Factors Influencing Customer Buying Decision Making in Retail Sales: A Study of the Food Manufacturing Industry

ABSTRACT The retail food industry plays a crucial role in fulfilling the everyday consumption needs of customers. In recent years, the growth of supermarkets, retail chains, and packaged food brands has significantly increased competition within the food manufacturing sector. As a result, understanding consumer buying behaviour has become essential for businesses seeking to improve their market position and increase sales. This research study examines the factors influencing customer buying decision making in retail sales within the food manufacturing industry. Various factors such as product quality, price, brand image, packaging, promotional activities, and product availability play an important role in shaping consumer purchasing decisions. The study uses both primary and secondary data to understand consumer behaviour. Primary data was collected through a questionnaire survey conducted among retail consumers, while secondary data was gathered from marketing books, journals, and online resources related to consumer behaviour and retail marketing. The findings of the study indicate that product quality, competitive pricing, and brand reputation are among the most significant factors affecting consumer buying decisions. Promotional strategies and attractive packaging also contribute to influencing consumer preferences. The research concludes that food manufacturing companies must focus on maintaining product quality, building strong brand trust, and implementing effective marketing strategies to attract and retain customers in the competitive retail market. Keywords: Consumer Behaviour, Retail Sales, Food Manufacturing Industry, Buying Decision, Marketing Factors