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Ready To Eat Meals

Research Report

Tanveer Manzoor Quershi (12282)

Submitted to: Sir: Ashraf Janjua

Contents
Section 1: Introduction ................................................................................................................................. 1 Introduction to Ready to Eat (RTE) ....................................................................................................... 1 Background for the Study ......................................................................................................................... 1 Concept ..................................................................................................................................................... 1 Some Features: ......................................................................................................................................... 2 Motivation for the Study........................................................................................................................... 2 Objectives of the Study ............................................................................................................................. 2 Research Problem ..................................................................................................................................... 2 Scope of the Study .................................................................................................................................... 3 Limitations of the Study ............................................................................................................................ 3 Defining the Variables ............................................................................................................................... 3 Section2: Literature Review .......................................................................................................................... 4 Theoretical Review.................................................................................................................................... 4 Introduction .............................................................................................................................................. 4 The current scenario ................................................................................................................................. 4 Market....................................................................................................................................................... 4 Challenges ................................................................................................................................................. 5 Research Based Literature Review................................................................................................................ 6 Research Paper Abstracts ..................................................................................................................... 6 Ready To Eat Food Industry ...................................................................................................................... 6 Ready Meals in Pakistan to 2013 .............................................................................................................. 6 Highlights .................................................................................................................................................. 6 Reasons to Purchase ................................................................................................................................. 6 Article Abstracts ............................................................................................................................................ 7 Food Industry ............................................................................................................................................ 7 Cooking made convenient .................................................................................................................... 7 Source: Research report on Retort Packaging ...................................................................................... 7 MARKET & ITS GROWTH ....................................................................................................................... 8 Source: www.marketingpractice.blogspot.com ................................................................................... 8 Ready to Eat: Processed and packaged foods ...................................................................................... 8 Section 3: Research Methodology ................................................................................................................ 8 ii

Research Design ........................................................................................................................................ 8 Steps in the research: ........................................................................................................................... 9 Data collection Methodology ................................................................................................................... 9 Primary data .......................................................................................................................................... 9 Secondary data ..................................................................................................................................... 9 Sample design ........................................................................................................................................... 9 Tools & Techniques ............................................................................................................................... 9 Sample Size ............................................................................................................................................... 9 Questionnaire response over using SPSS ................................................................................................... 10 Overview of Data ....................................................................................................................................... 10 Initial Question ........................................................................................... Error! Bookmark not defined. Likeret scale’ s Questions .......................................................................... Error! Bookmark not defined. Personal Info .............................................................................................. Error! Bookmark not defined. Valuation of Data Using T-Test ................................................................................................................... 14 RESULTS & FINDINGS .................................................................................................................................. 20 Results from the series of above questions: ............................................................................................... 28 CONCLUSION............................................................................................................................................... 29 Recommendations ...................................................................................................................................... 30

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currently estimated at Rs. What customer needs to do is just to open the item pouch and either places it in the microwave oven to heat or place it in warm water for some time and then serve to eat. technical skills and the most important factor is the demand for ease. There are two main reasons for this growth. The potential for growth in the market is quite considerably good and according to January 2010 estimates its worth Rs 50 million annually. one is the population and the other is the improvement in consumers’ spending ability. Earlier these ready to eat meal provided to soldiers in army so that they can eat it any time and place without cooking utensils. Pakistan is one of the largest producers of cotton. Pakistan Government is making all possible efforts to provide more infrastructures for these industries. according to a research the major contributors of the production would be changes like cold chain development. This facilitates manufactures to reduce their prices & makes them to go global with competing the products and prices of those countries.Section 1: Introduction Introduction to Ready to Eat (RTE) Background for the Study Pakistan has progressed in agriculture & industrial sectors since the beginning in many aspects of production and processing. increase in income levels of the middle class. Excise duty is considerably on RTE and different taxes had reduced. Therefore. and sugarcane in the world. reduction of taxation. The ready-to-eat segment is growing at a good pace. Concept Ready to Eat Meals (RTEM) are partially prepared meals and they are relatively new products in subcontinent as compared to western countries. Today. rice. The ready-to-eat (RTE) market in Pakistan. 500 Million (2006) is expected to expand to reach Rs. dry fruits. Two major Players in the Ready to Eat Segment will be • Shan • National 1 . 3 Billion by 2015.

Some Features: • Globalization of Pakistani food and its people living abroad in different countries of the world considered as the major factors for popularization of ready to eat foods. essence and aroma of these foods remain fresh up to the expiry date. Objectives of the Study · To study the market penetration of Ready-To Eat food. the current pace of the market penetration of these products isn’t so good due to certain factors which includes that the core concept behind these RTE products is that people living in urban areas have limited time to spent at home and as many women . • Increasing white choler bachelors staying away from homes. Motivation for the Study According to certain reports. • Their features such as Quality. especially in urban areas are working they prefer convenience as their primary consideration in buying such products however this doesn’t seem to be very realistic because in Pakistan people still prefer home made food cooked and served . price. The study also aims at understanding the factors influencing buying decision making of the RTE packs. 2 . • Retail outlet culture is also increasing rapidly in Pakistan. Value proposition etc. · To study the consumer perception of Ready-To-Eat foods. · To identify the buying pattern of Ready-To-Eat (RTE) packs. • Women wanting to spend more time out of the kitchen. Research Problem This Study deals with the Ready to eat Industry in Pakistan. Product. • Life of these food items is about 12 to 18 months. The factors under consideration are advertising. • Major factor for motivation of ready to eat foods is the foreign market which is growing very fast. · To identify the factors influencing buyer behavior of RTE packs.

• Where did the respondents first heard about RTE – So that I can emphasize on factors to increase knowledge about RTEM products Limitations of the Study • For a study like this where the consumers are spread across a wide area of Pakistan the sample size taken was very limited i.Scope of the Study This research aims to study of factors that are influencing consumer purchase behavior of Ready to eat products in Pakistan. • Number of people aware about such products. In the research. I have highlighted the following points: • I studied areas where actions are required to draw consumer’s attention and increase awareness about RTE products. This research conducted to understand all the unenthusiastic and encouraging perceptions about the Ready to Eat packs. • Lack of awareness among a considerable portion of population and lack firsthand knowledge. • Points which consumers gave about situations where they prefer RTE product in replace of their daily routine methods. 250. Defining the Variables Independent Variable:    Consumer Buying Behavior Time to cook Price Moderating Variable:  Time spent for cooking Dependent variable:  Demand of Ready To Eat Meals 3 .e. • Percent of people who prefer RTE on monthly basis in emergency situations.

urbanization. accounting for a share of 60. deli products.3%. The market for ready meals in Pakistan increased at a compound annual growth rate of 13.The canned ready meals category led the ready meals market in Pakistan. The Pakistani food processing industry has changed considerably in recent years to adapt to the demands and lifestyles of domestic consumers. 5 Billion by 2015. The analysis also pointed out that industry players would have to significantly improve their price competitiveness with respect to other options such as domestic help. ready-toeat and ready-to-prepare meals are currently the most rapid growth product categories in the domestic market. This is also due to the rapid expansion of the retail distribution system replacing mall stores and wet markets with modern supermarkets. The ready to eat foods have gained momentum in Urban Pakistan where even women are working and there is time crunch to cook. The current scenario The ready-to-eat (RTE) market in Pakistan. particularly the growing middle class. Dairy products. currently estimated at Rs. Market There is a huge untapped market opportunity arising due to rapid demographic shifts in income. 4 . and proportion of urban working women in India.7% between 2003 and 2008. frozen ready meals and canned ready meals.Section2: Literature Review Theoretical Review Introduction The ready to eat meal industry consists of two categories. eating out and ordering in. 50 Million (2006) is expected to expand to reach Rs. The industry needs to concentrate on broadening the market and increasing penetration amongst Indian consumers. superstores and convenience stores. low affordability and the Pakistani housewife’s preference for home-cooked food. snack foods. a report also highlights that the RTE market in Pakistan has remained under-penetrated owing to factors such as consumers’ penchant for freshness.

The Rs 500 million markets have stayed stagnant over the past three years. 5 . however.available to the Pakistani consumer. the pricing is higher range which has made it an occasional purchase item rather than regular buying. Additionally. this is not the case. So I would conclude that the RTE foods would be a necessity. Besides price consideration. the product range offered by industry players will have to strengthen. Over and above. That's because in Pakistan people still believe in cooking and serving food. cooks and consumers penchant for cooking. The RTE foods have to compete with restaurants. Challenges Most urban families are strapped for time.

The analysis has been done based on the primary data (which are collected through survey & personal interview) and secondary data (which are collected from different sources like internet. and reports of different Government agencies). The project covers the current news on ready to eat food Ready Meals in India to 2013 The report provides data and information on the ready to eat meal market in India. The canned ready meals category led the ready meals market in Pakistan. volume. accounting for a share of 60.7% between 2003 and 2008. The is a comprehensive report covering category and segment level data including value.Research Based Literature Review Research Paper Abstracts Ready to Eat Food Industry The project report deals with research done on the Ready to eat industry in India. Highlights The market for ready meals in India increased at a compound annual growth rate of 13. magazines. It was research done by students. partnerships and agreements 6 . Reasons to Purchase • Develop business strategies by understanding the quantitative trends within the ready meals market in India • Design effective marketing and sales strategies by identifying key market categories and segments • Identify key players within the market to plan lucrative M&A.3%. distribution share and company & brand share.

Milk & Milk Products. a higher proportion of processed food and beverages are included in the diet. Meat & Poultry.indianfoodindustry. Frozen Food/Refrigeration and Thermo Processing. Specialty Processing. The consumer food industry mainly consists of ready-to eat or ready-to-cook products such as noodles. especially in areas of Canning. and snack food. Packaged/Convenience Foods etc This shows that there is large scope for growth for RTE industry and studying the factors influencing the industry and industry should consider all these factors to get a share of the growing RTE market. 7 . Source: Research report on Retort Packaging Ready to Eat Meals like already cooked or prepared lunch & dinner are relatively new products which came in market only a few years back and now sold through retail general stores in especially made sealed aluminum laminates. skills and equipment. Article Abstracts Food Industry Source: http://www.net/ The article deals with the Indian food processing industry. There is an opportunity for large investments in food and food processing technologies.CS Market Research report Country: India The project report gives a detailed analysis of the Indian food processing industry. soft drinks. Fisheries. Cooking made convenient Source: The Hindu This article elaborates on the need for Ready to Eat foods. The factors influencing the growth pattern is attributed to the rapid expansion of the retail distribution system replacing mall stores and wet markets with modern supermarkets. It also discusses the various competitors in this segment and the pricing strategy on these companies. and as incomes increase and lifestyles change. Domestic processed food consumption will continue to grow as India’s population increases. biscuits. Packaging. It also discusses how RTE has penetrated In the retail distribution network. Dairy and Food Processing. Fruits & Vegetables. bakery products. cocoa based products. superstores and convenience stores.

this is because it was not completely famous in audience. This article deals with the rising prices issue that might have an impact on the RTE industry.com According to ITC press release on March 2008. It also lists the various players in this segment along with their product offering. The article states in spite of the stagnant growth in Indian market the company’s sales are fast gaining momentum due to the sales driven by NRI market.marketingpractice.com This article discusses the take off of ready to eat industry due to demand from NRI’s. First of all problem would be defined. data would collect through primary and secondary sources. The study was mainly concern on descriptive study. export & Expected growth. Source: www. 8 . The food processing industry is one of the largest industries in India and it is the ranked fifth in terms of Production. It considered as new study because the RTE pack market has not as famous in Pakistan as it is in India.blogspot. Ready to Eat: Processed and packaged foods Source: www. The market is somewhat in a stagnant state and the growth is minimal. Consumption. it also called the home work for any organization in order to launch any new product in the market.garamchai. money in terms of quality and variety. because people mostly think that frozen food are same as RTE packs. While having search for the problem it is to be feel difficult to aware people about frozen foods and RTEM food. Peoples want value for time.MARKET & ITS GROWTH   The popularity of ready to eat packed food now is no longer marks a special occasion. Indian RTE market is worth around Rs 80-100 crore. Section 3: Research Methodology Research Design Research design is the arrangement of theoretical frame work.

descriptive analysis and finally correlation test. Tools & Techniques Data collected through primary and secondary study. Respondent are mostly from Karachi. A sample size consists of 200 respondent but 50 of them are completely unaware of this RTEM food. essay writing. done for the same study or some other study. EXCEL and word office software.  Regarding research problem search out articles. RTEM food industry etc. so it needs to discarded. conclusion were taken from 150 responses by mixture of respondent.  Then found out research and findings. Thorough excel I bought the graphs and from SPSS I got one sample t-test. There would be choose 200 sample sizes but it reduced to 150. I read articles on India market for RTEM. conclusion would taken from 150 responses by mixture of respondent. In addition. Primary data also collected by few interviews with working women’s. these data compile them in a proper format to analyze it. Moreover. Primary data Primary data was collect through questionnaire. so it needs to discarded. 9 . Data collection Methodology Primary and secondary data collection method would used. Sample Size A sample size consists of 200 respondent but 50 of them are completely unaware of this RTEM food. Secondary data Secondary data is the data which already be existed. Sample design The sampling technique non-probability used.  Primary data would be collected through questionnaire and one to two interviews with executives one.  Then conclusion and recommendation will give in the last of this research.Steps in the research:  Found out the research problem and collect the data of secondary to draw the path for research study. sample would be chooses on convenience based. I would also go through this process. and book on this research study.  After having. Respondent are mostly from Karachi. data would analyzed by SPSS.

Questionnaire response over using SPSS Overview of Data From 1 questionnaire to 24th 10 .

From 25th to 81st 11 .

From 128th to 150th 12 .

e lunch & dinner) cooked at home for 150 Range 3.00 4.00 4.00 Maximum 4.06246 150 3.11508 Have you purchased READY TO EAT meals any time 150 1. are meals (i.75916 On days when meals are not cooked at home.9733 .6533 .00 4.93368 problem due to consumption of RTE I think a RTE pack is value for 150 3.7533 Std.11776 "A Ready To Eat Pack saves a lot of time and effort in cooking" 150 4.00 1. Deviation .47750 You picked up a READY TO eat pack 150 1.00 2.00 1.00 4.00 2.00 2.96089 A Ready to eat pack is easiy available I dont see any Health 150 3.00 1.00 1.00 1.0133 .00 2.66434 13 .00 5.00 1.6533 .63401 Have you heard of READY TO EAT meals 150 1.00 1.4067 1.8400 1.00 1.00 3.00 1.00 1.00 1.00 2.00 3. how do you manage? 150 2.00 1.00 5.00 1.00 1.00 1.86028 A pack of Ready to eat has sufficient quantity 150 4.00 1.00 Mean 1.Descriptives Descriptive Statistics N Given a normal week.9733 .00 2.47750 How did you come to know about the Ready To Eat Packs 150 3.6467 .00 Minimum 1.0400 .0533 .

62208 You belong to a ( family size) 150 5.68021 Occupation 150 3.00 1.00 4.00 1.00 1.5667 1.00 2.00 3.money I think the RTE meal is not as tasty as freshly cooked food 150 3.3400 .00 2.3600 .95106 age group marital status 150 150 2.00 6.83011 I know that the RTE Packs are manufactured at best quality standards 150 3.00 2.00 6.00 1.9800 .5200 1.00 4.00 1.2867 .00148 totaly family income 150 5.80424 .00 1.77961 I will surely use more RTE Packs if ready to eat rotis are also made vailable 150 3.00 4.00 2.00 2.00 1.05179 Valid N (listwise) 150 14 .00 1.00 1.00 4.00 4.00 4.00 2.1867 .5867 1.

5763 1.000 3.843 149 .6308 Upper 1.7855 A pack of Ready to eat has sufficient quantity 38.84000 1.7304 How did you come to know about the Ready To Eat Packs 20.65333 1.120 149 .7304 You picked up a READY TO eat pack 42. are meals (i.161 149 .5763 1.000 1.406 149 .0203 Likert’s Scale Question "A Ready To Eat Pack saves a lot of time and effort in cooking" 23.443 149 .64667 1.2084 15 .8983 3.000 1.8710 2.000 1.000 1.05333 2.65333 1. how do you manage? 38.918 149 .0756 Have you heard of READY TO EAT meals 107.6597 2.8758 On days when meals are not cooked at home.000 1.286 df 149 Sig.e lunch & dinner) cooked at home for 28.0319 Have you purchased READY TO EAT meals any time 42.01333 . (2-tailed) .One-Sample Test Test Value = 0 95% Confidence Interval of the Difference Mean t Given a normal week.75333 Lower 1.97333 1.406 149 .000 1.5079 1.000 Difference 1.9948 1.

000 2.3970 2.36000 2.98000 1.4404 You belong to a ( family size) 18.887 149 .743 149 .28667 2.18667 2.589 149 .000 2.97333 2.7164 marital status 35.3401 Personal Data age group 39.8227 3.0897 Occupation 26.04000 1.159 149 .000 2.609 149 .0332 2.A Ready to eat pack is easiy available 27.000 1.1527 2.075 149 .4858 I will surely use more RTE Packs if ready to eat rotis are also made vailable 28.2342 2.000 2.52000 1. To make our result confirm with more authenticated operation that is correlation.34000 1.2396 1.737 149 .1472 I think the RTE meal is not as tasty as freshly cooked food 33.000 2.000 1. 16 .56667 2.1240 I think a RTE pack is value for money 37.000 2.7364 As it is clear from the above one sample t-test that data which I gathered could concluding that all null hypothesis would rejected at 5% significant level.002 149 .382 149 .3584 1.5781 I dont see any Health problem due to consumption of RTE 39.6816 totaly family income 29.391 149 .4569 2.4206 I know that the RTE Packs are manufactured at best quality standards 37.58667 2.9328 2. which make sure about our results findings are true.000 2.40667 2.2352 2.651 149 .000 2.000 1.8703 2.

so to check this one out I have taken two question from agreeable scale. 17 . H1a. Convenience affects the demand for RTEM here I took the hypothesis that is convenience effect the demands or not.Co-Relation Test H1o. One is about availability and another is about value for money and it is clear from the above correlation test that value for money is rejected and yes convenience does effect on DEMAND. Convenience doesn’t affect the demand for RTEM.

H1a. 18 . Convenience affects the demand for RTEM To make this point more clearly I put another question that is about savings a time with this RTEM. Convenience doesn’t affect the demand for RTEM. and again I are on the same result that convenience does affect on the DEMAND.H1o.

Another Hypothesis which I need to discuss is about product features influence on RTEM Demand. H2a. the quality and the taste would be statistically significant at 0. I could conclude that yes features of the Food does effect on RTEM Demand. Therefore. Product Features don’t affect the demand for RTEM. Because people still look for the sufficient amount and shape of the food rather then its quality and taste.01 significant levels.H2o. 19 . When to look into the correlation table I have seen that. Product Features affect the demand for RTEM.

RESULTS & FINDINGS Cooking are at home 0% 10% All Days 25% Week Days Week end 65% Never The pie chart above interprets a desi Pakistani households mentality of cooking food at home almost on all days (65% of respondents). and 25 % of respondents cooking on week days. 20 .

In addition. I see that people tend to choose more than one answer but I restrict them to choose one. 21 .which one you choose when cooking were not be at home We pick up a ready to eat packet 15% We ordered food from Resturant 15% We visit a resturant 70% 0 10 20 30 40 50 60 70 80 This one also shows our mentality that I want to visit to outside from our houses if and only cook are not at home.

therefore I discarded 50 questionnaires regarding this.did you ever heard of RTE meals? 30% Yes 70% No When I start to collect the primary data by questionnaire then it found that most of the people didn’t understand the difference between frozen foods and RTEM foods. Have you ready to eat meals any time? 35% 65% Yes No 65% of them were agree with the question and 35% gives in negative 22 . rests were very much aware of these RTEM. In addition.

Picking up the RTE By: 30% While shopping for MONTHLY GROCERY items 70% Separately DURING EMERGENCY 70% will have RTEM while shopping for monthly grocery items and 30% will have in emergency. It noted that these people were aware of RTEM. came to know about RTE? Display at Malls Word of Mouth Tv Commercials 0 Other 70% Display at Malls Word of Mouth 15% Tv Commercials 15% 23 .

it is better to increase the availability of the product A RTEM saves time and effort in cooking Strongly Agree Agree Niether Agree or Disagree 36 Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 14 100 Disagree Strongly Disagree A pack of RTE has enough quantity Strongly Agree Agree Niether Agree or Disagree Disagree 30 Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 20 60 Strongly Disagree 20 20 24 .As it seen from above chart that RTEM are only at big malls. so not everyone can access it but the niche market will access it. Therefore.

A RTE Pack is available whenever I need to avail it Strongly Agree Agree Niether Agree or Disagree 20 30 10 80 0 Disagree Strongly Disagree Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree I can't found any health problem beacuse to the usage of RTE Strongly Agree Agree Niether Agree or Disagree 20 60 40 20 10 Disagree Strongly Disagree Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 25 .

I bilieve a RTE is value for money Strongly Agree Agree Niether Agree or Disagree 10 Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 30 Disagree Strongly Disagree 40 50 20 I think home made meals are more fresh then RTE pack cooked Strongly Agree Agree Niether Agree or Disagree 30 70 10 30 10 Disagree Strongly Disagree Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 26 .

i Bilieve that RTE packs are manufacture at best quality standard Strongly Agree Agree Niether Agree or Disagree 20 20 10 70 30 Disagree Strongly Disagree Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree I will use RTE Packs if ready to eat rotis are also available Strongly Agree Agree Niether Agree or Disagree Disagree 40 70 10 10 20 Strongly Disagree Strongly Agree Agree Niether Agree or Disagree Disagree Strongly Disagree 27 .

As the results.Results from the series of above questions: 100 respondents i. which is need to be observe by the RTE companies. 95 respondents feel that RTE packs have sufficient quantity and 55 feel they don’t. 70 people feels that RTE packs are not value for money while only 50 people feel otherwise. This shows that it could be need to enhance distribution network for RTE market. 32 % feel that the RTE packs are convenient when needed. 76 % of respondents answers that RTEM is the food which saves a lot of time. murghi barabar”. Which is to be concluded that still most of the respondent took RTEM as expensive one. Only 40 respondents i. It’s a combine reaction. Now from this I can conclude that people still look for the sufficient quantity to eat. 80 respondents feel that RTE packs are good for health while only 40 respondents shares otherwise.e. Only 40 will answers in either.e. they feel what I spend will not get it. Now here typically Pakistani mentality is enlightened where people think that “ghar ki dal. so in order to grab the attention of people you have to make them believe that RTEM as fresh as homemade meal. Therefore. while the rest of respondents did not agree on either. 100 respondents felt that RTE meals are not as per expectation as homemade meals and 40 respondent answers otherwise. Now a day’s people are more concern with their health and the awareness is increases day by day with in humans. and these are the people who think that RTEM is value for money. So company must sure of the convenient price list. quantity should be enough to have meal. 28 . Now marketer should use this strong reason for advertising and promotion strategy. shows that 100 people are disagree with the statement that “ready to eat meals are manufactured under best quality standards”. so make sure that you should promote in way so that people accept it as a good quality product.

I are now to conclude our research report with the following findings: Price. and they provide at most easy way. that’s why I the Pakistani won’t let the meal down until abdomen is about to blast. because respondent feel the worth for money while spending at the restaurant. So availability is to be considered as one of the important factor while launching RTEM. While having walk-in interviews it was also found that people don’t like to spend more on RTEM because they don’t felt them the value for money Quantity and taste of food .Pakistani people are very much pricing sensitive.Pakistanis love to eat DESI food. Manufacturing conditions – our respondents are the mixture of educated and non-educated people. Easy availability – As I discussed earlier that main competitors for RTEM are restaurants. mostly restaurant have free delivery at home. their main concern is of their health in this fast pace of life. they still want Mercedes in 8 lacs. In order to advertise RTEM this one should be in your mind that you have to make viewers to believe that RTEM is the value for money. so there for Industry of can food must have to sure that what customer spend will get more than that. Value for money – The main competitors of the RTEM are the restaurants. Respondent don’t look for the quality they just want sufficient quantity which make sure of complete meal to them. 29 . what they spend will have more than that. so educated respondent were taken much care about manufacturing condition. most specially at Punjab side people love spicy food. The same is the case here in term of RTEM that people expect more then what is provide now. it is that customers want their cost worth.CONCLUSION From above all discussion. Value proposition – RTEM is always perceived as the value proposition. and what value proposition is all about . So it should be make sure that quality would be best if your target market is working women because they are educated.

in case of emergency. It proved that people mostly aware of this product would found RTEM at shopping malls. They should Focuses on its strength as well like time saving. availability. the following recommendations should be practice by the Food Industry in order to make their plan of RTEM most successful: It is clear from the above results that Pakistani’s are now more aware of what is bad and what is good for them and one major cause are that they considered RTEM as not good for health. From the results. The second most important way to increase awareness is “word of mouth” as far as people are concerned they are also having the product by motivating his or her friend. in order to increase awareness first of all choose the one of the best method that ads on television which will increase the awareness with in no time because everyone have TV set and cable network connection in it. It is because the targeted people are working women and of course after having a long and tiered day it would not able to make meal manually so they must be impressed by your strength. so can food manufacturer has to use this point in their advertising and promotion strategies.Recommendations As per our research. This would be enlightened again n again in their advertising strategy and in ads campaigns. they judge the product by first looking at the price of the product. 30 . so word of mouth will generate positive word of mouth which increases the awareness. Now this would be the major threats for food industry to divert the mind of respondent towards the RTEM as a fresh food and taste is same as house made meals even much better. Therefore the pricing strategy should be arrange in a way so that everyone can have this opportunity and easily accessible by them. and about to nothing will have on television and word of mouth. it is very much clear that people are more concerned with price as well. It needed to aware people about the freshness of RTEM . So it shows that availability factor is very week. It is seen that 100 respondent were agree that RTEM foods are not as fresh as homemade meal. every time ready.

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