Consumer Behaviour towards Ready To Eat Food products

Introduction The times are changing and so are the food habits of people. Gone are the days where people preferred homemade lavish food, now they desire food which is simple, quick, convenient and easy to digest. With the rising income levels, demand for milk, meat, fish, fruits and vegetables is also increasing. Indian families also have started consuming more processed foods and more ready-to-eat foods, etc. As per latest statistics, the amount of money Indians spend on meals outside the home has more than doubled in the past decade, to about US$ 5 billion a year and is expected to double again in about half that time. With an expected increase of 150%, a new wave in food industry concentrating mainly on ready to eat food products, many new brands has swept the markets and these are increasingly finding prime shelf-space in the retail chains. This study therefore, aims at analyzing the cultural, social and key psychological factors that influence consumer behaviour while purchasing/consuming ready-to-eat food product.

Sample Tools The Ready to Eat (RTE) products on discussion among the group and with research are broadly classified into: a. Cereal based products (Biscuits, Namkeen etc.) b. Fruit based products (Juices, Squashes etc.) c. Vegetable based products (Frozen foods, Chips etc.) d. Milk based products (Ice creams, Flavoured Milks etc.)

The various tools used for the survey on consumer behaviour are: Age Group: This tool helps us to identify ready to eat food preference across various age groups Reasons for purchasing RTE products: To understand the need behind the purchase of these products

Type of RTE product preferred: Allows us to understand the requirement of different types of RTE products Frequency of purchase/consumption Nature of purchase decisions: Allows us to understand the nature of decision making that a consumer follows Place of Purchase: To understand the infrastructure support that influences the purchase decision of the consumers Other influencing factors: Factors like opinions about quality, price etc that effects the consumer choice

Analysis Based on the survey conducted a detailed analysis of the same was done.

As per analysis of the reason for purchase of ready to eat food, it was found that people prefer RTE because they save time and are readily available for consumption. Reasons for Purchase
12% 14% 32% 26% 16% Readily Available Taste Time saving Influenced Any Other

Additionally, people preferred Cereal Based RTEs like cookies, corn flakes etc. over other categories like Milk based, Vegetable based, Fruit Preference on type of RTE
Milk Based Veg. Based Fruit Based Cereal Based 0 10 20 30 40 Preference on type of RTE

While maximum people prefer buying RTEs daily on need basis. Additionally, on analysis people prefer buying RTEs on impulse rather than on planned basis.

Additionally, 60% people prefer to buy RTEs from Departmental Store while others buy it from other sources such as Retail Stores, Local Markets etc.

Moreover, factors influencing choice from alternatives, people take quality as the most important factor for choosing the product.
References, 10 Availability, 23 Taste, 31 Value for money, 14

Brand Image, 21

Quality/Nut rition, 25

Also, people in sample size prefer to choose their product based on self awareness and promotions rather than relying on anyone elses opinion.

However, people are careful and apprehensive about the health hazards and price than any other factor while consuming RTEs