CONSUMER BUYING BEHAVIOR TOWARDS

READY TO EAT PRODUCTS

Designed By: ANISH GHOSH MBA(M&S) 4TH SEMESTER

INTRODUCTION
The ready-to-eat (RTE) market in India, was at Rs. 128 crore (2006) is expected to expand and to reach Rs. 2,900 crore by 2015. The market for food is simply huge and as of January 2015 estimated to be Rs 5000 billion annually. It is growing for two main reasons: Population Growth Improvement in Consumers Spending Ability.

INTRODUCTION
Major Players in the Ready to Eat Segment: MTR Kohinoor Foods ITC Haldiram Tasty Bites

LITERATURE REVIEW
The ready-to-eat (RTE) market in India, was at Rs. 128 crore (2006) is expected to expand to reach Rs. 2,900 crore by 2015, according to an analysis done by Tata Strategic Management Group (TSMG). Report says that RTE market in India has remained under-penetrated owing to factors such as consumers penchant for freshness, low affordability and the Indian housewifes preference for home-cooked food. Report also suggests that RTE foods being the fastestgrowing, at a CAGR of 73 per cent

OBJECTIVES OF THE STUDY

To study the market penetration of Ready-To Eat food. To study the consumer perception of Ready-To-Eat foods. To identify the buying pattern of Ready-To-Eat (RTE) packs. To identify the factors influencing buyer behavior of RTE packs.

RESEARCH METHODOLOGY
Data Collection Method Primary Data Secondary Data Sample Design Non-Probabilistic Convenience Sampling Tools and Techniques Data was collected with the help of Questionnaire Sample Size Number of Respondents 60 Age Group of Sample (18-40) Occupation of Sample Size- self employed individuals, working people , students, and Paying guests.

ANALYSIS AND INTERPRETATION

Reason Behind Choosing A Brand

5% 5%

10% Taste 55%

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Schemes Easy Availabilty Other Factors

25%

FINDINGS
Market for RTE Products are more and marketers should cater more products for the people . People perception towards RTE Products is that it is not healthy. Marketers should positioned this products as more nutritious and healthy. In India, Buying Pattern for RTE Products is not regularly. People are more to the Home made Food. So, marketers should advertise more to people. Firstly, people think that RTE Products are not as tasty as Home-made Food. Second, it is more costlier and Third factor ,the most important one, is that people think it is not healthy product.

LIMITATIONS
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For a generic study like this where the consumers are spread across a wide area of Jaipur and shortage of time, the sample size taken was very limited i.e. 60. Lack of first hand knowledge of conducting research.

SUGGESTIONS Company should focus more on Health-Related Advertisements. Company should also launch RTE Chappatis.

CONCLUSION
Indian consumers are highly price sensitive. Consumers should perceive RTE packs as Value for money i.e. they should feel the money they spent on it is well spent and not wasted. Indians are voracious eaters and the family size is also large. Indians are more concern to their health.

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