Vol. 7, Issue 7, Part I (2025)

This research paper examines the demographic profile of consumers and the key determinants influencing their perception of major Haldiram’s namkeen products in Nagpur city. The study is centered around two core objectives, to analyze the demographic characteristics of consumers, and to identify the factors shaping consumer perception towards selected snack products. A descriptive research methodology was adopted, integrating both qualitative and quantitative techniques. Primary data was collected from 60 consumers using a structured interview schedule and purposive sampling method. The study focused on ten popular namkeen variants including Bhujia Sev, Moong Dal, Aloo Bhujia, Lemon Bhel, Soya Sticks, Falhari Chiwda, Banana Chips, Mixture, Khatta Meetha, and Roasted Chana. Key demographic variables analyzed were age, gender, educational background, occupation, income level, and family type. Perception-based variables included price, taste, product quality, quantity, packaging, functionality, product labeling, and availability. The analysis revealed that consumer preferences are primarily driven by taste, quality, and affordability. Additionally, the majority of consumers were found to be young, well-educated, and from middle-income nuclear families. The findings offer strategic insights for product positioning and marketing decisions in urban retail markets like Nagpur.