

1.6.7 Questionnaires Administration

Direct communication has been made with the respondents to collect
information and discuss about the survey work. Then the respondents were requested
to set the proper time for visit. Same size of the survey was 55 customers of different
bakery products. Questionnaire were self-administered to the customers and discussed
individually. Based on this, all the questions were self-filled up.

1.6.8 Data Analysis and Presentation

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 Preliminary cleaning and formatting is the first step in the data preparation.
For the analysis of data, frequency, percentages were used to describe the nature of
data. After analysis of each question, the figures have been shown in different table as
per the requirement of the subject matter.

1.7 Limitations of the Study

Today's world is dynamic. Everything existing here are of limited characters.

Every principle, role, formula and conditions are applied within limitations. Likewise,
this study cannot escape from limitations. Therefore, the limitations of this study are
as follows:

1. This study is for partial fulfillment of Bachelors in Business Studies course of

Mid-Western University (MU). So, it may not be useful for other aspects.

2. This study is limited to only the customers of different bakery products. Thus, the
result will not be applicable to other groups of bakery customers.

3. The respondents are limited upto 55 only.

4. The data are collected from the customers of bakery products in Birendranagar of
Surkhet.

1.8 Organization of the Study

This study has been organized within the following chapters:

Chapter I: Introduction
Chapter I has included the background of the study, justification of the study,
objective of the study, research question of the study, conceptual framework of the
study, research methodology, limitations of the study and organization of the study.

Chapter II: Data Presentation and Analysis

Second chapter includes the presentation and analysis of data. This chapter
also includes the finding of the result

Chapter III: Summary, Conclusion and Recommendations

Third chapter includes the summary, conclusion and recommendations

CHAPTER - II
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 PRESENTATION AND ANALYSIS OF DATA
This chapter includes data presentation, analysis of data and findings. The
demographic information of the customers and presentation of data is done using
tables, figures and percentages. This study used the primary data collected by the
questionnaires provided at annex. The questionnaires were asked with the customers
of bakery products in Birendranagar of Surkhet. The data were collected on the
buying behaviour of customers of dairy products.

The data are presented and analyzed as follows:

2.1 Age of the Respondents

This question was designed to measure the age of the respondents. To collect
the information from the respondents on age, 15-24 years, 25-34 years, 35-44 years
and 45 years and above options were used. The following table shows the detail
information of the respondents on the basis of age.

Table 1: Age of the Respondents

Variable Frequency Percent

15-24 years 31 56.36
25-34 years 9 16.36
35-44 years 7 12.73
45 years and above 8 14.55
Total 55 100.00
Source: Field Survey, 2075

Table 1 shows that 31(56.36 percent) of the respondents were 15-24 years of
age, 9(16.36 percent) were 25-34 years of age, 7(12.73 percent) were 35-44 years of
age, 8(14.55 percent) were 45-54 years of age and 8(14.55 percent) of the respondents
were 45 years and above of age. The data shows that majority of the respondents were
found in 15-24 years age option.

The above data have also been presented in figure as follows:

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Figure 2: Age of the Respondents

2.2 Gender of the Respondents

This question was designed to measure the gender of the respondents. To

collect the information from the respondents on gender, male and female options were
used. The following table shows the detail information of the respondents on the basis
of gender.

Table 2: Gender of the Respondents

Variable Frequency Percent

Male 26 47.27
Female 29 52.73
Total 55 100.00
Source: Field Survey, 2075

Table 2 shows that 26(47.27 percent) of the respondents were males and
29(52.73 percent) of the respondents were females. The data shows that majority of
the respondents were found in male option.

The above data have also been presented in figure as follows:

Figure 3: Gender of the Respondents

2.3 Caste of the Respondents

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 This question was designed to measure the caste of the respondents. To collect
the information from the respondents on caste, Brahamin, Chhetri, Janajati and others
options were used. The following table shows the detail information of the
respondents on the basis of caste.

Table 3: Caste Status of the Respondents

Variable Frequency Percent

Brahamin 12 21.82
Chhetri 22 40.00
Janajati 7 12.73
Others 14 25.45
Total 55 100.00
Source: Field Survey, 2075

Table 3 shows that 12(21.82 percent) of the respondents were Brahamins,

22(40 percent) were Chhetris, 7(12.73 percent) were Janajatis and 14(25.45 percent)
of the respondents were of other castes. The data shows that majority of the
respondents were found in Chhetri option and a few of the respondents were found in
Janajati option.

2.4 Religious Status of the Respondents

This question was designed to measure the age of the respondents. To collect
the information from the respondents on religion, Hindu, Buddhist, Christian and
Others options were used. The following table shows the detail information of the
respondents on the basis of religion.

Table 4: Religious Status of the Respondents

Variable Frequency Percent

Hindu 31 56.36
Buddhist 8 14.55
Christian 10 18.18
Others 6 10.91
Total 55 100.00
Source: Field Survey, 2075

Table 4 shows that 31(56.36 percent) of the respondents were Hindus, 8(14.55
percent) were Buddhists, 10(18.18 percent) were Christians and 6(10.91 percent) were
of other religions. This shows that majority of the respondents were found in Hindus
option.

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 The religion of the respondents has also been presented in figure as follows:

Figure 4: Religious Status of the Respondents

2.5 Marital Status of the Respondents

This question was designed to measure the marital status of the respondents.
To collect the information from the respondents on marital status, married and
unmarried options were used. The following table shows the detail information of the
respondents on the basis of marital status.

Table 5: Marital Status of the Respondents

Variable Frequency Percent

Married 20 36.36
Unmarried 35 63.64
Total 55 100.00
Source: Field Survey, 2075

Table 5 shows that 20(36.36 percent) of the respondents were married and
35(63.64 percent) were unmarried. This shows that majority of the respondents were
found in unmarried option.

The above data have also been presented in figure as follows:

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Figure 5: Marital Status of the Respondents

2.6 Educational Status of the Respondents

This question was designed to measure the educational status of the

respondents. To collect the information from the respondents on their educational
status, SLC, +2, bachelor and masters options were used. The following table shows
the detail information of the respondents on the basis of their educational status.

Table 6: Educational Status of the Respondents

Variable Frequency Percent

SLC 17 30.91
+2 24 43.64
Bachelor 9 16.36
Master 5 9.09
Total 55 100.00
Source: Field Survey, 2075

Table 6 shows that 17(30.91 percent) of the respondents were SLC passed,
24(43.64 percent) were +2 passed, 9(16.36 percent) were bachelor passed and 5(9.09
percent) were master level passed. The data shows that majority of the respondents
were found in +2 option.

2.7 Occupation of the Respondents

This question was designed to measure the occupation of the respondents. To

collect the information from the respondents on their occupational status, job,
business, students and others options are used. The following table shows the detail
information of the respondents on the basis of their occupational status.

Table 7: Occupation of the Respondents

Variable Frequency Percent

Job 9 16.36
Business 7 12.73
student 25 45.45
Others 14 25.46
Total 55 100.00
Source: Field Survey, 2075

Table 7 shows that 9(16.36 percent) of the respondents have job, 7(12.73
percent) have business, 25(45.45 percent) are students and 14(25.46 percent) of the

17
respondents have other occupations. The data shows that majority of the respondents
were found in students option.

The occupations of the respondents have also been presented in figure as

follows:

Figure 6: Occupation of the Respondents

2.8 Perception towards the Price of Bakery Product

This question was designed to measure the perception of respondents towards

the price of bakery products. To collect the information from the respondents on their
perceptions towards the price of bakery products, cheap, neither cheap nor expensive
and expensive options were used. The following table shows the detail information of
the respondents on the basis of their perception towards the price of bakery products.

Table 8: Perception towards the Price of Bakery Product

Variable Frequency Percent

Cheap 21 38.18
Neither cheap nor expensive 29 52.73
Expensive 5 9.09
Total 55 100.00
Source: Field Survey, 2075

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Table 8 shows that 21(38.18 percent) of the respondents said that the price of bakery
products is cheap, 29(52.73 percent) said that the price of bakery products is neither
cheap nor expensive and 5(9.09 percent) of the respondents said that the price of
bakery products is expensive. The data shows that the majority of the respondents
were found in neither cheap nor expensive option.

The above data have also been presented in figure as follows:

Figure 7: Perception towards the Price of Bakery Product

2.9 Impact of Price of Bakery Product on Customer Buying

Behaviour

This question was designed to measure the impacts of price of bakery products
on customer buying behaviour. To collect the information from the respondents on
impacts of price of bakery products on customer buying behaviour, yes and no options
were used. The following table shows the detail information of the respondents on the
basis of impacts of price of bakery products on customer buying behaviour.

Table 9: Impact of Price of Bakery Product on Customer Buying Behaviour

Variable Frequency Percent

Yes 44 80.00
No 11 20.00
Total 55 100.00
Source: Field Survey, 2075

Table 9 shows that 44(80 percent) of the respondents said that price of bakery
products had impacts on customer buying behavior and 11(20 percent) of the

19
respondents said that the price of bakery products had no impacts on customer buying
behaviour. The data shows that majority of the respondents were found in yes option.

The above data have also been presented in figure as follows:

Figure 8: Impact of Price of Bakery Product on Customer Buying Behaviour

2.10 Views on Impacts of Price of Bakery Products on Customer

Buying Behaviour
This question was designed to measure the views of the impacts of price of
bakery products on customer buying behaviour. To collect the information from the
respondents on views on impacts of price of bakery products on customer buying
behaviour, low price attracts customers, customer like high quality in low price and all
customers are not able to pay for high price options were used. The following table
shows the detail information of the respondents on the basis of the views on impacts
of price of bakery products on customer buying behaviour.

Table 10: Views on Impacts of Price of Bakery Products on Customer Buying

Behaviour
Variable Frequency Percent
Low price attracts customers 18 32.73
Customers like high quality in low price 20 36.36
All customers are not able to pay for high price 17 30.91
Total 55 100.00
Source: Field Survey, 2075

Table 10 shows that 18(32.73 percent) of the respondents said that low price
attracts customers, 20(36.36 percent) of the respondents said that customers like high
quality in low price and 17(30.91 percent) of the respondents said that all customers

20
are not able to pay for high price. The data shows that majority of the respondents
were found in customers like high quality in low price option.

The above data have also been presented in figure as follows:

Figure 9: Views on Impacts of Price of Bakery Products on Customer Buying

Behaviour

2.11 Satisfaction towards the Bakery Products

This question was designed to measure the satisfaction of customers towards
the bakery products. To collect the information from the respondents on the
satisfaction of customers towards the bakery products, yes and no options were used.
The following table shows the detail information of the respondents on the basis of
the satisfaction of customers towards the bakery products.

Table 11: Satisfaction towards the Bakery Product

Variable Frequency Percent
Yes 38 69.09
No 17 30.91
Total 55 100.00
Source: Field Survey, 2075

Table 11 shows that 38(69.09 percent) of the respondents were satisfied and
17(30.91 percent) of the respondents were not satisfied with the bakery products. The
data shows that majority of the respondents were found in yes option.

The above data have also been presented in figure as follows:

21
Figure 10: Satisfaction towards the Bakery Product

2.12 Information about the Advertisement on Bakery Products

This question was designed to measure the information about the
advertisement on bakery products. To collect the information from the respondents on
the information about the advertisement on bakery products, yes and no options were
used. The following table shows the detail information of the respondents on the basis
of the information about the advertisement on bakery products.

Table 12: Information about the Advertisement on Bakery Products

Variable Frequency Percent
Yes 36 65.45
No 19 34.55
Total 55 100.00
Source: Field Survey, 2075

Table 12 shows that 36(65.45 percent) of the respondents had information

about the advertisement of bakery products and 19(34.55 percent) of the respondents
had not any information about the advertisement of bakery products. The data shows
that majority of the respondents had information were found in yes option.

The above data have also been presented in figure as follows:

Figure 11: Information about the Advertisement on Bakery Products

22
2.13 Purchase of Bakery Products on the Basis of Advertisement
This question was designed to measure the information about the
advertisement on bakery products. To collect the information from the respondents on
the information about the advertisement on bakery products, yes and no options were
used. The following table shows the detail information of the respondents on the basis
of the information about the advertisement on bakery products.

Table 13: Purchase of Bakery Products on the Basis of Advertisement

Variable Frequency Percent
Sometimes 11 20.00
Often 13 23.64
Seldom 16 29.09
Never 15 27.27
Total 55 100.00
Source: Field Survey, 2075

Table 13 shows that 11(20 percent) of the respondents sometimes purchase the
bakery products, 13(23.64 percent) often purchase bakery products, 16(29.09 percent)
seldom purchase bakery products and 15(27.27 percent) of the respondents never
purchase bakery products on the basis of advertisement. The data shows that majority
of the respondents were found in seldom option.

The above data have also been presented in figure as follows:

Figure 12: Purchase of Bakery Products on the Basis of Advertisement

2.14 Source of Information on the Advertisement of Bakery Products

This question was designed to measure the source of information about the
advertisement on bakery products. To collect the information from the respondents on
the source of information about the advertisement on bakery products, radio,
television, newspaper and others options were used. The following table shows the

23
detail information of the respondents on the basis of the source of information about
the advertisement on bakery products.

Table 14: Source of Information on the Advertisement of Bakery Products

Variable Frequency Percent

Radio 29 52.73
Television 6 10.91
Newspaper 6 10.91
Others 14 25.45
Total 55 100.00
Source: Field Survey, 2075

Table 14 shows that 29(52.73 percent) of the respondents had information on

the advertisement of bakery products from radio, 6(10.91 percent) of the respondents
had information on the advertisement of bakery products from television, 6(10.91
percent) of the respondents had information on advertisement of bakery products from
newspaper and 14(25.45 percent) of the respondents had information on the
advertisement of bakery products from other sources. The data shows that majority of
the respondents were found in radio option.

The above data have also been presented in figure as follows:

Figure 13: Source of Information on the Advertisement of Bakery Products

2.15 Agreement on the Impacts of Advertisement of Bakery Products

on Customer Buying Behaviour
This question was designed to measure the impacts of advertisement of bakery
products on customer buying behaviour. To collect the information from the
respondents on their agreement on the impacts of advertisement of bakery products on
customer buying behaviour, strongly agree, agree, neutral, disagree and strongly

24
disagree options were used. The following table shows the detail information of the
respondents on the basis of the agreement on the impacts of advertisement of bakery
products on customer buying behaviour.

Table 15: Impacts of Advertisement of Bakery Products on Customer Buying Behaviour

Variable Frequency Percent

Strongly agree 11 20.00
Agree 27 49.09
Neutral 8 14.55
Disagree 7 12.73
Strongly disagree 2 3.64
Total 55 100.00
Source: Field Survey, 2075

Table 15 shows that 11(20 percent) of the respondents strongly agreed,

27(49.09 percent) agreed, 8(14.55 percent) were neutral, 7(12.73 percent) disagreed
and 2(3.64 percent) of the respondents strongly disagreed that advertisement of
bakery products has impacts on customer buying behaviour. The data shows that
majority of the respondents were found in agree option.

The above data have also been presented in figure as follows:

Figure 14: Impacts of Advertisement of Bakery Products on Customer Buying

Behaviour

2.16 Type of Bakery Products Usually Purchased by the Respondents

This question was designed to measure the type of bakery products usually
purchased by the respondents. To collect the information from the respondents on the
type of bakery products that they usually purchase, cake, bread, doughnut and others
options were used. The following table shows the detail information of the
respondents on the basis of the type of bakery products usually purchased by them.

25
Table 16: Type of Bakery Products Usually Purchased by the Respondents
Variable Frequency Percent
Cake 13 23.63
Bread 18 32.73
Doughnut 7 12.73
Others 17 30.91
Total 55 100.00
Source: Field Survey, 2075

Table 16 shows that 13(23.63 percent) of the respondents usually purchase

cake, 18(32.73 percent) usually purchase bread, 7(12.73 percent) usually purchase
doughnut and 17(30.91 percent) of the respondents usually purchase other bakery
product. The data shows that majority of the respondents were found in bread option.

The above data have also been presented in figure as follows:

Figure 15: Type of Bakery Products Usually Purchased by the Respondents

2.17 Source of Information on the Bakery Products

This question was designed to measure the source of information on bakery

products. To collect the information from the respondents on the source of bakery
products, friends, advertisement, family and newspaper options were used. The
following table shows the detail information of the respondents on the basis of the
source of information on the bakery products.

Table 17: Source of Information on the Bakery Products

Variable Frequency Percent

Friends 24 43.63
Advertisement 18 32.73
Family 7 12.73

26
 Newspaper 6 10.91
Total 55 100.00
Source: Field Survey, 2075

Table 17 shows that 24(43.63 percent) of the respondents had received

information on the bakery products from friends, 18(32.73 percent) had received
information on bakery products from advertisement, 7(12.73 percent) had received
information on bakery products from family and 6(10.91 percent) had received
information on bakery products from newspaper. The data shows that majority of the
respondents were found in friends option.

The above data have also been presented in figure as follows:

Figure 16: Source of Information on the Bakery Products

2.18 Reasons for Purchasing Bakery Products from a Single Bakery

Shop

This question was designed to measure the reasons for purchasing bakery
products from a single bakery shop. To collect the information from the respondents
on the reasons for purchasing bakery products from a single bakery shop,
design/brand, cheap and quality product, easily accessible and store environment
options were used. The following table shows the detail information of the
respondents on the basis of the reasons for purchasing bakery products from a single
bakery shop.

Table 18: Reasons for Purchasing Bakery Products from a Bakery Shop

Variable Frequency Percent

Design/brand 6 10.91
Cheap and quality product 29 52.73

27
 Easily accessible 16 29.09
Store environment 4 7.27
Total 55 100.00
Source: Field Survey, 2075

Table 18 shows that 6(10.91 percent) of the respondents purchase bakery

products from a single bakery shop because of design/brand, 29(52.73 percent)
purchase bakery products from a single bakery shop because of cheap and quality
product, 16(29.09 percent) of the respondents purchase bakery products from a single
bakery shop because of easy accessibility and 4(7.27 percent) of the respondents
purchase bakery products from a single bakery shop because of store environment.
The data shows that majority of the respondents were found in cheap and quality
product option.

The above data have also been presented in figure as follows:

Figure 17: Reasons for Purchasing Bakery Products from a Bakery Shop

2.19 Good Design of the Bakery Products

This question was designed to measure the views of the respondents on the
good design of the bakery products. To collect the information from the respondents
on the good design of the bakery products, yes and no options were used. The
following table shows the detail information of the respondents on the basis of the
good design of the bakery products.

Table 19: Good Design of the Bakery Products

Variable Frequency Percent

Yes 32 58.18
No 23 41.82
Total 55 100.00

28
Source: Field Survey, 2075

Table 19 shows that 32(58.18 percent) of the respondents said that the design of
bakery products is good and 23(41.82 percent) of the respondents said that the design
of bakery products is not so good. The data shows that majority of the respondents
were found in yes option.

The above data have also been presented in figure as follows:

Figure 18: Good Design of the Bakery Products

2.20 Consideration of Design while Purchasing Bakery Products

This question was designed to measure the consideration of design by the

respondents while purchasing bakery products. To collect the information from the
respondents on their consideration of design while purchasing bakery products, yes
and no options were used. The following table shows the detail information of the
respondents on the basis of their consideration of design while purchasing bakery
products.

Table 20: Consideration of Design while Purchasing Bakery Products

Variable Frequency Percent

Sometimes 20 36.36
Always 8 14.55
Often 11 20.00
Seldom 16 29.09
Total 55 100.00
Source: Field Survey, 2075

Table 20 shows that 20(36.36 percent) of the respondents sometimes consider

design, 8(14.55 percent) always consider design, 11(20 percent) often consider design
and 16(29.09 percent) of the respondents seldom consider design while purchasing

29
bakery products. The data shows that majority of the respondents were found in
sometimes option.

The above data have also been presented in figure as follows:

Figure 19: Consideration of Design while Purchasing Bakery Products

2.21 Impacts of Design of Bakery Products on Customer Buying

Behaviour
This question was designed to measure the impacts of design of bakery
products on customer buying behavior. To collect the information from the
respondents on impacts of design of bakery products on customer buying behavior,
yes and no options were used. The following table shows the detail information of the
respondents on the basis of impacts of design of bakery products on customer buying
behavior.

Table 21: Impacts of Design of Bakery Products on Customer Buying Behaviour

Variable Frequency Percent
Yes 44 80.00
No 11 20.00
Total 55 100.00
Source: Field Survey, 2075

Table 21 shows that 44(80 percent) of the respondents said that the design of
bakery products had impacts on customer buying behaviour and 11(20 percent) of the
respondents said that the design of bakery products has no impacts on customer
buying behaviour. The data shows that majority of the respondents were found in yes
option.

The above data have also been presented in figure as follows:

30
Figure 20: Impacts of Design of Bakery Products on Customer Buying Behaviour

2.22 Easiness of Access to Bakery Products

This question was designed to measure the easiness of access to bakery
products. To collect the information from the respondents on the easiness of access to
bakery products, yes and no options were used. The following table shows the detail
information of the respondents on the basis of easiness of access to bakery products.

Table 22: Easiness of Access to Bakery Products

Variable Frequency Percent
Yes 44 80.00
No 11 20.00
Total 55 100.00
Source: Field Survey, 2075

Table 22 shows that 44(80 percent) of the respondents has easy access to
bakery products and 11(20 percent) of the respondents has no easy access to bakery
products. The data shows that majority of the respondents were found in yes option.

The above data have also been presented in figure as follows:

Figure 21: Easiness of Access to Bakery Products

2.23 Place of Purchasing Bakery Products

31
 This question was designed to measure the place of purchasing bakery
products. To collect the information from the respondents on the place of purchasing
bakery products, door delivery, bakery shop, normal shop and the market options
were used. The following table shows the detail information of the respondents on the
basis of the place of purchasing bakery products.

Table 23: Place of Purchasing Bakery Products

Variable Frequency Percent
Door delivery 13 23.64
Bakery shop 17 30.91
Normal shop 10 18.18
Market 15 27.27
Total 55 100.00
Source: Field Survey, 2075

Table 23 shows that 13(23.64 percent) of the respondents had bakery products
at door delivery, 17(30.91 percent) of the respondents purchase bakery products from
the bakery shop, 10(18.18 percent) of the respondents purchase bakery products from
normal shop and 15(27.27 percent) of the respondents purchase bakery products from
market. The data shows that majority of the respondents were found in bakery shop
option.
The above data have also been presented in figure as follows:

Figure 22: Place of Purchasing Bakery Products

2.24 Availability of Bakery Products near the House

This question was designed to measure the availability of bakery products near
the house. To collect the information from the respondents on the availability of

32
bakery products near the house, yes and no options were used. The following table
shows the detail information of the respondents on the basis of the availability of
bakery products near the house.

Table 24: Availability of Bakery Products near the House

Variable Frequency Percent

Yes 34 61.82
No 21 38.18
Total 55 100.00
Source: Field Survey, 2075

Table 24 shows that 34(61.82 percent) of the respondents said that the bakery
products are available near their houses and 21(38.18 percent) of the respondents said
that the bakery products are not available near their houses. The data shows that
majority of the respondents were found in yes option.

The above data have also been presented in figure as follows:

Figure 23: Availability of Bakery Products near the House

2.25 Impacts of Location of Bakery Shop on Customer Buying

Behaviour

This question was designed to measure the impacts of location of bakery shop
on customer buying behaviour. To collect the information from the respondents on the
impacts of location of bakery shop on customer buying behaviour, yes and no options
were used. The following table shows the detail information of the respondents on the
basis of the impacts of location of bakery shop on customer buying behaviour.

Table 25: Impacts of Location of Bakery Shop on Customer Buying Behaviour

Variable Frequency Percent

33
 Yes 43 78.18
No 12 21.82
Total 55 100.00
Source: Field Survey, 2075

Table 25 shows that 43(78.18 percent) of the respondents said that location of
bakery shop has impacts on customer buying behaviour and 12(21.82 percent) said
that the location of bakery shop has no impacts on customer buying behaviour. The
data shows that majority of the respondents were found in yes option

The above data have also been presented in figure as follows:

Figure 24: Impacts of Location of Bakery Shop on Customer Buying Behaviour

2.26 Findings

After the presentation and analysis of data, the following findings have been
drawn:

1. The study found that 31(56.36 percent) of the respondents were 15-24 years of
age, 9(16.36 percent) were 25-34 years of age, 7(12.73 percent) were 35-44
years of age, 8(14.55 percent) were 45-54 years of age and 8(14.55 percent) of
the respondents were 45 years and above of age. It can be understood that
majority of the respondents were 15-24 years of age.

2. Among the respondents, 26(47.27 percent) were males and 29(52.73 percent)
of the respondents were females. It has been found that majority of the
respondents were males.

3. The study found that 12(21.82 percent) of the respondents were Brahamins,
22(40 percent) were Chhetris, 7(12.73 percent) were Janajatis and 14(25.45

34
 percent) of the respondents were of other castes. It can be understood that
majority of the respondents were Chhetris and a few of the respondents were
Janajatis.

4. The study found that 31(56.36 percent) of the respondents were Hindus,
8(14.55 percent) were Buddhists, 10(18.18 percent) were Christians and
6(10.91 percent) were of other religions. It can be understood that majority of
the respondents were Hindus.

5. In this study, 20(36.36 percent) of the respondents were married and 35(63.64
percent) were unmarried. It has been found that majority of the respondents
were unmarried.

6. The study found that 17(30.91 percent) of the respondents were SLC passed,
24(43.64 percent) were +2 passed, 9(16.36 percent) were bachelor passed and
5(9.09 percent) were master level passed. It can be understood that majority of
the respondents were +2 passed.

7. Among the respondents, 9(16.36 percent) have job, 7(12.73 percent) have
business, 25(45.45 percent) are students and 14(25.46 percent) of the
respondents have other occupations. It has been found that majority of the
respondents are students.

8. The study found that 21(38.18 percent) of the respondents said that the price
of bakery products is cheap, 29(52.73 percent) said that the price of bakery
products is neither cheap nor expensive and 5(9.09 percent) of the respondents
said that the price of bakery products is expensive. It can be understood that the
price of bakery products is neither cheap nor expensive.

9. The study found that 44(80 percent) of the respondents said that price of
bakery products had impacts on customer buying behavior and 11(20 percent)
of the respondents said that the price of bakery products has no impacts on
customer buying behaviour. It can be found that price of bakery products have
impacts on customer buying behaviour.

10. The study found that 18(32.73 percent) of the respondents said that low price
attracts customers, 20(36.36 percent) of the respondents said that customers
like high quality in low price and 17(30.91 percent) of the respondents said that

35
 all customers are not able to pay for high price. It has been found that majority
of the respondents said that customer like high quality in low price.

11. Among the respondents, 38(69.09 percent) of the respondents were satisfied
and 17(30.91 percent) of the respondents were not satisfied with the bakery
products. It can be understood that majority of the respondents were satisfied
with the bakery products.

12. The study found that 36(65.45 percent) of the respondents had information
about the advertisement of bakery products and 19(34.55 percent) of the
respondents had not any information about the advertisement of bakery
products. It can be understood that majority of the respondents had information
about the advertisement on bakery products.

13. The study found that 11(20 percent) of the respondents sometimes purchase
the bakery products, 13(23.64 percent) often purchase bakery products,
16(29.09 percent) seldom purchase bakery products and 15(27.27 percent) of
the respondents never purchase bakery products on the basis of advertisement.
It has been found that majority of the respondents seldom purchase bakery
products on the basis of advertisement.

14. The study found that 29(52.73 percent) of the respondents had information on
the advertisement of bakery products from radio, 6(10.91 percent) of the
respondents had information on the advertisement of bakery products from
television, 6(10.91 percent) of the respondents had information on
advertisement of bakery products from newspaper and 14(25.45 percent) of the
respondents had information on the advertisement of bakery products from
other sources. It can be understood that majority of the respondents had
information on the advertisement of bakery products from radio.

15. The study found that 11(20 percent) of the respondents strongly agreed,
27(49.09 percent) agreed, 8(14.55 percent) were neutral, 7(12.73 percent)
disagreed and 2(3.64 percent) of the respondents strongly disagreed that
advertisement of bakery products has impacts on customer buying behaviour. It
can be understood that majority of the respondents agreed that advertisement of
bakery products has impacts on customer buying behaviour.

36
16. The study found that 13(23.63 percent) of the respondents usually purchase
cake, 18(32.73 percent) usually purchase bread, 7(12.73 percent) usually
purchase doughnut and 17(30.91 percent) of the respondents usually purchase
other bakery product. It can be found that majority of the respondents usually
purchase bread from the bakery store.

17. Among the respondents, 24(43.63 percent) received information on the bakery
products from friends, 18(32.73 percent) had received information on bakery
products from advertisement, 7(12.73 percent) had received information on
bakery products from family and 6(10.91 percent) had received information on
bakery products from newspaper. It can be understood that majority of the
respondents had received information on bakery products from friends.

18. The study found that 6(10.91 percent) of the respondents purchase bakery
products from a single bakery shop because of design/brand, 29(52.73 percent)
purchase bakery products from a single bakery shop because of cheap and
quality product, 16(29.09 percent) of the respondents purchase bakery products
from a single bakery shop because of easy accessibility and 4(7.27 percent) of
the respondents purchase bakery products from a single bakery shop because of
store environment. It can be found that majority of the respondents purchase
bakery products from a single bakery shop because of cheap and quality
product.

19. The study found that 32(58.18 percent) of the respondents said that the design
of bakery products is good and 23(41.82 percent) of the respondents said that
the design of bakery products is not so good. It can be understood that majority
of the respondents said that the design of bakery products is good.

20. The study found that 20(36.36 percent) of the respondents sometimes consider
design, 8(14.55 percent) always consider design, 11(20 percent) often consider
design and 16(29.09 percent) of the respondents seldom consider design while
purchasing bakery products. It can be found that majority of the respondents
sometimes consider design while purchasing bakery products.

21. The study found that 44(80 percent) of the respondents said that the design of
bakery products had impacts on customer buying behaviour and 11(20 percent)
of the respondents said that the design of bakery products has no impacts on

37
 customer buying behaviour. It can be understood that majority of the
respondents said that the design of bakery products has impacts on customer
buying behaviour.

22. The study found that 44(80 percent) of the respondents has easy access to
bakery products and 11(20 percent) of the respondents has no easy access to
bakery products. It can be understood that majority of the respondents had easy
access to bakery products.

23. Among the respondents, 13(23.64 percent) had bakery products at door
delivery, 17(30.91 percent) of the respondents purchase bakery products from
the bakery shop, 10(18.18 percent) of the respondents purchase bakery
products from normal shop and 15(27.27 percent) of the respondents purchase
bakery products from market. It can be understood that majority of the
respondents purchase bakery products from bakery shop.
24. The study found that 34(61.82 percent) of the respondents said that the bakery
products are available near their houses and 21(38.18 percent) of the
respondents said that the bakery products are not available near their houses. It
can be understood that majority of the respondents said that the bakery
products are available near their houses.

25. The study found that 43(78.18 percent) of the respondents said that location of
bakery shop has impacts on customer buying behaviour and 12(21.82 percent)
said that the location of bakery shop has no impacts on customer buying
behaviour. It can be understood that majority of the respondents view that
location of bakery shop has impacts on customer buying behaviour.

38
 CHAPTER - III
SUMMARY, CONCLUSION AND RECOMMENDATIONS

3.1 Summary

The topic of this study was "Impact of Advertisement on Buying Behaviour of

Customers towards Bakery Products." The purpose of this study was to assess the
impacts of advertisement on the customer buying behavior towards bakery products in
Birendranagar Municipality of Surkhet district. The population of this study was all
the customers of bakery products in Birendranagar of Surkhet. This study aims to
identify the impacts of advertisement of bakery products on customer buying
behavior.

To measure the impacts of advertisement on customer buying behavior, price,

advertisement, brand, layout and location were used as independent variables and the
impacts on customer buying behaviour was used as the dependent variable. This study
was divided into three chapters with different sub-topics. The required data were
collected through primary and secondary sources. Primary data were collected
through the survey questionnaire and the secondary data were collected from previous
researches, journals, books, articles and newspapers. To collect the primary data,
survey questionnaire has been used.

39
 Questionnaire consisted of the questions related to the personal information of
the customers of bakery products. Most of the questions were formulated in closed-
ended pattern and some were formulated in open-ended pattern. Some questions were
constructed in yes/no pattern. Simple random method was used to select the sample
for this study. The purpose of sampling was to secure a representation group which
enables the researcher to gain information about the whole population. The
information was collected from the customers of bakery products in Birendranagar of
Surkhet.

The data were analyzed using different tables and figures to find out the
impacts of advertisement on the customers of bakery products. After analysis and
presentation of data, the conclusion has been made.

3.2 Conclusion

This study was conducted to find out the impacts of advertisement on customer
buying behaviour on bakery products. The study was conducted among the customers
of bakery products. The study found majority of the respondents were 15-24 years of
age. It can be concluded that majority of the respondents were males. The study
concludes that majority of the respondents were Chhetris and a few of the respondents
were Janajatis. Among the respondents, majority were Hindus. Most of the
respondents were unmarried. It can be understood that majority of the respondents
were +2 passed. It is concluded that majority of the respondents are students.

The price of bakery products is neither cheap nor expensive. The study
concludes that price of bakery products has impacts on customer buying behaviour.
Majority of the respondents said that customer like high quality in low price.
Majority of the respondents were satisfied with the bakery products. The study
concludes that majority of the respondents had information about the advertisement
on bakery products. It has been concluded that majority of the respondents seldom
purchase bakery products on the basis of advertisement. It can be concluded that
majority of the respondents had information on the advertisement of bakery products
from radio. It can be concluded that majority of the respondents agreed that
advertisement of bakery products has impacts on customer buying behaviour.
Majority of the respondents usually purchase bread from the bakery store and

40
majority of the respondents had received information on bakery products from
friends. Majority of the respondents purchase bakery products from a single bakery
shop because of cheap and quality product. It can be concluded that majority of the
respondents said that the design of bakery products is good. It can be concluded that
majority of the respondents sometimes consider design while purchasing bakery
products. Majority of the respondents said that the design of bakery products has
impacts on customer buying behaviour. The study concludes that majority of the
respondents had easy access to bakery products and majority of the respondents
purchase bakery products from bakery shop. The study concludes that bakery
products are available near their houses and majority of the respondents view that
location of bakery shop has impacts on customer buying behaviour.

It can be concluded from the study that the customers of bakery products are
satisfied with the advertisement of bakery products.

3.3 Recommendations

On the basis of the findings of the study, some recommendations are made
which are as follows:

1. The findings of the study reveal that 5(9.09 percent) of the respondents said
that the price of bakery products is expensive. It is suggested that the price of
bakery products should be reduced by bakery industry.

2. The findings of the study present that 36(65.45 percent) of the respondents had
information about the advertisement of bakery products. It is suggested to the
bakery industries that they should make intensive advertisement of bakery
products.

3. The findings show that 29(52.73 percent) of the respondents had information
on the advertisement of bakery products from radio. It is suggested that the
bakery industries should advertise about their bakery products through other
advertisement media.

4. The findings of the study reveal that 23(41.82 percent) of the respondents said
that the design of bakery products is not so good. So, it is suggested that the
design of the bakery products should be good to attract the customers.

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