Abstract:
Purpose-the aim of this study was to understand the effect of occupational status along
with demographic variables and personal values on the buying behaviour for
convenience foods.
Methodology/sample- For this study population consist of adult women that are
employed in organizations located in Karachi. Non probability judgmental sampling of
120 subjects was selected from different organizations operating in Karachi.
Questionnaire is used for the data collection purpose. To analyze the data.
Regression. Multiple Regression and ANOVA were used.
Findings- The analysis and comparative results clearly suggested that Occupational
status and demographic variables does affect women buying behaviour for convenience
foods whereas only personal value of Traditionalism is found to be significant with the
buying behaviour for convenience foods.
Practical Implications- The outcomes of the research might help the marketers in
understanding the effect of occupational status of women on convenience food
consumption and will also highlight the modem and traditional women preference for
convenience foods.
