A Study on Buying Behavior of Nutri Cereals among the Consumers in Coimbatore District, Tamil Nadu

Aim: Nutri cereals are the earliest foods known to humans, but urbanisation and industrialisation have diminished their cultivation and consumption due to large-scale rice and wheat cultivation. Hencee, the present study aims to know the buying behavior of Nutri cereals among the people inthe Coimbatore District.

Study Design: Totally 100 consumers were selected by proportionate random sampling. Primary data was collected from the respondents by using well-structured interviews scheduled between October 2021 and November 2021

Methodology: Percentage age analysis and Garrett’s ranking techniques were used to analyze the data.

Results: Results revealed that nutrient content and better quality are the major factor influencing the purchase of Nutri cereals. Therefore, the development of customized products in Nutri cereal products category and proper promotion measures should help the policymakers to increase consumption among the people.