Paper Details

Name: Gagandeep Kaur & Kawleen Kaur
Country: India

Year: 2025
Volume: Volume-12, Issue-1 Year: 2025 (Jan-June)
Page Number: 187-199
DOI: https://doi.org/10.5281/zenodo.18184469

ABSTRACT
Cakes are favorite indulgence among college students, but their preferences vary when it comes to creamy cakes v/s dry cakes. This study explores what influences these choices among college students in Ludhiana. While previous studies have explored general consumer preferences in bakery industry, limited research focuses specifically on college students choices between creamy cakes v/s dry cakes. This study aims to bridge that gap by considering factors like taste, price, health consciousness, texture and the occasions for which cakes are purchased. These insights can help bakeries, cafes and confectionery brands align their products with student preferences, ensuring better sales and customer satisfaction. Price sensitivity, brand loyalty and personal dietary habits play significant role in influencing purchasing decisions. Using descriptive research design, we selected a sample of 100 respondents aged 18 to 23 from leading colleges in Ludhiana, PCTE Group of Institutes, Arya college, SACCM, GNIMT and many others. The study reveals that college students in ludhiana prefer creamy cakes for special occasions due to their rich taste and visual appeal, while dry cakes are their go to for everyday snacking due to convenience and perceived health benefits.

Key words: Consumer preference, creamy cakes, dry cakes, brand loyalty