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@article{201699,
        author = {Snehal Sampatrao Jadhav and Dr. Ranjit Patil and Dr. J. S. Dhekale},
        title = {A Review on Consumer Buying Behaviour Towards Rice Varieties in Urban Maharashtra with Special Reference to Pune},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {4510-4515},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=201699},
        abstract = {The consumption of rice is one of the most vital staple food commodities in India and has become an integral part of food consumption in urban households. Rice consumer buying behavior has been transformed greatly owing to various reasons such as urbanization, change in lifestyle, higher income levels, awareness regarding health issues, and emergence of organized retail formats. Rice buyers today make purchasing decisions based on various criteria such as sensory aspects, economic aspect, social influences, demographic aspects, branding, and variety of the product. Pune, being one of the fastest-growing metro cities of the Maharashtra state, offers a dynamic environment for both branded and non-branded rice varieties. The present review paper presents various literatures relating to consumer buying behavior, varietal preference, sensory evaluation, and socioeconomic factors affecting consumer buying decisions in relation to the rice products. Various factors included in the paper include sensory, economic, social, demographic, consumer buying behavior, and varietal preference. Major ranking factors such as aroma, texture, elongation of grains, water absorption capacity, volume increase, availability, brand, and pricing have been found influencing buyer preferences of rice.},
        keywords = {Consumer Behaviour, Rice Varieties, Varietal Preference, Sensory Attributes, Urban Consumers, Pune City, Rice Purchasing Behaviour},
        month = {May},
        }