Consumers preference for ready to eat Meals.

Introduction

India is a very complex country culturally, geographically and from culinary point of view too. Foods of India are better known for its spiciness. Throughout India, be it North India or South India, spices are used generously in food. Every single spice used in Indian dishes carries some or the other nutritional as well as medicinal properties. Like any country’s regional cuisines, India’s developed their unique qualities for different reasons. Dishes in India are named either for the combination of spices used ( Rogan Josh) for the cooking method ( Korma, biryani, do piazza) or for the main ingredient (saag, alloo, ghobi). Indian food is not universally hot, some dishes contains lot of chilies others none at all.

Primary Research

The primary Research was conducted in Navi Mumbai.The sample being the: House makers Kirana stores Department stores Road side vendors House makers Working couples Working singles College students School students

Market Determinants

Determinants for market

segmentation

Demographics

Psychographics

Preferences

occasions

Behavior

attitude

interest

Usage rate

Price sensitivity

Brand loyalty

Benefit soughts

Get to gather

festivals

Age sex

education

income

Marital status

occupation

Gravies

Every dish in India is made in a base known as gravies. It is the mixture of herbs , spices and other thickening agents. Dishes are made on the basis of the different types of gravies, which gives different taste to the dishes.

Gravies

Working couple“ we make gravies and

spices on Saturdays and store it.”

ChefsSouth Indian Restaurant“we prepare fresh gravy and consume it that day

itself.”

Chefs“ we make dishes only

in tomato gravy for Jains, people asking for swwet we add more of

white gravy.”

House makerJain

“ I believe in making the spices and the gravies

fresh. I don’t like storing.”

ChefsPunjabi Restaurants

“ Three types of gravies are made once and stored for 5 days, Red, white and

Masala gravy is made.”

Chefs

“ college students prefers more of North Indian

dishes.”

House makerTelugu

“I don’t like gravy to be red in color, we like gravy to have its natural color .”

House makersPunjabi

“ make the puree of the tomato when it is cheap to use at the time it become

costly and also it gives color to the gravy.”

Chutneys

Chutney, pickles and relishes are never left on the side of the Indian palate. A spoonful of chutney is a way of pepping up the appetite on the hottest days, and a tiny bite lends to refreshing taste to a savory dish.

Chutneys Shanu AggarwalAge:50

House makerEthnic group: Madwadi

“I make Guava,turnip,tamarind,khajur,peanuts chutney. Chutney

we prefer than pickle because it is healthy.”

Sri Bala ShrinivasAge: 3543

House makerTelugu(AP)

“I take chutney for tatse, and it goes well with

other dishes.”

Shreya GulatiAge: 38Punjabi

“I use chutneys to add taste, use it in chaas,

sandwiches with rice and with chapatti sometimes.”

Sahika Mehta

Age: 43

Konkani Maharashtrian

“ Make chutneys

according to the season,

when corriander becomes

costly make some other

chutneys.”

Kamal GuptaAge: 55

Ethnic group: UP“ I prepare

singhdana, mango and nariyal chutney.”

Shishir KumarAge:25

Working single“chutney adds spice to my meal.It breaks the monotony of meal.it gives a tangy taste”Anusha Arun

Age: 23College student

Ethnic group: Keralite“If green chutney would

have been available, would have kept one in my hostel”

Ruchi RawatAge:25

WorkingEthnic group:

Gadhwali“ I prefer having

chutney when the meal is bland”

Kirana stores

Department store

chefs Road side vendors

The middle class and above middle class purchaser eady to eat meals. one customer come twice or thrice in a month

Customers for ready to eat meals were mostly House makers and restaurant people. Working couples were less

Gravies and chutneys are made once and then stored to consume within 5 days .

Family has more footfall compared to students when it comes to Chow miens and momo. They provide 2 chutneys with momos

1. Green chutney- very spicy so not preferred much. Ingredients are peanuts, green chilies, ginger, garlic, salt

2. Red chutney - little spicy has more demand, red and green chilies, ginger, garlic, salt, cabbage.

The brands available are Parampara and Mother, providing veg and nonveg. customers prefer more of vegetarian curries compared to non veg. Parampara is the preferred brand compared to mother’s Recipe.

Parampara, kitchens of India and Suhanna are

They don't experiment with the garvies and provide authentic punjabi food. Mint chutney is provided with all the tandoori dishes and also as a side dish with the meals.

coconut chutney is provided with dosa and idlis, which has two variety red and simple.

Kirana stores Department store Chefs Road side vendorsMaggie’s Bhuna masala is also in good demand among the customers. Specially bhuna masala for gravy dishes is sold more

Restaurant people take brands like Suhanna.

The customers take the chutneys at least 2 to 3 times again with starters and also with main courseAdd taste according to the customers demand sometimes, they specially ask for spicy, sweet.

Green chutney is preferred more by the customers, specially non vegetarians.

If it comes to which is preferred more imli chutneys, ketchups or mayonnaise, It is the mayonnaise that is sold more

Packaging played an important role in choosing the brand, for the first time customers.

In weekdays the foot fall of the customers are around 100 and in weekends it becomes 150. Dinner time , mostly families come and in the afternoon it has more of couples and college students. Consumers prefer spicy.

The foot fall is maximum from 8:30 to 10:00. Two to three time the chutneys are asked for.

Schezwan chutney is preferred a lot by college students Customers look for nutrient

information first.

In order to prepare veg and non veg dishes., Three gravies are made separately:white gravy (kaju,watermelon seeds, elaichi powder) tomato gravy ( tomato, onion, ginger, garlic, green chilies)Masala gravy ( coriander, mixed masala, cumin seeds powder)

High profile, college students and middle class family comes to have the food. All prefer to have spicy.

Imli chutney of Maggie has demand and ketchups. Mayonnaise , veg &eggless are preferred . The most sold among them is Mayonnaise

Green chutney is preferred by both men and women. When it comes to tangy chutney it is preferred by women more.

Kids waste more of chutneys because of being spicy

Home Makers(25-40) (40-60)

Working couples(2540)

Working singles(25- 30)

College students( 18-25)

School students(12 -18)

House makers day starts usually at 5 or 6 am.

The day starts around 7

Wake up late, rush to office, no time to cook, prefer giving home orders.

Students from conservative family has a taste for home food more.

Ketchup is the all time favorite. Prefers ketchup compared to chutneys

In joint family they don’t store the gravies, as get many helping hands. Storing of gravies is seen in nuclear family too.

Store chutneys and gravies in refrigerator, some prefers to buy ready made chutneys from departmental store.

Has porridges, corn flex in morning, pick sandwiches or Mc D burger. ( male, 26)

Love having chutneys with snacks, it is preferred by both girls and boys.

In Tiffin demands for Maggie, fries, nuggets, parathas, to compliment it sauce is used.

Tomato puree is preferred as it gives more red color to the gravy than the fresh tomato.

Men takes part in cooking, when it comes to Non vegetarian

Love to have normal food, neither too spicy nor to bland.

At home uses cheese spread, mayonnaise, nutella and ketchup with chapatti and bread

Don’t have Tiffin mostly when Chapatti and Sabjie is given.

Punjabi’s prefer their curry to have a reddish look.

Ready to eat is purchased occasionally when guests comes. As it adds Variety

Used to cook earlier but finding it very time consuming left it. Cook in festivals and occasions.

In emergency Maggie is preferred, otherwise avoid it as it has many preservatives . Prefer having fruits and biscuits.

Green, tamarind, peanut and coriander are common in every household. Coconut chutney is made in north Indian home only with south Indian dishes.

Weekly masala is made and stored.

Prefers chutneys only with snacks otherwise schezwan sauce is preferred with rolls and wraps

Chole masala of MTR was liked the most.

Tamarind chutney and Green chutney is the favorite.

Home Makers(25-40) (40-60)

Working couples(25-40)

Working singles(25-30)

College students(18-25)

School students

They use ready to eat sometimes when guest comes and bhuna masala too.

Reason for leaving Ready to eat is expensive for the limited quantity. Could order from restaurant and make fresh too.

Reason for leaving Ready to eat is expensive for the limited quantity. Could order from restaurant and make fresh too.

Never used it but has a perception about it that it has many added preservatives.

Madwadis make Jimikand chutney (turnip) at the time of shradh.

Jains make Chuvara and kishmish chutney in Ashtami and Chaturdashi, as green is not consumed that day