Paper Presentation

Submitted By:- Anu Kaushik

Ankit Verma

Contents
INTRODUCTION
OBJECTIVES
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDINGS AND DISCUSSIONS
CONCLUSION
SUGGESTIONS
LIMITATIONS

Determinants of consumer purchasing behavior

for Ready to Eat Food in Delhi

India is the worlds second largest producer of food next to

China and has the potential of being biggest industry with
food and agricultural sector.

Ready-to-eat food is food offered or exposed for sale

without additional cooking or preparation, which is packed
on the premises where sold and is ready for consumption

The paper aimed to examine the Determinants of

consumer purchasing behavior for Ready to Eat Food in
Delhi.

RTE will grow around 22% during 2014-19

RTE Packets

Determinants of consumer purchasing behavior for Ready

to Eat Food in Delhi

OBJECTIVES

FACTOR AFFECTING
CONSUMER
PURCHASING
BEHAVIOR
To identify the factors
affecting
the
consumers purchasing
behaviour for ready to
eat

COMSUMPTION
PATTERN
To
explore
consumption patterns
of ready to eat

DEMOGRAPHICS ON
PURCHASING
BEHAVIOR
To find the impact of
demographics on the
purchasing behaviour
for ready to eat
.

Determinants of consumer purchasing behavior for Ready

to Eat Food in Delhi

Who?

Where?

why?

How?

Questionnaire
was formed
(8 Demographic, 6
Consumption
Information, 18
statements on
Consumers
Purchasing Behavior
Questions)

Determinants of consumer purchasing behavior for Ready

to Eat Food in Delhi

1. STATEMENT
OF
THE PURPOSE
2. JUDGEMENTAL

SAMPLING

4. DATA SOURCE
Research
Methodology

3. SAMPLE
SIZE - 302

5. PRIMARY SOURCE
OF DATA

6. SECONDARY SOURCE
OF DATA

DESCRIPTIVE RESEARCH

Determinants of consumer purchasing behavior for Ready

to Eat Food in Delhi

T- Test (Gender and Marital Status)

ANOVA Test (Educational Qualification, occupation,
income, family size, no of children)

Chi square test on RTE brands and Demography factors

(family size, income, gender, age of respondent)
Chi square test on How often customer purchase RTE
(family size, occupation, age, gender, education, marital status)

Chi square test on how often customer consume RTE

(Family size, Annual household income)
Chi square test on the number of RTE packets purchase each
month (family. size occupation, education, marital status)

DATA
ANALYSIS

Determinants of consumer purchasing behavior for Ready

to Eat Food in Delhi

Findings & Discussions

1
The respondents
in this survey
consisted of 86
MALES and 216
FEMALES

About 4.32% are not

formally
educated,
12.92% had secondary
school degree, 42.72%
completed graduation
and 26.15% are post
graduate 5.96% had
professional
qualification,
5.62%
were educated till 10th
and 2.31% in category
of others.

32.1 percent
responded ate
pasta, followed by
Others (23.5%), and
Shahi paneer
(17.2%). Pasta
became the most
preferred meals
eaten by
respondents.

Findings & Discussions

Age group of respondent who filled the survey

RTE
RTE

RTE
RTE

33.1%

33.8%
28.8%
4.3%

rs
yea
40
s
31f
eo
en t
Ag pond
r es

rs
s
yea
ent
30
nd
18
po
res
of

e
Ag

rs
yea
50
41- of
s
en t
e
Ag pond
res

rs

yea
s
51
ent
ve
nd
abo
po
res
of

e
Ag

Findings & Discussions

Purchasing Behavior on Demography
(Marketing factors of ready to eat brand preferred)
T Test

ANOVA

Age of Respondent

Relationship Exist

Gender

Relationship Exist

Marital status

Relationship Exist

Educational Qualification

Relationship Exist

Occupation

Relationship Exist

Annual Household Income

Relationship Exist

Family Size (no of members)

Relationship Exist

Number of children

Relationship Exist

Findings & Discussions

Chi Square Tests
RTE brands
influence on
Demography
factors

customer
purchase RTE
influence on
demography

customer
consume RTE
influence
Demography

Number of RTE
packets purchase
each month
influence
demography

Age of Respondent

Relationship Exist

NO Relationship Exist

Gender

Relationship Exist

Marital status

NO Relationship Exist

NO Relationship
Exist

Educational
Qualification

Relationship Exist

NO Relationship
Exist

Occupation

NO Relationship Exist

Relationship Exist

Annual Household
Income

Relationship Exist

Relationship Exist

Family Size (no of

members)

NO Relationship Exist

NO Relationship Exist

NO Relationship
Exist

No Relationship
Exist

Number of children

Purchasing behavior of consumers on

ready to eat
The results indicated that the majority of the consumers (57.33%)
bought ready to eat every month.
Also, the majority of respondents preferred to purchase two packs
when they purchased rte.
Identifying the retail stores or markets are important in the
marketing strategy as it may influence the consumers preferences
and purchasing behaviour on the rte brands. A total of 22.8% of
respondents preferred to purchase food from retailers than
supermarket (32.8%) , shopping mall (27.2%) and online 17.2%.
Here influence of online marketing is also emerging as another
factor for buying decision. If product is online available, customers
will buy it.
The respondents was analyzed using Chi-Square Tests. The
results revealed that marital status, education qualification, annual
household income occupation and family size of respondents had
dependency with the frequency of purchasing ready to eat.

Findings & Discussions

Consumption pattern
of Eating ready to eat

Consumption of
ready to eat
MONTHLY is
57.30%
32.1% responded
ate PASTA,
followed by Others
(23.5%), and so
forth.
Max purchase 2
packets monthly
(51.65%)

Marketing factors
of readyText
to eat brand
preferred

RESULT FROM T - TEST

MARKTING
FACTORS

PRICE
PACKAGING

TASTE

QUALITY

INCOME

AVAILABILITY
ADVERTISEMENT
OTHER FACTORS

Text

Purchasing behavior of
consumers on ready to eat

TOTAL of 22.8%
of respondents
preferred to
purchase food
from retailers
than supermarket
(32.8%),
shopping mall
(27.2%) and
online 17.2%.

Marketing factors of rte brand preferred

Consumers were asked 18 opinion questions regarding ready to eat
marketing. The questionnaire comprised of five point- Likert scale
(closer to 1 is Strongly disagree, closer to 5 is strongly agree).
T-test and ANOVA test were applied on demographics and Likert Scale
questions when it is examined, It was observed Annual household
income, occupation ,family size, education qualification have
significance relationship with marketing activities.
The marketing activities apparently had impacted on consumers
buying decision making
More than half of the respondents remarked that price was the most
important factor in choosing which brand to purchase.
On the question whether the brand name was important or not, the
majority of the respondents gave positive answers showing that
customer could be brand loyal if company timely update them about
benefits and offers and provide them with better quality of food also
the past experience of the brand do play a crucial role while taking
purchasing decisions

Conclusion

QUALITY,
AVAILABILITY
CLEAN, FRESHNESS

Cleanliness of the
product, free from
pesticides,
freshness, good for
health, and clean
place of sale are
some of the most
important attributes,
which are rated very
highly by people in
Delhi/NCR while
buying food products.
.

Value for money,

overall quality, taste,
availability of variety of
products at same place,
seasonality for the
product, flavour, good
display of products,
nearby availability and
good ambience are
some other important
parameters

LOCAL RETAIL
SHOP AND ONLINE
INFLUENCE

There is also
influence of
children, Online
is new platform,
local retail shops
will continue to
survive due to their
personal
relationship with
the local buyers

Conclusion
RTE Brand Preferred by Respondents
Heinz kitchen
(1.7%)

BEST
FOODS (7.60%)
ITC (31.1%)
kitchen of India 11.9%
Aashirvaad 19.2%

Haldiram
(24.2%)

MTR (35.4%)

SUGGESTIONS
SUGGESTIONS 1:- The determinants of purchasing behaviour of consumer of
ready to eat at national level.
SUGGESTIONS 2:- The role of salesperson at retail stores in influencing the
purchasing behaviour of consumer ready to eat In India
SUGGESTIONS 3:- The impact of nature and location of stores on purchasing
behaviour of consumer of ready to eat at national level
SUGGESTIONS 4:- The role of social media and influenced advertisement will
persuade the purchasing decision include an online purchase interest of
customers at national level.
SUGGESTIONS 5:- The role of language whether to use bilingual or multilingual on
packets to create more connection with customer as by increase in distribution at
national level will tend to reach RTE to every customer of different culture.
SUGGESTIONS 6:- The role of innovation with the product and more variety
needed according to the customer of different culture at national level.

BILINGUAL LANGUAGE

LIMITATIONS
There are certain limitations for this study. Firstly and major
limitation was the time constraint since the study was to be
evaluated along with our MBA course and that might had the
effect on the quality. Secondly the study involved limited
resources hence it acted as an constraint as well. Less
corporation from respondent. The sample size was of 302 which
was small too and was decided keeping the same since time
constraint
has
effected
the
data
collection.