Keywords : Marketing Techniques, Consumer Behavior, Food Industry, Banaskantha District, Consumer Engagement, Sales Strategy

Abstract : The vast array of culinary customs of India, a nation including multiple states and regions, is an implicit reflection of its unique culture. The custom of Indians enjoying home-cooked meals is one that is both individually and religiously supported. However, there has been a modest change in the way that urban Indian households consume food throughout time as a result of growing knowledge of and influence from western society. This paper investigates the influence of various marketing techniques on consumer behavior within the food industry in Banaskantha District. The study`s goal is to determine the best methods for raising customer engagement and boosting sales in this particular area by examining how consumers react to various marketing efforts. A sample of 138 respondents was used in this paper. A one-way ANOVA is used to examine the connections among demographic parameters like age and income and how it affects marketing strategy. To analyze the relationship between demographic factors such as age and income and their impact on marketing strategy, a one-way ANOVA is utilized. The study utilizes a mixed-methods approach, combining quantitative analysis through surveys with qualitative insights gathered from industry stakeholders. Important variables that are looked at include consumer behavior, demographics, and the impact of different marketing strategies. The results enhance our comprehension of how marketing strategies affect customer behavior and choices within the local food business.

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