IHM – Aurangabad Research Findings

Chapter 4

CHAPTER - 4
Research Findings

4.1 Data analysis:

Data analysis is the process in which the data that is collected through the
response of the people surveyed and analyzed. This method helps the researcher
understand the response of the people surveyed in accordance to the questions
asked to them about the research. The researcher prepared a questionnaire which
was given to a 40 random people who belonged to different age groups and
occupations. These questions were in relation to the research survey to be carried
on „Ready to Eat‟ food products. The data was then analyzed by the researcher
and a then categorized according to the respondents age and their preferences.
This data was then compared and an observation of the analysis was made. This
analysis of the survey helps the researcher understand the demographics of the
people and their views on „Ready to Eat‟ food products.
4.2 Analysis of the survey:
The questions asked in the questionnaire and their purpose followed by the
response and the observation inferred by the researcher are given below:

Q.1. What age group do you belong to?

Purpose: The above question was asked to find out which age group the people
who were surveyed belonged to. This question helps categorize the respondents
into various age groups so as to analyze their feedback.
Response: Through the survey conducted the researcher found that among the
people surveyed 18 candidates belonged to the age group of 20-30yrs of age, 11
candidates belonged to the age group of 31-40yrs of age, 7 candidates belonged to
the age group of 41-50yrs of age and 4 candidates belonged to the age group of
51and above.

Q.2. What group does your monthly income come under?

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Purpose: The above question was asked so as to analyze the spending power on
basis of the income of the people surveyed. This question helps the researcher
categorize the respondents according to their monthly incomes in order to analyze
their feedback to the survey.
Response: Through the survey conducted the researcher found that among the
people surveyed 3 candidates belonged to the monthly income group of 5000-
10,000, 8 candidates belonged to the monthly income group of 10,000 to 20,000,
17 candidates belonged to the monthly income group of 20,000 to 30,000 and 12
candidates belonged to the monthly income group of 30,000 and above.

Q.3. How often do you consume ‘Ready to Eat’ packaged food products?
Purpose: The above question is aimed at finding out the frequency of usage of
„Ready to Eat‟ food products among the people surveyed. This question helps the
researcher understand the consumption pattern of „Ready to Eat‟ among the
people surveyed.
Response: Through the survey conducted the researcher found that among the
people surveyed 16 candidates consumed „Ready to Eat‟ packaged food products
once a week, 9 candidates consumed these products once a fortnight, 5 candidates
consumed these products more than once a week and 10 candidates consumed
these products once a month.
Observation: It was observed by the researcher that majority of the candidates
that consumed these products did so once a week which signifies that the „Ready
to Eat‟ products have a good rate of consumption among the demographics that
were surveyed. It was also observed that the majority of the people that consumed
these products were between the age group of 20-30. This signifies that the
„Ready to Eat‟ products are quite popular among the younger generation of
consumers as it is a convenient meal option for them.

Q.4. Do you find the taste of the ‘Ready to Eat’ products consistent and
authentic?

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Purpose: The above question was asked to the people surveyed in order to get
their perspective on the taste of the „Ready to Eat‟ products if they found the
product consistent in taste and authentic. This question helps the researcher
analyze how many respondents found the „Ready to Eat‟ products appealing in
aspects of taste.
Response: Through the survey conducted the researcher found that among the
people surveyed 25 candidates agreed that the taste of the „Ready to Eat‟ products
were consistent and authentic, while 10 candidates disagreed and 5 strongly
disagreed with the authenticity and consistency of flavor of the „Ready to Eat‟
products.
Observation: It was observed by the researcher that the taste of the „Ready to
Eat‟ products were appealing to majority of the candidates that were surveyed.
This shows that the „Ready to Eat‟ food products that are available in the Indian
market have the authenticity when it comes to the taste of the food. Opinions vary
due to the use of preservatives which are used to extend the shelf life of these
products. Majority of the people from the age group of 51 and above disagreed
with the taste of the „Ready to Eat‟ products as they have been exposed to
authentic and fresh Indian foods and the aspect of packaged Indian food does not
appeal them.

Q.5. Do you find the price of ‘Ready to Eat’ food products affordable?
Purpose: The above question was asked to the people surveyed in order to find
out if „Ready to Eat‟ is affordable to them. This question helps analyze the
demographics of the people who find „Ready to Eat‟ affordable.
Response: Through the survey conducted the researcher found that among the
people surveyed 23 candidates agreed, 8 strongly agreed, while 15 candidates
disagreed and 4 strongly disagreed that the „Ready to Eat‟ foods were affordable.
Observation: It was observed by the researcher that the majority of the people
found the price of „Ready to Eat‟ products to be relatively affordable. It was also
observed that the majority of people between the age group of 31-40 and 20-30
found these products to be inexpensive and affordable. It was also observed that

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the people who earned a monthly income of between 10,000-20,000 and 30,000-
40,000 found the price of the „Ready to Eat‟ foods to be inexpensive. Thus this
infers that „Ready to Eat‟ products do have a future in India as the standard of
living of the people is increasing and also the price of these products are very
much affordable to the demographics that were surveyed.

Q.6. Do you find the ‘Ready to Eat’ products easy to use and convenient?
Purpose: The above question was asked to the people surveyed in order to find
out if the „Ready to Eat‟ products were easy to prepare and if they found that the
products brought a sense of convenience. This question helps the researcher
analyze how many respondents found the „Ready to Eat‟ products easy and
convenient.
Response: Through the survey conducted the researcher found that among the
people surveyed 30 candidates strongly agreed, 8 candidates agreed and 2
candidates disagreed to the question of „Ready to Eat‟ products being easy to use
and convenient.
Observation: It was observed by the researcher that majority of the people in the
age group of 21-30 and 31-40 agreed on „Ready to Eat‟ foods to be user friendly
and convenient. This signifies that the „Ready to Eat‟ food products are indeed
user friendly and most definitely convenient. It was also observed that the
demographics that were surveyed found the „Ready to Eat‟ products to be
convenient as it was easy to procure and user friendly and involved minimalist
effort in terms of preparation of the food.

Q.7. Do you find ‘Ready to Eat’ food a good substitute for home cooked
meals?
Purpose: The above question was asked to the people surveyed in order to find
out if the „Ready to Eat‟ products were a good substitute option for home cooked
meals. This question helps the researcher analyze how many respondents found
the „Ready to Eat‟ products to be a substitute for home cooked meals.

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Response: Through the survey conducted the researcher found that among the
people surveyed 2 candidates strongly agreed, 7 agreed, 12disagreed and 19
strongly disagreed that „Ready to Eat‟ meals were a good substitute for home
cooked meals.
Observation: It was observed by the researcher that majority of the people who
belonged to the age group of 41-50 and 51 and above mainly found that „Ready to
Eat‟ food was not a substitute to home cooked meals. This can be because of the
fact that they belong to the demography of people that have been habituated to
eating home cooked meals on a daily basis and do not need the option of any
other substitute. Generally people of this age group have a well established family
to cook and feed them. Whereas on the other hand the other two age groups who
found this meal option a good substitute do so because they do not have easy
access to home cooked meals on a daily basis or have no time to prepare home
cooked meals on a daily basis. Thus for this group „Ready to Eat‟ is the closest
that comes to a home cooked meal.

Q.8. Do you think ‘Ready to Eat’ foods products are of gourmet quality?
Purpose: The above question was asked to the people surveyed in order to find
out if the „Ready to Eat‟ products were meeting the quality standards of gourmet
foods. This question helps the researcher analyze how many respondents found
the „Ready to Eat‟ products to be worth gourmet quality standards.
Response: Through the survey conducted the researcher found that among the
people surveyed 5 candidates strongly agreed, 17 agreed, 12 disagreed and 6
strongly disagreed that „Ready to Eat‟ foods products are of gourmet standards.
Observation: It was observed by the researcher that there was a kind of a mixed
response to this question. Majority of the people agreed to the quality of „Ready
to Eat‟ food are up to that of gourmet food. But it was observed that mainly the
people between the age groups of 51 and above did not really agree to this mainly
because of the lack of knowledge about gourmet foods. It was also observed that
the reason for disagreement could be rooted in the mindset of the demographic

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that „Ready to Eat‟ contains preservatives in order to be consumed in the future
due to which it cannot meet the gourmet food quality.

Q.9. Are you pleased with the variety available in the ‘Ready to Eat’ food
section in India?
Purpose: The above question was asked to the people surveyed in order to find
out if the varieties of the „Ready to Eat‟ products which are currently available in
the Indian market are up to their expectations or more variety is necessary in this
section. This question helps the researcher analyze how many respondents found
the variety of „Ready to Eat‟ products to be satisfactory or unsatisfactory with the
variety available in the Indian market currently.
Response: Through the survey conducted the researcher found that among the
people surveyed 5 candidates strongly agreed, 20 agreed, 11 disagreed and 4
strongly disagreed that the variety „Ready to Eat‟ food available in India is
satisfactory.
Observation: It was observed by the researcher that the candidates were fairly
aware of the currently available „Ready to Eat‟ products present in the Indian
market. The demographics of the people surveyed shows that they were pleased
with the available products in the Indian market and would surely like more
options to choose from in this market. It was also observed that many candidates
that belonged to the age group between 31-40 would like to see new products
launched into this segment.

Q.10. Would you consider having ‘Ready to Eat’ meals in the future?
Purpose: The above question was asked to the people surveyed in order to find
out if the respondents would consider consuming the „Ready to Eat‟ products in
future. This question helps the researcher analyze how many respondents would
continue to use the „Ready to Eat‟ products on a daily basis in the future.
Response: Through the survey conducted the researcher found that among the
people surveyed 8 candidates strongly agreed and 22 candidates agreed to having

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„Ready to Eat‟ meals in the future while and 10 disagreed to consider having
„Ready to Eat‟ meals in the future.
Observation: It was observed by the researcher that majority of the candidates
agreed to use „Ready to Eat‟ food products in the future. The majority of these
belonged to the age group of 20-30 and 31-40 which shows that „Ready to Eat‟
foods have a good solid future clientele. Due to its convenience the „Ready to Eat‟
industry is surely but steadily booming in India. The demographics of the
surveyed clientele signifies that there is a demand to use these products in the
future.

4.3 Discussions and observations::

India is an evolving superpower and the Indian market trends are rapidly changing
due to global exposure to market trends. There has been a massive shift in the
food habits and options especially in the metropolitan cities in India owing to the
standard of living and steep rise in dual income level, influence of western
countries, convenience, etc. taking into account the demographics of the people
surveyed it is easy to see how much people have evolved in terms of their
exposure to the global food trends.

In major metropolitan cities like Mumbai, Pune, Delhi, Chandigarh, Chennai,

Cochin, Hyderabad, Patna, Dehradun and Indore it has been observed that there is
a rise in the demand of packaged „Ready to Eat‟ food within the Indian market,
which is due to the changing lifestyle of the people as well as the consumer‟s
opinion in regard to their eating habits.

According to a survey about consumer choices regarding „Ready to Eat‟ packaged

foods conducted in the major metropolitan cities of India by the Associated
Chambers of Commerce and Industry of India (ASSOCHAM) there has been a
major shift in food habits in these cities. This survey on “Ready to Eat Food in
Metropolitan cities” was based on the responses from 3,000 households with

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children and without, nuclear families and bachelors and singles.
(foodindustryindia.com, 2011) The survey, the largest consumers of processed
food are from the metropolitans and are perceived to be the largest consumers of
processed food owing to their ever rising per capita income and rapidly evolving
lifestyle, discloses Mr. D S Rawat, Secretary General, ASSOCHAM.

According to which about 86% of households prefer having instant food like
instant mixes, canned, pasta, etc. The nuclear families in these major metropolitan
cities which always on the run and have household responsibilities and children
preferred having a fast meal option which included deliveries, takeouts and semi –
prepared meals as an easy option to omit the kitchen chores. 92% of these nuclear
families preferred spending lesser time in the kitchen and resorting to the
convenience of „Ready to Eat‟ meals. 67% of working women too preferred
„Ready to eat‟ food as it was convenient, wholesome and nutritious for their
families. (foodindustryindia.com, 2011)

“As nuclear families proliferate in urban India, the ready-to-eat market is set to
grow” - Soumik Sen

Bachelors and single living people often prefer this meal option as it is convenient
and easy to assemble and does not require any prerequisites. According to the
survey 72% of the bachelors prefer the convenience of „Ready to Eat‟ food
because of time and energy saving, less cost, simplicity in preparation and easy
consumption in their hectic life.

Economically „Ready to Eat‟ is not an expensive affair for the average middle
class Indian. A 285 gm pouch of the „Aashirvaad‟ range of „Ready to Eat‟ meals
by ITC sells for between Rs. 80, which puts the product within the reach of the
middle-class buyers again conveniently. (Source: A sample of ITC ‘Kitchens of
India’ ‘Ready to Eat’ product)

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The highlight of this survey was that 85% of the parents with children below five
years of age found this option as the most convenient and served these meals at
least 7 - 10 times per month. Owing to the increase in work pressure, and rising
complexity in household management areas parents are actively seeking ways to
simplify and save time and effort. Ravi Naware, CEO, ITC Foods states -
"Aashirvaad will now be the ready-to-eat solution for the time-pressed family."

In order to preserve „Ready to Eat‟ foods preservatives and artificial ingredients

are used. These might be unappealing to especially Indians who prefer fresh and
natural ingredients. The survey found that only 34% of the people surveyed gave
up the convenience of „Ready to Eat‟ due to the use of artificial preservatives and
stuck to traditional and fresh produce.

The survey points out that these convenience foods are preferred by 86% of
mainly nuclear families where both husband and wife are working or by
bachelors who wish to avoid hotel food or people who do not have time, patience
or the expertise to prepare in a traditional method.(Web: indiacurrentaffairs.org,
2011)

The consumer spending rate on „Ready to Eat‟ processed food has increased at an
average rate of 7.6 per cent annually from 2008 to 2010, a trend which is expected
to continue as the consumer expense will rise at an average of around 8.6 per cent
till 2012.(Web: hindu.com, 2011). This opens up new avenues for the
manufacturers to expand into the „Ready to Eat‟ food industry.

Indian food manufacturers have also started keenly concentrating on

manufacturing innovative food products and „Ready to Eat‟ processed food so
that it can keep up with the speed of the ever changing food habits and taste of the
consumers especially in India. This has also made the manufacturers more aware
and help increased the scope for new improvements in better quality of food
processing, food packaging and quality of food. This tremendous increase in

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demand for „Ready to Eat‟ food has increased the number of manufacturing units
of „Ready to Eat‟ foods in India. It is estimated that the food-processing industry
will register an annual growth of 40-60 per cent during the period. (Web:
hindu.com, 2011).

According to AC Nielsen‟s latest online survey which found that urban Indians
are among the top 10 most-frequent consumers of fast food across the globe. The
survey found that a massive 71% of urban Indians consume food from restaurants
and take-away once a month. 37% of the adult Indian population resort to other
meal options than home cooked meals at least once a week. This makes India as
one of the top 10 countries among the 28 which were surveyed in terms of
frequency of fast-food consumption.
(Basu, 2005)

Many consumers in metros lead time-pressured lifestyles and have less time
available for formal meals, as a result of which demand remains high for products
which can be eaten on the go. 42% of the respondent said that another advantage
of instant foods that occupy less space in the kitchen or pantry, the amount of
drudgery involved is less and there is a tremendous potential for commercial
exploitation as it is a "rising industry".
(Web:foodindustryindia.com, 2011)

References and Notes:

Web- Links:

Anon (2011) „Majority of working couple inclined towards instant food‟ [online]
Available at:<http://foodindustryindia.com/newfood/detailnews.jsp?n=Majority
of working couple inclined towards instant food&id=878> [Accessed on 9th
March, 2011]

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Anon (2011) „Metros Family Moving Fast To “Fast Food” [online] Available
at:<http://indiacurrentaffairs.org/metros-family-moving-fast-to-
%E2%80%9Cfast-food%E2%80%9D/> [Accessed on 01th March, 2011]

Special correspondent (2011) „3,000 households quizzed on their food habits‟

[online] Available
at:<http://www.hindu.com/2011/01/25/stories/2011012556931900.htm>
[Accessed on 9th February, 2011]

Basu, I. (2005) „Here's $20m, just don't make me cook‟ [online] Available
at:<http://www.atimes.com/atimes/South_Asia/GB12Df04.html> [Accessed on
10th March, 2011]

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