INFLUENCE OF PRICE ON THE PURCHASE INTENTION TOWARDS READYMADE FOOD STUFFS

  • Dr. E. SELVARATHINAM H. H. The Rajah's College, 
Keywords: price, purchase intention, RTE food

Abstract

The main aim of this paper was to find out the influence of price regarding the purchase intention of RTE (ready to eat) products. To select the sample for the study, the technique of Non- Probability Purposive sampling was adopted. Responses from the employees were gathered with the help of a questionnaire regarding purchase intention. Regression analysis was performed. Result shows that 79.4% of variance in purchase intention was accounted by price of RTE. The adjusted R² was found appropriate, although there was an optimistic squared multiple correlations.

Author Biography

Dr. E. SELVARATHINAM, H. H. The Rajah's College, 

Assistant Professor,Department of Business Administration,  H. H. The Rajah's College, 

References

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Published
2019-12-31
How to Cite
SELVARATHINAM, D. E. (2019). INFLUENCE OF PRICE ON THE PURCHASE INTENTION TOWARDS READYMADE FOOD STUFFS. IJO -International Journal of Business Management ( ISSN 2811-2504 ), 2(12), 15-20. Retrieved from http://ijojournals.com/index.php/bm/article/view/265
Issue
Vol 2 No 12 (2019): IJO -INTERNATIONAL JOURNAL OF BUSINESS MANAGEMENT
Section
Articles

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