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Variety seeking behaviour on Asian traditional food accompaniment - pickles

Author

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  • Jayanthi Thanigan
  • G. Rajendran

Abstract

The study explores the relationship between the determinants and dependent variable. The moderating effect on the relationship is also examined. The study was carried out on pickles. Questionnaires were administrated through direct contact method to collect data. Multiple linear regression (MLR), ANOVA, independent t-test and general linear model (GLM) techniques were used to analyse both demographic and behaviour variables. The managerial implication and direction for future research has been discussed.

Suggested Citation

  • Jayanthi Thanigan & G. Rajendran, 2016. "Variety seeking behaviour on Asian traditional food accompaniment - pickles," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 10(4), pages 478-500.
    • Handle: RePEc:ids:ijbire:v:10:y:2016:i:4:p:478-500
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