 A study of consumer buying behaviour of healthy confectionary gums: Indian perspectiveNaveen Arora International Journal of Business and Globalisation, 2025, vol. 40, issue 1, 59-75 Abstract: Confectionary gums that are helpful in improving tooth health and oral hygiene are categorised as healthy chewing gums. This product category is in its nascent stage in India. This paper aims to identify the dimensions and factors that influence buying decision for healthy chewing gums. This paper also intends to understand consumers' buying behaviour of healthy chewing gums. Exploratory as well as confirmatory factor analysis has been used to reduce and summarise different correlated variables to a manageable level and examine the whole set of interdependent relationships among variables. It is found that product experience and appearance are considered important by the respondents. A large number of respondents might consider consumption of healthy gums if it is recommended by dentists and/or clinically approved. The results and recommendations of the study can be helpful for entrepreneurs and decision-makers in confectionary and gums industry to understand consumers' behaviour and formulate strategies accordingly. Keywords: healthy chewing gums; consumer behaviour; factor analysis; confectionary; Indian confectionary market; buying preference; product attributes; impulse buying; buying behaviour; consumers' perception. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:40:y:2025:i:1:p:59-75 Access Statistics for this article More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.