IDEAS home Printed from https://ideas.repec.org/a/ids/ijbglo/v40y2025i1p59-75.html
   My bibliography  Save this article

A study of consumer buying behaviour of healthy confectionary gums: Indian perspective

Author

Listed:
  • Naveen Arora

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.

Suggested Citation

  • Naveen Arora, 2025. "A study of consumer buying behaviour of healthy confectionary gums: Indian perspective," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 40(1), pages 59-75.
    • Handle: RePEc:ids:ijbglo:v:40:y:2025:i:1:p:59-75
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=145748
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbglo:v:40:y:2025:i:1:p:59-75. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=245 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.