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A STUDY OF CONSUMER BEHAVIOUR TOWARDS AIR FILLED POTATO CHIPS PACKET IN ASSAM, INDIA.

Potato chips, one of the most enjoyed and popular snacks attract consumers of various age groups. While the truth is that the demand of potato chips is never ending, what is interesting here is that even though consumers are dissatisfied due to excess air content in potato chips, still they prefer to have it from time to time. It is unusual to find such buying behavior of consumers. This paper aims to highlight in depth about the factors that cause such behavior and also throw light towards the brand loyalty of such consumers.