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The objective of this research work is to study the customers’ buying behaviour with special reference to food and beverage products. This research is conducted in Pune and Satara city and a survey method was used to collect the data from 200 respondents; in that we selected data of 100 householders and 100 retailers and shop vendors. India, the fastest growing economy in the world and with over 1.39 billion consumers of food and beverages, is one of the global leaders in the food and beverage industry; and ranks fifth in terms of production, consumption and exports. Food processing contributes 10% of agriculture GDP and 12% of the manufacturing GDP, the unorganized segment has a share of over 40% of the output. Food processing makes up 10% of the country's total export.

‘Perfect Fittings’—a company promoted by Mr Sunil Pradhan started with the conventional activity of fabrication, diversify into a specialized area and with sheer determination, handwork, and consistency made it a success. Philosophy of Pradhan brothers is to share the benefits of business with the workers. In a way it is service to the society. By motivating and educating the workers in doing skilled jobs, the company is serving the society and creating new avenues for the upcoming entrepreneurs. A very lucrative offer from one multinational company—Globe Inc. who wishes to take over the entire business of ‘Perfect Fittings’ at a handsome premium has put the entrepreneur in a dilemma, whether to take the offer that will give a great financial success but will lose their identity and the ability to help the society and livelihoods of the employees. This is a classic case of entrepreneur dilemma, and tickles the mind.