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“The need of hour is to have the knowledge”, for consumers it is necessary to have the knowledge of the product they are using and for manufacturer it is necessary to have the knowledge of the consumers they are serving. The objective of study is to identify and study the consumer and product characteristics that effect purchase behavior. 300 respondents between 26- above 60 age groups belonging to Patiala, Ludhiana, Jalandhar and Amritsar city of Punjab are taken under study. Statistical tools like weighted average score, coefficient of contingency, Chi-square, one way ANNOVA and t-test is used with the help of SPSS for data analysis. Study reveals that changed family structure affects consumers purchase behavior. Nuclear family members show more autonomy over purchase rather than joint family. Children involvement in household purchase increases. Plan before purchase, value for product, package size, quality and nutritional value affect purchase behavior of respondents between ages 26- above 60 years. Consumers between age group of above 60 are brand, taste and store loyal.