Frozen Food Revolution : Investigating How Availability of Frozen Food Affects Consumer Buying Behavior

This study intends to through light on the various aspects of frozen food and buying behavior. Frozen food has been contemplated and viewed as artificial form of food but yes in the growing and health conscious times of this era it has noticeably become a part of our lives and is a affecting the consumer’s buying decision when it comes to grocery shopping. The research was conducted with 100 respondents using convenience sampling at different super markets in defense at Karachi. A likert-scale based questionnaire was developed and data was gathered using convenience sampling. Due to the causal nature of the research, the data was analyzed using linear regression for which SPSS software was used. It was found that the frozen food has a significant impact on buying decision and consumer behavior. At the end, the study made some important implications for the marketers