ready to eat project

A

RESEARCH REPORT

ON “ADOPTION OF READY TO EAT PRODUCTS AMONG FEMALES IN

PANIPAT CITY”

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

OF PAPER CP-402 FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(Session 2008-2010)

UNDER THE SUPERVISION OF: SUBMITTEDBY:

Mrs. MONIKA GUPTA RAHULCHOTANI

FACULTY (MMIM) ROLL NO. 12081056

SUBMITTED TO:

MAHARISHI MARKANDESHWAR INSTITUTE OF MANAGEMENT

MAHARISHI MARKANDESHWAR UNIVERSITY, MULLANA AMBALA,

HARYANA- 133203 (INDIA)

DECLARATION

I hereby declare that the dissertation entitled “ADOPTION OF READY TO

EAT PRODUCTS AMONG FEMALES IN PANIPAT CITY ” submitted for

the Degree of Master of Business Administration is my original work and the

dissertation has not formed the basis for the award of any degree, diploma,

associate ship, fellowship or similar other titles. It has not been submitted to any

other University or Institution for the award of any degree or diploma.

Date: 9th April 2010

Place: Mullana

RAHULCHOTANI

12081056

2

CERTIFICATE

Certified that the research project entitled “ADOPTION OF READY TO EAT

PRODUCTS AMONG FEMALES IN PANIPAT CITY” done by Mr. Rahul

Chotani during the period of his study under my guidance, and that the research

project has not previously formed the basis for the award of any degree,

diploma, associate ship, fellowship or similar other titles and that it is

independent work done by him.

Date: 9th April 2010 MONIKA GUPTA

Place: Mullana FACULTY (MMIM)

3

ACKNOWLEDGMENT

“Knowledge is an experience gained in life, it is the choicest possession, which

should not be shelved but should be happily shared with others”.

I express my gratitude to my esteemed guide, Faculty guide Mrs. MONIKA

GUPTA, Maharishi Markandeshwar Institute of Management for their valuable

critiques, assistance and encouragement, which enabled me to carry on the project

successfully. They gave me a wonderful opportunity to work on this project. Their

time-to-time guidance and incessant support helped me to broaden my outlook on

the project I am highly obliged for their support throughout the research.

I would like to thanks to all for give their valuable inputs and time.

4

EXECUTIVE SUMMARY

5

Introduction to the Topic

The food industry is on a hike of changes as Indians continue to have a feast. Fuelled by what

can be termed as a perfect ingredient for any industry - large disposable incomes - the food

sector has been witnessing a marked change in consumption patterns, especially in terms of

food.

Change in consumption patterns

Increasing income is always accompanied by a change in the food basket, says an ICRA

report, which analyses food expenditure patterns over the last three decades in India. The

report observes that the proportionate expenditure on cereals, pulses, edible oil, sugar, salt

and spices declines as households climb the expenditure classes in urban India while the

opposite happens in the case of milk and milk products, meat, egg and fish, fruits and

beverages.

Food processing is generally understood to encompass all methods by which raw food stuff is

rendered suitable for cooking, consumption and storage. Human kind has known methods of

preservation and storage of foods since times memorable. The modern ready to eat industry

is one of the results of industrial revolution. The industrial revolution altered the nature of the

food chain by a shift from an agrarian to an industrial society. But ideas and development in

modern food technology followed largely from the empirical practices of people in the past.

Policy Initiatives

The Government has formulated and implemented several schemes to provide financial

assistance for setting up and modernizing of food processing units, creation of infrastructure,

support for research and development and human resource development in addition to other

promotional measures to encourage the growth of the processed food sector.

The Centre has permitted under the Income Tax Act a deduction of 100 per cent of

profit for five years and 25 per cent of profit in the next five years in case of new agro

processing industries set up to package and preserve fruits and vegetables.

6

Excise Duty of 16 per cent on dairy machinery has been fully waived off and excise

duty on meat, poultry and fish products has been reduced from 16 per cent to 8 per

cent.

Most of the processed food items have been exempted from the purview of licensing

under the Industries (Development and regulation) Act, 1951, except items reserved

for small-scale sector and alcoholic beverages.

Food processing industries were included in the list of priority sector for bank lending

in 1999.

Automatic approval for foreign equity up to 100 per cent is available for most of the

processed food items except alcohol, beer and those reserved for small-scale sector

subject to certain conditions.

Foreign Direct Investment

Foreign direct investment (FDI) in the country's food sector is poised to hit the US$

3-billion mark. In the last one year alone, FDI approvals in food processing have

doubled.

The cumulative FDI inflow in food processing reached US$ 2,804 million in March

’06. In ’05-06, the sector received approvals worth US$ 41 million. This figure is

almost double the US$ 22 million approved in '04-05.

ABOUT FOOD PROCESSING

Food processing is generally understood to encompass all methods by which raw food

stuff is rendered suitable for cooking, consumption and storage. Human kind has

known methods of preservation and storage of foods since times immemorial.

Techniques for preserving food from natural deterioration, following harvest or

slaughter, date to prehistoric times among the oldest methods are drying, refrigeration

and fermentation. Ancient hunters and gatherers used caves and other cool places for

storage. Fermentation was known by the third millennium B.C. in Mesopotamia and

Egypt. Pickling was developed by the Indian two thousand years ago.

The modern ready to eat industry is one of the results of industrial revolution. The industrial

revolution altered the nature of the food chain by a shift from an agrarian to an industrial

7

society. But ideas and development in modern food technology followed largely from the

empirical practices of people in the past.

Ready-to-eat food:-

Ready-to-Eat (RTE), or convenience food, is now dotting the shelves of urban stores

and supermarkets. RTE dishes are pre-cooked and then packaged in foils. All that one

has to do is dip the pouch in hot water for 3-5 minutes, cut open and serve or devour!

Even better, just microwave the pouches and pour out the delicacies.

The popularity of ready-to-eat packs and the bottom lines of eateries have a story to tell.

Eating out no longer marks a special occasion. Customer wants value for his money in terms

of quality and variety. No wonder, multi-cuisine restaurants are mushrooming even in small

towns. Italian, Mexican, Lebanese, Japanese, and Cajun – the list is growing.

The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth

rate of 6-8 per cent, during the tenth five-year plan period. Value addition of food products is

expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and

vegetable processing, which is currently around 2 per cent of total production will increase to

10 per cent by 2010 and to 25 per cent by 2025.

The new wave in the food industry is not only about foreign companies arriving here

attracted by the prospective size of the market. It is also about the migration of the Made in

India tag on food products traveling abroad. Indian food brands and fast moving consumer

goods (FMCGs) are now increasingly finding prime shelf-space in the retail chains of the US

and Europe. These include Cobra Beer, Bikanervala Foods, MTR Foods' ready-to-eat food

stuff, ITC's Kitchen of India and Satnam Overseas' Basmati rice.

The popularity of food and agro products is not surprising when the sector is now offering a

growth of more than 150 per cent in sales. With such promise in the sector, a number of

foreign companies have joined the fray. While US brands such as McDonald’s, Pizza Hut

and Kentucky Fried Chicken have become household names, more are on their way.

8

For instance, the proportionate expenditure on staples (cereals, grams, pulses) declined from

45 per cent to 44 per cent in rural India while the figure settled at 32 per cent of the total

expenditure on food in urban India.

The Confederation of Indian Industry (CII) has estimated that the food processing sector has

the potential of attracting US$ 33 billion of investment in 10 years and generates

employment of 9 million person-days.

Food Parks:-

In a bid to boost the food sector, the Government is working on agrimonies and the concept

of mega food parks. Twenty such mega parks will come up across the country in various

cities to attract Foreign Direct Investment (FDI) in the food processing sector.

The Government has released a total assistance of US$ 23 million to implement the Food

Parks Scheme. It has so far approved 50 food parks for assistance across the country. The

Centre also plans US$ 22 billion subsidy for mega food processing parks.

ITCITC made its entry into the branded & packaged Foods business in August 2001 with the

launch of the Kitchens of India brand. A more broad-based entry has been made since June

2002 with brand launches in the Confectionery, Staples and Snack Foods segments.

The packaged foods business is an ideal avenue to leverage ITC's proven strengths in the

areas of hospitality and branded cuisine, contemporary packaging and sourcing of

agricultural commodities. ITC's world famous restaurants like the Bukhara and the Dum

Pukht, nurtured by the Company's Hotels business, demonstrate that ITC has a deep

understanding of the Indian palate and the expertise required to translate this knowledge into

delightful dining experiences for the consumer. ITC has stood for quality products for over

90 years to the Indian consumer and several of its brands are today internationally

benchmarked for quality.

9

The Foods business carries forward this proud tradition to deliver quality food products to the

consumer. All products of ITC's Foods business available in the market today have been

crafted based on consumer insights developed through extensive market research. Apart from

the current portfolio of products, several new and innovative products are under development

in ITC's state-of-the-art Product Development facility located at Bangalore.

Leadership in the Foods business requires a keen understanding of the supply chain for

agricultural produce. ITC has over the last 90 years established a very close business

relationship with the farming community in India and is currently in the process of enhancing

the Indian farmer's ability to link to global markets, through the e-Choupal initiative, and

produce the quality demanded by its customers. This long-standing relationship is being

leveraged in sourcing best quality agricultural produce for ITC's Foods business. The Foods

business is today represented in 4 categories in the market. These are:

Ready To Eat Foods

Staples

Confectionery

Snack Foods

In order to assure consumers of the highest standards of food safety and hygiene, ITC is

engaged in assisting outsourced manufacturers in implementing world-class hygiene

standards through HACCP certification. The unwavering commitment to internationally

benchmarked quality standards enabled ITC to rapidly gain market standing in all its 5

brands:

Kitchens of India

Aashirvaad

Sunfeast

Mint-O

Candyman

10

http://www.itcportal.com/foods/foods_mint-o.html

http://www.itcportal.com/foods/foods_mint-o.html

http://www.itcportal.com/foods/foods_sunfeast.html

http://www.itcportal.com/foods/foods_aashirvaad.html

http://www.itcportal.com/foods/foods_kitchens.html

http://www.itcportal.com/agri_exports/e-choupal_new.htm

Aashirvaad Ready Meals :-

ITC Foods launched a range of Ready-To-Eat

dishes under the 'Aashirvaad Ready Meals'

label, in Hyderabad, on 25th June 2003. The

range now comprises nine dishes and two

Combo packs. The dishes on offer currently are

Rajma Masala, Nav Ratan Kurma, Dal Makhani,

Aloo Mutter, Palak Paneer, Pindi Chana, Pav Bhaji, Mutter Paneer and Yellow Dal Tadka.

Rajma Masala & Basmati Rice and Yellow Dal Tadka & Basmati Rice are available in

Combo packs.

Recently, 4 new dishes have been added to the range-Pongal, Kadi Pakodi, Kadi Pakodi &

Basmati Rice, and Gajar Ka Halwa.

The unique packaging form, using a retort process, ensures that the original freshness and

taste of the recipes is protected without the use of preservatives.

The Retort Process:-

The pioneering introduction of retorting technology is what has made the sale of ‘Ready-to-

Eat’ food products commercially viable.

The need of frontline military soldiers for light but nutritious food, with an assured long shelf

life was the impulse and the inspiration for the development and fine-tuning of the retorting

process. Retorting technology was used by the US in its Apollo Space missions. Today it is

the mainstay of US military rations. Retorting is also widely used in packaged foods in Japan

and Europe. The efficacy and effectiveness of the retorting process depends on the

sterilization process and the retorting pouch.

Sterilization Process:-

11

The sterilization process ensures the stability of the Ready-to-Eat foods in retort pouches, on

the shelf and at room temperature. The application of sterilization technology completely

destroys all potentially harmful micro-organisms, thereby making sure that the food product

has a very long shelf life. However, in the current commercial context, the self life is limited

to one year.

Retort Pouches:-

Retort pouches are flexible packages made from multi-layered plastic films, with or without

aluminum foil as one of the layers. Their most important feature is that they are made of

heat-resistant plastics, unlike the usual flexible pouches. This makes the retort pouches

uniquely suitable for the processing of their food contents at temperatures around 120

degrees Celsius. That is the kind of ambient temperature prevalent in the thermal sterilization

of foods.

The 3-ply laminate consisting of pouches and is the only one used in India. ITC uses 4-

layered pouches. The use of PET or polyester as the outer layer gives the required strength to

the pouch. The aluminum foil serves as a barrier layer ensuring a shelf life of more than one

year. The Nylon layer provides strength to the pouch, reassuring additional shelf life. The

innermost layer of Polypropylene provides the critical seal integrity, flexibility, strength and

taste and odour compatibility with a variety of food products.

‘Aashirvaad Ready Meals' is currently available across all major cities like Delhi, Mumbai,

Kolkata, Bangalore, Hyderabad, Chennai, Pune, Ahmedabad, Nagpur, Patna, Guwahati, and

Vishakhapatnam. All grocery stores selling ready-to-eat products stock ‘Aashirvaad

ReadyMeals’.

Aashirvaad Multi-purpose Cooking Paste:-

The Multi-Purpose Cooking paste is the latest offering from the

‘Aashirvaad’ brand. The ‘Aashirvaad’ Multi-Purpose cooking

paste is positioned as a kitchen aide. The product, ‘Bhuna hua

taiyaar masala’, is a fried paste of onions, tomatoes, ginger and

12

garlic mixed in refined sunflower oil. It is a basic paste used for most north Indian dishes. It

is suitable for all tomato-based dishes.

The ‘Aashirvaad’ Multi-Purpose Cooking paste is available in Delhi, Chennai, Hyderabad,

Bangalore, Kolkata, Ahmedabad, Mumbai and Pune at leading grocery outlets.

STAPLES:-

ITC entered the branded Atta market with the launch of

Aashirvaad Atta in Jaipur and Chandigarh on 26th May 2002.

The product is now available all over India.

‘Aashirvaad’ promises the Indian housewife the joy of providing

her family with the most delightful home-made rotis, made from

the finest quality atta. ITC uses the sourcing strength of its e-

Choupals to buy wheat directly from the farmers to deliver happiness to the Indian consumer

– Khushiyaan Chun Chun ke (Happiness handpicked). ‘Aashirvaad’ is made from finest

quality wheat that ITC has the unique capability to source through its e-Choupal network.

Premium quality atta, made from the best wheat in India, is also available as Aashirvaad

Select Atta.

ITC Foods also aims to delight the consumer through superior and innovative packaging. The

on material used in reto package is PET Poly, with the design showcasing the farming

process undertaken in the rural heartland of India in the form of a Madhubani painting.

‘Aashirvaad Select’ Atta (2 kg pack) was awarded the World Star Award for Excellence in

Packaging in the Consumer Pack Category. This is one of the most prestigious awards in the

world for Packaging.

Aashirvaad Salt:-

ITC launched branded packaged salt under the brand name ‘Aashirvaad

Salt’ on 26th March, 2003. The product is available in grocery stores

around the country.

13



Spices

ITC forayed into the branded spices market with the launch of Aashirvaad Spices in

Northern India in May 2005. The offering currently consists of Chilli, Turmeric and

Coriander powder in SKUs of 50g, 100g and 200g each.

In addition to Northern India, the product is also available in Mumbai, Pune, Ahmedabad,

Baroda and Surat presently.

Instant Mixes

This range, launched in March '06, includes Gulab Jamun, Rava

Idli, Rice Idli, Rice Dosa and Khaman Dhokla mix. Aashirvaad Instant Mixes promise the

discerning Indian homemaker perfect tasting dishes, consistently. The Rava idli Mix is

available in 500g pack and rest of the products is available in 200g packs.

Sunfeast :-

Riding on the success of offerings in the Glucose,

Marie and Cream categories, ITC has recently

enriched its 'Sunfeast' range of biscuits. The

Company has launched three new cream flavours

14

http://www.itcportal.com/iww/aashirvaad_a.htm

http://www.itcportal.com/iww/aashirvaad_a.htm

http://www.itcportal.com/iww/aashirvaad_c.htm

- Coconut, Strawberry and Pineapple. Strawberry & Pineapple creams have flavour

enhancers. ITC has pioneered the launch of coconut cream biscuits in India. The Company

has also introduced 'Sunfeast Dark Fantasy', a dark chocolate and vanilla cream offering

for the premium segment in selectmarkets.

'Sunfeast' has also entered the milk biscuit category with its

'Sunfeast Milky Magic' biscuits. These biscuits are made of

cow's milk. Sunfeast has tied up with 'Aavin', the biggest milk

brand in Tamil Nadu, for sourcing cow's milk. Both the new cream biscuits and milk biscuits

have received an enthusiastic response from consumers.

The Sunfeast range has been further expanded with the launched of 'Sunfeast Snacky' salted

crackers in 2 unique variants viz., Chilli Flakes and Classic Salted. The recently lau'Sunfeast

Special' biscuits are also available in select markets.

Sunfeast's latest offering, Golden Bakes blends the sheer richness of pure butter with that of

crisp cashews. This range is available in 3 exciting variants viz. Butter, Cashew and Honey

& Cashew.

'Sunfeast Pasta Treat', a whole wheat based non-fried product in 4 exciting flavours, has

been introduced as a healthy snacking option for children. The pasta segment was further

expanded with the launch of 'Sunfeast Benne Vita' in 4 innovative variants. The snack

food team is geared and ready to further enrich its product portfolio in the near future.

ITC currently has two brands in the confectionery segment - "Mint-O" and "Candyman" .

ITC acquired the brand "mint-o" from Candico in March 2002. ITC re-launched the

compressed mint product mint-o with new and improved product and packaging. mint-o is

the first mint in India to be also available in an orange flavour besides the regular mint

flavour. An innovative "Lemon mint" flavors was launched on 26 th February, 2003. The

product is available in two sizes – rolls of 20s and 6s. mint-o offers the discerning consumer

a value-added mint that captures the international essence of youthful "cool". mint-o is

currently available in all major markets.

15

http://darkfantasy.sunfeast.net/

'Mint-O Fresh', a hard-boiled mint candy, was launched in October 2004 in two flavours.

This launch extended the Mint-O brand, which had been present only as compressed mint

tablets. The launch of Mint-O Fresh is in line with ITC's marketing strategy of adding

excitement and contributing to the growth of the confectionery category. It is in line with its

business strategy of providing the adult consumer with the across price points.

Candyman Butterscotch Licks and Orange Licks was launched in December 2003 and is

now available in markets across the country. This marked ITC's entry into the deposited

candy market. In addition, Candyman Eclairs and Candyman hard boiled candies like Wild

Banana, Mango Delite, Orange Josh, Pineapple Punch and Natkhat Mango and Maha

Mango in twist wrap packaging are also available across India.

MTR

MTR Ready to Eat dishes are an amazing combination of convenience, taste and variety.

They're 100% natural and have absolutely no preservatives. Its range currently comprises

twenty-two delicious and completely authentic Indian curries, gravies and rice. They have

successfully adapted technology from the Defense Food Research Laboratory; Mysore to

make sure each dish has that "just-cooked" freshness.

16

Ready for change:-

With an increasing amount of women entering the work place, the ready-to-eat meals

market is displaying a strong growth. TFPJ takes an intimate look at this market.

The emerging trends of ready-to-eat meals have captured a large amount of the food retail

market in India. From the simple south Indian delicacies to the spicy north Indian food items,

MTR (Mavalli Tiffin Room) provides a wide range of processed food items to select from.

They manufacture, market and export a wide range of packaged foods to global markets that

include US, UK, Australia, New Zealand, Malaysia, Singapore, UAE and Oman. Keeping in

mind the fact that ready-to-eat meals are a new entrant in the Indian markets and have not yet

gained popularity, the shift towards organised retailing is projected to drive impulse buying

leading to the growth of their demand.

Inside the Mavalli Tiffin

The wide range of products offered by MTR includes ready-to-eat curries and rice, readyto-

cook gravies, frozen foods, ice cream, instant snack and dessert mixes, and a variety of

accompaniments like pickles and papads. The packing comprises layers of polyester and

aluminium foil held together by special glue. In a country like India, where the population

prefers fresh, cooked food, introduction of ready-to-eat meals was not an easy task. But

socio-economic changes like an increase in the number of professional women, greater

exposure and other overall societal changes have reduced the time available for cooking.

Hence women today seek alternatives, which are provided by the packaged meals segment.

As the awareness increases that ready-to-eat foods are natural and free from preservatives it

is expected that the demand for ready to eat foods will increase in due course of time.

DIIFERENT READY-TO-EAT PRODUCTS AVAILABLE IN THE MAREKT

17

Baby potatoes and green peas in a

delectable curry.

Serve with MTR Ready to Eat Dal Fry

and MTR Ajowan Paratha

Transfer the content of the foil

pouch into the microwave safe

bowl, microwave on high for

1-2 minutes and serve hot.

Immerse the unopened foil

pouch in boiling water for

about 5 minutes. Remove, cut

open and serve hot

Dal Bukhara

A culinary treat made from Whole

Black Lentils in a tomato gravy,

simmered over a slow coal fire for

hours to retain the freshness and

authenticity by the skilful balancing

of the spices.

Net Weight Serves

285g. 2 - 3 people

18

Yellow lentils seasoned with aromatic

spices — an integral part of every

Indian meal.

Serve with MTR Ready to Eat Palak

Paneer and MTR Plain Paratha




1-2 minutes and serve hot




open and serve hot.

Paneer Darbari

Soft cubes of fresh and juicy

cottage cheese in a rich tomato

gravy to create an unforgettable

delicacy.

Net Weight Serves

285g. 2 - 3 people

19

Vegetable Biryani Pasta

Rich, mildly spiced gravy with

hand-picked spices, in just the right

measure to cull out the original taste

of Vegetable Biryani. Just add long-

grained basmati rice and garden-

fresh vegetables and cook. Serve,

garnished with onions.

Entire range of Curry Pastes is

available in pack of 100

grams and serves 4.

20

Vegetables and dried fruit cooked in a

rich, creamy gravy – a dish fit for

kings!

Enjoy with MTR Lachha Paratha or

steamed rice








open and serve hot.

21

Fresh green peas and button

mushrooms in a delightful gravy.

Serve with MTR Ready to Eat Dal Fry

and MTR Methi Muttar Paratha








open and serve hot.

22

Tender chunks of cottage cheese

cooked in a rich tomato gravy.

Enjoy with MTR Lachha Paratha.








open and serve hot.

CONCEPTUALIZATION

23

As everybody knows that, today is the age of marketing where customer is supreme. We are

in the age of supreme where computers can customize and provide reliable quality products.

The marketing concept holds that the key to achieving organization goals consists in

determining the needs and wants to target markets and delivering there desired satisfactions

more effectively and efficiently than competitors.

The marketing concept has been expressed in slogans such as:

Whirlpool: Hum Sumjhen Aap ko Behtar (we understand you better)

Philips. Let’s make things better.

Leading companies have expressed their commitment for the marketing concept in many

ways such as:

“The marketer must constantly upgrade and the product by finding new dimensions”

Directly Personal Products, Hindustan Lever Limited.

“Focusing on three dimensions – cost, quality and speed of implementation- can help to add

value to the customer”.- Managing Director, Timex.

“To add value to the customer, you have to offer him services on his terms. That led to the

creation of many of our services”. – CEO (Consumer Banking), Citibank.

To make it more clear, a comparison of the three stages is given in figure 1, as:

1930s

24

Features: Mass Production: Demand Excess Supply;Philosophy: Supply creates its own demand"Emphasis: Product

Production-Oriented

Sales-Oriented

Features: Mass Production: Supply Exceeds DemandPhilosophy: Customer will not buy' if there Is no hard-sellingEmphasis: Product, Distribution, Sales Promotion

1950s

Till Date

After that, there are four pillars on which the marketing concept rest:

- Target Market

- Customer Requirements

- Integrated Marketing

- Profitability

These are discussing in brief as:

1. Target Market: - A marketer has to define the market to which it will direct its

efforts. The specification and identification of market would enable the marketer to

design specific marketing strategies. A target market is defined as a set of actual

and potential buyers of a product, service, or, idea. A buyer, who has interest in the

product, income and willingness to buy, can broadly be called as potential buyer.

This can be more explain with the help of the table given below :

Conditions Market Definition Examples

25

Features : Mass Production : Supply Exceeds DemandPhilosophy : Customer will not buy' if there Is no hard-sellingEmphasis : Product, Distribution, Sales Promotion

Marketing-Oriented

Interest + income + Willingness to buy

Interest + Income + Willingness – Access Barriers

Interest + Income + Willingness + Access – Qualification

Interest + Income + Willingness + Access + Qualification – Co. decides to market in a particular area

Potential Market

Available market

Qualified Available Market

Served or Target Market

A text book purchased by a prospect from middle income group.

Text book not distributed in North-Eastern States of India because publisher has no office in that area.Text book is meant for MBA student (So, Text book requires pursuit of course materials similar to MBA course.)

Text book is initially launched in Delhi. (Publisher has offices all over India except North-East India; Publisher prefers to start from Delhi.)

2. Customer Requirements: - The assessment of customer’s requirements or need

is a bit more difficult than defining the target market. This is because customer might not

be able or willing to state the true nature of his needs. The customer – focus is essential,

as advised by Mahatma Gandhi half-a-century ago. “The customer is the most important

visitor to our establishment. He is not dependent on us. We depend on him. He does not

disturb us in our work. He is the purpose of it. He is not alien in our business. He is a part

of it. We do not do him a favour when we serve him. He does us a favour by making it

possible for us.

Identify the

Demographics, Study Identify Target Track

Psychographics, Customer Customer Buyer

for

26

Identify Economic, Behavior Buying Motivators

Change

Target Market Social, and Closely Habits in cus-

Cultural factors -tomer

Of Target Market Requirements

(And find out cus-

-tomer needs).

Provide the Modify Delivered

Anticipated Attributes

Customer Value

The Customer Value Chain

3. Integrated Marketing: - Integrated marketing demands that there must be

internal consistency within the marketing department. All the marketing organs must

strive to focus on customer. Their activities must be customer driven. The marketing

functioning includes Brand Development Manager, Marketing Research Manager,

Sales Manager, Advertising Manager, New Product Manager, Customer Service

Manger, etc. Integrated marketing further demands that apart from internal

consistency within marketing department, other departments should follow the same

line- HRD, Finance, Manufacturing, Legal, Purchase, etc.

27

Motivators/Demotivators

Convert neutrals into motivators

4. Profitability: - A business organization has its goal in achieving a desired level of

profits in long-term. In case of non-profit organization, the goal is to survive and attract

funds, so that the activities go on and on. The revenue of a business organization comes

from ‘price’ that it charges.

ABOUT CONSUMER BEHAVIOUR

It is an old saying that customer is the ‘King’ of the market because he is the person on

whose decision demand of any product or service is dependent. The attitude of customer or

buyer decides how demand will emerge for a new product and service and how existing

goods & services will be sold. The study of Consumer Behavior replies how and why a

particular consumer or group reacts to decisions of producers. “We define consumer behavior

as those actions directly involved in obtaining consuming & disposing of products and

services, including the decisions process that proceeds and follow the action.

The behavior that consumes display in scanning for purchasing, using evaluating and

disposing of products and services that they expect will satisfy their needs. The study of

consumer behavior is the study of how individuals make decisions to spend their available

resources (time, money, effort) on consumption related items. It includes the study of what

they buy it, when they buy it, where they buy it, how often they buy it and how often they

use it.

Normally in Consumer behavior our studies the behavior of consumer for consumption goods

but in the study the behavior of buyer is also included.

(a) In certain products like medicines one buys on the prescription of a physician

which is also part of consumer behavior.

28

TargetMarket

CustomerNeeds

HRDLegalFinanceMarketingProductionPurchase

ProfitThrough CustomerSatisfaction

(b) In case of capital goods that is plant equipment, machinery, building etc.

(c) In case of industrial goods the decisions is influenced by supplier of equipment.

(d) Then there are one purely consumer goods with short life and once they are used

they extinguish. They are called Fast Moving Consumer Goods.(FMCG).

(e) They are other consumer goods which are durable like cars, refrigerators,

electrical iron, juicer mixer etc. but they are basically consumer items with long

life.

(f) There are also goods likes clothes which are not consumed in one go but are used

for long.

The behavior of consumer for all these products are taken on different considerations

than short term consumer goods like fruits, juices ice creams or milk. So that these

behavior and the technique of study is different for different items.

In other words it implies study of attitude of all consumers in disposing of their resources.

Further it is not confined to final users but also includes study of attitude of all those who

take investment decisions whether they consume themselves or buy for others.

Now the consumer behavior that keeps making marketing strategies also. Because all

marketing strategies and tactics are based on explicit or implicit beliefs about consumer

behavior can be an important competitive advantage.

To survive in a competitive environment an organization must provide target customer

more value than is provided by its competitors.

CUSTOMER VALUE is the difference between all the benefits derived from a total

product and all the benefits derived from a total product and all the costs and risks of

acquiring those benefits.

In example, owing a car can provides a no. of benefits depending on the person and the

type of car including flexible transportation, image, status pleasure, comfort and even

comparison ship however, sensing these benefits requires paying for the car, gasoline.

29

Insurance, maintenance and parking fees as well as risking injury from an accident

adding to environmental pollution and dealing with traffic jams and other frustrations. It

is the difference between the total benefits and the total cost that constitutes customer

value.

The organization is considering on the basis of the consumer analysis undertaken in this

step the organization identifies groups of individual, household, or firms with similar

needs.

Now after understanding the consumer behavior going to the concept of adoption process

this is also not an easy task to ascertain so that the main focus of this process is the stages

through which an individual consumer passes before arriving at a decision to try or not to

try to continue using or to discontinue using a new product. Therefore this can also be

called as adoption- decision ones time.

THE ADOPTION PROCESS:-

The main features of this process is the stages through individual consumer passes before

arriving at a decision to try or not to try, to continue using or to discontinue using a new

product. Therefore, this can also be called as Adoption- decision ones time.

To know why many new products fail, marketers need to understand the time and process

required for adoption to occur. Most of the organization believes that if they just develop a

new product that fits an important need recognized by consumer and promote, price, and

distribute it well, sales will takes place. But this does not work always various models have

been given by marketing analyst after examining the process of both adoption and diffusion.

The first was called AIDA (awareness, interest, desire, action) other alternative models were

also conceptualized but with different terminology and with same process.

30

A B C D E

AIDA Adoption process Hierarchy of effects Robertson Rogers

Awareness awareness Problem Recognition knowledge

Knowledge Awareness

Interest Interest Liking Comprehension

Persuasion

Desire Evaluation Preference

Action Trial Conviction attitude

Adoption Adoption

Legitimating

Trial

Decision

Adoption Implementation

Dissonance Confirmation

31

1. Knowledge: Consumer is exposed to the innovation existence and gains some

understanding of how it functions. In this stage consumers are aware of the product but have

made on judgment concerning the relevance of the product to a problem or recognized need.

Knowledge of a new product is considered to be result selective perception and is more likely

to occur through mass media than in late stages which are more influenced by opinion

leaders.

2. Persuasion: In this stage usually attitude formation takes place that is consumer form

favorable or unfavorable attitude towards the innovation attitude towards the innovation.

Consumer may mentally imagine how satisfactory new product might be in use. i.e.,

“vicarious trial” of the product in consumer’s mind. It is also considered as the evaluation of

consequences of using the product. This means the consumer’s weigh the potential gains

from adopting the product against the potential losses of switching from the product now

used.

A Person may seek out new stories pay particular attention to advertising for the product,

Subscribe to product rating services, talk to experts in that product the category etc. this is

basically done to reduce perceived risk in adopting new products . Each of the above

information search and evaluation strategies has an economic and or psychological cost.

Many persuasion methods are used by marketers. One the common and effective method is

catalogs, specially used for a new product because this provides more information than the

typical retail settings. For example- marketer can show the advantages ones present solutions

of their problems.

3. Decision: Consumers engages in activities that lead to choice to adopt or reject it he

innovation. Adoption can be defined as a decision to make full use of an innovation as the

best course of the action. This means continued use of the product unless situational

variables. Prevent usage. Rejection means to not adopt an innovation.

There may be some persons who first consider adopting an innovation or at least give a trial.

But then deciding not to adopt it. This is called an active rejection. Others never consider the

use of the innovation, known as passive rejection.

32

4. Implementation : Implementation means consumer puts the innovation into use. Until

this stage, the process is a mental exercise, but in this stage behavioral change is required.

5. Confirmation: Consumer seeks approval/ reinforcement for the innovation decision,

but may reverse this decision if exposed to conflicting messages about the product. This

stage is also influenced by communication sources and consumers evaluate their purchase

experience. After evaluating, they try to support their behavior and later decide to continue or

to discontinue using the product.

Marketers consider studying discontinuance to be equally important as the rate of adoption.

They study so that marketing strategies can be a tailor made with respect to the reasons for

the same. It is seen that people who adopt the product later than early adopters, more likely to

discontinue. Therefore, marketer try to upgrade follow- up services and feedback as the sales

of a new product expands.

33

REVIEW OF EXISTING LITERATURE

A READY-TO-EAT CHESTNUT FLOUR BASED BREAKFAST CEREAL. PRODUCTION AND OPTIMIZATION.

Authors: G. Sacchetti, G.G. PinnavaiaKeywords: Castanea sativa, processing, extrusion-cooking, `characterisation, hydrationAbstract: A ready-to-eat breakfast cereal was obtained through the extrusion cooking of a chestnut flour based blend.

Several studies were conduced adopting a two stage process, consisting of an extrusion stage followed by a puffing (toasting) stage, in order to obtain products with different structural characteristics a drying step was introduced just before the puffing stage.

The influence of process variables such as chestnut flour content, extrusion temperature and drying time before puffing, on the functional and physical properties of the products was investigated. W.A.I. (Water Adsorption Index), W.S.I. (Water Solubility Index) and W.H.C. (Water Holding Capacity), density, colour and breaking strength were determined.

In order to describe the behaviour of the products during the immersion in milk, the water uptake and the breaking strength of the products were measured at different immersion times; data obtained were compared with those of an analogue product already existing on the market.

Finally, the effect of icing on the product's textural characteristics before and during immersion in milk was also investigated.

34

The adoption of eating behaviors conducive to weight loss

Authors: Bing Bing Qi and Karen E. Dennis

University of Maryland, Baltimore, MD, USA

VA Maryland Health Care System, Baltimore, MD, USA

Abstract

Given the plethora of eating behavior techniques that obese individuals might adopt for weight loss, it is not likely that they could, or would be willing to, adopt all of them. Therefore, the purpose of this study was to identify the specific eating behaviors conducive to weight loss adopted during the behavioral treatment of obesity, and to distinguish those that were deemed beneficial from the ones that were not. Fifty obese (BMI 32±4 kg/m2, mean±SD), postmenopausal women (60±6 years old) participated in a 6-month behavior modification, dietary, low-intensity walking weight loss program. For analysis, they were divided into two groups: “no weight loss” (≤5 kg, n=18) versus “weight loss” (>5 kg, n=32). At pre- and posttreatment women completed the Eating Behavior Inventory (EBI) that measures specific strategies conducive to weight loss. Women who lost weight increased their total eating behavior score by 20% (p<0.001) and improved the adoption of 14 eating behaviors, which was more than twice that of the non-weight losers. Topping the list of most strongly adopted behaviors were carefully watching and recording the type and quantity of food consumed. Maintaining a weight graph and weighing daily also were important to these women. Neither group of women adopted potentially helpful eating behaviors such as leaving food uneaten, refusing food offered by others, or shopping from a list. In studies of obesity treatment, attendance at class sessions is one marker of program adherence. More definitively, implementing the EBI in clinical and research obesity treatment programs will provide its leaders with insight into whether participants adopt, ignore, or fight the essential behaviors that will facilitate success toward their personal weight loss goals.

35

Differential Listeria monocytogenes Strain Survival and Growth in Katiki, a Traditional Greek Soft Cheese, at Different Storage Temperatures.

Authors: Dafni-Maria Kagkli,* Vassilios Iliopoulos, Virginia Stergiou, Anna Lazaridou, and George-John Nychas

Agricultural University of Athens, Laboratory of Microbiology and Biotechnology of Foods, Iera Odos 75, Athens 11855, Greece

Abstract

Katiki Domokou is a traditional Greek cheese, which has received the Protected Designation of Origin recognition since 1994. Its microfloras have not been studied although its structure and composition may enable (or even favor) the survival and growth of several pathogens, including Listeria monocytogenes. The persistence of L. monocytogenes during storage at different temperatures has been the subject of many studies since temperature abuse of food products is often encountered. In the present study, five strains of L. monocytogenes were aseptically inoculated individually and as a cocktail in Katiki Domokou cheese, which was then stored at 5, 10, 15, and 20°C. Pulsed-field gel electrophoresis was used to monitor strain evolution or persistence during storage at different temperatures in the case of the cocktail inoculum. The results suggested that strain survival of L. monocytogenes was temperature dependent since different strains predominated at different temperatures. Such information is of great importance in risk assessment studies, which typically consider only the presence or absence of the pathogen.

36

SS-AAEA Journal of Agricultural Economics 2008 Articles Global Adoption of Convenience Foods

Author:-Megan Sheely. The author is a senior in the Department of Agricultural Economics at Purdue University. The editor of this issue was Bailey Norwood, Department of Agricultural Economics, Oklahoma State University.

Abstract

Trends in the types of foods Americans purchase are evident just by looking around thegrocery store. Foods stuffs requiring extensive preparation are being replaced by convenience products that require little time, energy, or preparation. Food companies constantly invest in research and development of new convenience foods to make daily life easier for consumers. The objective of this study is to determine whether the demand for convenience foods is growing around the globe, and if so, to identify the various drivers responsible for the increase in demand. Secondary data were collected for 67 different countries on the quantity and value for four different food types of convenience food: frozen processed foods, chilled processed foods, meal replacement products, and sweet and savory snacks. Data were also found on potential drivers of convenience such as age, income, food budget, etc. All data had 10 years of information (1998 to 2007) and were collected through databases from Euromonitor or the World Bank and analyzed using regression analysis. The three biggest drivers of convenience foods were found to be possession of a color TV, possession of a microwave, and median age of the population.

37

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It is the science

of studying how research is done scientifically. Further more for an effective and efficient

study properly planned methodology is must.

“All progress in born of enquiry doubt is often better than over confidence for it leads

to inquiry and inquiry leads to invention”

Objective of the Study

Main Objective: To study adoption of ready to eat products among females in Panipat city.

Sub Objectives:

1) To ascertain the adoption process of ready-to-eat products among females in Panipat

city.

2) To ascertain the make or buy decisions of the product taken by females.

3) To analysis that which kind of females whether married or unmarried preferred it

most.

4) To find out the reasons behind their preference and non preference to purchase.

5) To ascertain that, what are the various brands that are available in the market and

which brand they prefer most.

Data Collection

1. Primary Data: This is the source from which data is gathered first hand and the

responsibility for their compilation and promulgation remain under the same authority that

originally gathered them. For the study, unstructured interviews are conducted between the

females with the intention to have proper information about the same so that on the basis of

that important decision can be drawn.

Primary source have two methods:-

INTERVIEW METHOD

38

“An interview may be regarded as a systematic method by which a person enters more or less

imaginatively into the life of a comparative stranger.” Dr. S.R.Bajpai.

The process of interview begins with a casual conversation aimed at familiarization. Thus in

turns helps to build a rapport between the interviewer and the respondent. By doing so,

information about the topic could be gathered.

QUESTIONNAIRE METHOD

The method of questionnaire will be used to get the responses of the respondents. The

questionnaire will contain question, which will be based on certain factors or dimensions.

Now for each question, four alternatives will be given, out of which the respondent has to

choose the alternative, which he finds most appropriate for that particular question.

In this study, proper attention is paid in the question sequence because proper sequence of the

questions reduces considerably the chances of being misunderstood and also while

formulating the same, wording is also an important aspect so that the questions are very

much simple, which can be easily understandable and as per the requirement also.

2. Secondary Data : Any data which is available prior to the commencement of a research

study a secondary data. It is refers to information that has been collected by someone else,

often this include printed or published up arts the main secure of secondary data for this

project. It includes various magazines related to food industry and internet sites also that help

to make more effective and understandable.

Sample Design

39

1. Sampling Element: The Basic element to be studied are the married, unmarried,

service, and students.

2. Population: A Sample size of the area of Panipat (urban) will be surveyed.

3. Sampling Methodology: Probability based stratified random sampling will be

adopted.

4. Sample Size: A Sample size of 50 females will be obtained.

5. Sample Characteristics: Sample will be categorized of professionals and

housewife’s

6. Research design: Research design used is descriptive.

Scope of the study

The study will cover the area of:

Consumer Behavior

Psychological study

Demand analysis

Perception

Sales promotional tools

Tools used: Questionnaire shall be formulated to collect data. For the analysis

purpose bar charts and tables shall be used.

Stastical tool used : Chi-Square test

Research design: is the blueprint to study any problem. It is a plan for

collection analyses and interpretation of data in a manner that is relevant to the

research purpose with economy. Research Design is the preplan for a study that

will lead to the most economical method for collection of the required data and

their analysis.

40

A good research design should be flexible, appropriate and efficient and so on. It should try

to minimize biases and maximize reliability. Of the data collected and analyzed is considered

a good design.

The present study is exploratory in nature, for it seeks to discover the ideas and insight and

to bring out new relationship. Exploratory research includes surveys and fact-finding

enquiries of different kinds. The major purpose of exploratory research is description of the

state

affairs as it exists at present.

Significance of the study

This study is based on why females adopt the ready-to-eat products that are readily available

in the market. It helps those industries which are involved in the manufacturing of such type

of products in planning and deciding the most effective marketing strategy for the same. To

understand the consumer behavior is not an easy task this study explains the simplest way to

understand the same. It explains how the company targets their market and their prospective

buyers.

LIMITATIONS

41

Although, it has been tried to remain precise and be accurate in this study but in spite of all

the care, there are certain uncontrollable variables in a research study, which cause hindrance

in bringing out not accurate results.

Hence this research study has certain limitations which are listed below:-

1. Limited time available was not enough to do the survey without error.

2. Though the questionnaires were prepared with great care keeping all aspects in mind

but some aspects had been missed that could have made it more informative.

3. People have not exact and appropriate knowledge on the recall of brands.

4. There might be wrong information provided in the questionnaire.

5. There might be human error in data collecting.

6. As in the study, only females are considered that’s why the scope of study is limited.

7. Due to using exploratory research design, fresh data were collected for the same that

can’t be cent to cent accurate.

8. The respondents are ignorant to properly answer the questions.

Hypothesis of the Study

42

1. Ready to eat food products are not preferred by professional women but most preferred by

house wives.

2. Women like to purchase ready to it product because of the reason of taste other things

beings equal.

HYPOTHESIS TESTING

The chi-square test is one of the simplest and widely used non-parametric tests in statistical

work. The symbol is Greek letter chi. It was first used by Karl Pearsons in the year 1990. The

quantity chi-square describes the magnitude of the discrepancy between theory and

observation

Chi-square= Σ(O-E) 2

E

Where O=observed frequency

And E=expected frequency

Degree of freedom:

While comparing the calculated value of chi square with the table value, we have to

determine the degree of freedom. By degree of freedom we mean the number of classes to

which the values can be assigned arbitrary or will without violating the restriction or

limitations placed.

H0 = let us take the hypothesis that Poor technology, Poor road conditions , poor quality of spare parts, Increasing of vehicles do not effect the reasons of increasing in number of visits made by single customer.

H1= let us take the hypothesis that Poor technology, Poor road conditions , poor quality of spare parts, Increasing of vehicles effect the reasons of increasing in number of visits made by single customer.

Observed frequency table:

43

Factors Increasing of vehicles

Poor road conditions

Poor technology

poor quality of spare parts

Total

Influence on buying decision

34 42 24 0 100

Perception of dealers while buying products

37 45 10 8 100

Total 71 87 34 8 200

71×100E11= = 35.5 200 87×100E12= = 43.5 200

34×100E13= = 17 200

8×100E14= = 4 200

71×100E21= = 35.5 200

87×100

E22= = 43.5 200

34×100E23= = 17

44

200

8×100E24= = 4 200

Expected Frequency table:

Factors Increasing of vehicles

Poor road conditions

Poor technology

poor quality of spare parts

Total

Influence on buying decision

35.5 43.5 17 4 100

Perception of customers while buying refrigerator

35.5 43.5 17 4 100

Total 71 87 34 8 200

Observed frequency(O)

Expected Frequency(E)

O-E (O-E)2 (O-E)2/E

34 35.5 -1.5 2.25 .0637 35.5 1.5 2.25 .0642 43.5 -1.5 2.25 .0545 43.5 1.5 2.25 .0524 17 7 49 2.8810 17 -7 49 2.880 4 -4 16 48 4 4 16 4Total 13.98

χ2 = {(O-E) 2} = 13.98 E

45

Degrees of freedom = V = (r-1) (C-1) = (2-1) (4-1) = (1) (3) = 3

At degrees of freedom V = 4, χ2.05 = 8.75

Since the tabulated value of χ2.05 = 8.75 is less than the calculated value of χ2 so, we reject the null hypotheses (H0). Hence it is proved that that Poor technology, Poor road conditions , poor quality of spare parts, Increasing of vehicles effect the reasons of increasing in number of visits made by single customer.

Ho: Ready to eat food products are preferred by housewives.

Basis Business women Housewives Total

Yes 20 40 60

No 20 20 40

Total 40 60 100

O E O-E (O-E)SQUARE

(O-

E)SQUARE/E

20 2.4 17.6 309.76 129.06

40 3.6 36.4 1324.96 368.04

46

20 2.4 17.6 309.76 129.06

20 2.4 17.6 309.76 129.06

E= 755.22

47

ANALYSIS AND INTERPRETATION

(I) On the basis of Awareness

(A) Ready to Eat Product Awareness on married or unmarried status?

Product Awareness Among Females

Alternatives Yes Not Much No Total

Married 36 4 2 42

Unmarried 44 10 4 58

Total 70 14 6 100

INTERPRETATION:-

Out of 42 married females, 36 are very much aware of ready-to-eat products that are

available in the market whereas out of 58 unmarried females, 44 are awarded.

48

(B) Ready to Eat Product Awareness on vegetarian or non-vegetarian basis?



Vegetarian 60 10 4 74

Non-vegetarian 22 2 2 26

Total 82 12 6 100

INTERPRETATION:-

Out of 100 females 74 are vegetarian and remaining 26 are non-vegetarian. In total 82

females including both vegetarian and non-vegetarian are very much awarded of ready-to-eat

products.

(C) Ready to Eat Product Awareness on the basis of profession?

49



Business 8 - - 8

Service 4 - - 4

Student 42 12 4 58

Housewife 24 4 - 28

Other 2 - - 2

Total 80 16 4 100

INTERPRETATION:-

Out of 100 females, 80 are very much aware of ready-to-eat products whether they are

include in any profession like business, service, student, housewife or etc.

(D) Ready to eat Product Awareness with income – wise classification?

50



Below 10000 4 4

10000 to 25000 45 4 4 53

25000 to 40000 19 8 2 29

Above 40000 12 2 14

Total 80 14 6 100

INTERPRETATION:-

About 80 females those are aware of ready-to-eat products, out of them 19 whose total family

income are lie between 25000 to 40000 whereas 45 are those who are lie between under

10000 to 25000 category.

(II) On the basis of frequency of using ready-to-eat products

51

(a) Frequency of using on married or unmarried basis:-

INTERPRETATION:-

10 married female are regularly using ready to eat products and 6 unmarried are using

regularly. 12 married females using occasionally whereas 22 unmarried females are used on

occasional basis.

(b) Frequency of using ready-to-eat products on vegetarian or non-vegetarian basis:-

Frequency of using ready-to-eat productsAltern-

-atives

Regular

ly

Quite

Frequentl

y

Occasion

al

Rarel

y

Never

Married 10 12 12 8 -

Unmarried 6 12 22 10 8

Total 16 24 34 18 8

52

Frequency of using ready-to-eat products

Altern-

-atives

Regularly Quite

Frequently

Occasional Rarely Never

Vegetarian 6 10 25 14 10

Non-

vegetarian

8 8 13 4 2

Total 14 18 38 18 12

INTERPRETATION:-

14 females are using the product regularly out of them 6 are vegetarian and 8 are non-

vegetarian where as 38 females used it as occasionally basis out of them 25 are vegetarian

and 13 are non-vegetarian.

(c) Using and Frequency of using the ready-to-eat products on profession basis:-

53

Using ready-to-eat products Frequency of using ready-to-eat products

Alternat-

ives

Yes Not

Much

No Altern-

-atives

Regularly Quite

Frequently


Business 8 - - Business 6 2 - - -

Service 4 - - Service - - 4 - -

Student 18 30 10 Student 2 12 22 10 12

Housewife 16 12 - Housewife 6 4 10 8 -

Others - 2 - Others - - - 2 -

Total 46 44 10 Total 14 18 36 20 12

INTERPRETATION:-

46 females those using it are students whereas 44 are not using it very much. 36 females

those are using it at occasionally, out of them 22 are students and 10 are housewives.

(d) Using and Frequency of using the ready-to-eat products with income-wise

classification:-

54


Alternat-

ives

Yes Not

Much

No Altern-

-atives

Regularly Quite

Frequently


Below

10000

2 2 Below

10000

4

10000 to

25000

18 20 10000

to

25000

6 8 16 4 4

25000 to

40000

22 20 2 25000

to

40000

4 8 20 8 4

Above

40000

12 2 Above

40000

6 2 2 4

Total 52 44 4 Total 16 18 38 16 12

INTERPRETATION:-

55

52 females are using ready-to-eat products, out of them 22 are those, whose family income

levels lie between 25000 to 40000 whereas 38 are using it frequently, out of them 20 are

included in the category of 25000 to 40000.

(III) Recall the Brand?

Brand Preferences

Brands Name No. of Respondents

KFC 10

Aashirvaad 20

MTR 60

Others 10

INTERPRETATION:-

Around 60 females have remembered the name of MTR whereas 10, 20 and 10 females are

remembering the name of KFC, Aashirvaad and others respectively.

56

(IV) Which one you use more frequently?

Brand Preferences


KFC 18

Aashirvaad 20

MTR 55

Others 7

INTERPRETATION:-

55 females using the MTR products more frequently whereas 18 are using KFC products

very much that shows most of the females preferred MTR products in using because of

various reasons like quality, fabulous taste, brand name or etc.

(V) Why you buy it?

57

Reasons Behind the Purchasing of ready to eat products

Reasons No. of Respondents Percentage

Don’t have enough time 20 20%

Becoming habitual 18 18%

Like the taste 36 36%

Not aware about cooking 10 10%

None of these 16 16%

INTERPRETATION:-

Out of 100 females 36 say that they buy it because they like the taste very much whereas 20

say that they buy it because of not having enough time to cook at home, other 18 say they are

becoming habitual of it.

(VI) Why you don’t buy it?

58

Reasons behind their non-purchasing


Price Consideration 18 18%

Prefer to cook at home 26 26%

Don’t like the taste 8 8%

Worry about freshness 22 22%

None of these 26 26%

INTERPRETATION:-Around 26 females say that they don’t purchase the same because

they prefer to cook at home whereas 22 say that they are very much worried about freshness

of the product.

(VII) What is the type of your family?

59

Type of Family

Types No. of Respondents Percentage

Married couple with

children

40 40%

Married couple without

children

24 24%

Extended or joint family 36 36%

INTERPRETATION:-

40 females those are married and having children whereas 36 are married but not having

children and 24 females are living in a joint family.

(VIII) What is the most important consideration when you decide to buy

“ready-to-eat” products?

60

Important Consideration Behind Purchasing

Considerations No. of Respondents Percentage

Brand 16 16%

Quality 26 26%

Taste 16 16%

Price 6 6%

All 36 36%

INTERPREATTION:-

36% females preferred all the consideration while purchasing that include brand name,

quality, taste and price also whereas 26% females preferred it only for its quality and 16%

preferred brand name and taste respectively while purchasing.

(IX) Which is the most influencing source of information while purchasing

“ready-to eat” products?

61

Source of Information

Sources No. of Respondents Percentage

Newspaper 4 4%

TV 64 64%

Family 10 10%

Friends 12 12%

Salesman 4 4%

Other 6 6%

INTERPRETATION:-

Most of the females, around 64% get the information about the ready-to-eat products from

the TV media whereas 12 get the same from their friends and relatives.

(X) Are you satisfied with the quality of “ready-to-eat” products available

in the market now-a-days?

62

Satisfied with the quality of the available products

Responses No. of Respondents Percentage

Yes 46 46%

Not Much 44 44%

No 10 10%

INTERPRETATION:-

Out of 100 females, 46 are very much satisfied with the available quality of ready-to-eat

products that are available in the market whereas around 44 are not that much satisfied with

the same and 10 are not satisfied completely.

Conclusion

63

While conducting the research on ready-to-eat products, it is concluded that most of the

females whether married or unmarried or involved in any profession having the knowledge

about ready-to-eat products that are available in the market for consumption.

Some preferred it because they don’t have enough time for cooking at home whereas some

don’t have any knowledge about its preparation or there can be many other reasons.

There are various reasons behind their purchasing of ready-to-eat products and also for not

purchasing the same.

After conducting this research various conclusion have been drawn that are discussed as :-

1. The study reveals that majority of the respondents are aware of various brands

of ready-to-eat products.

2. There are various ready-to-eat products of different brands like Aashirvaad,

Nestle, ITC, MTR or etc. available in the market.

3. Most of the females preferred ready-to-eat products because of their

reasonable price, better quality, fabulous taste and effective brand name.

4. Quality is the major factor, which influencing the purchasing decision more

than other factors.

5. Females are very much affected by advertisements so they watch ads of ready-

to-eat products very carefully.

6. Females are very much satisfied with the available quality of ready-to-eat

products that are available in the market now-a-days.

7. People prefer ready-to-eat products not just because of their comfortability but

they like the taste and quality as well.

64

8. The research gave a clear picture that MTR is the most popular brand while

ITC took second place followed by Aashirvaad, Nestle and others.

9. Person who is either a habitual or occasional user, the price rise doesn’t

effects the buying of ready-to-eat products.

SUGGESTIONS AND RECOMMENDATIONS

65

The following suggestions are offered to food industry dealing in ready-to-eat products based

on the conclusion drawn from this research study are:-

1. Companies have to increase the awareness level in buyers through print media

( Newspaper and Magazines) advertisement since it is one of the main sources of

awareness.

2. Even till date, majority of the Indian Housewives feeling that the ready-to-eat

products are not a necessity product, so companies have to try to explain the necessity

of the same to trigger primary demand.

3. Quality, taste and brand name are three important factors, which are considered while

purchasing ready-to-eat products. Hence, companies have to provide quality products

and they have tried to build brand name and taste.

4. The company should introduce more flavors and varieties in its products.

5. Word-of-mouth can be generated by keeping the existing customers.

66

Bibliography

1. KOTLER, PHILIP; Marketing Management, “11th Edition” New Delhi, Prentice Hall

of India, 2002.

2. KOTHARI, C.R; Research Methodology, Wishawa Parkashan, “2nd Edition”.

3. SALKIND, NEIL, Exploring Research, 3rd Edition, Prentice Hall, NJ, 1997.

4. RAJMOHAN, R; Image Retail, “2nd Edition”, 2007.

5. Retail management by Barry Berman & Joel R. Evans

WEB SITES

Www. Helpline Law.Com

Www.Law4you.Com

www.a2zmba.com

www.scribd.com

67

http://www.a2zmba.com/

http://Www.Law4you.Com/

Questionnaire

Name Age Occupation

(1) On the basis of Awareness

(A) Ready to Eat Product Awareness on married or unmarried status?



Married

Unmarried

Total

(B) Ready to Eat Product Awareness on vegetarian or non-vegetarian basis?



Vegetarian

Non-vegetarian

Total

(C) Ready to Eat Product Awareness on the basis of profession?



Business

Service

Student

Housewife

Other

68

Total

(D) Ready to eat Product Awareness with income – wise classification?



Below 10000

10000 to 25000

25000 to 40000

Above 40000

Total

(2) On the basis of frequency of using ready-to-eat products

(1) Frequency of using on married or unmarried basis:-

Frequency of using ready-to-eat productsAlternatives Regular

ly

Quite

Frequentl

y

Occasion

al

Rarel

y

Never

Married

Unmarried

Total

69

(2) Frequency of using ready-to-eat products on vegetarian or non-vegetarian basis:-

Frequency of using ready-to-eat products

Alternatives Regularly Quite

Frequently


Vegetarian

Non-

vegetarian

Total

(3) Using and Frequency of using the ready-to-eat products on profession basis:-


Alternatives Yes Not

Much

No Alternatives Regularly Quite

Frequently


Business Business

Service Service

Student Student

Housewife Housewife

Others Others

Total Total

70

(3) Recall the Brand?

Brand Preferences


KFC

Aashirvaad

MTR

Others

(4) Which one you use more frequently?

Brand Preferences


KFC

Aashirvaad

MTR

Others

(5) Why you buy it?

Reasons Behind the Purchasing of ready to eat products


Don’t have enough time

Becoming habitual

Like the taste

Not aware about cooking

71

None of these

(6) Why you don’t buy it?

Reasons behind their non-purchasing


Price Consideration

Prefer to cook at home

Don’t like the taste

Worry about freshness

None of these

(7) What is the type of your family?

Type of Family

Types No. of Respondents Percentage

Married couple with

children

Married couple without

children

Extended or joint family

(8) What is the most important consideration when you decide to buy “ready-to-eat”

products?

Important Consideration Behind Purchasing

Considerations No. of Respondents Percentage

Brand

72

Quality

Taste

Price

All

(9) Which is the most influencing source of information while purchasing “ready-to

eat” products?

Source of Information

Sources No. of Respondents Percentage

Newspaper

TV

Family

Friends

Salesman

Other

(10) Are you satisfied with the quality of “ready-to-eat” products available in the

market now-a-days?

Satisfied with the quality of the available products

Responses No. of Respondents Percentage

Yes

Not Much

No

73

ready to eat project

Documents

maharishi markandeshwar institute

net weight 285g

raw food stuff

monika gupta faculty

mtr lachha paratha

processed food items

microwave safe bowl

eat dal fry