A Study On Buying Behaviour of Consumers PDF

A STUDY ON BUYING BEHAVIOUR OF CONSUMERS
TOWARDS INSTANT FOOD PRODUCTS IN KOLAR

DISTRICT
Thesis submitted to the

University of Agricultural Sciences, Dharwad
in partial fulfillment of the requirement for the
Degree of
MASTER OF BUSINESS ADMINISTRATION

In
AGRIBUSINESS MANAGEMENT
By
USHA V.
DEPARTMENT OF AGRICULTURAL MARKETING,

CO-OPERATION AND AGRIBUSINESS MANAGEMENT
COLLEGE OF AGRICULTURE, DHARWAD
UNIVERSITY OF AGRICULTURAL SCIENCES,
DHARWAD-580 005
JULY, 2007
ii
ADVISORY COMMITTEE
DHARWAD
JULY, 2007
(H.S. VIJAYAKUMAR)
MAJOR ADVISOR
Approved by :
Chairman :
Members :
_________________________
(H.S. VIJAYAKUMAR)
1. _________________________
(V.R. KIRESUR)
2. _________________________
(S.B. MAHAJANASHETTI)
3. _________________________
(R.A. YELEDHALLI)
CONTENT
Sl.No.
Chapter Particulars
CERTIFICATE
ACKNOWLEDGEMENT
LIST OF TABLES
LIST OF APPENDICES
INTRODUCTION
REVIEW OF LITERATURE
2.1 Awarencess of consumers
2.2 Factors influencing consumption
2.3 Brand loyalty
2.4 Brand composition
2.5 Demand estimation
METHODOLOGY
3.1 Description of study area
3.2 Sampling design and data collection
3.3 Analytical tools
RESULTS
4.1 Awareness of consumers towards Instant Food Products
4.2 Factors influencing the consumption of Instant Food Products
4.3 Brand loyalty of consumers of Instant Food Products
4.4 Brand composition of Instant Food Products
4.5 Demand potential for Instant Food Products
DISCUSSION
5.2 Factors influencing the consumption of Instant Food products
5.3 Brand loyalty of consumers of Instant Food products
5.4 Brand composition of Instant Food products
SUMMARY AND POLICY IMPLICATIONS
REFERENCES
APPENDICES
ABSTRACT
List of Tables
Table
No.
Title
4.1
Income Wise Distribution of Households of Kolar District
4.2
Socio-Economic Characteristics of Different Income Groups
4.3
Awareness of Consumers About Instant Food Products
4.4
Brand Awareness of Consumers about Instant Food Products
4.5
Overall Brand Awareness of Consumers about Instant Food

Products
4.6
User Categories of Instant Food Products
4.7
Reasons for not Purchasing the Instant Food Products
4.8
Factors considered for using Instant Food Products in Mulbagal

Taluk
4.9
Factors considered for using Instant Food Products in Mulbagal

Taluk
4.10
Factors considered for using Instant Food Products in Gudibande

Taluk
4.11
Sources of information about Instant food products
4.12
Monthly Expenditure of Households (Rs/Months)
4.13
Purchase and Consumption of Instant Food Products by Households

in Bangarpet Taluk
4.14

in Mulbagal Taluk
4.15

in Gudibande Taluk
4.16
Products Purchase Frequency in Bangarpet Taluk
4.17
Products Purchase Frequency in Mulbagal Taluk
4.18
Products Purchase Frequency in Gudibande Taluk
4.19
Sources of Purchase of Instant Food Products in Bangarpet Taluk
4.20
Sources of Purchase of Instant Food Products in Mulbagal Taluk
4.21
Sources of Purchase of Instant Food Products in Gudibande Taluk

Contd
Table
No.
Title
4.22
Decision Makers of Instant Food Consumption in Different Income

Groups
4.23
Brand loyalty of Consumers towards Instant Food Products in

Bangarpet Taluk
4.24
Brand loyalty Consumers of Instant Food Products in Mulbagal taluk
4.25
Brand loyalty Consumers of Instant Food Products in Gudibande

Taluk
4.26
Reasons for not preferring particular brand of Product
4.27
Purchase behaviour of different Brands of instant food products in

Bangarpet Taluk
4.28

Mulbagal Taluk
4.29

Gudibande Taluk
4.30
Factors Influencing Brand Preference of Instant Food Products
4.31
Estimated equation of demand for Instant Food Products in Kolar

District
4.32
Potential Demand for Instant Food Products
List of Appendices
Appendix
No.
Title
1.
List of Taluks and Hoblies selected under study
2.
A study on buying behaviour of consumers towards Instant Food

Products in Kolar District (schedule for individual consumer families)
1. INTRODUCTION
The word 'food' refers to the chemical substances taken into the body in order to keep
the body in a healthy and active condition. The body requires food for growth, repair and
replacement of its worn-out tissues. Hence, food has to provide the required raw material,
energy and other regulating substances, like vitamins and minerals, for the smooth
functioning of the body, besides meeting the calorific requirements like carbohydrates,
proteins, fats, etc., India is the worlds second largest producer of food next to China and has
the potential of being biggest industry with food and agricultural sector contributing 26 per
cent to Indian GDP. It has the capacity of producing over 600 million tons of food products
every year; it is likely to be doubled in next ten years. Food accounts for the largest share of
consumer spending. Food and food products account for about 53 per cent of the value of
final private consumption. This share is significantly higher than in developed economies,
where food and food products account for about 20 per cent of consumer spending
(www.tata.com). The average monthly per-capita consumer expenditure (MPCE) was Rs. 511
for rural India, which comprised of Rs.305 for food and Rs. 206 for non-food commodities. For
urban population, it is Rs. 1060, which comprised of Rs.441 for food and Rs. 619 for non-food
items. There was a decline in the share of food in total expenditure that is 54 per cent in rural
areas compared to 64 per cent in 1987-88 and 42 per cent in urban areas compared to 56
percent during 1987-88 (National Sample Survey Organization, GOI).
In India, majority of food consumption is still at home. Nevertheless, out-of-home food
consumption is increasing due to increase in urbanization, breaking up of the traditional joint
family system, desire for quality, time which translates into an increased need for
convenience, increasing number of working women, rise in per capita income, changing
lifestyles and increasing level of affluence in the middle income group had brought about
changes in food habits. In the last two decades, the share of urban population has increased
from 23.3 per cent in 1981 to 27.8 percent in 2001. During the same period the female work
participation rate had increased from 19.7 to 25.7 per cent. The per capita income increased
from Rs.7, 328 in 1980-81 to Rs.10, 306 in 2000-2001. The change in food habits was evident
from the growth of food processing industries.
Indian Food Processing industry
The food processing industry in India is one of the largest in terms of production,
consumption, export and growth prospects. Important sub sectors in food processing
industries are fruit and vegetable processing, fish-processing, milk processing, meat and
poultry processing, packaged/convenience foods, alcoholic beverages and soft drinks and
grain processing.
According to Ministry of Food Processing Industries, the size of the food processing
industry was about Rs.315, 000 crores and included Rs.99, 000 crore of value added
products. About 300 million upper and middle class people consume processed food; 200
million more consumers are expected to shift to processed food by 2010. The food processing
industry accounts for 13.5% of the countrys industrial output. It generates 18% of gross
domestic product and employs about 19% of the industrial labour at national level. Products
like papad, pickle and spice mixes have been hugely successful in recent years. The size of
this particular segment alone is estimated at about Rs 100 crore. Rabo India Finance had
projected that the Indian food processing industry would increase to Rs 11,500 billion by
2014-15. Processed products like chapaties, subzies and portion packs of concentrated
curries are fast becoming regular diets, especially for young couples. The product range
includes foods like puri-bhaji and dosa-vada. Processed food products like pickles,
chutneys, juices and curry powders had made their entry into the kitchens of most middleclass households a long time back. There are a whopping 15 crore middle class individuals,
of which 60% are below 35 years a segment that is increasingly depending on processed
foods. This throws open an ideal opportunity for small entrepreneurs who are eyeing this
segment for making a fortune.
Over the past five decades, India has taken giant steps in producing food grains, milk,
fruits and vegetables. The production of raw food materials is estimated to worth over Rs
60,000 crore. After primary, secondary and tertiary processing, the total size of the industry is
estimated to be as high as Rs 1,10,000 crore. This cost overrun reflects the opportunities
that food-processing industry offers to the economy as a whole and entrepreneurs in

individual. Big opportunities lie in upgradation from commodities to packaged and branded
products and convenient foods, which offer value for money. Products focused towards
children and young adults and products catering to those who lead a fast modern-day life.
Realizing the potential and in order to provide further boost, the government has exempted
from excise duty for condensed milk, ice cream, preparations of meat, fish and poultry,
pectins, pasta and yeast. Further, excise duty on certain ready-to-eat packaged foods is
reduced to 8% from 16%. The food processing industry will also be benefited from the
reduction in excise duty on paper, a cut in customs duty on major bulk plastics and a
reduction of customs duty on packaging machines, which would reduce packaging costs
(Budget 2007).
The total exports of Indian food processing industry had increased by about three
times to Rs.53,000 crores in 2003-04, from Rs.17, 600 crores in 2002-03. Considering the
greater potential for food processing industry in India, government had committed to
encourage various activities for the development of this sector. Indian government had been
giving importance to the food-processing sector, by way of fiscal incentives to encourage
commercialization and value addition of agricultural produce, for minimizing pre/post harvest
wastage, generating employment and export growth. The government gave five-year tax
holiday for new food processing units in fruits and vegetable processing. From 2000-01 to
2006-07 Government had also approved proposals for joint ventures; foreign collaboration,
industrial licenses and 100 per cent export oriented units envisaging an investment of
Rs.19,100 crores during 2002-03. Out of this, foreign investment was over Rs. 9100 crores.
Instant food products
The Instant food products, which originated in Japan with Instant noodles had its
beginning in India in 80s, are found today in the kitchen shelves of every Indian household.
The advancement of science and technology offered the people new foods processing
vessels, equipment and tools but still people are in search of new techniques to speed up the
cooking process in order to cope up with mechanical life, as they do not have sufficient time
to cook food in the conventional methods. In the ever changing socio-domestic scenario, both
men and women have to necessarily go for employment to augment the household income
and cooking food in traditional methods is really an ordeal for women. Capitalizing this
situation, business houses ranging from small time manufactures to multinational corporations
have started innovating and commercializing easy to cook food items like noodles,
vermicelli, gulab jamun, instant idli, vada, dosa mix, etc., that are otherwise called instant. The
instant food products are not only easy to cook but also have a significant role and place in
the celebration of the family functions and religious functions of the people.
Oxford Advanced Learners Dictionary defined instant food products as Instant food
products which are prepared and packaged often in powered form are required only the
addition of a liquid as water or milk for final preparation.
In the modern days, where the life is at fast pace with the time very valuable to every
person, "Instant Foods" play an important role in everyone's day-to-day life. The very term
'instant food' means simple, fast and convenient food, which is easy and fast to prepare
besides being hygienic, free from microbial contamination and also convenient to eat. Unlike
olden days where man used to have his food lavishly and slowly, the present trend changed
the habits to foods, which are simple and easy to digest. Hence, the existence of these foods
fulfilled all the needs of modern human being. Preparing food with instant mixes has become
a way life and no doubt they are going to be an integral part of food habit in future. Canned
foods, convenience foods, fast foods, frozen foods, instant products, dried foods, preserved
foods, etc. all come under instant foods or ready-to-eat foods. The food habits in India have
changed due to the Western influence and the usage of these foods is also on the rise. These
foods are widely used in catering industries as well as at homes. There are varieties of
instant/ready-to-eat foods available in the market to choose from and they have become a
part of every day life. It is a food revolution that's been a long time coming. As double-income
nuclear families become the norm in urban India, everyone who is anyone in the food
business has been eyeing the ready-to-eat food sector with considerable hunger.
Among the processed food segment, instant food products occupied a considerable
shelf space in stores and super markets in India. Food companies through instant food
products had provided high quality food choices, which would have been inconceivable to
ancestors. Instant food mixes formed a range of convenience food for households, being easy
to use without terminal processing and women found it very convenient to use. It helped them
to save time and effort and relieved them of the tedious jobs of collecting various ingredients,
cleaning and sorting them and preparing food. Modern homes also do not offer the facilities
necessary for traditional processing and hence these products gained instant acceptance.
These instant mixes can be used for preparations of various snack foods, sweets and
preparations with rice. The sweet preparation included Gulab jamoon mix, Payasam mix,
Badham mix, Purfi mix; the snack mixes included bajji mix, vada mix, bonda mix and the
preparations with rice includes puliogare mix, tomato rice mix, lemon rice mix and coconut
rice mix, Bisibele bath mix, etc., The instant mix market in India was approximately Rs.150
crore during the year 2003 and at the end of 2004, it was around Rs.350 crore. And by March
2007 the size of the Indian Ready to eat market was approximately Rs.600-700million
(Indiantelevision.com. March 10, 2007).
Generally, food is prepared depending on the habits, tastes, social status, economic
factor, availability, traditions, habitats, etc., of the people of that region. The most sought after
in the present age are the instant/ready-to-eat foods. They are very popular in the Western
region of the world. Even India is being influenced by these instant foods.
Main reasons for popularity of Instant Food Products
1. Emergence of Industrial society (i.e., metropolitan cities) Development of the metropolitan
cities due to increase in population, emergence of industries, evolution of various new
factors, time factor, etc., created the need for instant foods in the market.
2.
Reduced domestic servants Due to industrialization, the labour category is getting

attracted to it because of better emoluments and hence there is a shortage of home
maids-servants. Due to this, the housewives in order to save time started using instant
foods.
3. Womenfolk taking to job- As the literacy rate is increasing among women, a large number
of them in our country are taking up jobs to setup their own status in the society and to
use the extra income generated. These are creating the need for ready-to-eat foods.
4. Emergence of nuclear families- Earlier times, a single family consisted of many people i.e.,
a group of several nuclear families were living in a single place. Hence larger quantities
of the food were used to be prepared. But as these joint families started disappearing
due to various reasons, each single family started using these instant foods in order to
save time and energy.
5. Prices of raw materials- This forms one of the major factors for the use of instant foods in
the present world. As the prices of some of the raw materials are continuously increasing,
the purchases of these foods formed more economical.
6. New products- As there are different new products coming up in the markets daily that are
very cheap and easy for using and preparing, the popularity of instant foods is increasing.
7. Drudgery of work- In order to award the heavy laborious work like grinding manually and
other drudging works, people opt for instant foods, which are easy to prepare and eat.
8. Convenience- Instant foods are convenient to prepare and are economical. This increased
its usage by the people as it saves the time, energy and money.
9. Increasing income- Due to establishments of multi-national companies in India, the lady of
the house also started working, because of which there is no time to prepare food at
home. Hence this created the need to opt for instant foods.
10. Standard of living- The standard of living is also changing due to raise in income level,
influence of western countries, more global trade, traveling etc., Hence, people are
changing their taste to instant foods more compared to the old traditionally prepared
foods.
11. Media- In the modern era, the media, particularly electronic and print media, are playing
an important role in creating awareness of the products manufactured and released in
the market.
The above factors are responsible for the popularity of instant food products in Indian
market. The marketer should see to it that the instant food is available to the consumers
without any difficulty at competitive rates. The products should be provided to consumers by
keeping in mind as when they want, where they want and the manner in which they want.
These methods help in increasing the sales of the product with good feedback from the
customers and creating a niche for instant foods in the market.
Though there are so many instant foods available in the market, their popularity is
increasing in a slow pace, especially in the rural markets, due to lack of awareness compared
to larger cities where they are widely available and also more popular. For the convenience
Instant Food Products are classified into three categories, which suits to rural consumers that
involves less cost. One product from each category is selected for the study such as
1. Cereal based products. e.g. Dosa/Idli mix
2. Fruit and Vegetable based products. e.g. Pickles
3. Spice based products. e.g. Sambar masala
Problem focus
Several firms had been engaging in production and marketing of instant food
products. Hence, the consumers had greater options to choose from. In this context, a study
on consumer behaviour was deemed to be important to understand the buying behaviour and
preferences of different consumers. Understanding the consumer behaviour would help the
firms in formulating strategies to cater to the needs of the consumer and thereby increase
their market share. Consumers taste and preference were found to change rapidly, especially
in a dynamic environment. Keeping in view the importance of consumer behaviour and
consumption pattern, the present study was undertaken with the following objectives.
Objectives of the Study
The specific objectives of the study were;
i.
To study the extent of awareness towards Instant Food Products,
ii.
To analyze factors influencing the buying behaviour of Instant Food Products,
iii.
To analyze brand loyalty for Instant Food Products,
iv.
To study brand composition of Instant Food Products
v.
To estimate demand potential for Instant Food Products
Limitation of the study

This study was based on primary data collected from sample consumers by survey
method. As many of the consumers furnished the required information from their memory and
experience, the collected data would be subjected to recall bias. The study area was limited
to Kolar district and the findings may not be applicable to other markets, as vast differences
exist among the consumers with regard to demographic and psychographics characteristics.
Hence, the findings of the study may be considered appropriate for the situations similar to
study area and extra care should be taken while generalizing the results.
2. REVIEW OF LITERATURE
In this chapter, research works done in the past regarding awareness, factors
influencing the consumption, brand loyalty, brand composition and demand estimation of food
products has been reviewed and presented as under.
2.1 Awareness of consumers
2.2 Factors influencing consumption
2.3 Brand loyalty
2.4 Brand composition
2.5 Demand estimation
2.1
AWARENESS OF CONSUMERS
Brown et al. (2000) reported that the need for effective nutritional education for young
consumers has become increasingly apparent, given their general food habits and behaviour,
particularly during adolescence and analyzed that the interaction between young consumers'
food preferences and their nutritional awareness behaviour, within three environments (home,
school and social). The results indicated that the perceived dominance of home, school and
social interaction appears to be somewhat overshadowed by the young consumers, while
developing an 'independence' trait, particularly during the adolescent years. The authors
suggested that food preferences are often of a 'fast food' type and consequently the food
habits of many young consumers may fuel the consumption of poorly nutritionally balanced
meals. While young consumers were aware of healthy eating, their food preference behaviour
did not always appear to reflect such knowledge, particularly within the school and social
environments.
Aaker (2000) regarded brand awareness as a remarkably durable and sustainable
asset. It provided a sense of familiarity (especially in low- involvement products such as
soaps), a sense of presence or commitment and substance and it was very important to recall
at the time of purchasing process. Apart from the conventional mass media, there were other
effective means to create awareness viz., event promotions, publicity, sampling and other
attention-getting approaches.
Yee and Young (2001), aimed to create awareness of high fat content of pies,
studied consumer and producer awareness about nutrition labeling on packaging. For this,
seven leading pie brands were analyzed for fat content and are ranged from 7.1 to 19.2% fat.
Potato topped or cottage pies had the lowest fat content (7.1-9.2% fat). Most pies did not
display nutritional labeling on packaging. Over half of the consumers (52%) who responded to
the survey (42% response rate) were aware of the campaign. The study was successful at
raising consumer awareness about the high fat content of pies and influencing the food
environment with a greater availability of lower fat pies. It is possible to produce acceptable
lower fat pies and food companies should be encouraged to make small changes to the fat
content of food products like pies. Potato topped pies are lower in fat and are widely
available. Regular pie eaters could be encouraged to select these as a lower fat option.
Chen (2001) expressed a different thought on brand awareness that it was a
necessary asset but not sufficient for building strong brand equity. In his view, a brand could
be well known because it had bad quality.
Beverland (2001) analyzed the level of brand awareness within the New Zealand
market for ZESPRI kiwi fruit. The effectiveness of this branding strategy employed by kiwi
fruit, New Zealand was studied. The implications of the findings for agribusiness in general
using the data collected from surveys of kiwi fruit consumers (n=106) outside three major
super market chains in Auckland, New Zealand, the results suggested that the level of brand
awareness for ZESPRI is low among consumers. It is indicated that brand awareness could
be increased through a relationship-making programme involving targeted marketing and
supply chain management.
Nandagopal and Chinnaiyan (2003) concluded that the level of awareness among the
rural consumers about the brand of soft drinks was high which was indicated by the mode of
purchase of the soft drinks by Brand Name. The major source of brand awareness was word
of mouth followed by advertisements, family members, relatives and friends.
Ramasamy et al. (2005) indicated that, the buying behavior is vastly influenced by
awareness and attitude towards the product. Commercial advertisements over television was
said to be the most important source of information, followed by displays in retail outlets.
Consumers do build opinion about a brand on the basis of which various product features
play an important role in decision making process. A large number of respondents laid
emphasis on quality and felt that price is an important factor while the others attached
importance to image of manufacturer.
2.2 FACTORS INFLUENCING CONSUMPTION

Balaji (1985) studied fish consumption behaviour of 526 consumers in
Vishakapatnam city. The study revealed that 77 per cent of respondents consumed fish for
dinner and 22 per cent for lunch. About 30 percent of the respondents did not consume fish
on festival days, as those days were considered auspicious, while the rest had no notations
and consumed fish, irrespective of festivals.
Gluckman (1986) studied the factors influencing consumption and preference for
wine. The explicit factors identified were, the familiarity with brand name, the price of wine,
quality or the mouth feel of the liquid, taste with regards to its sweetness or dryness and the
suitability for all tastes. Some of the implicit factors identified through extensive questioning
were, colour and appearance. Most consumers seemed to prefer white wine to red.
Packaging, appearance, colour, ornateness, use of foreign language and graphics were taken
as important clues for quality and price. Consumers preferred French or German made wines
to Spanish or Yugoslavian wines.
Kumar et al. (1987) examined the factors influencing the buying decision making of
200 respondents for various food products. Country of origin and brand of the products were
cross-tabulated against age, gender and income. Results revealed that the considered factors
were independent of age, education and income. The brand image seemed to be more
important than the origin of the product, since the consumers were attracted by the brands.
Jorin (1987) examined changes in spending power and buying habits of Swiss
consumers since the beginning of the 20th century and in the more recent past. Current
trends include greater emphasis on health and safety of foodstuffs and less attention to price,
increased demand for low calorie light products and increased demand for organically grown
foods. For young people, more concern with enjoyment and less for health, with more meals
eaten away from home, and generally an increased demand for convenience foods. The
prospects for high quality branded products are seen to be good.
Puri and Sangera (1989) conducted a survey to know the consumption pattern of
processed products in Chandigarh. Jam was found to be most popula,r irrespective of
income. Orange squash consumption was maximum in high and middle-income families.
Pineapple juice consumption increased with a rise in the income.
Sabeson (1992) in his study stated that, high quality, price and taste of the product
were the major criteria based on which the consumers selected a brand of processed fruits
and vegetable products.
Rees (1992), in his study revealed that factors influencing the consumers choice of
food are flavour, texture appearance, advertising a reduction in traditional cooking,
fragmentation of family means and an increase in snacking. etc. Demographic and
household role changes and the introduction of microwave ovens have produced changes in
eating habits. Vigorous sale of chilled and other prepared foods is related to the large
numbers of working wives and single people, who require and value convenience.
Development in retailing with concentration of 80% of food sales in supermarkets is also
considered to be important. Consumers are responding to messages about safety and health
eating. They are concerned about the way in which food is produced and want safe, natural,
high quality food at an appropriate price.
Ragavan (1994) reported that, quality, regular availability, price, accuracy in weighing
and billing, range of vegetables and accessibility as the factors in the order of importance
which had influenced purchase of vegetables by respondents from modern retail outlet.
Singh et al. (1995) studied factors influencing consumer preferences for milk. They
were milk quality, convenient availability, supply in quantity desired, flavour, colour, freshness
and mode of payment showed higher levels of consumer satisfaction.
Study of Sundar (1997) revealed that, grocery department of Saravana Bava
Cooperative Supermarket, Cuddalore was enjoying favorable images of consumers in the
attributes, such as, equality of price, behaviour of sales persons, moving space, location,
correctness of weight, packaging of goods, number of sales persons and convenient
shopping hours. At the same time, the image is weak in the attributes, such as, quality of
goods, availability of range of products, variety of goods, acceptance of returns, credit facility,
door delivery and in sales promotional measures.
The study undertaken by Sheeja (1998) in Coimbatore district considered the quality
aspects like aroma, taste, freshness and purity as the major factors deciding the preference
for a particular brand of processed spices.
Amitha (1998) studied the factors influencing the consumption of selected dairy
products in Bangalore city. The results of the study revealed that, income and price
significantly influenced the consumption of table butter. Price had a negative impact and
income a positive impact on consumption.
Srinivasan (2000) reported that, consumer with higher educational level was found to
consume more processed products. The quantities of processed fruit and vegetable products
were consumed more in high-income group. The tolerate limit of price increase identified was
less than 5%, any price change above this limit, would result in discontinuance of the use
processed product. Consumers preferred processed products because of convenience of
ready to eat form.
Kamalaveni and Nirmala (2000) reported that, there is complete agreement between
ranking given by the housewives and working women regarding the reasons promoting them
to buy Instant food products. Age, occupation, education, family size and annual income had
much influence on the per capita expenditure of the Instant food products.
Nandagopal and Chinnaiyan (2003) conducted a study on brand preference of soft
drinks in rural Tamil Nadu, using Garrets ranking technique, to rank factors influencing the
soft drinks preferred by rural consumer. They found that, the product quality was ranked as
first, followed by retail price. Good quality and availability were the main factors, which
influenced the rural consumers of a particular brand of a product.
Prell et al. (2002) conducted a study to examine the factors influencing adolescents'
fish consumption in school. Fish consumption was assessed by observation on 4 occasions.
Attitudes towards the fish, friends' behaviour and perceived control were important predictors
of the intention to eat fish and barriers for fish consumption were a negative attitude towards
both smell and accompaniments and fear of finding bones. But the eaters of fish were more
satisfied with the taste, texture and appearance of the fish and rated safety significantly higher
than those who resisted. They also thought to a greater extent that the fish was healthy and
prepared with care. The results suggested that, it is important to alter dishes so that they
appeal to children and to pay attention to the whole meal, accompaniments included. Finally it
was recommended to convey the pupils that the fish served would be healthy and prepared
with care.
The study conducted by Shivkumar (2004) showed that the consumer, irrespective of
income groups, was mainly influenced to purchase by the opinions of their family members.
Consumers are influenced by the dealers recommendation, fallowed by advertisement.
Nagaraja (2004) opined that, buying behaviour is very much influenced by experience
of their own and of neighbour consumers and his own family. The involvements of his own
family members were exerting maximum influence on his purchases. Above all, the quality of
the product and its easy availability were the primary and the vital determinants of his buying
behaviour. Consumers were influenced by touch and feel aspect of any promotional activity.
Kubendran and Vanniarajan (2005) elicited that; the change in consumption pattern
was due to changes in food habits. If income and urbanization increase among consumers,
the percentage of income spent on consumption increases. The urban consumers preferred
mostly branded products compared to rural consumers. The most significant factors
influencing buying decisions were accessibility, quality, regular supply, door delivery and the
mode of payment.
2.3 BRAND LOYALTY

Singh and Singh (1981) found that consumers had single or multi-brand loyalty based
on the nature of product, like necessities or luxuries. Brand choice and store loyalty were
found to affect the brand loyalty of the consumer. The factors that influence and strengthen
loyalty to brand were quality of product, habit of use and ready and regular availability.
Shanmugasundaram (1990) studied about soft drink preference in Vellore town of
north Arcot district in Tamil Nadu. The study revealed that, the most preferred soft drink
among respondents as Gold Spot (26%), followed by Limca (24.80%). It was found that taste
was the main factor for preference of particular brand and among the media; television played
a vital role in influencing consumer to go for particular brand. Because of convenience in
carrying, tetra pack was most preferred one.
Ali (1992) studied the brand loyalty and switching pattern of processed fruit and
vegetable products in Bangalore city by using Markov Chain analysis. The result of study
revealed that Kissan brand of jam and Maggi brand of ketchup had a maximum brand loyalty
among consumers, and less amount of brand switching occurred for these brands.
Frederick Reichheld (1994) pointed out in his book, The Loyalty Effect, that,
customers equity effectively explains success and failure in business. The companies with
the highest retention rates also earn the benefit profits. Relative retention explains profits
better than market share, scale, cost position or any other variable associated with
competitive advantage.
Ranganatham and Shanthi (1995) conducted a study on brand image among
refrigerators in Tamil Nadu. The study revealed that Kelvinator scored higher for working of its
power saving compressor, cooling power and its price was considered, except for defrost and
new features. Voltas brand clearly outperformed others with respect to working of defrost
system and always caused satisfaction with the models available under its brand name. The
potential buyers felt that Godrej and Voltas had got a well known corporate identity.
Hans et al. (1996) revealed that, the brand switching of consumer was based on
variety seeking behaviour, motivations, curiosity and price motive.
Veena (1996) studied brand switching and brand loyalty of processed fruit and
vegetable products in Karnataka state by using Markov Chain Analysis. The result of the
study revealed that Maggi, Sil and Kissan were having market retention of 74.20, 55.78 and
48.74 per cent, respectively for jam products. The equilibrium shares determined in order to
predict future market position among the different brand showed that in long run, shares of
Kissan, Rex. Other brands were likely to decline, mainly on account of increased market
shares of Gala, Sil and Maggi.
Aaker (1997) studied about building brands without mass media. He revealed that,
several companies in Europe have come with alternative age. Various companies share
characteristics that could serve as guidelines for any company hoping to build successful
brand. The major characteristics are (i) Senior managers were carefully involved with brand
buildings efforts. (ii) The companies recognized the importance of clarifying the core brand
identity and they made sure that all their efforts to given visibility were lead to that core
identity, studying methods of companies outside ones own individual and country can be
instructive for managers.
Ashalatha (1998) studied the factors influencing the performance of BAMUL milk for a
sample of 100 respondents. The study revealed that the factors such as door delivery, clean
packing, quality, hygienic preparation, time saving and reliability, good value for money,
freshness and desired flavour were important in the order in influencing the decision of buyers
for BAMUL milk.
Padmanabhan (1999) conducted study on brand loyalty, which revealed that the price
of the preferred brand, efficiency of the preferred brand and influence of advertisement
significantly influenced the brand loyalty. Only when the price of a particular brand is
comparatively low, the farmers would naturally prefer to low priced brand. Otherwise farmers
would naturally continue to purchase the same brand.
Raj Reddy and Pruthviraju (1999) studied about buying motives of rural consumers
about seeds and different sources of information about brands with regard to seeds. It was
found that factors influencing brand loyalty of farmers were dealers suggestions, quality
product and co-farmers. The problems faced by farmers were supply of seed or poor quality
seed, higher price, adulteration and irregular supply of seeds.
Burke (2001) created a brand equity index comprising of three components, best
described as brand equity molecule. This is overarching device of retaining and attracting
customers. The three atoms, which embedded to molecule, were image, value and loyalty.
Image and value perceptions pull in new customers, while loyalty retains customers.
White (2001) examined the factors motivating US specialty food and beverage buyers
to make purchases via the Internet. More than half (55.6%) of the respondents who
purchased items available locally and 39% of the respondents who purchased items that were
not available locally cited convenience as a motivator. Nearly one-third of all respondents
indicated that their purchase was motivated by product-related factors, such as, brand loyalty,
previous experience with a retailer, product selection, perceived quality and/ product
experimentation. Price was of relatively little importance to respondents, with 22% citing it as
a purchase motivator.
Kamenidou (2002) presented the findings on the purchasing and consumption
behaviour of Greek households towards three processed peach products: canned peaches in
syrup, juice and peach jam. The results revealed that 47.5% of the households purchased
canned peaches in syrup, 67.4% purchased peach juice and 42.6% purchased peach jam.
Reasons for such purchase were satisfactory taste and qualities and households' perception
that they are healthy products. The results also indicated that the consumption quantities
were considered low, while households usually purchased the same brand name, meaning
that there is a tendency for brand loyalty.
Price and Connor (2003) identified the determinants of coupon values at the brand
level within the context of a complex marketing programme. The results revealed that, higher
brand prices caused coupon values to rise, supporting the price discrimination hypothesis.
Coupon values fall with in-store displays and more intense advertising, but rise when
couponed products are featured in store flyers. Discount levels are positively related to brand
market share and the size of discounts redeemed for rival cereals. Coupon values fall with
increasing brand loyalty among RTE cereal purchasers. Cereal prices are positively affected
by coupon values, advertising expenditures, input costs and the prices of competing brands.
Nick Wreden (2004) in his book entitled Fusion branding: how to forge your brand or
the future, reveals that, branding has a little secret; it doesnt know how to count. But the
author mentioned the measure of brand is a pseudo-measurement, i.e., brand equity. It can
be used to overcome the inability of traditional accounting to measure intangible strategic
assets, like perceived quality, brand and channel resources, rose to power point fame in
marketing for several reasons. It appeared to quantify intuitive recognition about the value of
the brands. It incorporated two brand strengths its standing with purchases and perception
among prospects and customers. Brand strength provides a means to rank winners and
losers in branding wars.
Rajarashmi and Sudarsana (2004) revealed that, almost all the sample respondents
preferred branded products and if their favorite brand is not available in the retail shop, they
will go for another store and their favorite brand. If it is not available in the market, the
respondents are ready to postpone their decision.
Kim-Hyunah et al. (2005) analyzed the relationship among brand equity factors
(brand awareness, brand image, brand preference and brand loyalty) and suggested a
strategy for brand management in contract food service management companies. He
concluded that brand awareness has positive effect on brand image and brand preference
and recommended that the contract food service companies should focus on improving brand
awareness as a brand strategy. In addition, brand preference and brand image have
significant positive effects on brand loyalty. Thus, the companies should strive to strengthen
brand loyalty through building brand preference and brand image. Brand loyalty promotes
more customer visits, which is directly related to profitability of contract food service
management companies, the authors concluded.
Al-Weqaiyan (2005), using the attitude behaviour model, conducted a cross-national
study of purchase intentions of fast-food meals in Kuwait, where creating and maintaining a
strong brand loyalty is essential to long-term marketing success. He reported that, repurchase
intent is a function of four sets of independent factors such as (1) Attitude that results mainly
from earlier experiences with the brand;(2) Perceived barriers to switching from the present
brand; (3) tendency to seek variety to break the boredom resulting from engaging in
consistent brand choices; and (4) cultural differences represented in some traits of the
national character. The results revealed that factors affecting repurchase intents vary across
the two cultures.
Narang (2006) opined that, a buyer does not stick to one brand in case of food
purchasing. They should be able to recall different brand names when they go for purchase.
Repetitive advertising can be used to promote brand recall. The product should be associated
with style and trend, so that it appeals to the youth and the brand name should be developed
as a fashion statement. Promotional schemes such as discount and free offers with purchase
are suggested to increase rates.
Vincent (2006) elicited that quality is an important factor that draws consumers
towards branded products. Branded products are accepted as good quality products. People
do not mind paying extra for branded products, as they get value for money. Media is a key
constituent in promoting and influencing brand. A childs insistence affects familys buying
behavior. Children are highly aware and conscious of branded items. Although unbranded
products sometimes give same satisfaction as branded products, customers would still prefer
to purchase a branded product.
2.4 BRAND COMPOSITION

Sabeson (1992), in his study stated that high quality, price and taste of the product
were the major criteria based on which the consumers selected a brand of processed fruits
and vegetable products.
Low and Lamb Jr. (2000) came out with an interesting conclusion that well-known
brands tend to exhibit multi-dimensional brand associations, consistent with the idea that
consumers have more developed memory structures for more familiar brands. Consumers
might be willing to expend more energy in processing information regarding familiar brands
compared to unfamiliar brands.
Bristow et al. (2002) mentioned brand name as a node to which the linkages or the
brand associations might be linked. A node was activated initially by an external cue, would
also activate associated nodes through a set of linkages in place and the final set of
information recalled would be based on the particular path of nodes and linkages activated in
the given situation. Thus, brand name might be part of several different sequences,
depending upon the activated path.
Sanjaya et al. (2002) reported that, the decision for purchasing branded fine rice was
mostly made by the wives of the family. The retailers were ranked as the prime source of
information about branded fine rice. The monthly purchase is the most preferred frequency of
purchase, which might be due to the fact that most of the respondents were of monthly
salaried class and they would have planned their purchase accordingly along with other
provision items. The quality and the image of the brand were ranked as the major factors for
brand preference in the purchase of branded fine rice.
In a study conducted by Sarwade (2002), it has been observed that the price is the
factor, which influences the purchasing decision as against the quality of the product. It is very
interesting to find out that the company image and brand image were not totally considered by
the households.
Sampathkumar (2003) studied about brand preference in soft drinks in Telangana
region of Andra Pradesh. He found that in rural market about 37.5 per cent of consumers
prefered Thumbs-up (urban 30%), followed by Coco cola (28.5%) (urban 37.5%), Pepsi 12.5
per cent (urban 9%), Limca (4 per cent) (urban8.5%). Most of the urban consumers (67per
cent) purchased soft drinks in nearest Kirani stores (rural 73%), followed by super bazaar (27
per cent) (rural 26%) and others (6 per cent0 (rural 1%). The method of physical distribution
played very vital role in companys success and failure in the market. Transportation is among
the major functions of physical distribution. Transport adds time and place utility for the
product.
Kubendran and Vanniarajan (2005) founded that, the change in consumption pattern
is due to changes in food habits. If income and urbanization increase among consumers, the
percentage of income spent on consumption increases. The urban consumers prefer mostly
branded products compared to rural consumers. The most significant factors influencing
buying decisions were accessibility, quality, regular supply, door delivery and the mode of
payment.
Ramaswamy et al. (2005) studied consumer behaviour towards instant food products
in Madurai, the second largest city in Tamil Nadu and observed that consumers do build
opinion about a brand on the basis of which various product features play an important role in
decision making process. A large number of respondents (78%) laid emphasis on quality and
76% on price which is an important factor, while 64% of respondents attached importance to
the image of the manufacturer and 50% considered packaging as an important factor and an
equal percentage (50%) felt longer shelf life influenced them.
Banumathy and Hemameena (2006), while studying consumer brand preference with
respect to soft drinks, found that after globalization most of the consumers like the
international brands such as Pepsi and coco-cola. Consumers preferred a certain brand or a
particular drink mainly because of its taste and refreshing ability.
Vincent (2006) studied brand consciousness among children. The study showed that
children start to recognize product brands at an early age, which influence family buying
behaviour. It is helpful for plants in making purchase decision of durable goods for the family.
2.5 DEMAND POTENTIAL

Alderman (1987) attempted to estimate the demand for milk supplied by the cooperative sector, taking into consideration the socio-economic status of the producers and
consumers. It was estimated that the average expenditure on milk by the sample consumers
was 9 per cent and the elasticity was 0.0113. It was also observed that the demand for milk
products, especially ghee, yogurt and butter, were rapidly increasing compared to that of milk.
Mergos and Donatos (1989) applied the Almost Ideal Demand System model for
annual food expenditure in Greece for the period from 1950-1986. The empirical results
showed that milk had an income elasticity of 0.76, which was the highest. The demand for
milk, dairy products and eggs was high and had a rather stable food budget share. Meat had
acquired a dominant position as indicated by its fourfold increase in quantity, but had low
price elasticity.
Sharma and Vashisi (1991) used secondary data from various sources to project the
demand and supply of milk in Himachal Pradesh. The income elasticity of milk was derived
using double exponential function. Income elasticity was used as proxy for expenditure
elasticity. The results showed that demand for milk would depend upon growth of human
population, urbanization and growth in real income of people. The income elasticity of
demand for milk was 0.89. The projected demand for 2000 A.D. was 122.28 litres per capita
per year and the expected increase in total demand was 7,84,170 tonnes.
Singh et al. (1993) made an attempt to estimate demand for and supply of milk in
Haryana by considering factors like growth in population, growth in per capita income and
urbanization. The study revealed that current and future milk production in Haryana would
meet the minimum nutritional requirement during the period (1987-88 to 2004-05). There was
about 11.63 lakh tonnes surplus milk in the year 1987-88 and there would be about 24.52
lakh tonnes of surplus milk after meeting nutritional requirement of milk by the end of 200405. However, the demand for milk was to be met up to 1995-96. After that Haryana state
would be marginally deficit in milk production.
Durga and Murthy (1995) attempted to estimate demand for food in urban and rural
areas using NSS data. The popular Almost Ideal Demand System was used for this
purpose. Demand projections were made under two alternative income growth scenarios for
the period from 1988-89 to 1992-93. The two-model variant was found to forecast the demand
differently. It was concluded that the cereal consumption declined over the years in urban
India, signaling shift in consumers taste and preference away from cereals.
Pagire and Shinde (1999) conducted a study on the demand for and supply of grapes
in Maharashtra, considering recommendation of 120 gms of fruits per capita per day by the
ICMR (Indian Council of Medical Research). The demand (requirement) for grapes in the
state was estimated for the year 2001 AD for the projected population of the state (8.68
crores). The estimated requirement was 93.72 thousand metric tonnes at the rate of 20 gms
per capita per day and it was 140.62 thousand metric tonnes at the rate of 30 gms per capita
per day for the state.
Selvaraj and Sundavaradarajan (1999) undertook a study of demand for and supply
of fruits and vegetables in Tamil Nadu, using time series data with the assumption of 1.30 per
cent growth in population for 2000 and based on minimum per capita requirement of 32.85
kg/year of fruits and 103.66 kg/year of vegetables. These were estimated at 20.40 lakh
tonnes, respectively for 2000 AD. Nearly 10.50 per cent of annual production as waste due to
lack of preservation, one percent of annual production for processing, 20 percent for postharvest losses and one percent for industrial processing were included in estimating the total
requirement. The study suggested that, increasing the possible area through wasteland
management for growing fruit trees and vegetables could arrest the low production. The
horticultural farms could be made to stabilize productivity through technological breakthrough.
Paroda et al. (2000) projected household and domestic demand for food products
between the years 2000 and 2030 in different south Asian countries. It was observed that the
consumption of cereals would decline with the increasing share of fruits, vegetables, milk,
meat, eggs and fish in the diet. The household and domestic demand for food grains was
projected to grow by 1.2 percent, by 2030. In view of the vast agricultural potential remaining
under-realized, the study suggested production-enhancing strategies.
Herrmann et al. (2001) aimed at explaining theoretical aspects of pricing consumer
behaviour and to analyze them with reference to groups of breakfast products and results
indicated that, demand was greatest for products with a long storage life, such as coffee. It
appears likely that consumers bought some items only during special offer periods. He found
there was very strong consumer reaction to price changes for jams and breakfast cereals. An
active pricing policy, thus, represents a central marketing instrument in food retailing; This is
consistent with strong consumer reaction to price changes.
Hajarika and Sarma (2001) projected demand for and supply of rice in Assam for
2010-11, by using secondary data from various sources for the period of 1980-81 to 1994-95
for the six agro-climatic regions or zones. The study estimated that the aggregate demand for
rice in 2010-11 for the state as a whole would be 63.84 lakh tonnes and the production or
supply of rice in the state would be 45.17 lakh tonnes. The study also observed that the state
would face a deficit of 18.67 lakh tonnes of rice in 2010-11 with a demand supply gap of
29.24 per cent.
Banumathy and Hemameena (2006) in their study suggested that, the companies
manufacturing soft drinks must manufacture high quality soft drinks in order to compete with
soft drinks of multinational companies (MNC). The MNCs can promote demand by effective
advertising, improving quality by keeping a check on the taste and price. They can adopt
innovative improvements in the production and marketing of soft drinks in order to compete
with the international brands. Study also revealed that there is no association between age,
education, occupation and choice of brands but there is association between monthly income
and brand preference and also there is close relationship between price and satisfaction level.
3. METHODOLOGY
This chapter presents a comprehensive view of the methodology adopted for the
present investigation undertaken to know the awareness of consumers about instant food
products, factors influencing consumption of instant food products, brand loyalty, brand
composition in choosing the particular brands in the study area and to predict the demand for
instant food products. This chapter covers the following aspects:
3.1 Description of study area
3.2 Sampling design and data collection
3.3 Analytical tools
3.1 DESCRIPTION OF STUDY AREA

Kolar District, situated in the state of Karnataka is popularly known as the golden land
of India for its famous Kolar Gold Fields. Situated in semi-arid drought-prone region, lies
0
0
between 77 21' to 78 35' East longitude and 120 46' to 130 58' North latitude, extending
over an area of 8,225 km. The district is bounded by Bangalore and Tumkur districts on the
West and all other sides by the districts adjoining to the States of Andra Pradesh and Tamil
Nadu.
Major sources of employment in the district are agriculture and allied activities,
especially dairy and sericulture. Hence, it is popularly known as the land of Silk, Milk and
Gold. The farmers in the district are totally depending on bore well water for both irrigation
and drinking purposes. At present, the district comprises of 53 hoblies which fall in 11 taluks.
The total area is 8,223 sq.km, consisting of 15 towns and 3,321 villages (2,889 inhabited
villages and 432 uninhabited villages) with a total population of 25,36,069. Of this, 19,10,546
people live in rural areas and 6,25,523 in urban areas. The average literacy rate of the district
was 62.8 per cent (according to 2001 census).
The major crops grown in the district include cereals, pulses and horticultural crops.
Among cereals, ragi, rice and maize are the important ones produced in the district, whereas
pigeon pea is the only pulse. The major horticulture crops grown are mango, sapota, potato,
tomato and beans. Traditionally, the people in the district have been consuming cereal based
foods prepared by their own. However, due to increased economic status, changing food
habits, tastes and preferences, increased literacy rate, increased consciousness about health
and easy availability of ready made food products like instant foods, the consumers are
shifting their consumption habit from cereal based products to non-cereal based food
products. It is more so incase of urban and semi urban areas because of breaking up of
traditional joint family system, desire for quality, increase in urbanization, lack of time for
shopping due to increased number of working women and changing life styles.
Since Kolar district is situated besides metropolitan city Bangalore, consumers in the
study area are highly influenced by ever changing environment of the city. Hence, most of
the consumers of the study area are adopting the consumption habits of the metropolitan
consumers. In case of food products, the consumers are switching from traditional foods to
instant food products. Even though, the indigenous instant food products like pickles, papads,
sambar powder, chutney, etc., are prepared at home since ages, due to the availability of
wide range of instant food products in recent years, the consumers are more opted to use the
products available in the market at convenient packages and reasonable rate. Most
commonly available and used instant food products in the study area are puliogare, jamun
mix, sambar masala, pickles, coriander powder, turmeric powder, chicken masala, bisibele
bath mix, noodles, vermicelli including the other important products such as soft drinks, chips,
jams and jellies and sauce to a larger extent. Therefore, considering the growing market and
popularity of instant food products in the area, an attempt was made to study the buying
behaviour of consumers towards Instant Food Products.
3.2 SAMPLING DESIGN AND DATA COLLECTION

3.2.1 Selection of instant food products
Based on less cost and frequent use of instant food products, the products such as
dosa/idli mix, pickles and sambar masala were selected after discussion with the local
consumers of the study area about the consumption of instant food products, which are either
home made or purchased from the market and the marketers as well as about the brands
available and preferred in the study area. The particular products were selected in such a
way as to represent one product from each group like cereals, fruits and vegetable and spice
based categories.
3.2.2 Sample Selection

To study the buying behaviour of consumers towards instant food products, multistage random sampling technique was adopted. In the initial stage, Kolar district was
selected, as the district was familiar to the researcher. In the second stage, three taluks of
the districts were selected based on population as high, medium and low population. Hence,
the population of 4,21,437 was considered to be highest in Bangarpet taluk, followed by
Mulbagal with a medium population of 2,31,302 and Gudibande with lowest population of
51,828 were selected. In the next stage, two hoblies from each taluk namely Bethamangala
and Budikote from Bangarpet taluk, Avani and Byrakur from Mulbaghal taluk and Somenahalli
and Kasaba from Gudibande taluk were selected to collect information about buying
behaviour of the consumers in the rural markets. Finally, 30 consumers from each hobli were
selected randomly totally accounting to 180 samples.
Classification of respondents
The respondents were post classified into four income groups based on their income.
Respondents with monthly income of less than Rs. 2,500 were considered to belong to
Income Group 1 (IG1), those with income group between Rs. 2,501 and Rs. 5,000 were
classified into Income Group 2 (IG2), those with income of Rs. 5,001 to Rs.10, 000 were
grouped as Income Group 3 (IG3) and finally those with income of more than Rs. 10,000 were
categorized as Income Group (IG4).
3.2.3 Collection of Data

To evaluate the objectives of the study, required data were collected from primary as
well as secondary sources.
Primary data
The data required for the study were collected from the selected respondents by
personal interview method using well-structured schedule.
Information on the following
aspects were collected from 180 households (30 respondents from each selected hobli)
1. General information from the individual respondents on their social, economical and
demographic characteristics like age, educational status, occupation, annual income,
family size and family type.
2.
Monthly family expenditure on food and non-food items in general and instant food
products in particular.
3.
Information regarding the consumption pattern of instant food products and also
regarding decision making relating to Instant Food Products.
4.
The type of instant food products consumed and their source viz., branded,
unbranded and home made; Satisfaction level of the respondents regarding their
present brand and awareness about various brands of instant food products, etc
5.
Purchase pattern of instant food products and factors influencing the purchase.
Secondary data
The secondary data on location, demography and other details about the study area
were collected from District Statistical Office. The survey was undertaken during the month of
February-March 2007.
3.3 TOOLS OF ANALYSIS

The collected data were tabulated and analyzed. The tools used for analysis are as
follows.
Tabular analysis
Percentage analyses were used to study the socio-economic characteristics of the
sample respondents like age, educational status, occupation and, family size and type,
Consumer awareness towards instant food products and brands. The buying behaviour of
consumers for Instant food products, purchase decision, place of purchase, frequency of
purchase and quantity per purchase were also analyzed using percentage analysis.
Scaling technique
Scaling technique was used to measure the brand loyalty of consumers towards
instant food products. The statements such as confirm to use the brand, recommend the
brand to others, purchase the brand even if price increases and purchase the same brand
even in absence of sales promotion were used in the study. The responses to the above
statements were measured in a three-point scale namely; definitely, probably, definitely not
and the scores of 3, 2, and 1 were given to the above scales and the respondents were
classified into three categories based on the total scores obtained by them. The respondents
with a score of 9 to 12 was considered as highly brand loyal, the respondents with a score of
5 to 8 were considered as medium loyal and the respondents with a score of upto 4 were
considered as low brand loyal.
Likert Scaling technique
A type of psychometric response scale called Likert Scale (Pronounced lick-urt) was
employed for studying factors influencing brand preferences and reasons for not preferring
particular brand of products by the consumers of instant food products. This scale, named
after Rensis Likert, who published a report describing its use and is widely used in Survey
Research where respondents specify their level of agreement to a statement. Traditionally, a
five-point scale is used with Strongly Agree, Agree, Undecided, Disagree, and Strongly
Disagree responses to indicate the level of agreement to a particular statement. The
statements considered for studying the brand preferences of consumers were best quality
of the product, good brand image, retailers influence, reasonable price, readily available,
good packaging, advertisements, attractive packaging design and convenience. In contrast,
poor quality, poor taste, high price, poor brand image, poor flavour, not good colour, less
keeping quality were the statements used in asking the reasons for not using a particular
brand of instant food products. The responses to the above statements were measured in a
five-point scale namely; Strongly Agree, Agree, Undecided, Disagree, and Strongly Disagree
and the scores of 5, 4, 3, 2, and 1 were given to the above scales. Later scores were added
and the mean score was calculated. Based on the mean score inference was drawn for
factors influencing brand preferences and reasons for not using the particular brand of
instant food products.
Regression Analysis
To study the factors influencing on demand for instant food products in Kolar district,
multiple linear Regression Analysis was used. In the analysis, monthly quantity consumed is
used as a dependent variable and the other independent variables used were price of the
product, monthly family income and number of family members. The functional form of
regression equation used was
D = f [X1, X2, X3]
Where,
X1= price
X2 = monthly family income
X3 = number of family members
Demand potential
The total potential demand for the Instant Food Products in Kolar district was
estimated by the users population and calculated per capita consumption of instant food
products by the randomly selected households.
4. RESULTS
The results of the study are presented under the following headings.
4.2 Factors influencing the consumption of Instant Food Products
4.3 Brand loyalty of consumers of Instant Food Products
4.4 Brand composition of Instant Food Products
4.1 AWARENESS OF CONSUMERS TOWARDS INSTANT FOOD

PRODUCTS
To know the awareness, it is necessary to study socio-economic characteristics of the
consumers, as these are the important variables, which decide the consumption pattern of
food products in the family. Generally it is believed that, as the income, age and education of
the consumers increase, the expenditure on consumption of food products also increases.
Hence, the consumers socio-economic characteristics were studied and the results are
presented hereunder.
4.1.1 Income-wise distribution of sample households

Income-wise distribution of sample households is presented in Table 4.1.
Respondents with monthly income of less than Rs. 2,500 were considered to belong to
Income Group 1 (IG1), those with income group between Rs. 2,501 and Rs. 5,000 were
classified into Income Group 2 (IG2), those with income of Rs. 5,001 to Rs.10, 000 were
grouped as Income Group 3 (IG3) and finally those with income of more than Rs. 10,000 were
categorized as Income Group (IG4). Accordingly, the proportion of household respondents in
IG1, IG2, IG3 and IG4 was 25 per cent, 35 per cent, 26.67 per cent and 13.33 per cent
respectively, in Bangarpet taluk. In Mulbagal taluk, this proportion was 26.67 per cent, 31.67
per cent each and 10 per cent in IG1, IG2 and IG3 and IG4 respectively. Whereas in the case of
Gudibande, the proportion was 25 per cent in IG1, 40 per cent in IG2, 28.33 per cent in IG3
and 25 per cent in IG4. However, at an overall the proportion of respondents in IG1, IG2, IG3
and IG4 was 25.56 per cent (46 in number), 35.56 per cent (64 in number), 28.89 per cent (52
in number) and 10 per cent (18 in number), respectively.
4.1.2 Socio-economic characteristics of different Income Groups

Table 4.2 presents the socio-economic characteristics of the sample households
across different taluks. It could be seen from the table that the average monthly family income
of IG1, IG2, IG3 and IG4 in Bangarpet was Rs. 2,366, Rs. 4,552, Rs. 7075 and Rs. 16,000
respectively. The average family size was 4.46, 5.14, 6.18 and 6.12 in IG1, IG2, IG3 and IG4
respectively. The average age of respondents of IG3 was the highest (37.5 years), followed
by IG1 (37.13 years), IG4 (34 years) and IG2 (32.85 years). The average education in the taluk
was highest in IG4 (14.3 years) subsequently in IG3 (11.4 years), IG2 (4.4 years) and IG1 (3.3
years). Similarly, the average number of children in the households was 2.75 each in IG3 and
IG4, 2.14 in IG2 and 2.33 in IG1. The classification of sample households according to their
family type revealed that in the IG4 was 37.50 per cent, IG3 was 31.25 per cent and IG2 was
14.28 per cent belonged to joint families. However, no joint families were observed in IG1. In
contrast, the nuclear families were highest in IG2 (87.71 per cent) followed by 68.75 per cent
in IG3, 62.50 per cent in IG4. The percentages of sample households under food habit
classification, vegetarians and in IG1, IG2 and IG3 were 13.33 per cent, 14.28 per cent and 25
per cent, respectively, whereas incase of IG4, 100 per cent were non-vegetarians.
Under the occupation classification, agriculture and allied were 73.33 per cent,
housewives were 20 per cent and business/self employed were 6.67 per cent in IG1. In case
of IG2, about 42.85 per cent were found in agriculture and allied activities followed by 38.09
per cent housewives, 14.28 per cent employed and 4.76 per cent business/self employed.
About 43.75 per cent of housewives followed by 37.50 per cent agriculture and allied, 12.50
per cent employed and 6.25 per cent business /self-employed were found in IG3. In IG4, half
of them were under agriculture and allied activities, 25 per cent were housewives and 12.50
per cent each were self-employed or business and employed in the taluk.
In Mulbagal taluk, the average monthly family income of IG1, IG2, IG3 and IG4 was
Rs.2,312, RS. 4300, Rs.6894 and Rs.15,500 respectively. The average family size was 4.12,
5.05, 5.52 and 6 members in IG1, IG2, IG3 and IG4 respectively. The average age of
respondents of IG1 was the highest (37.93 years), followed by IG4 (34.16 years), IG3 (33.42
years) and IG2 (32.31years). The average education in the taluk was highest in IG4 (14.2
years) subsequently in IG3 (10.2 years), IG2 (4.2 years) and IG1 (2.3 years). However, the
average numbers of children in the households were 2.12, 2.15, 2.26 and 2.5 in IG1, IG2, IG3
and IG4 respectively. The classifications of sample households according to their family type
were shown that 33.33 per cent were joint in IG4, 31.57 per cent in IG3 and 10.52 per cent in
IG2. However, cent per cent of the families were found to be nuclear in IG1 but it was 89.47
per cent in IG2 followed by 68.42 per cent in IG3, 66.67 per cent in IG4. The percentages of
sample households under food habit classification as vegetarian and non-vegetarians in IG1,
IG2, IG3 and IG4 were 18.75 per cent and 81.25 per cent; 21.05 per cent and 78.94 per cent;
15.78 per cent and 84.21 per cent; 16.67 per cent and 83.33 per cent respectively.
housewives 12.50 per cent in IG1. In case of IG2, about 47.36 per cent were found in
agriculture and allied activities followed by 31.57 per cent of housewives, 15.78 per cent
business/self-employed and 5.26 per cent employed. About 63.15 per cent of housewives
followed by 21.05 per cent agriculture and allied, 10.52 per cent employed and 15.26 per cent
business/self-employed were found in IG3. In IG4, 66.67 per cent were under agriculture and
allied activities, 16.67 per cent each were housewives and employed.
In Gudibande taluk, the average monthly family income of IG1, IG2, IG3 and IG4 was
Rs. 2,246, Rs.4,045, Rs.7,000 and Rs.14,750 respectively. The average family size was 4.33,
5.29, 6.12 and 5 members in IG1, IG2, IG3 and IG4 respectively. The average age of
respondents of IG2 was the highest (34.67 years), followed by IG1 (33.87 years), IG4
(33years) and IG2 (32.76 years). The average education in the taluk was highest in IG4 (12.3
years) subsequently in IG3 (10 years), IG2 (4 years) and IG1 (2.2 years). The average number
of children in the households was 2.13, 2.21, 2.53 and 2.25 in IG1, IG2, IG3 and IG4
respectively. The classification of sample households according to their family type shown
that in 8.33 per cent in IG2, 41.17 per cent in IG3 and 25 per cent in IG4 were joint families and
no joint families were found in IG1. However, the nuclear families were highest in IG4 (75 %)
followed by 58.82 per cent in IG3 and 31.67 per cent in IG2. The percentage of sample
households under food habit classification as vegetarian and non-vegetarians in IG1, IG2 and
IG3 were 13.33 per cent and 86.67 per cent; 8.33 per cent and 91.67 per cent; 5.88 per cent
and 94.11 per cent respectively, whereas in IG4, all the respondents were non-vegetarians.
housewives were 20 per cent and 6.67 per cent in IG1. In case of IG2 about 54.16 per cent
were found in agriculture and allied activities followed by 33.33 per cent housewives and 8.33
per cent business/self-employed. In IG3, 58.82 per cent of housewives followed by 35.29 per
cent agriculture and allied, 5.88 per cent each in employed and business/self-employed were
found in IG3. In IG4, 50 per cent were under agriculture and allied activities and 25 per cent
each were business/self employed and employed in the taluk.
4.1.3 Awareness of Consumers towards Instant Food Products

Table 4.3 shows the awareness of consumers about Instant food products across
different income groups in different taluks of the district. In the case of Dosa/Idli mix, 66.67
per cent (40 in number), 56.67 per cent (34 in number) and 46.67 per cent (28 in numbers) of
the respondents respectively of Bangarpet, Mulbagal and Gudibande taluks were aware of
the products availability in the market. At an overall, among different income groups, about
22.78 per cent of IG3 were aware of this product in the market followed by 17.22 per cent in
IG2, 8.89 per cent in IG1 and 7.78 per cent in IG4. In the case of Pickles and Sambar masala,
100 per cent of the respondents in all the taluks and across income groups were aware about
the selected instant food products.
Table 4.1 Income Wise Distributions of Households of Kolar District
Taluks
Households
Income/Month
Income
Groups
Overall
(n=180)
Bangarpet
(n=60)
Mulbagal
(n=60)
Gudibande
(n=60)
Below Rs.2,500
IG1
15 (25.00)
16 (26.67)
15 (25.00)
46 (25.56)
Rs.2501 to 5000
IG2
21 (35.00)
19 (31.67)
24 (40.00)
64 (35.56)
Rs.5001 to 10,000
IG3
16 (26.67)
19 (31.67)
17 (28.33)
52 (28.89)
Above 10,000
IG4
8 (13.33)
6 (10.00)
4 (6.67)
18 (10.00)
60 (100.00)
60 (100.00)
60(100.00)
180(100.00)
Overall
Figures in parentheses indicate percentages to their respective income group totals
Table 4.2 Socio-Economic Characteristics of Different Income Groups

Socio-Economic
Characteristics
Average family
income
Average family size
Average age of
decision makers
Average education
Average No. of
children/family
Family Type
Unit
IG1
(n=15)
Bangarpet (n=60)
IG2
IG3
(n=21)
(n=16)
IG4
(n=8)
IG1
(n=16)
Taluks
Mulbagal (n=60)
IG2
IG3
(n=19)
(n=19)
IG4
(n=6)
IG1
(n=15)
Gudibande
(n=60)
IG2
IG3
(n=24)
(n=17)
IG4
(n=4)
Rs.
2366
4552
7075
16000
2312
4300
6894
15500
2246
4045
7000
14750
Nos.
4.46
5.14
6.18
6.12
4.12
5.05
5.52
4.33
5.29
6.12
Years
37.13
32.85
37.5
34
37.93
32.31
33.42
34.16
33.87
34.67
32.76
33
Years
3.3
4.4
11.4
14.3
2.3
4.2
10.2
14.2
2.2
10
12.3
Nos.
2.33
2.14
2.75
2.75
2.12
2.15
2.26
2.5
2.13
2.21
2.53
2.25
Joint
Nos.
Nos.
15
(100.00)
5
(31.25)
11
(68.75)
3 (37.50)
Nuclear
3
(14.28)
18
(87.71)
5
(62.50)
16
(100.00)
2
(10.52)
17
(89.47)
6
(31.57)
13
(68.42)
2
(33.33)
4
(66.67)
15
(100.00)
5
(8.33)
19
(31.67)
7
(41.17)
10
(58.82)
1
(25.00)
3
(75.00)
Non-Vegetarian
Nos.
13
(86.67)
18
(85.71)
12
(75.00)
8
(100.00)
13
(81.25)
15
(78.94)
16
(84.21)
5
(83.33)
13
(86.67)
22
(91.67)
16
(94.11)
4
(100.00
)
Vegetarian
Nos.
2
(13.33)
3
(14.28)
4
(25.00)
3
(18.75)
4
(21.05)
3
(15.78)
1
(16.67)
2
(13.33)
2
(8.33)
1
(5.88)
3
(15.78)
1
(5.26)
6
(31.57)
9
(47.36)
1
(5.26)
2
(10.52)
12
(63.15)
4
(21.05)
1
(6.67)
2
(8.33)
3
(20.00)
11
(73.33)
8
(33.33)
13
(54.16)
Food habit
Occupation
Business/ Self
employed
1
1
1
(4.76)
(6.25)
(12.50)
3
2
1
Employed
Nos.
(14.28) (12.50)
(12.50)
3
8
7
2
Housewives
Nos.
(20.00)
(38.09) (43.75)
(25.00)
Agriculture and
11
9
6
4
Nos.
Allied
(73.33)
(42.85) (37.50)
(50.00)
Note: Figures in parentheses indicate percentages to the sample size
Nos.
1
(6.67)
2
(12.50)
14
(87.50)
1
(16.67)
1
(16.67)
4
(66.67)
1
(5.88)
10
(58.82)
6
(35.29)
1
(25.00)
1
(25.00)
2
(50.00)
Table 4.3 Awareness of Consumers about Instant Food Products

Taluks
Products
Dosa/
Idli mix
Pickles
Sambar
masala
Income
group
Bangarpet
(n=60)
Mulbagal
(n=60)
Gudibande
(n=60)
Overall
(n=180)
IG1
6 (40.00)
6 (10.00)
4 (6.67)
16 (8.89)
IG2
14 (66.66)
8 (13.33)
9 (15.00)
31 (17.22)
IG3
14 (87.5)
15 (25.00)
12 (20.00)
41 (22.78)
IG4
6 (75.00)
5 (8.33)
3 (5.00)
14 (7.78)
Total
40 (66.67)
34 (56.67)
28 (46.67)
102 (56.67)
IG1
15 (100.00)
16 (100.00)
15 (100.00)
46 (100.00)
IG2
21 (100.00)
19 (100.00)
24 (100.00)
64 (100.00)
IG3
16 (100.00)
19 (100.00)
17 (100.00)
52 (100.00)
IG4
8 (100.00)
6 (100.00)
4 (100.00)
18 (100.00)
Total
60 (100.00)
60 (100.00)
60 (100.00)
180 (100.00)
IG1
15 (100.00)
16 (100.00)
15 (100.00)
46 (100.00)
IG2
21 (100.00)
19 (100.00)
24 (100.00)
64 (100.00)
IG3
16 (100.00)
19 (100.00)
17 (100.00)
52 (100.00)
IG4
8 (100.00)
6 (100.00)
4 (100.00)
18 (100.00)
Total
60 (100.00)
60 (100.00)
60 (100.00)
180 (100.00)
Table 4.4 Brand Awareness of Consumers about Instant Food Products

Products
Dosa
mix/Idli
mix
Brands
MTR
Aashirvaad
Chinnis
MN
MTR
Pickles
Local
brand
Priya
Ruchi
MTR
Everest
Excellent
Sambar
masala
IG1
1
(6.67)
4
(26.67)
4
(26.67)
4
(26.67)
8
(53.33)
2
(13.33)
5
(33.33)
2
(13.33)
-
Eastern
Local
Brand
6
(40.00)
2
(13.33)
Iyengars
Swastik
Orkay
Bangarpet (n=60)
IG2
IG3
8
13
(38.09) (81.25)
1
(4.76)
14
10
(66.67) (62.50)
8
10
(38.09) (62.50)
8
9
(38.09) (56.25)
5
4
(23.80) (25.00)
3
5
(14.28) (31.25)
1
5
(4.76) (31.25)
12
11
(57.14) (68.75)
15
12
(71.42) (75.00)
4
4
(19.04) (25.00)
2
3
(9.52) (81.25)
7
5
(33.33) (31.25)
10
6
(47.61) (37.50)
4
3
(19.04) (18.75)
2
1
(9.52)
(6.25)
IG4
6
(75.00)
3
(37.50)
5
(62.50)
7
(87.50)
4
(50.00)
1
(12.50)
3
(37.50)
1
(12.50)
7
(87.50)
6
(75.00)
3
(37.50)
2
(25.00)
1
(12.50)
1
(12.50)
Overall
28
(46.67)
4
(6.67)
33
(55.00)
29
(48.33)
25
(41.67)
18
(30.00)
13
(21.67)
7
(11.67)
35
(58.33)
35
(58.33)
11
(18.33)
7
(11.67)
18
(30.00)
19
(31.67)
7
(11.67)
4
(6.67)
IG1
7
(43.75)
4
(25.00)
6
(37.50)
5
(31.25)
2
(12.50)
4
(25.00)
-
Taluks
Mulbagal (n=60)
IG2
IG3
IG4
6
14
5
(31.57) (73.68) (83.33)
4
2
(21.05) (33.33)
15
17
3
(78.94) (89.47) (50.00)
6
14
5
(31.57) (73.68) (83.33)
3
6
2
(15.78) (31.57) (33.33)
2
4
2
(10.52) (21.05) (33.33)
2
4
2
(10.52) (21.05) (33.33)
2
5
1
(10.52) (26.31) (16.67)
8
14
6
(42.10) (73.68) (100.00)
10
12
6
(52.63) (63.15) (100.00)
2
4
3
(10.52) (21.05) (50.00)
1
4
(5.26) (21.05)
6
2
1
(31.57) (3.33)
(16.67)
8
10
(42.10) (52.63)
2
4
(10.52) (21.05)
1
1
(5.26)
(16.67)
Note: Figures in parentheses indicate percentages to the number of respondents in each income group
Overall
25
(41.67)
6
(10.00)
42
(70.00)
29
(48.33)
20
(33.33)
14
(23.33)
8
(13.33)
8
(13.33)
33
(55.00)
30
(50.00)
9
(15.00)
5
(8.33)
13
(21.67)
18
(30.00)
6
(10.00)
2
(3.33)
IG1
-
Gudibande (n=60)
IG2
IG3
IG4
4
8
3
(16.67) (47.05) (75.00)
Overall
15
(25.00)
5
(53.33)
16
(66.67)
5
(20.83)
2
(8.33)
2
(8.33)
1
(41.67)
3
(12.50)
7
(29.16)
11
(45.83)
3
(12.50)
14
(82.35)
12
(70.58)
3
(17.64)
1
(5.88)
3
(17.64)
5
(29.41)
10
(58.82)
9
(52.94)
1
(5.88)
1
(5.88)
4
(23.52)
7
(41.17)
2
(11.76)
1
(5.88)
2
(50.00)
3
(75.00)
2
(50.00)
3
(75.00)
2
(50.00)
1
(25.00)
3
(75.00)
3
(75.00)
1
(25.00)
1
(25.00)
3
(75.00)
1
(25.00)
37
(61.67)
20
(33.33)
7
(11.67)
9
(15.00)
6
(10.00)
9
(15.00)
20
(33.33)
26
(43.33)
5
(8.33)
2
(3.33)
18
(30.00)
20
(33.33)
8
(13.33)
3
(5.00)
3
(20.00)
3
(20.00)
-
6
(40.00)
3
(20.00)
3
(20.00)
5
(20.83)
9
(37.50)
3
(12.50)
2
(50.00)
4.1.4 Brand Awareness of Consumers about Instant Food Products

Table 4.4 presents the brand awareness of different products in the three selected
taluks of the district. In Bangarpet, 46.67 per cent and 6.67 per cent of respondents were
aware of MTR and Aashirvaad brands of Dosa/ Idli mix. In this product, most (81.25 per cent,
75 per cent, 38.09 per cent and 6.67 per cent of IG3, IG4, IG2 and IG1 respondents,
respectively) were aware of MTR brand only whereas 37.50 per cent of IG4 respondents and
4.76 per cent of IG2 respondents knew Aashirvaad brand only. With regards to pickles,
majority of respondents (55 per cent) were aware of Chinnis brand followed by MN brand
(48.33 per cent), 41.67 per cent were conscious of MTR brand and 30 per cent, 21.67 per
cent and 11.67 per cent were aware of local brands, Priya and Ruchi brands respectively.
Among different income groups, most of IG1 respondents (53.33 per cent) sentient of local
brands, 26.67 per cent each were conscious of Chinnis, MN and MTR brands and only 13.33
per cent were aware of Priya brand. In case of IG2, 66.67 per cent were known Chinnis brand
followed by 38.09 per cent each aware of MN and MTR brands. Only 4.76 per cent of them
were aware of Ruchi brand. More than half of the consumers of IG3 and IG4 were conscious
of MN, Chinnis and MTR brands. In Sambar masala, MTR and Everest brands were found to
be popular among 58.33 per cent of respondents followed by Iyengars brand (31.67 per
cent), local brands (30 per cent), Excellent brand (18.33 per cent), Swastik brand (11.67 per
cent) and Orkay brand (6.67 per cent). About 40 per cent of IG1 were aware of local brands,
71.42 per cent of IG2 respondents were aware of Everest brand, 81.25 per cent of IG3 were
familiar with Eastern brand and 87.5 per cent of IG4 were aware of MTR brands, whereas
Orkay brand was least known by all the income groups.
In case of Mulbagal, 41.67 per cent and 10 per cent of respondents were aware of
MTR and Aashirvaad brands of Dosa/Idli mix. Among income groups most 83.33 per cent,
73.68 per cent and 31.57 per cent of the respondents in IG4, IG3 and IG2 were aware of MTR
brand respectively. Aashirvaad was known to 33.33 per cent of IG4 and 21.05 of IG3
respondents only. With regard to pickles, majority of respondents 70 per cent were aware of
Chinnis brand, followed by MN brand (48.33 per cent), 33.33 per cent were MTR brand,
23.33 per cent were local brands and 13.33 per cent each were aware of Priya and Ruchi
brands respectively. Chinnis brand was familiar among 89.47, 78.94, 50.00 and 43.75 per
cent of the consumers in IG3, IG2, IG4 and IG1 accordingly. At the same time, 83.33, 73.68,
31.57 and 25 per cent of the respondents were aware of MN brand. The other brands such as
MTR, Priya, Ruchi and local brands were familiar with less than 35 per cent of the
respondents. In case of Sambar masala, awareness of MTR and Everest brands were very
popular among 55 per cent and 50 per cent of respondents, respectively, followed by
Iyengars brand (30 %), local brands were known among 21.67 per cent of the respondents.
The other brands like Excellent, Swastik, Eastern brand and Orkay brands were known to the
15, 10, 8.33 and 3.33 per cent respectively, by the consumers of the Instant food products. In
different income groups, all the respondents of IG4 were aware of MTR and Everest brands
and the similar brands were known to more than half of the respondents in IG3. The other
brands like Excellent, Eastern, Iyengars, Swastik, Orkay and local brands were aware among
small per cent of the respondents.
In case of Gudibande taluk, at an overall, 25 per cent respondents were aware of
MTR brand of Dosa/Idli mix, and the per cent across different income groups was 75 per cent,
47.05 per cent and 16.67 per cent of IG4, IG3 and IG2 respectively. With regard to pickles,
majority (61.67 %) of respondents were aware of Chinnis brand followed by MN brand (33.33
%), local brands and Ruchi brands (15 % each), MTR brand (11.67 %) and Priya brand (10
%). More than 50 per cent of respondents in different income groups were aware of Chinnis
brand and MN brand was familiar among more than 70 per cent of the IG3 and IG4
respondents. In addition to these brands, MTR, Priya and local brands were known to more
than half of the IG4 respondents. The other brand like Ruchi was familiar to few respondents
in all the income groups. In case of Sambar masala, Everest brand was well known to 43.33
per cent of the respondents and 33.33 per cent each aware of MTR and Iyengars brands.
About 13.33, 8.33, 5 and 3.33 per cent of the respondents were aware of Swastik, Excellent,
Orkay and Eastern brands among the Instant food products. Except Swastik brand, almost all
the brands were aware among IG4 respondents. Everest, Iyengars and Swastik were known
to 20 per cent of IG1 respondents and about 40 per cent of them were aware of local brands
also. More than half of the respondents in IG3 were conscious of MTR and Everest brands.
The brands like Everest, Iyengars, MTR, local, Excellent and Swastik were familiar among
IG2 respondents in their higher order.
4.1.5 Overall Brand Awareness of Consumers about Instant Food Products

Table 4.5 reveals the overall brand awareness of consumers about the instant food
products across selected taluks. Among the different income groups, only MTR and
Aashirvaad brands were familiar among Dosa/Idli mix product. However, the per cent of
respondents aware of MTR brand was found to be more that is 77.78, 67.30, 28.12 and 2.17
per cent of IG4, IG3, IG2 and IG1 respondents respectively. On the whole, about 37.78 per cent
of the respondents were aware of MTR brand only and a meager of 5.56 per cent was
conscious of Aashirvaad brand. With regard to pickles, at an overall, majority of respondents
(62.22 %) were aware of Chinnis brand followed by MN brand (43.33 %), MTR brand (23.89
%) and local brands (22.78 %), Priya (15 %) and Ruchi (13.33 %) brands. Among different
income groups, about 78.84 and 70.31 per cent of IG3 and IG2 respondents and were aware
of Chinnis brand, and 83.33 and 69.23 per cent of these groups popularly knew MN only.
Similarly, local brand was sensitive among 36.90, 33.33, 17.30 and 14.06 per cent of IG1, IG4,
IG3 and IG2 consumers. In case of sambar masala, awareness of Everest and MTR brands
accounted to 50.56 per cent and 48.89 per cent of the respondents followed by Iyengars
(31.67 %), local brands (27.22 %), Excellent (13.89 %), Swastik (11.67 %), Eastern brand
(7.78 %) and Orkay brand (5 %) were known to the selected consumers of instant food
products in the study area. It was revealed from the table that Everest and MTR brands were
aware among almost all income groups. However, the per cent was 83.33 per cent and 88.89
per cent in IG4, 63.46 and 67.30 per cent in IG3, 56.25 and 42.18 per cent in IG2, and 15.21
and 21.73 per cent in IG1 respectively. The local brand was familiar to 34.78, 28.12, 26.19
and 22.22 per cent in IG1, IG2, IG3 and IG4 consumers, respectively. Less than 20 per cent
respondents were aware of Swastik and Orkay brands.
4.2 FACTORS INFLUENCING CONSUMPTION OF INSTANT

FOOD PRODUCTS
4.2.1 Factors influencing consumers in usage of Instant Food Products
4.2.1.1 User Categories of Instant Food Products
The user categories of different Instant food products across different income groups
in the study area are presented in Table 4.6. It was observed from the table that in case of
Dosa/Idli mix, majority (96.11 per cent) of respondents prepared Dosa/Idli mix in their home
only. Very meager percentage (3.89 %) preferred branded product along with their own
preparation. It was noteworthy to mention that, all the respondents of IG1 and IG2 were
preparing this product in their home only. In case of pickles, about 57.78 per cent of
consumers prepared their own, 6.67 per cent used branded products along with own
preparation, 24.44 per cent used only branded products, 10 per cent used only unbranded
products and 1.11 per cent consumed both branded and unbranded products. Here, 71.87
per cent of IG2 and 67.30 per cent of IG3 used home made products only. About 34.78 per
cent of IG1 and 38.89 per cent of IG4 used only branded products. Maximum of 59.44 per cent
of respondents prepared own Sambar masala followed by only branded (26.11 %), only
unbranded (8.33 %), branded and own preparation (5 %) and both branded and unbranded
products (1.11 per cent). It was observed that except IG4, most of the consumers in IG1, IG2
and IG3 (52.17, 73.43 and 65.38 %) consumed their own homemade Sambar masala but half
of the IG4 consumers used branded products only.
Table 4.5 Overall Brand Awareness of Consumers about Instant Food Products
(n=180)
Products
Dosa/Idli mix
Pickles
Brands
Income Groups
IG1
IG2
IG3
IG4
Overall
MTR
1 (2.17)
18 (28.12)
35 (67.30)
14 (77.78)
68 (37.78)
Aashirvaad
0 (0.00)
1 (15.62)
4 (7.69)
5 (27.78)
10 (5.56)
Chinnis
16 (34.78)
45 (70.31)
41 (78.84)
10 (55.56)
112 (62.22)
MN
8 (17.39)
19 (29.68)
36 (69.23)
15 (83.33)
78 (43.33)
MTR
4 (8.69)
13 (20.31)
18 (34.61)
8 (44.44)
43 (23.89)
17 (36.90)
9 (14.06)
9 (17.30)
6 (33.33)
41 (22.78)
Local brand
Priya
2 (4.34)
6 (9.37)
12 (23.07)
7 (38.89)
27 (15.00)
Ruchi
0 (0.00)
6 (9.37)
15 (28.84)
3 (16.67)
24 (13.33)
Everest
7 (15.21)
36 (56.25)
33 (63.46)
15 (83.33)
91 (50.56)
MTR
10 (21.73)
27 (42.18)
35 (67.30)
16 (88.89)
88 (48.89)
Excellent
0 (0.00)
9 (14.06)
9 (17.30
7 (38.89)
25 (13.89)
Eastern
0 (0.00)
3 (4.68)
8 (15.38)
3 (16.67)
14 (7.78)
Local Brand
16 (34.78)
18 (28.12)
11 (26.19)
4 (22.22)
49 (27.22)
Iyengars
5 (10.86)
27 (42.18)
23 (44.20)
2 (11.11)
57 (31.67)
Swastik
3 (6.52)
9 (14.06)
9 (17.30)
0 (0.00)
21 (11.67)
Orkay
0 (0.00)
3 (4.68)
2 (3.84)
Note: Figures in parentheses indicate percentages to the number of respondents in each income group
4 (22.22)
9 (5.00)
Sambar
masala
Table 4.6 User Categories of Instant Food Products

User categories
Products
Dosa/ Idli mix
Pickles
Sambar masala
Income Groups
(n=180)
IG1 (n=46)
46 (100.00)
Own prepared &

branded
-
IG2 (n=64)
64 (100.00)
IG3 (n=52)
51 (98.07)
1 (1.92)
IG4 (n=18)
12 (66.67)
6 (33.33)
Total (n=180)
173 (96.11)
7 (3.89)
IG1 (n=46)
23 (50.00)
2 (4.34)
16 (34.78)
5 (10.86)
IG2 (n=64)
46 (71.87)
2 (3.12)
15 (23.43)
1 (1.56)
IG3 (n=52)
35 (67.30)
1 (1.92)
5 (9.61)
9 (17.30)
2 (3.84)
IG4 (n=18)
7 (38.89)
8 (38.89)
3 (16.67)
Total (n=180)
104 (57.78)
12 (6.67)
44 (24.44)
18(10.00)
2 (1.11)
IG1 (n=46)
24 (52.17)
1 (2.17)
16 (34.78)
5 (10.86)
IG2 (n=64)
47 (73.43)
1 (1.56)
15 (23.43)
1 (1.56)
IG3 (n=52)
34 (65.38)
2 (3.84)
7 (13.46)
7 (13.46)
2 (3.84)
IG4 (n=18)
2 (11.11)
5 (27.78)
9 (50.00)
2 (11.11)
Total (n=180)
107 (59.44)
9 (5.00)
47 (26.11)
15 (8.33)
2 (1.11)
Own prepared
Branded
Unbranded
Both Branded &

Unbranded
-
Note: Figures in parentheses indicate percentages to the number of respondents in each income groups
4.2.1.2 Reasons for not Purchasing Instant Food Products

Reasons for not purchasing the Instant Food Products, as opined by the respondents,
are presented in Table 4.7. It was revealed from the table that 66.67 per cent, 47.22 per cent
and 55.56 per cent of respondents of Dosa/Idli mix, Pickles and Sambar masala, respectively
were not purchased these products because of low cost of home preparation. Differences in
tastes between home made and purchased product was the reason for not using Dosa/Idli
mix by 52.78 per cent of the consumers, whereas 54.44 per cent each of the respondents
quoted the same reason for not using pickles and Sambar masala. About 41.67 per cent,
52.22 per cent and 48.89 per cent of respondents did not purchase Dosa/idli mix, pickles and
Sambar masala because of disliking of these products by their family members. High price
was the reason for not consuming the respective products by 91.67 per cent, 52.78 per cent
and 41.67 per cent of respondents, accordingly. Very small of about 11.11 per cent of
consumers opined lack of awareness regarding the availability of Dosa/Idli mix product in the
market. Dosa/ idli mix, pickles and Sambar masala were not purchased due to non-availability
of these products by 19.44 per cent, 11.11 per cent and 19.44 per cent of the respondents,
respectively.
4.2.1.3 Factors Considered for Purchasing Instant Food Products
An attempt was made to elicit the factors considered by the respondents for
consumption of Instant food products in the three selected taluks of Kolar district. The results
of the Bangarpet taluk are presented in Table 4.8. It was noticed from the table that the major
factors considered while using Dosa/Idli mix were ready availability and save time of
preparation by cent per cent each, of the respondents. The other reasons for using this
product by respondents (75%) were liked by family members, influence of friends/relatives
and availability of quality products. The factors responsible for using pickles were Tastes
liked by family members and save time of preparation by the 94.43 per cent each of the
respondents, whereas ready availability and habit of eating were the factors considered by
more than 75 per cent of the consumers. Similarly, 64.10 per cent each quoted liked by
family members and availability at reasonable price as the factors for consumption of
pickles. In case of Sambar masala, 83.33 per cent of the consumers opined ready
availability, save time of preparation and necessary ingredient for preparations(100%) were
the factors considered for consuming this product.
The results of the Mulbagal taluk are presented in Table 4.9. It could be seen from
the table that Dosa/Idli mix were consumed by cent per cent each of the consumers due to
likeliness by their family members, ready availability, save time of preparation, availability of
products at reasonable price and availability of quality products in the market. Cent per cent
of the consumers told that ready availability and save time of preparation were the factors
responsible for consumption of pickles and 91.67 per cent, 83.33 per cent and 75 per cent of
the respondents also opined that tastes liked by family members, liked by family members
and habit of eating were the factors responsible for using this product. Only 25 per cent said
traditional usage was the factor responsible for consuming pickles. Similarly, cent per cent of
the consumers replied that ready availability, save time of preparation and necessary
ingredient for preparations were the factors considered in using Sambar masala product.
However, less than 50 per cent opined tastes liked by family members, liked by their family
members and traditional usage were the factors responsible for consumption of this product.
The results for Gudibande taluk presented in Table 4.10 revealed that save time of
preparation, ready availability and availability of quality products was the reasons considered
while eating Dosa/Idli mix by the 1.67 per cent each of the respondents. Similarly, in the case
of pickles, save time of preparation, ready availability were considered by cent per cent of
consumers and liked by their family members was the reasons considered by 85.71 per cent
of the consumers in using pickles. The reasons like traditional usage influence of
friends/relatives, availability of product at reasonable price, quality products availability in the
market, habit of eating were the reasons quoted by less than 60 per cent of the consumers. In
case of Sambar masala cent per cent each of the respondents opined save time of
preparation and ready availability were the factors responsible for consuming Sambar
masala. About 76.92 per cent each said traditional usage and necessary ingredient for
preparations were the factors responsible for consuming the same.
Table 4.7 Reasons for not Purchasing the Instant Food Products
(n=180)
Products
Sl.
No.
Reasons
Dosa/Idli
mix
Pickles
Sambar
masala
Low cost of home preparation
120 (66.67)
85 (47.22)
100 (55.56)
Differences in tastes (between home

prepared and purchased)
95 (52.78)
98 (54.44)
98 (54.44)
Dislike of purchased product by the

family members
75 (41.67)
94 (52.22)
88 (48.89)
High price of market product
165 (91.67)
95 (52.78)
75 (41.67)
Lack of Awareness of products

availability in the market
20 (11.11)
Non-availability of Instant food

Products
35 (19.44)
20 (11.11)
35 (19.44)
Note: Figures in parentheses indicate percentages to the number of respondents
Table 4.8 Factors considered for using Instant Food Products in Bangarpet Taluk
Products
Sl.
No.
Factors
Dosa/Idli mix
(n=4)
Pickles
(n=39)
Sambar
masala (n=36)
5 (12.82)
10 (27.77)
3 (75.00)
25 (64.10)
38 (97.43)
8 (22.22)
Traditional usage
Liked by family members
Taste liked by family members
Readily available
4 (100.00)
35 (89.74)
30 (83.33)
Save time of preparation
4 (100.00)
38 (97.43)
35 (97.22)
Influence of friends or
relatives
3 (75.00)
15 (38.46)
15 (41.67)
Availability of products(IFPs)
at reasonable price
25 (64.10)
25 (69.44)
Necessary ingredient for

preparations
36 (100.00)
Availability of quality products
3 (75.00)
25 (64.10)
28 (77.78)
10
Habitual
30 (77.00)
15 (41.67)
Note: Figures in parentheses indicate percentages to the number of users
Table 4.9 Factors considered for using Instant Food Products in Mulbagal Taluk
(n=60)
Products
Sl.
No.
Factors
Dosa/Idli mix
(n=2)
Pickles
(n=24)
Sambar masala
(n=24)
6 (25.00)
10 (41.67)
2 (100.00)
20 (83.33)
10 (41.67)
22 (91.67)
9 (37.5)
Traditional usage
Taste liked by family

members
Readily available
2 (100.00)
24 (100.00)
24 (100.00)
2 (100.00)
24 (100.00)
24 (100.00)
Influence of friends or
relatives
10 (41.67)
15 (62.50)
Availability of
Products(IFPs) at
reasonable Price
2 (100.00)
16 (66.67)
20 (83.33)

preparations
24 (100.00)
Availability of Quality
Products
2 (100.00)
15 (62.50)
16 (66.67)
10
Habitual
18 (75.00)
18 (75.00)
Table 4.10 Factors considered for using Instant Food Products in Gudibande Taluk
(n=60)
Products
Sl.
No.
Factors
Dosa/Idli mix
(n=1)
Pickles
(n=14)
Sambar
masala (n=13)
Traditional usage
5 (35.71)
10 (76.92)
12 (85.71)
Taste liked by family members
5 (38.46)
Readily available
1 (100.00)
14 (100.00)
13 (100.00)
1 (100.00)
14 (100.00)
13 (100.00)
Influence of friends or relatives
8 (57.14)
8 (61.53)
Availability of Products(IFPs) at
reasonable Price
10 (71.42)
8 (61.53)

preparations
10 (76.92)
Availability of Quality Products
1 (100.00)
6 (42.85)
7 (53.84)
10
Habitual
8 (57.14)
6 (46.15)
4.2.1.4 Sources of Information

The sources of information about Instant food products for the consumers in the study
area are presented in Table 4.11. It was observed from the table that, about 92.30 per cent of
the pickles and 91.67 per cent of the Sambar masala buyers, retail shop was the major
source of information, followed by TV/radio advertisements (87.17 per cent of pickles and
58.33 per cent of the Sambar masala consumers). However, friends/relatives were the
sources for about 88.89 per cent of Sambar masala and 66.67 per cent of pickle consumers.
Whereas in the case of Dosa/Idli mix, Newspaper/magazine and TV/radio advertisements
were the sources for getting information by 75 per cent and 50 per cent of the respondents in
Bangarpet taluk. In Mulbagal, about 79.16 per cent and 91.67 per cent of the consumers
preferred retail shop, followed by 87.50 per cent and 58.33 per cent opined TV/radio
advertisements as the sources of information for pickles and Sambar masala respectively. In
addition 87.50 per cent and 54.16 per cent of the consumers of Sambar masala and pickles
respectively got information from friends/relaives. Among the purchasers of Dosa/Idli mix
expressed newspaper/magazine (cent %) and retail shop, TV/radio advertisement,
friends/relatives (50 %each) as the sources. Similar results were found to be existed in the
case of Gudibande taluk where in cent per cent and 92.30 per cent of consumers preferred
retail shop for pickles and Sambar masala, cent per cent and 61.53 per cent opted for
TV/radio advertisements. However, 78.57 per cent and 92.30 per cent of pickles and Sambar
masala were also through friends/relatives. Only 1.67 per cent of the Dosa/Idli mix
purchasers used retail shop, newspaper/magazine and TV/radio advertisements as the
sources of information.
4.2.2 Consumption Pattern of Instant Food Products

4.2.2.1 Consumption pattern of households
The monthly average expenditure of the households in selected taluks is presented in
Table 4.12. It could be seen from the table that in the case of Bangarpet taluk, the households
monthly expenditure increased with increase in monthly income. The average monthly
expenditure on Instant food products was found to be highest in the case of IG4 (Rs.492.50)
followed by IG3 (Rs. 348.13), IG2 (Rs.247.14) and IG1 (Rs.189.33). Similar trend was noticed
with respect to total monthly expenditure, which was Rs.5080 in IG4, Rs.3495.13 in IG3,
Rs.2694.76 in IG2 and Rs. 1609.33 in IG1. However, on an average Bangarpet consumers
spend Rs. 292.33 on instant food products which accounts to 16.28 per cent in their total
monthly expenditure.
Similarly, in Mulbagal, the average Monthly expenditure on Instant food products was
highest in case of IG4 (Rs.433.33) followed by IG3 (Rs. 323.68), IG2 (Rs.272.63) and IG1
(Rs.123.75). Similar trend was noticed with respect to total monthly expenditure, which was
Rs.4841.67 in IG4, Rs.3526.32 in IG3, Rs.2783.16 in IG2 and Rs.1780 in IG1. However, on an
average Mulbagal consumers spend Rs. 265.16 on instant food products which account to
15.11 per cent their total monthly expenditure.
In Gudibande taluk , the average monthly expenditure on Instant food products by
IG4 respondents was highest (Rs.492), followed by IG3 (Rs. 348.13), IG2 (Rs.247.14) and IG1
(Rs.189.33). With respect to total monthly expenditure, it was Rs.4362.50 in IG4, Rs.3407.65
in IG3, Rs.2528.33 in IG2 and Rs.1882 in IG1. However, on an average Gudibande consumers
spend Rs. 252 on instant food products which account to 14.84 per cent their total monthly
expenditure.
On the whole, it can be inferred that the average monthly expenditure on instant food
products was highest in case of IG4 (Rs.465), followed by IG3 (Rs.317.31), IG2 (Rs.251.56)
and IG1 (Rs. 165.22). On an average, the consumers spend Rs.269.82 on instant food
products which accounts to 15.42 per cent in their total monthly expenditure.
Table 4.11 Sources of information about Instant food products

Bangarpet (n=60)
Sources
Mulbagal (n=60)
Gudibande (n=60)
Dosa/Idli mix
(n=4)
Pickles
(n=39)
Sambar
masala
(n=36)
Dosa/Idli mix
(n=2)
Pickles
(n=24)
Sambar
masala
(n=24)
Dosa/Idli mix
(n=1)
Pickles
(n=14)
Sambar
masala
(n=13)
Retail shop
2
(50.00)
36
(92.30)
33
(91.67)
1
(50.00)
19
(79.16)
22
(91.67)
1
(100.00)
14
(100.00)
12
(92.30)
Newspaper/ magazine
3
(75.00)
13
(33.33)
5
(13.89)
2
(100.00)
7
(29.16)
5
(20.83)
1
(100.00)
4
(28.57)
2
(15.38)
TV/Radio advertisement
2
(50.00)
34
(87.17)
21
(58.33)
1
(50.00)
21
(87.50)
14
(58.33)
1
(100.00)
14
(100.00)
8
(61.53)
Friends/Relatives
1
(25.00)
26
(66.67)
32
(88.89)
1
(50.00)
13
(54.16)
21
(87.50)
11
(78.57)
12
(92.30)
Table 4.12 Monthly Expenditure of Households

(Rs/Month)
Taluks
Income Group
Food
IFPs
Others
IG1
189.33 (20.82)
720.00
IG2
247.14 (14.16)
1497.62
Bangarpet (n=60)
IG3
348.13 (16.47)
1765.63
IG4
492.5 (16.67)
2462.50
Average
292.33 (16.28)
1503.34
IG1
123.75 (12.55)
862.50
IG2
272.63 (15.40)
1497.57
Mulbagal (n=60)
IG3
323.68 (15.37)
1781.58
IG4
433.33 (16.40)
2208.33
Average
265.16 (15.11)
1489.23
IG1
185.33 (17.08)
900.00
IG2
238.75 (14.44)
1414.58
Gudibande (n=60)
IG3
281.18 (13.23)
1844.12
IG4
457.5 (18.62)
2000.00
Average
252.00 (14.84)
1207.26
IG1
165.22 (16.63)
828.26
IG2
251.56 (14.64)
1466.47
Overall (n=180)
IG3
317.31 (15.01)
1797.12
IG4
465 (16.97)
2275.00
Average
269.83 (15.42)
1479.74
Note: Non-food expenditure includes money spent on clothing, housing, education, utilities etc.
Figures in parentheses indicate percentage expenditure of instant food products in total food expenditure
Non-food
Total
700.00
950.00
1384.38
2125.00
1160.00
793.75
1013.16
1421.05
2200.00
1202.50
796.67
875.00
1282.35
1875.00
1037.50
764.13
940.63
1364.42
2094.44
1133.33
1609.33
2694.76
3495.13
5080.00
2954.87
1780.00
2783.16
3526.32
4841.67
2956.84
1882.00
2528.33
3407.65
4362.50
2738.17
1757.61
2658.59
3477.93
4841.11
2883.29
4.2.2.2 Purchase and Consumption of Instant Food Products

The per capita purchase and consumption of instant food products by sample
households of Bangarpet taluk across the different income groups is presented in Table 4.13.
It was revealed from the table that in Bangarpet, the average per capita quantity of Dosa/ Idli
mix purchased by households was 0.40 and 0.79 Kg/month by IG3 and IG4 users and the
average per capita expenditure on the same was Rs.26.29 and Rs.58.33 per month by
respective groups. However, no purchase of Dosa/Idli mix was observed in case of IG1 and
IG2. The per capita purchase of pickles was 0.04, 0.05, 0.09 and 0.12 Kg /month by IG1, IG2,
IG3 and IG4, respectively and the per capita expenditure on this was Rs.2.65, Rs.2.23 Rs.7.4,
and Rs.12.96 for IG1, IG2, IG3 and IG4 consumers respectively. Similarly, in case of Sambar
masala, the average per capita purchase was 0.05 Kg each in IG1 and IG4 and 0.04 Kg each
in IG2 and IG3 but the respective expenditure was Rs. 6.44, Rs.7.41, Rs.7.84 and Rs.9.92 by
IG1, IG2, IG3 and IG4 respondents respectively. On the whole, the average per capita
purchase was 0.69 kg/month, 0.07 kg/month and 0.05 Kg/ month in Dosa/ Idli mix, pickles
and Sambar masala, respectively and their per capita expenditure was Rs. 50.32, Rs.5.9 and
Rs. 7.68 on respective products.
Table 4.14 reveals the per capita purchase and expenditure on selected Instant Food
Products of Mulbagal taluk, the average per capita quantity of Dosa/ Idli mix purchased by
households was 0.5 Kg/month by IG4 respondents and the average per capita expenditure on
the same was Rs.36.75 per month by respective group. However, no purchase of Dosa/Idli
mix was observed in case of IG2, IG2 and IG3. The per capita purchase of pickles was 0.03
kg/month in IG1, 0.04 kg/month each in IG2 and IG3 and 0.05 kg /month in IG4 and the
proportion of per capita expenditure on this was Rs.1.95, Rs.2.91, Rs.3.33 and Rs.4.03 for
IG1, IG2, IG3 and IG4 respectively. Similarly, in case of Sambar masala, the average per capita
purchase was 0.05 Kg/each in IG1, IG2 and IG3 and 0.04 Kg/month in IG4 and the respective
expenditure were Rs. 6.15, Rs.9.29, Rs.8.39 and Rs.9.29 by IG1, IG2, IG3 and IG4
respondents respectively. At an overall, the average per capita purchase was 0.5, 0.04 and
0.05 Kg/ month in Dosa/ Idli mix, pickles and Sambar masala, respectively and their per
capita expenditure was Rs.36.75, Rs.3.07 and Rs.8.02 respectively.
The results for Gudibande taluk was presented in Table 4.15 where the average per
capita quantity of Dosa/ Idli mix purchased by households was 0.7 Kg/month by IG4
respondents and the average per capita expenditure on it was Rs.52.5 per month. However,
no purchase of Dosa/Idli mix was observed in other income groups. The per capita purchase
of pickles was 0.03 each in IG1 and IG3, 0.02 and 0.05 Kg /month in IG2 and IG4. At the same
time, the proportion of per capita expenditure on the pickles was Rs.1.43, Rs.0.54 Rs.1.14,
and Rs.2.07 for IG1, IG2, IG3 and IG4 respectively. The average per capita purchase of
Sambar masala was 0.05 Kg/month each in IG1 and IG4 and 0.04 Kg/month each in IG2 and
IG3 with the per capita expenditure of Rs. 6.65 for IG1, Rs. 6.54 for IG2, and Rs. 8.46 for IG3
and Rs. 10.07 for IG4. On the whole, the average per capita purchase was 0.7, 0.03 and 0.05
Kg/month in Dosa/Idli mix, pickles and Sambar masala with their respective per capita
expenditure of Rs.52.5, Rs.1.32 and Rs.7.70.
4.2.3 Purchase Pattern of Instant Food Products

4.2.3.1 Purchase Frequency of Instant Food Products
Table 4.16 depicts the frequency of purchase of Instant food products by households
in Bangarpet taluk. The table reveals that cent per cent of IG3 and 66.67 per cent of IG4
consumers purchased Dosa/Idli mix once in two months; 33.33 per cent of IG4 consumers
purchased occasionally. In the case of pickles, 46.15 per cent of IG1 and 10.00 per cent of
IG3 households purchased once in fortnight. The same was purchased monthly by 30.76 per
cent, 33.33 per cent, 50 per cent and 37.50 per cent of IG1, IG2, IG3 and IG4 consumers,
respectively. About 7.69 per cent, 55.56 per cent, 40 per cent and 50 per cent users of IG1,
IG2, IG3 and IG4 respectively, purchased once in two months. Pickles were purchased once in
three months by 15.38 per cent of IG1 households and 12.50 per cent of IG4 households. With
regard to Sambar masala, once in fortnight purchase was done by 75 per cent of IG1
households. About 8.33 per cent, 37.50 per cent, 44.44 per cent and 14.28 per cent users of
IG1, IG2, IG3 and IG4 respectively, purchased once in a month. Similarly, 16.67 per cent, 25
per cent, 33.33 per cent and 28.57 per cent consumers of IG1, IG2, IG3 and IG4 respectively
purchased it once in two months. Apart from this, 25 per cent, 22.22 per cent and 57.44 per
cent of respondents of IG2, IG3, and IG4 consumers purchased the same, once in three
months and only 12.50 per cent of IG2 households purchased it occasionally.
The results of Mulbagal taluk presented in Table 4.18 revealed that only IG4 (cent per
cent) consumers purchased Dosa/Idli mix occasionally. Whereas incase of pickles, about 50
per cent each of IG1 households purchased weekly and fortnightly; which are also purchased
once in month by 40 per cent, 42.85 per cent and 33.33 per cent of IG2, IG3 and IG4 users
accordingly, but 66.67 of IG4 consumers purchased it once in two months. In addition, the
same were purchased once in three months by 60 per cent of IG2 and 28.57 per cent of IG3
households. In case of Sambar masala, once in fortnight purchase was noticed in 66.67 per
cent of IG1 households; 33.33 per cent, 20 per cent and 71.42 per cent consumers of IG1, IG2
and IG3 were also purchased once in month. In contrast, 40 per cent, 14.28 per cent and
16.67 per cent respondents of IG2, IG3 and IG4 respectively, purchased it once in two months.
Further, about 40 per cent and 83.33 per cent of respondents of IG2 and IG4 consumers
purchased the same once in three months and only 14.28 per cent of IG3 households
purchased it occasionally.
The product purchase frequency of Gudibande taluk were presented in Table 4.18, it
was noticed from the table that only IG4 (100 %) consumers purchased Dosa/Idli mix
occasionally. In case of pickles, once in week purchase was found in 75 per cent of IG1
households and 25 per cent of IG2; once in month was observed in 25 per cent each in IG1
and IG2 and 50 per cent each in IG3 and IG4 consumers respectively. About 50 per cent each
consumers of IG2, IG3 and IG4 were also purchased once in two months. For Sambar masala,
once in fortnight purchase was seen in 75 per cent of IG1 and 50 per cent of IG2 households;
25 per cent, 50 per cent and 33.33 per cent users of IG1, IG3 and IG4 consumers respectively
purchased it once in month. Similarly, 50 per cent and 66.67 per cent respondents of IG3 and
IG4 purchased the same once in two months. However, about 50 per cent of IG2 purchased
sambar masala once in three months.
4.2.3.2 Sources for Purchase of Instant Food Products by Different Income Groups
The sources for purchase of instant food products in Bangarpet taluk are presented in
Table 4.19. It was observed from the table that, only IG3 and IG4 households purchased
Dosa/Idli mix from different sources like departmental stores (100 per cent of IG3 and 33.33
per cent of IG4) and retail shops (66.67 per cent of IG4 households). In the case of pickles,
cent per cent of IG1 and IG2, 72.72 per cent of IG3 and 25 per cent of IG4 households
purchased from retail shops; 27.27 per cent of IG3 and 75 per cent of IG4 respondents bought
it from departmental stores. With regard to sambar masala, except 71.42 per cent of IG4
households, all the consumers of IG1, IG2 and IG3 purchased it from retail shops only,
wherein only 28.57 per cent of IG4 purchased it from departmental stores.
The sources of purchase for Mulbagal taluk was presented in Table 4.20. Only IG4
consumers purchased Dosa/Idli mix and the sources they preferred were departmental store
(50 per cent) and retail shops (50 per cent). All the consumers of IG1, IG2 and IG3 and 75 per
cent of IG4 purchased pickles from retail shops and only 25 per cent of IG4 preferred to
purchase from departmental stores. In the case of Sambar masala, about cent per cent of IG1
and IG2, 87.50 per cent of IG3 and 80 per cent of IG4 households purchased from retail shops.
However, 12.50 per cent of IG3 and 20 per cent of IG4 consumers purchased it from
departmental stores.
Table 4.21 presents the sources of purchase for Gudibande taluk, it was observed
that retail shop was the only source of purchase for all the selected instant products. Cent per
cent consumers in all the income groups purchased all the selected products from retail
shops.
4.2.3.3 Decision Makers of Instant Food Products in Different Income Groups
The decisions makers in purchase of Instant food Products across different income
groups in the selected taluks of the district are presented in Table 4.22. It could be noticed
from the table that in Bangarpet taluk, 58.33 per cent of IG1, 75 per cent of IG2, 45.45 per cent
of IG3 and 50 per cent of IG4, housewives were the decision makers; at an overall it
represents 56.41 per cent of the households. In 16.67 per cent of IG1 and 18.18 per cent of
IG3 respondents, husbands were the decision makers in purchasing instant food products.
Moreover, joint decisions by both husband and wife were noticed in about 25 per cent each of
IG1, IG2 and IG4 and 36.36 per cent of IG3 respondents respectively. The results also
revealed that about 12.50 per cent each of the families in IG4 jointly by the family members
and elders in the family made the decisions regarding the consumption of Instant food
products.
In Mulbagal taluk, decisions regarding purchase of Instant food products were made
by housewives in 66.67 per cent of IG1, 80 per cent of IG2, 71.42 per cent of IG3 and 50 per
cent of IG4 households, as a whole it accounts to 66.67 per cent of the households.
Decisions by husband and wife jointly were made in 33.33 per cent each in IG1, IG4 and 28.57
per cent in IG3 households, totally it accounts to 25 per cent of the households. In about 20
per cent of IG2 and 16.67 per cent of IG4 respondents, elders in the family made decision on
consumption of instant food products; on the whole it constitutes 8.33 per cent of the
respondents.
In Gudibande, about half of the consumers of IG1, IG4 and cent 16.67 per cent of IG2
and IG3 decisions regarding purchase of Instant food products were made by housewives
only. And 50 per cent of households in IG1, husband alone took decisions about consumption
of instant food products, in contrast to this 25 per cent each of the households in IG4, joint
decisions by the family members and all the members of the family made the decisions
regarding the same.
4.3 BRAND LOYALTY OF CONSUMERS OF INSTANT FOOD

PRODUCTS
Using scaling technique, the responses for the statements, like confirm to use the
brand, recommend the brand to others, purchase the same brand even if price increases and
purchase the same brand even in the absence of sales promotion, were measured on a three
point scale. The data were analyzed and the results for each of the instant food products
covered in the study are presented.
The brand loyalty of purchasers towards instant food products in Bangarpet taluk is
presented in Table 4.23. It could be inferred from the table that cent per cent users of
Dosa/Idli mix in IG3 and 33.33 per cent in IG4 were found to be medium brand loyal but 66.67
per cent of IG4 were also noticed as low brand loyal. On the whole, it represents 50 per cent
each as medium and low brand loyalty consumers for Dosa/Idli mix. In the case of pickles,
27.27 per cent each in IG1 belonged to high and medium brand loyal but about 45.45 per cent
belonged to low loyalty categories. Whereas in case of IG2 , 37.50 per cent each of the users
fall under high and medium loyalty group and only 25 per cent of them belonged to low loyalty
category. About 50 per cent each of the users of IG3 belonged to high and medium brand
loyalty group. However, in IG4, most of them (71.42 %) belonged to high brand loyalty group
and 28.57 per cent were categorized as medium brand loyal for pickles. At an overall, it
constituted 43.75 per cent as high brand loyal, 34.37 per cent as medium brand loyal and
21.87 per cent as low brand loyal households. In the case of sambar masala, about 30 per
cent, 33.33 per cent and 13.33 per cent of respondents of IG1 belonged to high, medium and
low loyal consumer groups, 50 per cent and 25 per cent each as high, medium and low loyal
consumer groups, respectively in IG2; about 80 per cent and 20 per cent of respondents in IG3
belonged as high and medium loyalty group and 50 per cent each in IG4 were categorized as
high and medium loyalty consumers in sambara masala. On the whole, it accounts for 55.54
per cent as high brand loyal, 33.33 per cent as medium brand loyal and 12.12 per cent of
respondents as low brand loyal consumers.
Table 4.24 represents the brand loyalty consumers of instant food products in
Mulbagal taluk. It could be revealed from the table that cent per cent in IG3 and IG4
purchasers of Dosa/Idli mix were considered to be as medium brand loyal, and no low loyalty
consumers were observed for Dosa/ Idli mix. In case of pickles, about 60 per cent and 40 per
cent consumers grouped into low and medium loyalty category, 75 per cent and 25 per cent
of IG2, 50 per cent each in IG3 and 80 per cent and 20 per cent in IG4 were considered to be
as high and medium brand loyalty consumers respectively. In sambar masala, 20 per cent
and 40 per cent each of IG1 users falls under high and medium and low loyalty group. 50 per
cent each of IG2, 80 per cent each and 20 per cent each of IG3 and IG4 belonged to high and
medium brand loyalty categories.
Table 4.13 Purchase and Consumption of Instant Food Products by Households in Bangarpet Taluk
Income Groups (n=60)

Products
Particulars
IG1
IG2
IG3
IG4
Overall
Per capita purchase (Kg/capita/month)
0.40
0.79
0.69
Per capita Expenditure on Instant Food Products

(Rs/capita/Kg)
26.29
58.33
50.32
0.04
0.05
0.09
0.12
0.07

(Rs/capita/Kg)
2.65
2.23
7.4
12.96
5.9
0.05
0.04
0.04
0.05
0.05

(Rs/capita/Kg)
6.44
7.41
7.84
9.92
7.68
Dosa/ Idli mix
Pickles
Sambar masala
Table 4.14 Purchase and Consumption of Instant Food Products by Households in Mulbagal Taluk

Products
Particulars
IG1
IG2
IG3
IG4
Overall
0.5
0.5

(Rs/capita/Kg)
36.75
36.75
0.03
0.04
0.04
0.05
0.04

(Rs/capita/Kg)
1.95
2.91
3.33
4.03
3.07
0.05
0.05
0.05
0.04
0.05

(Rs/capita/Kg)
6.15
9.29
8.39
9.29
8.02
Dosa/ Idli mix
Pickles
Sambar masala
Table 4.15 Purchase and Consumption of Instant Food Products by Households in Gudibande Taluk

Products
Particulars
IG1
IG2
IG3
IG4
Overall
0.7
0.7

(Rs/capita/Kg)
52.5
52.5
0.03
0.02
0.03
0.05
0.03

(Rs/capita/Kg)
1.43
0.54
1.14
2.07
1.32
0.05
0.04
0.04
0.05
0.05

(Rs/capita/Kg)
6.65
6.54
8.46
10.07
7.7
Dosa/ Idli mix
Pickles
Sambar masala
Table 4.16 Products Purchase Frequency in Bangarpet Taluk

Frequency
Products
Dosa/ Idli mix
Pickles
Sambar masala
Income group
Weekly
Fortnightly
Once in a
month
Once in two
months
Once in three
months
Occasionally
IG1 (n=0)
IG2 (n=0)
IG3 (n=1)
1 (100.00)
IG4 (n=3)
2 (66.67)
1 (33.33)
Overall (n=4)
3 (75.00)
1 (25.00)
IG1 (n=13)
6 (46.15)
4 (30.76)
1 (7.69)
2 (15.38)
IG2 (n=8)
3 (33.33)
5 (55.56)
IG3 (n=10)
1 (10.00)
5 (50.00)
4 (40.00)
IG4 (n=8)
3 (37.50)
4 (50.00)
1 (12.50)
Overall (n=39)
7 (17.94)
15 (38.46)
14 (35.89)
3 (7.69)
IG1 (n=12)
9 (75.00)
1 (8.33)
2 (16.67)
IG2 (n=8)
3 (37.50)
2 (25.00)
2 (25.00)
1 (12.50)
IG3 (n=9)
4 (44.44)
3 (33.33)
2 (22.22)
IG4 (n=7)
1 (14.28)
2 (28.57)
4 (57.14)
Overall (n=36)
9 (25.00)
9 (25.00)
9 (25.00)
8 (22.22)
1 (2.78)
Note: Figures in parentheses indicate percentages to the number of instant food products users
Table 4.17 Products Purchase Frequency in Mulbagal Taluk

Frequency
Products
Dosa/ Idli mix
Pickles
Income
group
Weekly
Fortnightly
Once in a
month
Once in two
months
Once in three
months
Occasionally
IG1 (n=0)
IG2 (n=0)
IG3 (n=0)
IG4 (n=2)
2 (100.00)
Overall (n=2)
2 (100.00)
IG1 (n=6)
3 (50.00)
3 (50.00)
IG2 (n=5)
2 (40.00)
3 (60.00)
IG3 (n=7)
3 (42.85)
2 (28.57)
2 (28.57)
IG4 (n=6)
2 (33.33)
4(66.67)
3 (12.50)
3 (12.50)
7(29.16)
4 (16.67)
5 (20.83)
2 (20.83)
IG1 (n=6)
4 (66.67)
2 (33.33)
IG2 (n=5)
1(20.00)
2 (40.00)
2 (40.00)
IG3 (n=7)
5 (71.42)
1 (14.28)
1 (14.28)
IG4 (n=6)
1(16.67)
5 (83.33)
Overall (n=24)
4 (16.67)
8 (33.33)
4 (16.67)
7 (29.16)
1 (41.67)
Overall (n=24)
Sambar masala
Note: Figures in parentheses indicate percentages to the number of instant food products users
Table 4.18 Products Purchase Frequency in Gudibande Taluk

Frequency
Products
Dosa/ Idli
mix
Pickles
Income group
Weekly
Fortnightly
Once in a month
Once in two
months
Once in three
months
Occasionally
IG1 (n=0)
IG2 (n=0)
IG3 (n=0)
IG4 (n=1)
1 (100.00)
Overall (n=1)
1 (100.00)
IG1 (n=4)
3 (75.00)
1 (25.00)
IG2 (n=4)
1 (25.00)
1 (25.00)
2 (50.00)
IG3 (n=2)
1 (50.00)
1 (50.00)
IG4 (n=4)
2 (50.00)
2 (50.00)
4 (28.57)
5 (35.71)
5 (35.71)
IG1 (n=4)
3 (75.00)
1 (25.00)
IG2 (n=4)
2 (50.00)
2 (50.00)
IG3 (n=2)
1 (50.00)
1 (50.00)
IG4 (n=3)
1 (33.33)
2 (66.67)
Overall (n=13)
5 (38.46)
3 (23.07)
3 (23.07)
2 (15.38)
Overall (n=14)
Sambar
masala
Note: Figures in parentheses indicate percentages to the number instant food product users
Table 4.19 Sources of Purchase of Instant food Products in Bangarpet Taluk
Purchased from
Income
groups
Products
Dosa/
mix
Retail shop
Departmental stores
IG1 (n=0)
IG2 (n=0)
IG3 (n=1)
1 (100.00)
IG4 (n=3)
2 (66.67)
1 (33.33)
IG1 (n=12)
12 (100.00)
IG2 (n=8)
8 (100.00)
IG3 (n=11)
8 (72.72)
3 (27.27)
IG4 (n=8)
2 (25.00)
6 (75.00)
IG1 (n=12)
12 (100.00)
IG2 (n=8)
8 (100.00)
IG3 (n=9)
9 (100.00)
IG4 (n=7)
5 (71.42)
2 (28.57)
Idli
Pickles
Sambar masala
Table 4.20. Sources of Purchase of Instant food Products in Mulbagal Taluk
Purchased from
Products
Income
groups
Retail shop
Departmental stores
IG1 (n=0)
IG2 (n=0)
IG3 (n=0)
IG4 (n=2)
1 (50.00)
1 (50.00)
IG1 (n=6)
6 (100.00)
IG2 (n=5)
5 (100.00)
IG3 (n=5)
5 (100.00)
IG4 (n=8)
6 (75.00)
2 (25.00)
IG1 (n=6)
6 (100.00)
IG2 (n=5)
5 (100.00)
IG3 (n=8)
7 (87.50)
1 (12.50)
IG4 (n=5)
4 (80.00)
1 (20.00)
Dosa/ Idli mix
Pickles
Sambar masala
Table 4.21 Sources of Purchase of Instant food Products in Gudibande Taluk
Purchased from
Products
Income groups
Retail shop
Departmental stores
IG1 (n=0)
IG2 (n=0)
IG3 (n=0)
IG4 (n=1)
1 (100.00)
IG1 (n=4)
4 (100.00)
IG2 (n=4)
4 (100.00)
IG3 (n=4)
4 (100.00)
IG4 (n=3)
3 (100.00)
IG1 (n=4)
4 (100.00)
IG2 (n=4)
4 (100.00)
IG3 (n=4)
4 (100.00)
IG4 (n=2)
2 (100.00)
Dosa/
Idli mix
Pickles
Sambar masala
Table 4.22 Decision Makers of Instant Food Consumption in Different Income Groups
Taluks
Decision
makers
Bangarpet (n=60)
Mulbagal
(n=60)
Gudibande (n=60)
IG1
(n=12)
IG2
(n=8)
IG3
(n=11)
IG4
(n=8)
Overall
(n=39)
IG1
(n=6)
IG2
(n=5)
IG3
(n=7)
IG4
(n=6)
Overall
(n=24)
IG1
(n=4)
IG2
(n=4)
IG3
(n=2)
IG4
(n=4)
Overall
(n=14)
House wives
7
(58.33)
6
(75.00)
5
(45.45)
4
(50.00)
22
(56.41)
4
(66.67)
4
(80.00)
5
(71.42)
3
(50.00)
16
(66.67)
2
(50.00)
4
(100.00)
2
(100.00)
2
(50.00)
10
(71.42)
Husband
2
(16.67)
2
(18.18)
4
(10.25)
2
(50.00)
2
(14.28)
Husband
and wife
Jointly
3
(25.00)
2
(25.00)
4
(36.36)
2
(25.00)
11
(28.20)
2
(33.33)
2
(28.57)
2
(33.33)
6
(25.00)
1
(25.00)
1
(7.14)
Elders in the
family
1
(12.50)
1
(2.56)
1
(20.00)
1
(16.67)
2
(8.33)
All the family

members
1
(12.50)
1
(2.56)
1
(25.00)
1
(7.14)
Table 4.23 Brand loyalty of Consumers towards Instant Food Products in Bangarpet taluk
Products
Loyalty status
Income
groups
High (9-12)
Dosa/Idli mix
Pickles
Sambar
masala
Medium (5-8)
Low (Upto 4)
IG1 (n=0)
IG2 (n=0)
IG3 (n=1)
1 (100.00)
IG4 (n=3)
1 (33.33)
2 (66.67)
Overall (n=4)
2 (50.00)
2 (50.00)
IG1 (n=11)
3 (27.27)
3 (27.27)
5 (45.45)
IG2 (n=8)
3 (37.50)
3 (37.50)
2 (25.00)
IG3 (n=6)
3 (50.00)
3 (50.00)
IG4 (n=7)
5 (71.42)
2 (28.57)
Overall (n=32)
14 (43.75)
11 (34.37)
7 (21.87)
IG1 (n=10)
3 (30.00)
5 (33.33)
2 (13.33)
IG2 (n=8)
4 (50.00)
2 (25.00)
2 (25.00)
IG3 (n=5)
4 (80.00)
1 (20.00)
IG4 (n=6)
3 (50.00)
3 (50.00)
Overall (n=33)
18 (55.54)
11 (33.33)
4 (12.12)
Table 4.24 Brand loyalty of Consumers towards Instant Food Products in Mulbagal
taluk
Products
Loyalty status
Income
groups
High (9-12)
Dosa/
Idli mix
Sambar
masala
Low (Upto 4)
IG1 (n=0)
IG2 (n=0)
IG3 (n=1)
1 (100.00)
IG4 (n=1)
1 (100.00)
Overall (n=2)
2 (100.00)
2 (40.00)
3 (60.00)
IG1 (n=5)
Pickles
Medium (5-8)
IG2 (n=4)
3 (75.00)
1 (25.00)
IG3 (n=2)
1 (50.00)
1 (50.00)
IG4 (n=5)
4 (80.00)
1 (20.00)
Overall (n=16)
8 (50.00)
5 (31.25)
3 (18.75)
IG1 (n=5)
1 (20.00)
2 (40.00)
2 (40.00)
IG2 (n=4)
2 (50.00)
2 (50.00)
IG3 (n=5)
4 (80.00)
1 (20.00)
IG4 (n=5)
4 (80.00)
1 (20.00)
Overall (n=19)
11 (57.89)
6 (31.57)
2 (10.52)
Table 4.25 Brand loyalty of Consumers towards Instant Food Products in Gudibande taluk
Products
Dosa/
Idli mix
Pickles
Sambar
masala
Loyalty status
Income
groups
High (9-12)
Medium (5-8)
Low (Upto 4)
IG1 (n=0)
IG2 (n=0)
IG3 (n=0)
IG4 (n=1)
1 (100.00)
Overall (n=1)
1 (100.00)
IG1 (n=2)
2 (100.000
IG2 (n=4)
3 (75.00)
1 (25.00)
IG3 (n=0)
IG4 (n=3)
2 (66.67)
1 (33.33)
Overall (n=9)
2 (22.22)
6 (66.67)
1 (11.11)
IG1 (n=1)
1 (100.00)
IG2 (n=4)
4 (100.00)
IG3 (n=1)
1 (100.00)
IG4 (n=3)
3 (100.00)
Overall (n=9)
4 (44.44)
5 (55.55)
Table 4.25 illustrates the results on brand loyalty of instant food consumers in
Gudibande taluk. It was revealed from the table that, cent per cent of IG4 respondents were
the purchasers of Dosa/Idli mix and all belonged to medium brand loyalty group and hence no
low and high loyalty purchasers were found in the product. Whereas in case of pickles, cent
per cent of IG1, 75 per cent of IG2 and 33.33 per cent IG4 were considered as medium brand
loyal and about 66.67 per cent of IG4 were belonged as high brand loyalty group. On the
whole, it accounts to 22.22 per cent, 66.67 per cent and 11.11 per cent of respondents as
high, medium and low loyalty categories respectively. In case of Sambar masala, cent per
cent in IG1 and IG2 consumers constituted to medium brand loyal and cent per cent each in
IG3 and IG4 belonged to high brand loyalty category. On the whole, it accounts to 44.44 per
cent of consumers were in high and 55.55 per cent of them belonged to medium loyalty
group. However, no low loyalty users were found for sambar masala.
4.3.2 Reasons for not Preferring Particular Brand of Product

Table 4.26 presents the reasons for not preferring a particular brand by the
respondents of selected taluks of the Kolar district using Likert scaling technique and the
scores given by the respondents are analyzed and presented in the table.
In Bangarpet taluk, the respondents attached highest mean score (4.66) to high price
followed by poor taste (3.94), poor quality (3.88), less keeping quality (3.78), inconvenient
packaging (3.34), poor brand image (2.97), not good colour (2.66) and poor flavour (2.41) as
the reasons based on their importance, for not preferring a particular brand in the purchase of
Instant food products.
Similarly, Mulbagal taluk users affixed highest mean score based on their importance
to high price (4.79); subsequently poor taste (4.16), poor quality (4.11), less keeping quality
(3.79), inconvenient packaging (3.05), poor brand image (2.74), not good colour (2.47) and
poor flavour (2.00) were the reasons for not preferring a particular brand during their
purchases of Instant food products.
In the same way, in Gudibande taluk also, the respondents fastened more mean
score to high price (4.90), poor quality (4.30), poor taste (4.10), less keeping quality (4.00),
not good colour (3.30) inconvenient packaging (3.10), poor brand image (3.10), and poor
flavour (2.3) accordingly as the reasons for not preferring a particular brand during their
purchases of Instant food products.
Table 4.26 Reasons for not preferring particular brand of Product
Statements
Poor Quality
Poor taste
High price
Poor brand image
Inconvenient package
Poor flavour
Not good colour
Less keeping quality
Bangarpet
(n=32)
3.88
3.94
4.66
2.97
3.34
2.41
2.66
3.78
Taluks
Mulbagal
(n=19)
Mean scores
4.11
4.16
4.79
2.74
3.05
2.00
2.47
3.79
Gudibande
(n=10)
4.30
4.10
4.90
3.10
3.10
2.30
3.30
4.00
4.4 BRAND COMPOSITION OF INSTANT FOOD PRODUCTS

Purchase behaviour of differentbrands of instant food products across income groups
in Bangarpet taluk are presented in Table 4.27. It could be seen from table that only IG3 (100
%) and IG4 (66.67 %) respondents used MTR brand of Dosa/Idli mix. In addition to this, about
33.33 per cent of IG4 respondents used Aashirvaad brand. In the case of pickles, about 9.09
per cent of IG1, 25 per cent of IG2, 33.33 per cent of IG3 and 42.85 per cent of IG4
respondents used MN brand only. The Chinnis brand of pickle was used by 45.45 per cent of
IG1, 37.50 per cent of IG2, 33.33 per cent of IG3 and 28.57 per cent of IG4 consumers, MTR
brand was preferred by 28.57 per cent of IG4 households but local brands were used by 36.36
per cent of IG1 and 37.50 per cent of IG2; Priya pickles was consumed by 9.09 per cent and
33.33 per cent of IG1 and IG3 consumers, respectively. In the case of Sambar masala, 20 per
cent, 37.50 per cent, 40 per cent and 50 per cent of IG1, IG2, IG3 and IG4, respectively opted
for MTR brand; Everest brand was consumed by 20 per cent of IG1, 12.50 per cent of IG2,
and 40 per cent each of IG3 and 16.67 per cent of IG4 households. Only 10 and 12.50 per
cent of IG1 and IG2 purchased Excellent and Eastern brands of Sambar masala. And about 40
per cent, 37.50 per cent, 20 per cent and 33.33 per cent IG1, IG2, IG3 and IG4 respondents
used local brands, respectively, but only 10 per cent of IG1 respondents used Swastik brand.
In Mulbagal (Table 4.28), about 50 per cent each of IG4 respondents used MTR and
Aashirvaad brands of Dosa/Idli mix. In case of pickles, 40 per cent of IG1, 50 per cent each of
IG2, IG3 and 60 per cent of IG4 households used MN brand. About 40 per cent of IG1, 50 per
cent of IG3 and 40 per cent of IG4 used Chinnis brand; local brands of pickles were used by
20 per cent, 50 per cent of IG1 and IG2 households respectively. Whereas in case of Sambar
masala, MTR brand accounts to 42.10 per cent in overall but across different income groups,
20 per cent of IG1, 25 per cent of IG2, 40 per cent of IG3 and 80 per cent of IG4 preferred this
brand. About 20 per cent of IG4, 40 per cent of IG3 and 25 per cent of IG2 used Everest brand
only. In overall, excellent brand was used by only 10.52 per cent across different income
groups. However, local brands were used by 26.31 per cent of consumes in the taluk.
Table 4.29 presents the different brand users of instant food products in Gudibande
taluk wherein cent per cent of IG4 respondents purchased MTR brand of Dosa/Idli mix. In
pickles, 66.67 per cent each of IG2 and IG4 preferred Chinnis brand; cent per cent of IG3 and
33.33 per cent of IG4 purchased MN and MTR brands; Priya brand was used by 33.33 per
cent of IG2 users but 100 per cent of IG1 gone for local brands. In sambar masala, 50 per
cent of IG2, cent per cent of IG3 and 66.67 per cent of IG4 consumers used MTR brand which
accounts to 50 per cent on the whole. Whereas, Everest brand was used by 25 per cent of
IG2 and 33.33 per cent of IG4, accounting to 20 per cent on the whole. On the whole, Cent per
cent of IG1, 25 per cent of IG2 consumers used local brands constituting for 30 per cent.
4.4.2 Factors Influencing Brand Preference of Instant Food Products

Table 4.30 presents the factors influencing brand preference of instant food products
by the respondents of selected taluks of the Kolar district using Likert scaling technique and
the scores given by the respondents are analyzed and presented in the table.
In Bangarpet taluk, the respondents attached highest mean score (4.91) to best
quality followed by retailers influence (4.81), readily available (4.69), convenience (4.38),
good brand image (3.63), reasonable price (3.50), good packaging (3.44), attractive
packaging design (3.41) and advertisements (3.34) and as the factors based on their
importance for preferring a particular brand in the purchase of Instant food products.
Similarly, Mulbagal taluk respondents contemplated highest mean score based on
there importance to best quality (4.95), retailers influence (4.95), readily available (4.63) and
convenience (4.47), good brand image (3.89), attractive packaging design (3.63), reasonable
price (3.53), advertisements (3.37) and good packaging (3.00) were the other factors
influencing brand preference during their purchases of Instant food products.
In the same way, in Gudibande taluk also the respondents affixed more mean score
(5 per cent each) to best quality and retailers influence followed by ready availability and
convenience (4.5 per cent each); Brand image (4.00) and good packaging (3.2) were the
factors that influenced brand preference during their purchases of instant food products.
Table 4.27 Purchased behaviour of different brands of Instant Food Products in Bangarpet Taluk
Products
Dosa/
Idli mix
Pickles
Sambar masala
Brands
MTR
Aashirvaad
Income Groups
IG1 (n=0)
IG2 (n=0)
IG3 (n=1)
IG4 (n=3)
Overall (n=4)
1 (100.00)
2 (66.67)
3 (75.00)
1 (33.33)
1 (25.00)
IG1 (n=11)
IG2 (n=8)
IG3 (n=6)
IG4 (n=7)
Overall (n=32)
MN
1 (9.09)
2 (25.00)
2 (33.33)
3 (42.85)
8 (25.00)
Chinnis
5 (45.45)
3 (37.50)
2 (33.33)
2 (28.57)
12 (37.50)
MTR
2 (28.57)
2 (6.25)
4 (36.36)
3 (37.50)
7 (21.87)
Ruchi
Priya
1 (9.09)
2 (33.33)
3 (9.37)
IG1 (n=10)
IG2 (n=8)
IG3 (n=5)
IG4 (n=6)
Overall (n=29)
MTR
2 (20.00)
3 (37.50)
2 (40.00)
3 (50.00)
10 (34.48)
Everest
2 (20.00)
1 (12.50)
2 (40.00)
1 (16.67)
6 (20.68)
Excellent
1 (10.00)
1 (3.44)
1 (12.50)
1 (3.44)
Local Brand
4 (40.00)
3 (37.50)
1 (20.00)
2 (33.33)
10 (34.48)
Swastik
1 (10.00)
1 (3.44)
Local brand
Eastern
Table 4.29 Purchased behaviour of different brands of Instant Food Products in Gudibande Taluk
Income Groups
Products
Dosa/ Idli mix
Pickles
Brands
IG1 (n=0)
IG2 (n=0)
IG3 (n=0)
IG4 (n=1)
Overall (n=1)
1(100.00)
1 (100.00)
IG1 (n=2)
IG2 (n=3)
IG3 (n=2)
IG4 (n=3)
Overall (n=10)
MN
2 (100.00)
2 (20.00)
Chinnis
2 (66.67)
2(66.67)
4 (40.00)
MTR
1(33.33)
1 (10.00)
2 (100.00)
2 (20.00 )
1 (33.33)
1 (10.00)
IG1 (n=2)
IG2 (n=4)
IG3 (n=1)
IG4 (n=3)
Overall (n=10)
MTR
2 (50.00)
1 (100.00)
2(66.67)
5 (50.00)
Everest
1 (25.00)
1(33.33)
2 (20.00)
2 (100.00)
1 (25.00)
3 (30.00)
MTR
Local brand
Priya
Sambar masala
Local Brand
Table 4.30 Factors Influencing Brand Preference of Instant Food Products
Taluks
Statements
Bangarpet
(n=32)
Mulbagal
(n=19)
Gudibande
(n=10)
Mean scores
Best Quality
4.91
4.95
5.00
Good Brand Image
3.63
3.89
4.00
Retailers Influence
4.81
4.95
5.00
Reasonable Price
3.50
3.53
3.50
Readily Available
4.69
4.63
4.50
Good Packaging
3.44
3.00
3.20
Advertisement
3.34
3.37
3.90
Attractive Packaging Design
3.41
3.63
3.80
Convenience
4.38
4.47
4.50
4.5 DEMAND POTENTIAL FOR INSTANT FOOD PRODUCTS

4.5.1 Factors influencing on demand for Instant Food Products
The linear regression equation for Dosa/Idli mix was not adopted in the present study
as sample of respondents or users of this product obtained in the selected taluks of the kolar
district were very insignificant (7 in number) since the study concentrated on rural population,
which itself indicated less demand for this product in the rural areas. However demand was
estimated using per capita consumption of the users and population. The estimated linear
regression equation for pickles and sambar masala was presented in Table 4.31. In case of
pickles, except number of family members other variables such as price and monthly family
income considered were found to be statistically non-significant. Both intercepts and slope
coefficients were significant and F value was 4.15 which indicated overall significance of the
equation. Whereas, in the case of sambar masala, monthly family income and number of
family members found to be statistically significant. Here the F value was 11.60 and
indicated overall significance.
4.5.2 Demand Potential for Instant Food Products

The potential demand for the Instant Food Products was estimated using the total
population in the study area and per capita consumption of instant food products. It could be
inferred from the table Table 4.32 that, the estimated demand for Dosa/Idli mix was 33,434
kg/month for Bangarpet taluk, 3,855.03 kg/month for Mulbagal taluk and 604.65 kg/month for
Gudibande taluk. Similarly, for pickles, the estimated demand was 89,906 kg/month, 13,878
kg/month and 1,451.1 kg/month in Bangarpet, Mulbagal and Gudibande, respectively. In the
case of sambar masala, it was anticipated as 42,986.4 kg/month for Bangarpet taluk, 17578.8
kg/month for Mulbagal taluk and 2021.28 kg/month for Gudibande taluk. For the district as a
whole, the estimated demand was 78,922.46 kg/month Dosa/Idli mix, 2,14,145.8 kg/month for
pickles and 1,85,153.2 kg/month for sambar masala.
Table 4.31 Estimated equation of demand for Instant Food Products in Kolar District
Estimates
Parameters
Pickles
Intercept
Sambar
masala
0.57674
0.1438
Prices
b1
0.0027
(0.0023)
0.00002
(0.00015)
Mothly family income
b2
0.000006 (0.00001)
0.000003 *
(0.000001)
Number of family members
b3
0.14837 ** (0.05431)
0.01623 **
(0.00536)
0.149
0.335
F-value
4.157
11.605
Note: Figures in parantheses indicate standard error for respective coefficients

* indicate significant at 1% level
** indicate significant at 5% level
Table 4.32 Potential Demand for Instant Food Products
Products
Taluks
Dosa/Idli mix
(Kg/month)
Pickles (kg/month)
Sambar masala
(kg/month)
Bangarpet
33,434
89,906
42,986.40
Mulbagal
3,855.03
13,878
17,578.80
604.65
1451.1
2,021.28
Total
21,834.76
58,502.14
514.3
District
78,922.46
2,14,145.8
1,85,153.2
Gudibande
5. DISCUSSION
The results of the investigation presented in the previous chapter are discussed in
this chapter under the following heads.
5.2 Factors influencing the consumption of Instant Food products
5.3 Brand loyalty of consumers of Instant Food products
5.4 Brand composition of Instant Food products
5.1 AWARENESS OF CONSUMERS TOWARDS INSTANT FOOD

PRODUCTS
5.1.1 Income wise distribution of households
From Table 4.1, it was evident that a majority of sample households in IG1, IG2, IG3
and IG4 were 25 per cent, 35 per cent, 26.67 per cent and 13.33 per cent respectively, in
Bangarpet taluk. The proportion was 26.67 per cent, 31.67 per cent each and 10 per cent in
IG1, IG2, IG3 and IG4 respectively in Mulbagal taluk. In case of Gudibande, the proportion was
25 per cent in IG1, 40 per cent in IG2, 28.33 per cent in IG3 and 25 per cent in IG4. However,
at an overall, the proportion of sample households in IG1, IG2, IG3 and IG4 was 25.56 per cent,
35.56 per cent, 28.89 per cent and 10 per cent, respectively in the selected taluks of Kolar
district.
5.1.2 Socio-economic characteristics of different Income groups

An examination of general characteristics of the respondents of different taluks (Table
4.2) revealed that the average family income of households were Rs. 2366, Rs. 4552, Rs.
7075 and Rs. 16000 in Bangarpet taluk, whereas Rs. 2312, Rs. 4300, Rs. 6894 and Rs.
15500 in Mulbagal taluk and it was Rs. 2246, Rs. 4045, Rs. 7000 and Rs. 14750 in
Gudibande taluk in IG1, IG2, IG3 and IG4, respectively. It was observed that there was a
positive relationship between income of the households and their education and family size.
The average age of the decision makers was varied from 34 years to 38 years, 32 to 37 years
and 32 to 34 years in Bangarpet, Mulbagal and Gudibande taluks, respectively. The average
family size varied from 4 to 6 members per family across different income groups in all the
taluks. The majority of the households in all the income groups of different taluks were
nuclear families. Under food habit classification, more than, 80 per cent of IG1, 78 per cent of
IG2, 75 per cent of IG3 and 83 per cent of IG4 households across different taluks were nonvegetarians and the remaining were vegetarians. With regard to occupation, majority of the
selected respondents were belonged to agriculture and allied activities as the study was
conducted in rural areas and hence most of them in all the income groups were belonged to
this category only. However, it was more than 73 per cent in IG1, 42 per cent in IG2, 20 per
cent in IG3 and 50 per cent in IG4 of Bangarpet, Mulbagal and Gudibande taluks respectively
were depended on agri and allied activities. More than 12 per cent of IG1, 31 per cent of IG2,
43 per cent of IG3 were found to be housewives across different taluks, about 12.5 per cent
and 16.67 per cent of IG4 in Bangarpet and Mulbagal were housewives.
5.1.3 Awareness of Consumers towards Instant Food Products

It was evident from Table 4.3 that the awareness of consumers about Instant food
products across different income groups, about 66.67 per cent, 56.67 per cent and 46.67 per
cent of the respondents of Bangarpet, Mulbagal and Gudibande taluks were aware of the
Dosa/Idli mix product availability in the market. However, on the overall, among different
income groups, very small per cent of the respondents in IG3 (22.78 per cent) followed by
17.22 per cent in IG2, 8.89 per cent in IG1 and 7.78 per cent in IG4 were aware of this product
availability in the market. It is because of the reason that in almost all the rural areas, the
Dosa/Idli mix was prepared by their own, and the same reason may hold good in this area
also. In case of pickles and sambar masala, cent per cent of the respondents in all the taluks
and across income groups were aware about these selected instant food products due to their
common and traditional usage of these products.
5.1.4 Brand Awareness of Consumers about Instant Food Products

It was noticed from Table 4.4 that the brand awareness of different products in all the
selected taluks of Kolar district. In Bangarpet, 46.67 per cent and 6.67 per cent of
respondents were aware of MTR and Aashirvaad brands of Dosa/ Idli mix. Among different
income groups most of them (81.25 per cent, 75 per cent, 38.09 per cent and 6.67 per cent of
IG3, IG4, IG2 and IG1 respondents, respectively) were aware of MTR brand only, in contrast,
Aashirvaad brand was known to 37.50 per cent of IG4 and 4.76 per cent of IG2 respondents
only. It may be attributed to the fact that in almost all the areas MTR brand was popular
among instant food products rather than any other brands. With regards to pickles, majority of
respondents (55 per cent) were aware of Chinnis brand followed by MN brand (48.33%) and
MTR brand (41.67%) based on their product availability and popularity in the area. The other
local brands, Priya and Ruchi brands were knew to 30 per cent, 21.67 per cent and 11.67 per
cent of the consumers respectively. Among different income groups, most of IG1 respondents
(53.33 per cent) were sentient of local brands due to the fact that the consumers in the rural
areas think that branded items were expensive than the local one. The brands like Chinnis,
MN and MTR, and Priya brands were known to few higher income group consumers as they
are highly advertised through various mass media. In sambar masala, MTR and Everest
brands were found to be popular among 58.33 per cent of respondents followed by Iyengars
brand (31.67%), local brands (30%), Excellent brand (18.33%), Swastik brand (11.67%) and
Orkay brand (6.67%) were known to the consumers of Instant food products because of their
popularity in the study area.
In the case of Mulbagal, majority of (41.67 %and 10%) of respondents were aware of
MTR and Aashirvaad brands of Dosa/Idli mix only. But among income groups most (83.33 %,
73.68 %and 31.57%) of the respondents in IG4, IG3 and IG2, respectively were aware of MTR
brand only. Aashirvaad was known to 33.33 per cent of IG4 and 21.05 of IG3 respondents.
With regard to pickles, majority of respondents (70 %, 33.33 %, 48.33%) were aware of
Chinnis, MN and MTR brands. The other brands like Priya, Ruchi and local brands were
popular in this area and hence used by few consumers. The Chinnis brand was familiar
among 89.47, 78.94, 50.00 and 43.75 per cent of the consumers in IG3, IG2, IG4 and IG1
accordingly in Mulbagal. In addition to this, 83.33, 73.68, 31.57 and 25 per cent of the
respondents were also aware of MN brand. The other brands such as MTR, Priya, Ruchi and
local brands were familiar with less than 35 per cent of the respondents. In case of sambar
masala, awareness of MTR and Everest brands were very popular among more than half of
the respondents. The other brands like Excellent, Swastik, Eastern brand and Orkay brands
were known to small portion of the consumers of the Instant food products in the taluk. All the
respondents of IG3 and IG4 respondents in the taluk were aware of MTR and Everest brands.
The other brands like Excellent, Eastern, Iyengars, Swasthik, Orkay and local brands were
aware among small per cent of the respondents. Similar results were noticed in Gudibande
taluk also wherein, the respondents knew only MTR brand of Dosa/Idli mix however, the per
cent across different income groups was 75, 47.05 and 16.67 of IG4, IG3 and IG2 respectively.
With regard to pickles, majority (61.67%) of respondents were aware of Chinnis brand
followed by MN brand (33.33%). The local, Ruchi, MTR and Priya brands were popularly
known among few portions of the consumers. More than 50 per cent of respondents in
different income groups were aware of Chinnis brand and MN brand was familiar among more
than 70 per cent of the IG3 and IG4 respondents. In addition to these brands, MTR, Priya and
local brands were known to more than half of the IG4 respondents. In case of sambar
masala, Everest brand was well known to 43.33 per cent of the respondents and 33.33 per
cent each aware of MTR and Iyengars brands. However, 13.33, 8.33, 5 and 3.33 per cent of
the respondents were aware of Swastik, Excellent, Orkay and Eastern brands among the
Instant food products. Except Swastik brand, almost all the brands were aware among IG4
respondents. More than half of the respondents in IG3 were conscious of MTR and Everest
brands. The brands like Everest, Iyengars, MTR, local, Excellent and Swasthik were familiar
among IG2 respondents in their higher order.
The study conducted by Yee and Young (2004) on food industry awareness of the
high fat content of pies shows that the major sources of brand awareness were word of mouth
followed by advertisements, family members and relatives and friends.
5.2 FACTORS INFLUENCING CONSUMPTION OF INSTANT

FOOD
PRODUCTS
5.2.1 Factors influencing consumers in usage of Instant food products
5.2.1.1 User Categories of Instant Food Products
From Table 4.6 it was observed that majority (96.11 per cent) of respondents across
Kolar district prepared Dosa/Idli mix in their home only as the product is prepared and
consumed traditionally in the district and also it is easy to prepare in the home. Very meager
of 3.98 per cent mostly of the higher income groups preferred branded product along with
their own preparation. It was noteworthy to mention that all the respondents of IG1 and IG2
were prepared this product in their home only. In case of pickles, more than half of the
consumers prepared their own because of easy availability of raw materials like mango and
lemon. Only 6.67 per cent used branded products along with own preparation. However,
24.44 per cent used only branded products, as these products are also available in small
sachets with less prices. A small portion (1.11%) of the consumers consumed both brand and
unbranded products. In case of sambar masala, most (73.43 % of IG2 and 65.38 % of IG3)
were used home made products only as these products were prepared in required quantity at
once and it involves low cost too, if, these products are prepared in home. About 34.78 per
cent of IG1 and 50 per cent of IG4 were used branded products only because of their
availability in small sachets with good taste. At an overall, maximum of 59.44 per cent of
respondents prepared own sambar masala followed by only branded (26.11%), only unbrand
(8.33%), brand and own preparation (5%) and both brand and unbranded products (1.11%).
5.2.1.2 Reasons for not Purchasing Instant Food Products
It was revealed from the Table 4.7 that 66.67 per cent, 47.22 per cent and 55.56 per
cent of respondents of Dosa/Idli mix; Pickles and Sambar masala respectively were not
purchased these products because of their low cost of preparation. Differences in taste
between home made and purchased product was the reason for not using Dosa/Idli mix,
pickles and sambar masala by 52.78 per cent and 54.44 per cent each of the consumers.
About 41.67 per cent, 52.22 per cent and 48.89 per cent of respondents were not purchased
these products because of disliking by their family members. High price was the reason for
not consuming the same products by 91.67 per cent, 52.78 per cent and 41.67 per cent of
respondents accordingly. Dosa/ idli mix, pickles and sambar masala were not purchased due
to non-availability of these products by 19.44 per cent, 11.11 per cent and 19.44 per cent of
the respondents, respectively. And only 11.11 per cent of consumers were not purchasing
Dosa/Idli mix due to lack of awareness about the product availability in market.
5.2.1.3 Factors Considered for Purchasing Instant Food Products
It was noticed from the Table 4.8 to 4.10 that the major factors considered while
purchasing Dosa/Idli mix were ready availability and save time of preparation by cent per
cent users in Bangarpet, Mulbagal and Gudibande taluks respectively. The other factors
considered while using Dosa/Idli mix were likeliness of their family members and availability of
quality products by 75 per cent each and cent per cent each of the respondents in Bangarpet
and Mulbagal taluk. The factors considered for using pickles were tastes liked by family
members and save time of preparation (97.43% each) in Bangarpet taluk and the same factor
was considered by cent per cent of Mulbagal taluk and Gudibande taluk consumers.
Subsequently, habit of usage was also one of the factors considered by 77 per cent, 75 per
cent and 57.14 per cent consumers of Bangarpet, Mulbagal and Gudibande taluks
respectively, due to the conventional and routine usage of this product. The other factors
such as traditional usage, tastes liked by family members, availability of products at
reasonable price and availability of quality products were quoted by few respondents. In case
of Sambar masala, cent per cent of Bangarpet, Mulbagal and 76.92 per cent of Gudibande
consumers used as it is necessary ingradient for preparations. The other factors such as
ready availability and save time of preparation were considered by cent per cent of Mulbagal
and Gudibande and 83.33 per cent and 97.22 per cent of Bangarpet taluk consumers
respectively. And availability of products at reasonable price was also considered by 69.44
per cent, 83.33 per cent and 61.53 per cent of Bangarpet, Mulbagal and Gudibande
consumers respectively. Similar to these results, the study conducted by Ragavan (1994)
shows that quality, availability and price were the important factors, which had influenced
purchase of vegetables by respondents from modern retail outlet.
5.2.1.4 Sources of Information
It was observed from the Table 4.11 that majority of the consumers of pickles and
sambar masala preferred retail shop as the major source of information as the sellers
themselves influence and motivate the consumers to opt for these products while making
purchase followed by TV/radio advertisements as these are the common mass medias
existing in almost all the households in all the selected taluks. However, the percentages
were 92.30 per cent and 87.17 per cent for pickles and 91.67 per cent and 58.33 per cent for
sambar masala consumers in Bangarpet. The percentage was 79.16 and 87.50 for pickles
and 91.67 and 58.33 for sambar masala in Mulbagal, whereas in case of Gudibande, cent per
cent each preferred retail shop and TV/radio advertisements for pickles and 92.30 per cent
and 61.53 per cent for sambar masala. Apart from this friends/relatives were also the major
sources of information for these products by 66.67 per cent, 54.16 per cent and 78.57 per
cent of pickles and 88.89 per cent, 87.50 per cent and 92.30 per cent of sambar masala
products in Bangarpet, Mulbagal and Gudibande consumers respectively. This is because the
purchasers have more faith and belief among themselves rather than any other sources. It
was noticed that the purchasers proportion were very small in Dosa/Idli mix in all the taluks
and most of them were preferred retail shop, newspaper/magazine and TV/radio
advertisements as their sources of information and the percentage was less than five per cent
since almost all the respondents prepared this product in their home.
5.2.2 Consumption Pattern of Instant Food Products

5.2.2.1 Consumption pattern of households
It could be seen from the Table 4.12 that in all the taluks, there exist a positive
relationship between households monthly expenditure and monthly income. As the monthly
income increases, the households monthly expenditure also increased and the same thing
was noticed in case of Instant food products. These results were coincides with the results
obtained by the Kubendran and Vanniarajan (2005) while studying the change in consumption
pattern due to changes in food habits. They found that if income and urbanization increases
among consumers, the per centage of income spent on consumption increases. The amount
spent on instant food products in all the taluks (Bangarpet, Mulbagal and Gudibande) was
found to be highest in case of IG4 (Rs.492.50, Rs.433.33 and Rs.457.50) followed by IG3
(Rs.348.13, Rs.323.68 and Rs.281.18), IG2 (Rs.247.14, Rs.272.63 and Rs.238.75) and IG1
(Rs.189.33, Rs.123.75 and Rs.185.33). Similar trend was noticed with respect to total monthly
expenditure, wherein the expenditure was Rs.5080 in IG4, Rs.3495.13 in IG3, Rs.2694.76 in
IG2 and Rs.1609.33 in IG1 in Bangarpet, Rs.4841.67 in IG4, Rs.3526.32 in IG3, Rs.2783.16 in
IG2 and Rs.1780 in IG1 in Mulbagal taluk and Rs.4362.50 in IG4, Rs.3407.65 in IG3,
Rs.2528.33 in IG2 and Rs.1882 in IG1 in Gudibande taluk. It could be observed that, on an
average the percentage share of instant food products in the total expenditure of households
was 16.28 per cent, 15.11 per cent and 14.84 per cent in Bangarpet, Mulbagal and
Gudibande taluk consumers respectively.
5.2.2.2 Purchase and Consumption of Instant Food Products
The Table 4.13 to 4.15 showed that the per capita purchase and per capita
expenditure of Instant Food Products in three taluks, which had a positive relationship with
income. It can be noticed from the tables that, on the whole the per capita purchase of
Dosa/Idli mix was highest (0.7 kg/capita/month) in Gudibande taluk followed by Bangarpet
consumers (0.69 kg/capita/month) and Mulbagal (0.50 kg/capita/month) and the per capita
expenditure on the same was Rs. 52.5, Rs. 50.32 and Rs. 36.75 in the respective taluks. In
case of pickles, the per capita purchase was highest in Bangarpet consumers (0.07
kg/capita/month) followed by Mulbagal (0.04 kg/capita/month) and Gudibande (0.03
kg/capita/month) because consumers in Bangarpet taluk were highly influenced by
urbanization and used more of branded products. And the expenditure on this product was
Rs. 5.90, Rs. 3.07 and Rs. 1.32 by Bangarpet, Mulbagal and Gudibande taluk consumers
respectively.
In the case of sambar masala, the per capita purchase was same (0.05
kg/capita/month) in all the three taluks with the expenditure of Rs. 7.68, Rs. 8.02 and Rs. 7.70
in Bangarpet, Mulbagal and Gudibande taluk consumers respectively.
5.2.3 Purchase Pattern of Instant Food Products

5.2.3.1 Purchase Frequency of Instant Food Products
Table 4.16 to 4.18 depicts the frequency of purchase of instant food products by
households in selected taluks of the study area. It was inferred from the tables that only
some of the higher income groups such as IG3 and IG4 consumers in all the taluks in the
study area purchased Dosa/Idli mix occasionally, except (100 per cent of IG3 and 66.67 per
cent of IG4) consumers of Bangarpet taluk, wherein their purchase frequency was once in
three months. It is attributed to the fact that most of the consumers in rural areas prepared
Dosa/Idli mix in their home only as it involves less cost rather than purchasing branded
product from the market. Further, the non-availability of branded Dosa/idli mix in convenient
packets was the reason quoted by some of the consumers. In case of pickles, at an overall
most of the consumers (38.46 %, 29.16 % and 35.71 % of Bangarpet, Mulbagal and
Gudibande taluk, respectively) purchased once in a month followed by (35.89 %, 16.67 % and
35.71 % of Bangarpet, Mulbagal and Gudibande taluk, respectively) once in two months. It
was also noticed that more than 30 per cent of these consumers belonged to IG4 only but the
per cent of consumers in other income group purchased in this frequency were varied
drastically. Few consumers in all income groups also purchased pickles once in a week,
once in fortnight, once in three months and occasionally. Since, the product is consumed in
little quantity in routine food consumption the purchase quantity and frequency were varied
across the consumers. With regard to Sambar masala, the overall purchase frequency was
found to be different across taluks, in Bangarpet taluk, once in fortnight, once in month and
once in two month purchase was found in 25 per cent each of the households. However, the
highest of 75 per cent of IG1 consumers purchased sambar masala once in fortnight; more
than half of the IG4 consumers purchased the product once in three months, 44.44 per cent of
IG3 consumers purchased once in a month. Whereas in case of Mulbagal, 33.33 per cent
purchased monthly once, 29.16 per cent purchased once in three months and 16.67 per cent
each purchased once in fortnight and once in two months. The highest of 83.33 per cent of
IG4 were purchased once in three months; 71.42 per cent of IG3 purchased once in a month
and about 40 per cent of IG2 purchased once in two months. Similarly, in Gudibande, at an
overall, 38.46 per cent, 23.07 per cent each and 15.38 per cent respondents purchased once
in fortnight, once in a month, once in two months and three months once respectively. In
different income groups, more than half (66.67%) of IG4 consumers purchased once in two
months and once in month (33.33%) respectively. Here also about 75 per cent of IG1
purchased it once in fortnightly. The frequent purchase of sambar masala by the IG1
consumers may be due to the frequent payments/wages received by these groups as most of
them were belonged to labours categories and they purchase products in little quantities as
and when needed. The frequency of purchase in IG3 and IG4 was once in two months and
three months as the consumers in these groups purchase products at once in bulk.
5.2.3.2 Sources for Purchase of Instant Food Products by Different Income Groups
The sources for purchase of instant food products in the study area are presented in
Table 4.19 to 4.21 revealed that retail shops and departments stores as the only two sources
of purchase of instant food products in the study area. It was observed from the table that the
only higher income groups purchased Dosa/Idli mix from departmental stores (100 % of IG3
and 33.33 % of IG4 in Bangarpet; 50 % of IG4 in Mulbagal) and retail shops (66.67 % of IG4
households in Bangarpet, 50 % of IG4 in Mulbagal and 100 of IG4 in Gudibande) as the most
of the consumers in the rural area prepare this product in their home only. In case of pickles,
cent per cent each of IG1 and IG2, 72.72 per cent of IG3 and 25 per cent of IG4 in Bangarpet;
and cent per cent each of IG1, IG2, IG3 and 75 per cent IG4 households in Mulbagal and all
consumers of Gudibande taluk purchased from retail shops due to the absence of
departmental stores in this area; about 27.27 per cent of IG3 and 75 per cent of IG4
respondents in Bangarpet; 25 per cent of IG4 in Mulbagal bought it from departmental stores.
With regard to sambar masala, except 28.57 per cent of IG4 households, cent per cent of IG1,
IG2, IG3 and 71.42 per cent of IG4 respondents in Bangarpet; cent per cent of IG1 and IG2,
87.50 per cent of IG3 and 80 per cent of IG4 in Mulbagal; all the consumers in different income
groups of Gudibande taluk purchased the sambar masala from retail shops.
5.2.3.3 Decision Makers of Instant Food Products in Different Income Groups
It could be noticed from Table 4.22 that in all the taluks, on the whole, housewives
were the major decision makers (56.41 % in Bangarpet, 66.67 % in Mulbagal and 71.42 % in
Gudibande) and in all the income groups as the housewives sets the consumption pattern of
food products in the family. Husband and wife jointly made decision in consumption of instant
food products by 28.20 per cent in Bangarpet, 25 per cent in Mulbagal and 7.14 per cent in
Gudibande taluk. The other decision makers in households were grouped as husband alone,
elders in the family and joint decision by all family members. In confirmation with this, the
study conducted by Nagaraj (2004) reported that buying behaviour is very much influenced by
experience of their own and of neighbour consumers and his own family and the involvement
of his own members are exerting maximum influence on his purchases. Similarly, the study
conducted by Shivkumar (2004) showed that the consumer from all the income groups is
mainly influenced to purchase by the opinions of their family members.
5.3 BRAND LOYALTY OF CONSUMERS OF INSTANT FOOD

PRODUCTS
It could be inferred from Table 4.23 to 4.25 that, on the whole 50 per cent each of the
users of Dosa/Idli mix in Bangarpet falls under medium and low brand loyalty group. And cent
per cent of Mulbagal and Gudibande were considered to be as medium brand loyalty
consumers. In case of pickles, on the whole, 43.75 per cent, 34.37 per cent and 21.87 per
cent (Bangarpet), 50 per cent, 31.25 per cent and 18.75 per cent (Mulbagal) and 22.22 per
cent, 66.67 per cent and 11.11 per cent (Gudibande) consumers were in high, medium and
low loyalty groups respectively. In sambar masala, at an overall, about 40 per cent
consumers in all the taluks were high loyal followed by more than 30 per cent of consumers,
where they belonged to medium loyalty and only 12.12 per cent of Bangarpet, 10.52 per cent
of Mulbagal consumers were low loyal for sambar masala. In contrast to other two products,
the higher brand loyalty was noticed in sambar masala product only in all the income groups
as most of the consumers in all the taluks used MTR brand generally because of its taste,
convenient packaging and reasonable price. Ali (1992) study on brand loyalty and switching
pattern of processed fruit and vegetable products in Bangalore city shown Kissan brand of
jam, Maggi brand of ketchup had a maximum brand loyalty among consumers and less
amount of brand switching occurred from these brands. The high brand loyalty in higher
income group was noticed due to the fact that they look for tastes rather than prices of the
products/ brands. The brand loyalty in lower income group was attributed to the availability of
convenient packages in small quantities at reasonable prices in some brands. In accordance
with this result, Padmanabhan (1999) study on brand loyalty revealed that only when price of
the particular brand is comparatively lower to prices of other brand in the market, the
consumers would naturally prefer to low priced brand. Otherwise they would naturally
continue to purchase the same brand.
5.3.2 Reasons for not Preferring Particular Brand of Product

Table 4.26 presents the reasons for not preferring a particular brand by the
respondents of selected taluks of the Kolar district. The respondents attached high mean
score (4.66 in Bangarpet, 4.79 in Mulbagal and 4.90 in Gudibande) to high price and least
mean score to poor flavour (2.41, 2.00 and 2.30 in Bangarpet, Mulbagal and Gudibande)
respectively) as the reasons based on their importance for not preferring a particular brand in
purchase of Instant food products as the rational consumer wanted to have good product at
cheaper rate. The results obtained by Hans et al (1996) found that brand switching of
consumer was based on variety seeking behaviour, motivations such as curiosity and price
motive. The other important reasons quoted by the consumers in the study area were poor
taste and quality, less keeping quality, inconvenient packaging, poor brand image and not
good colour for not preferring a particular brand during their purchase of instant food
products.
5.4 BRAND COMPOSITION OF INSTANT FOOD PRODUCTS

Purchased behaviour of different brands of instant food products across income
groups in the study area are shown in Table 4.27 to 4.29. It was revealed from the tables that
MTR and Ashirvaad were the major brands available in case of Dosa/Idli mix whereas MN,
Chinnis, MTR, Ruchi, Priya and some local brands were the major brands in pickles.
Similarly, brands available in sambar masala product were MTR, Everest, Excellent, Eastern,
Swastik and some local brands. It was noticed that at an overall, MTR brand of Dosa/Idli mix
was used by 75 per cent and 50 per cent and 100 per cent each in Bangarpet, and Mulbagal
taluk and Gudibande taluk respectively but Aashirvaad brand was used by 25 per cent and 50
per cent users in Bangrpet and Mulbagal. Most of the IG4 consumers only preferred and
purchased branded Dosa/ Idli mix in the study area. In case of pickles, on the whole, Chinnis
brand was purchased by 37.50 per cent, 31.25 per cent and 40 per cent of Bangarpet,
Mulbagal and Gudibande consumers respectively, followed by MN brand by 25 per cent, 50
per cent and 20 per cent of users in Bangarpet, Mulbagal and Gudibande taluk respondents
respectively. In addition to this, about 21.87 per cent, 18.75 per cent and 20 per cent of the
consumers in Bangarpet, and Mulbagal and Gudibande preferred local brands of pickles.
Across different income groups, MN brand followed by Chinnis brand was consumed by 42.85
per cent and 28.57 per cent of IG4, 33.33 per cent each of IG3 respondents and 25 per cent
and 37.50 per cent of IG2 and 9.09 per cent and 45.45 per cent of IG1 consumers in
Bangarpet taluk, In case of Mulbagal taluk, 60 per cent and 40 per cent of IG4, 50 per cent
each of IG3, 50 per cent of IG2 and 40 per cent of IG1 used MN and Chinnis brand
respectively. Whereas in Gudibande, more than half of IG4 and IG2 used Chinnis brand,
followed by 100 per cent each of IG3 and IG1 used MN brand and local brands of pickles
respectively. Among the branded product users most of the IG1 and IG2 consumers used MN,
MTR and other local brands of pickles and their per cent varied across taluks. Similarly in
case of sambar masala, on the whole, MTR and Everest brands was used by 34.48 per cent
and 20.68 per cent in Bangarpet taluk, 42.10 per cent and 21.05 per cent in Mulbagal taluk
and 50 per cent and 20 per cent in Gudibande taluk consumers. Singh and Singh (1981)
found that consumers have single or multi-brand loyalty based on the nature of product like
necessities or luxuries. Brand choice and store loyalty were found to affect the brand loyalty
of the consumer. The factors that influence and strengthen loyalty to brand were quality of
product, habit of use and ready and regular availability.
5.4.2 Factors Influencing Brand Preference of Instant Food Products

Table 4.30 presents the factors influencing brand preference of instant food products
by the respondents of selected taluks of the Kolar district using Likert scaling technique. In
all taluks, the respondents attached highest mean score (4.91, 4.95 and 5 in Bangarpet,
Mulbagal and Gudibande) to best quality followed by retailers influence (4.81, 4.95 and 5.00
in respective taluks) and the least means score was assigned to advertisements (3.34) in
Bangarpet and good packaging (3.00 and 3.20) in both Mulbagal and Gudibande taluk, as the
factors for preferring a particular brand in purchase of Instant food products. The other
important factors influencing the consumers to go for branded products were good brand
image, reasonable price, ready availability, convenience and attractive packaging designs.
Similar to this study, the study undertaken by Sheeja (1998) in Coimbatore district inferred
that consumers considered the quality aspects like aroma, taste, freshness and purity as the
major factors deciding the preference for a particular brand of processed spices. In the same
line, the study conducted by Nandagopal and Chinnaiyan (2003) on brand preference of soft
drinks in rural Tamil Nadu revealed that the product quality was ranked as first followed by
retail price. Good quality and availability were the main factors, which influenced the rural
consumers of a particular brand of a product.
5.5 DEMAND POTENTIAL FOR INSTANT FOOD PRODUCTS

It could be inferred from Table 4.32 that the potential demand for Dosa/Idli mix was
33,434 kg/month for Bangarpet taluk, 3,855.03 kg/month for Mulbagal taluk and 604.65
kg/month for Gudibande taluk. Similarly, for pickles, it was 89,906 kg/month, 13,878
kg/month and 1,451.1 kg/month in Bangarpet, Mulbagal and Gudibande, respectively and in
sambar masala, the anticipated demand was 42,986.4 kg/month for Bangarpet taluk,
17,578.8 kg/month for Mulbagal taluk and 2,021.28 kg/month for Gudibande taluk. On the
whole for the district, the estimated demand was 78922.46 kg/month Dosa/Idli mix, 214145.8
kg/month for pickles and 1,85,153.2 kg/month for sambar masala. These estimated demands
were based on the calculated per capita consumption and prevailing users population in their
respective areas.
6. SUMMARY AND POLICY IMPLICATIONS

India is the worlds second largest producer of food next to china and has the
potential of being biggest industry with food and agricultural sector contributing 26% of Indian
GDP. Food accounts for the largest share of consumer spending. Food and food products
account for about 53 per cent of the value of final private consumption. The average monthly
per-capita consumer expenditure (MPCE) was Rs. 511 for rural India comprised Rs.305 for
food and Rs. 206 for non-food. For urban population, it is Rs. 1060 comprised Rs.441 for food
and Rs. 619 for non-food. There was a decline in the share of food in total expenditure that is
54 per cent in rural areas compared to 64 per cent in 1987-88 and 42 per cent in urban areas
compared to 56 per cent during 1987-88 (National Sample Survey Organization, GOI).
In India, majority of food consumption is still at home. Nevertheless, out-of-home food
consumption is increasing due to increase in urbanization, breaking up of the traditional joint
family system, desire for quality, time which translates into an increased need for
convenience, increasing number of working women, rise in per capita income, changing
lifestyles and increasing level of affluence in the middle income group had brought about
changes in food habits. Hence, Instant Food Products came into light, which originated in
Japan with Instant noodles and had its beginning in India in 80s, are found today in the
kitchen shelves of every Indian household. The advancement of science and technology
offered the people new foods processing vessels, equipment and tools but still people were in
search of new techniques to speed up the cooking process in order to cope up with
mechanical life, as they do not have sufficient time to cook food in the conventional methods.
Capitalizing this situation, business houses ranging from small time manufactures to
multinational corporations have started innovating and commercializing easy to cook food
items like noodles, vermicelli, gulab jamun, instant idli, vada, dosa mix etc that are
otherwise called instant. The instant food products are not only easy to cook but also have a
significant role and place in the celebration of the family functions and religious functions of
the people.
Instant food products which are prepared and packaged often in powdered form are
required only the addition of a liquid as water or milk for final preparation [Oxford Advanced
Learners Dictionary].
Unlike olden days where man used to have his food lavishly and slowly, the present
trend changed the habits to foods, which are simple and easy to digest. Hence, the existence
of these foods fulfilled all the needs of modern human being. Canned foods, convenience
foods, fast foods, frozen foods, instant products, dried foods, preserved foods, etc. all comes
under instant foods or ready-to-eat foods. The food habitats in India have changed due to the
Western influence and the usage of these foods is also on the rise. The instant mix market in
India was approximately Rs.150 crore during the year 2003 and at the end of 2004, it was
around Rs.350 crore and in March 2007 the size of the Indian ready to eat market is
approximately Rs.600-700million (Indiantelevision.com. March 10, 2007). Since, with the
rising income levels of the consumers and their changing tastes and preferences, the demand
for instant food products is undergoing a change both in qualitative and quantitative terms.
Though there are so many instant foods available in the market, their popularity is increasing
in a slow pace especially in the rural markets due to lack of awareness compared to larger
cities where they are widely available and are also more popular. Hence, in the present
investigation, an attempt was made to examine the buying behaviour, consumption pattern,
factors influencing the buying behaviour, brand loyalty, brand composition and also estimated
demand potential for instant food products.
The specific objectives of the study were;
i.
To study the extent of awareness about Instant Food Products
ii.
To analyze factors influencing the buying behaviour of Instant Food Products
iii.
To analyze brand loyalty for Instant Food Products and
iv.
To study brand composition of Instant Food Products
v.
To estimate demand potential for Instant Food Products
The study was carried out in respect of Kolar district, as the district was familiar to the
researcher and also assuming that district is highly influenced by ever changing environment
of metropolitan city Bangalore, since kolar district is situated besides Bangalore.
A multi-stage sampling technique was followed to collect data. A sample of 180
households was choosen randomly from three selected taluks of the districts namely
Bangarpet, Mulbaghal and Gudibande based on population, as high, medium and low
population. In the next stage two hoblies from each taluk were selected. Finally, 30
consumers from each hobli, totally accounting to 180 samples were selected and data were
collected from the housewives in the case of households, as they are the ones who normally
set the consumption patterns in the family. Data were collected with the help of prestructured and pre-tested schedules through personal interview.
Based on economic status of the rural population in the study area, households were
grouped into four income groups. To study the awareness of consumers and factors
influencing the consumption of Instant Food Products, simple averages and percentages
were calculated. To measure the brand loyalty of consumers towards instant food products
scaling was used. Likert Scaling technique was employed to study the factors influencing the
brand preferences and reasons for not preferring the particular brand by the consumers of
instant food products. The potential demand for the Instant Food Products was estimated
using the total population in the study area and per capita consumption of instant food
products.
Findings of the study

The important findings of the study are summarized and suitable conclusions are
drawn and presented below.
1. The general characteristics of the 180 households revealed that majority (35.56 per
cent) of households belonged to income groups IG2, while IG3 comprised of 28.89 per
cent households followed by IG1 (25.56 per cent) and IG4 (10 per cent) in the study
area.
2. The average monthly family income of IG1, IG2, IG3 and IG4 in all the selected taluks
was Rs. 2,300, Rs. 4,552, Rs. 7075 and Rs. 16,000 respectively in Bangarpet, Rs.
2312, Rs. 4300, Rs. 6894 and Rs. 15,500 respectively in Mulbagal taluk and it was
Rs. 2,246, Rs.4,045, Rs.7,000 and Rs.14,750 respectively in Gudibande taluk.
3. The average family size varied from 4 to 6 members and the average age of the
respondents varied from 32 years to 38 years and majority of the households were
nuclear families, in selected taluks of the district. Classification of households
according to their food habit revealed that more than 80 per cent of IG1 and IG4
respondents and more than 75 per cent of IG2 and IG3 were non-vegetarians and
remaining were vegetarians in Bangarpet, Mulbagal and Gudibande taluks.
4. The awareness of consumers about Instant food products across different income
groups in different taluks of the district showed that, small proportion of the
respondents in IG3 (22.78 per cent) were aware of Dosa/Idli mix product in the market
followed by 17.22 per cent in IG2, 8.89 per cent in IG1 and 7.78 per cent in IG4. In
case of pickles and Sambar masala, cent per cent of the respondents in all the taluks
were aware of these two instant food products. The overall brand awareness of
consumers about the Dosa/ Idli mix across selected taluks revealed that about 37.78
per cent of the respondents were aware of MTR brand only and very meager of 5.56
per cent were conscious of Aashirvaad brand. With regard to pickles, majority of
respondents (62.22 per cent) were aware of Chinnis brand followed by MN brand
(43.33 per cent) and MTR brand (23.89 per cent). In case of sambar masala,
awareness of Everest and MTR brands were highest accounting to 50.56 per cent
and 48.89 per cent of the respondents.
5. The user categories of different Instant food products across different income groups
in the study area presented that in case of Dosa/Idli mix, majority (96.11 per cent) of
respondents prepared Dosa/Idli mix in their home only. Very meager of 3.98 per cent
preferred branded product along with their own preparation. In case of pickles, about
57.78 per cent of consumers prepared their own, 6.67 per cent used branded
products along with own preparation, 24.44 per cent used only branded products, 10
per cent were used only unbranded products and 1.11 per cent of respondents
consumed both brand and unbranded products. Maximum of 59.44 per cent of
respondents prepared own sambar masala followed by branded (26.11 per cent),
only unbrand (8.33 per cent), brand and own preparation (5 per cent) and both brand
and unbranded products (1.11 per cent).
6. Reasons for not purchasing the Dosa/Idli mix, Pickles and Sambar masala by the
respondents were low cost of preparation (66.67 per cent, 47.22 per cent and 55.56
per cent of respondents of respectively), Differences in tastes between home made
and purchased product (52.78 per cent of the consumers, whereas 54.44 per cent
each), disliking of these products by their family members (41.67 per cent, 52.22 per
cent and 48.89 per cent), High price (91.67 per cent, 52.78 per cent and 41.67 per
cent) and non-availability of these products in the area (19.44 per cent, 11.11 per
cent and 19.44 per cent).
7.
The factors considered by the respondents for consumption of Dosa/Idli mix were
ready availability and save time of preparation by Cent per cent consumers of
Bangarpet, Mulbagal and Gudibande taluks. And in case of both pickles and sambar
masala same factors were considered by all the cent per cent consumers of Mulbagal
and Gudibande taluk but in Bangarpet they were considered by 89.74 per cent and
97.43 percent of consumers. In addition other factors were also considered such as
availability of quality products, habit of using, necessary ingredient for preparations so
on by most of the consumers in respective taluks.
8. The sources of information about instant food products for the consumers in the
study area showed that, for about 92.30 per cent, 79.16 per cent and 100 per cent of
pickle buyers and 91.67 per cent each and 92.30 per cent of Sambar masala buyers
of Bangarpet, Mulbagal and Gudibande respectively, retail shop was the major
source of information followed by TV/radio advertisements for 87.17 per cent, 87.50
per cent and 100 per cent of pickles and 58.33 per cent each and 61.53 per cent and
of the Sambar masala consumers. In case of Dosa/Idli mix, Newspaper/magazine
was the source for getting information by the 75 per cent, and 100 per cent each of
the respondents in Bangarpet, Mulbagal and Gudibande respectively.
9. The average monthly expenditure on instant food products (Bangarpet, Mulbagal and
Gudibande) was found to be highest in case of IG4 (Rs.492.50, Rs.433.33 and
Rs.457) followed by IG3 (Rs.348.13, Rs.323.68 and 281.18), IG2 (Rs.247.14,
Rs.272.63 and Rs.238.75) and IG1 (Rs.189.33, Rs.123.75 and Rs.185.33).
10. The average per capita purchase and per capita expenditure on selected instant food
products had a positive relationship with income of households. The per capita
purchase of Dosa/Idli mix, pickles and sambar masala was 0.69 kg/capita/month,
0.07 kg/capita/month and 0.05 kg/capita/month and the expenditure on this was Rs.
50.32, Rs. 5.90 and Rs. 7.68 in Bangarpet taluk. In case of Mulbagal taluk, the per
capita purchase of Dosa/Idli mix, pickles and sambar masala 0.50 kg/capita/month,
0.04 kg/capita/month and 0.05 kg/capita/month and the expenditure on this was Rs.
36.75, Rs. 3.07 and Rs. 8.02 respectively. In case of Gudibande, the per capita
purchase and expenditure on the respective products was 0.7 kg/capita/month, 0.03
kg/capita/month and 0.05 kg/capita/month and expenditure on this was Rs. 52.50, Rs.
1.32 and Rs. 7.70 respectively.
11. It was inferred that only some of the higher income groups such as IG3 and IG4
consumers in all the taluks in the study area purchased Dosa/Idli mix that to
occasionally, it is attributed to the fact that most of the consumers in rural areas
prepared Dosa/Idli mix in their home only as it involves less cost rather than
purchasing from the market. In case of pickles, at an overall most of the consumers
(25 per cent, 11.67 per cent and 8.33 per cent of Bangarpet, Mulbagal and
Gudibande taluk, respectively) purchased once in a month. In case of sambar
masala, 25 per cent of Bangarpet consumers and 23.07 per cent each of Gudibande
taluk consumers purchased once in a month and once in two months respectively.
12. The sources of purchase for selected instant food products in the study area were
retail shops and departmental stores. Only higher income groups respondents
preferred to purchase from departmental stores along with retail shops, rather all
most all the IG1 and IG2 respondents purchased the selected products from retail
shops.
13. Housewives were the major decision makers (56.41 per cent in Bangarpet, 86.67 per
cent in Mulbagal and 71.42 per cent in Gudibande) in all the income groups as the
housewives set the consumption pattern of food products in the family.
14. As the study was conducted in rural areas it was observed that, most of the
consumers of Dosa/Idli mix found to be medium loyal and no respondents were found
in high loyalty group but in case of pickles and sambar masala most of them
belonged to higher loyalty group followed by medium and low loyalty category.
15. Reasons for not preferring particular brand of the product by respondents was due to
the factors such as high price followed by poor taste, poor quality and less keeping
quality.
16. The purchased behaviour of different brands of instant food products revealed that, in
case of Dosa/Idli mix the consumers used MTR brand compared to Aashirvaad
brand. Most of the pickle buyers liked to purchase chinnis brand and MN brand than
other brands of the study area. And in case of sambar masala majority of
respondents preferred MTR brand followed by Everest brand and other local brands
that are available in the area.
17. The factors that influenced brand preference of the selected instant food products
were best quality followed by retailers influence, ready availability and convenience.
18. The demand for the selected instant food products in kolar district was estimated
based on the calculated per capita consumption and users population in their
respective areas and it was 78,922.46 kg/month (Dosa/Idli mix), 2,14,145.8 kg/month
(pickles) and 1,85,153.2 kg/month (sambar masala).
POLICY IMPLICATIONS
1. Most of the respondents in the study area are not purchasing the Dosa/ Idli mix,
Pickles and Sambar masala even though they are readily available in the market,
instead like to prepare their own. Hence, importance and awareness towards these
products should be created through various media or literatures especially in rural
areas.
2. The study revealed that in majority of the households women made the buying
decisions of instant food products. Sales promotion should target this group.
3. High price was an important reason for non-consumption of Dosa/Idli mix by
significant proportion of households. Thus, efforts may be made to reduce the price
of this product so as to increase its sale.
4. The retailers influence plays very important role in the purchasing of instant food
products and retail shops are the important source for purchase of these products by
consumers, retailers should be given training and incentives to promote sales.
5. There is a general perception among the consumers that Instant Food Products are
expensive than home made products, efforts must be made to overcome this
perception by propaganda and publicity.
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APPENDIX I
LIST OF TALUKS AND HOBLIES SELECTED UNDER STUDY
Sl.No.
Taluks
Hoblies
Bethamangala
Budikote
Avani
Byrakur
Somenahalli
Kasaba
Bangarpet
Mulbagal
Gudibande
APPENDIX II
INTERVIEW SCHEDULE
A STUDY ON BUYING BEHAVIOUR OF CONSUMERS TOWARDS INSTANT FOOD

PRODUCTS IN KOLAR DISTRICT
(SCHEDULE FOR INDIVIDUAL CONSUMER FAMILIES)
THE DATA WILL BE USED FOR RESEARCH PURPOSE ONLY
I. GENERAL CHARACTERISTICS:
1. Name of the respondent
2. Age
3. Education
: Illiterate/Primary/High/SSLC/PUC/Graduation
4. Occupation
5. Taluk
6. Hobli
7. Income (monthly) Rs
8. Type of family
: Joint/Nuclear
9. Food Habit
: Vegetarians/ Non- vegetarians
10. Family particulars
Family members
Adult males
Adult females
Children
Total
Number
II.
MONTHLY EXPENDITURE
Items
Expenditure (amount in Rs)
1. Food
I. Instant food products

ii .Other foods
2. Non-food
III.
MONTHLY CONSUMPTION PATTERN OF INSTANT FOOD PRODUCTS
Quantity purchased per month

Product
Dosa mix/ Idli

mix
Pickles
Sambar mix
Brand/
Own prepared
a)
b)
c)
d)
a)
b)
c)
d)
a)
b)
c)
d)
a) Who makes buying decisions?

Age:
Education:
Occupation:
Quantity
Price/
unit Rs
Total
Amount
(Rs)
Purchased
From
IV. AWARENESS OF CONSUMERS ABOUT IFPS

a) Are you aware of IFPs?
If aware, mention some brands
b) Are you aware of
Yes / no
a)
b)
c)
d)
e)
f)
g)
h)
a) Dosa mix/Idli mix
Yes / No
b) Pickles
Yes / No
c) Sambar mix
Yes / No
Among these products, mention the brands you know
Products
Brands
a) Dosa mix/Idli mix

b) Pickles
c) Sambar mix
V. REASONS FOR NOT PURCHASING INSTANT FOOD PRODUCTS
Sl.
No
.
1
2
3
4
5
6
Reasons
Low cost of preparation
Differences in tastes (between home
prepared and purchased)
Dislike on purchased product
High price of market product
Lack of Awareness of products
availability in the market
Non-availability of Instant food Products
Dosa/Idli mix
Pickles
Sambar
mix
VI. REASONS FOR CONSUMING INSTANT FOOD PRODUCTS

Reasons
Dosa/Idli mix
Pickles
Sambar
mix
1. Traditional Usage
2. Liked by the Family
3. Adds taste to food while eating
4. Readily Available
5. Save time of preparation
6. Products easily available for preparation
7. Influence of friends or relatives
8. Nutritive value
9. Any other
i.
ii.
iii.
VII. PRODUCTS PURCHASE FREQUENCY
Frequency
Weekly once
Fortnightly
Monthly once
Two months once
Three months once
Occasionally
Dosa/Idli mix
Pickles
Sambar mix
VIII. SOURCES OF INFORMATION

SOURCES
Dosa /Idli mix
Products
Pickles
Sambar mix
1. Retail Shop display

2. Newspaper or magazine
3. TV/ Radio Advertisements
4. Friends/ relatives
5. Any other
IX. BRAND LOYALTY
Sl.
No
1
2
3
4
Statements
Confirm to use the brand
Recommend the brand to others
Purchase the brand even if price
increases
Purchase the same brand even in
case of absence of sales promotion
Definitely
Probably
Definitely not
X. FACTORS INFLUENCING BRAND PREFERENCE
Statements
Strongly
Agree
Agree
Undecided
Disagree
Strongly
Disagree
Disagree
Strongly
Disagree
Quality
Brand image
Retailers influence
Reasonable price
Ready available
Packaging
Advertisements
Packaging design
Convenience
XI. REASONS FOR NOT PREFERRING PARTICULAR BRAND
Statements
Quality
Taste
Price
Brand image
Package
Flavour
Colour
Keeping quality
Strongly
Agree
Agree
Undecided
A STUDY ON BUYING BEHAVIOUR OF CONSUMERS

TOWARDS INSTANT FOOD PRODUCTS IN KOLAR
DISTRICT
USHA V.
2007
Dr. H. S. VIJAYA KUMAR

MAJOR ADVISOR
ABSTRACT
The present study made an attempt to analyze the existing buying behaviour of
Instant Food Products by individual households and to predict the demand for Instant Food
Products in Kolar district.
All the respondents were aware of pickles and Sambar masala but only 56.67 per
cent of respondents were aware of Dosa/Idli mix. MTR brand of Dosa/Idli mix, Chinnis and
MN brands of pickles and Everest and MTR brands of Sambar masala were aware among the
users of Instant Food Products.
About 96.11 per cent consumers of Dosa/Idli mix and more than half of consumers of
pickles and Sambar masala prepared their own. Low cost of home preparation and
differences in tastes were the major reasons for non consumption, whereas ready availability
and save time of preparation were the reasons for consuming Instant Food Products. Retail
shops are the major source of information and source of purchase of Instant Food Products.
The average monthly expenditure on Instant Food Products was found to be highest
in higher income groups. The average per capita purchase and per capita expenditure on
Instant food Products had a positive relationship with income of households.
Housewives were the major decision makers on consumption of Instant Food
Products. Most of the Dosa/Idli mix consumers found to be medium loyal and majority o
pickles and Sambar masala consumers belonged to higher loyalty group.
High price and poor taste were the reasons for not purchasing particular brand
whereas best quality, retailers influence and ready availability were considered for preferring
particular brand of products by the consumers.
Among branded products, MTR brand of Dosa/Idli mix, Chinnis and MN brands of
pickles and Everest and MTR brands of Sambar masala were highly preferred by the
consumers.

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A STUDY ON BUYING BEHAVIOUR OF CONSUMERS

TOWARDS INSTANT FOOD PRODUCTS IN KOLAR

Thesis submitted to the

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF AGRICULTURAL MARKETING,

Income Wise Distribution of Households of Kolar District

Socio-Economic Characteristics of Different Income Groups

Awareness of Consumers About Instant Food Products

Brand Awareness of Consumers about Instant Food Products

Overall Brand Awareness of Consumers about Instant Food

User Categories of Instant Food Products

Reasons for not Purchasing the Instant Food Products

Factors considered for using Instant Food Products in Mulbagal

Factors considered for using Instant Food Products in Mulbagal

Factors considered for using Instant Food Products in Gudibande

Sources of information about Instant food products

Monthly Expenditure of Households (Rs/Months)

Purchase and Consumption of Instant Food Products by Households

Purchase and Consumption of Instant Food Products by Households

Purchase and Consumption of Instant Food Products by Households

Products Purchase Frequency in Bangarpet Taluk

Products Purchase Frequency in Mulbagal Taluk

Products Purchase Frequency in Gudibande Taluk

Sources of Purchase of Instant Food Products in Bangarpet Taluk

Sources of Purchase of Instant Food Products in Mulbagal Taluk

Sources of Purchase of Instant Food Products in Gudibande Taluk

Decision Makers of Instant Food Consumption in Different Income

Brand loyalty of Consumers towards Instant Food Products in

Brand loyalty Consumers of Instant Food Products in Mulbagal taluk

Brand loyalty Consumers of Instant Food Products in Gudibande

Reasons for not preferring particular brand of Product

Purchase behaviour of different Brands of instant food products in

Purchase behaviour of different Brands of instant food products in

Purchase behaviour of different Brands of instant food products in

Factors Influencing Brand Preference of Instant Food Products

Estimated equation of demand for Instant Food Products in Kolar

Potential Demand for Instant Food Products

List of Taluks and Hoblies selected under study

A study on buying behaviour of consumers towards Instant Food

that food-processing industry offers to the economy as a whole and entrepreneurs in

Reduced domestic servants Due to industrialization, the labour category is getting

To study the extent of awareness towards Instant Food Products,

To analyze factors influencing the buying behaviour of Instant Food Products,

To analyze brand loyalty for Instant Food Products,

To study brand composition of Instant Food Products

To estimate demand potential for Instant Food Products

Limitation of the study

2.2 FACTORS INFLUENCING CONSUMPTION

2.3 BRAND LOYALTY

2.4 BRAND COMPOSITION

2.5 DEMAND POTENTIAL

3.1 DESCRIPTION OF STUDY AREA

3.2 SAMPLING DESIGN AND DATA COLLECTION

3.2.2 Sample Selection

3.2.3 Collection of Data

3.3 TOOLS OF ANALYSIS

4.1 AWARENESS OF CONSUMERS TOWARDS INSTANT FOOD

4.1.1 Income-wise distribution of sample households

4.1.2 Socio-economic characteristics of different Income Groups

4.1.3 Awareness of Consumers towards Instant Food Products

Table 4.1 Income Wise Distributions of Households of Kolar District

Figures in parentheses indicate percentages to their respective income group totals

Table 4.2 Socio-Economic Characteristics of Different Income Groups