A STUDY ON BUYING BEHAVIOUR OF WORKING WOMEN TOWARDS

READY-TO-EAT FOOD PRODUCTS IN KARUR

ABSTRACT

The present study attempts to know buying behaviour of working women towards
ready-to-eat food products. The main objective of this research is to identify the factors
influencing the buying behaviour of ready-to-eat food products. The researcher had also
analyzed the brand loyalty of instant health drinks of Horlicks. For selection of samples,
the convenient sampling technique is used for the study. To analyze the data, the researcher
used chi-square test, ranking techniques and percentage analysis. Primary and secondary
data used for the study. Sample of 150 respondents those who use health for their day to
day life purposes had been used for the study. Based on the findings of the study there is
significant relationship between monthly income and frequency of purchase. There is also a
significant relationship between educational qualification and factors influencing to prefer
a particular brand. High price is an important reason for non-consumption of ready-to-eat
food products. Thus, efforts may be made to reduce the price of these products so as to
increase its sales. If there is a reduction in price the working women will be able to buy
more products. Working women more positively inclined towards ready-to-eat food
products and this is mainly due to the convenience factor and changes in the lifestyle of the
people.

KEY WORDS: Buying behaviour, Brand awareness, Brand preference, Brand loyalty.

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 CONTENT

TITLE PAGE NO.

LIST OF TABLES i

LIST OF CHARTS ii

CHAPTER I INTRODUCTION 10

CHAPTER II BUYING BEHAVIOUR 33

CHAPTER III RESEARCH METHODOLOGY 49

CHAPTER IV DATA ANALYSIS 52

CHAPTER V FINDINGS SUGGESTIONS AND 81

CONCLUSION

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 LIST OF TABLES

TABLE NO. TITLE OF THE TABLES PAGE NO.

4.1 Age wise classification 52

4.2 Educational qualification 54

4.3 Occupational status 56

4.4 Marital status 58

4.5 Monthly income 60

4.6 Earning member of the family 62

4.7 Awareness of ready-to-eat food products 60 64

4.8 Most preferable companies of ready-to-eat food 66

products

4.9 Source of information 68

4.10 Frequency of purchase 70

4.11 Place of purchase 72

4.12 Influences of purchase decision 73

4.13 Factors influencing to prefer a particular brand 74

4.14 Ranking order of brand loyalty 76

4.15 Educational qualification and factors influencing 77

toprefer a particular brand

4.16 Frequency of purchase and monthly income 79

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 LIST OF CHARTS

CHART NO. TITLE OF THE PAGE

CHARTS NO.

4.1 Age wise classification 53

4.2 Educational qualification 55

4.3 Occupational status 57

4.4 Marital status 59

4.5 Monthly income 61

4.6 Earning members of the 63

family

4.7 Awareness of ready-to-eat 65

food products 61

4.8 Most preferable companies 67

of ready-to-eat food
products

4.9 Source of information 69

4.10 Frequency of purchase 71

4.13 Factors influencing to 75

prefer a particular brand

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 CHAPTERISATION

CHAPTER I : INTRODUCTION

CHAPTER II : BUYING BEHAVIOUR

CHAPTER III : RESEARCH METHODOLOGY

CHAPTER IV : DATA ANALYSIS

CHAPTER V : FINDINGS, SUGGESTIONS AND CONCLUSIONS

INTRODUCTION
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1.1 MEANING OF FOOD

The word food refers to any substance consumed to provide nutritional support the

body. It is usually of plant or animal origin and contains essential nutrients such as

carbohydrates, fats, proteins, vitamins or minerals. The substance is ingested by an

organism and assimilated by the organism’s call is an effort to produce energy, maintain life

or stimulate growth. In other words food refers to the chemical substance taken into the

body order to keep the body in a healthy and active condition. The body required food for

the growth, repair and replacement of its worn-out tissues. Hence food has to provide the

required raw material, energy and other regulating substance like vitamins and minerals for

the smooth functioning of the body besides meeting the calorific requirement like

carbohydrates, proteins, fats, etc.

1.2 INDIAN FOOD SYSTEM

Food and cooking are an important part of the Indian culture. Here’s a brief guide to

the types of food used in Indian cooking and the traditions of how they come about. Like in

the American culture, food and special cuisine are very important in the Indian lifestyle.

Families pride themselves on serving the best food when they visit with friends and family.

There is also a wide variety of dishes and cooking techniques when making Indian food.

Different spices are often utilized, so the food is extremely flavorful.

When going into several different Indian markets, you may notices that there is often

no meat sold. A lot of the foods are vegetarian, because many Indians are Hindu they don’t

eat beef or muslim they don’t eat ham or pork. About a third of Indians are vegetarians

about 31% of the population in India.

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 Food is a really important part of the Indian culture, especially during religious or

cultural festivals. In a traditional meal, there are usually two or three main courses with

many side dishes like chutneys or roti and desserts. Indian food is often divided into four

sections by the region in which they are utilized: Northern, Southern, Eastern, and Western.

The history of Indian cuisine goes all the way back to 7000 BCE when sesame, eggplant

and cattle were introduced. Around 3000 BCE the spices turmeric, cardamom, pepper and

mustard were first used these spices are especially prevalent in Indian cooking today. When

invasions and new immigrants came later, tomatoes, chillies, and potatoes became staples in

the Indians’ diet important Ingredients.

The most important parts of the Indian cuisine are rice, flour also called Atta, and an

element called pulses. Pulses are masoor red lentils, chana Bengal ram, toor pigeon pea,

urad black gram, and mung green gram. Curries are also very important and are often fried

in vegetable oil. In the Indian language, curries are often understood to mean ‘gravy’

because it accompanies other foods in the dishes.

Indian Cooking derives from a 4000 year old timeline, during which culture has

changed, geographical boundaries have changed significantly leading to confusing terms

such as sub-continental cuisine while other parts of a region want a separate culinary

identity. Unfortunately since India's root cuisine precedes the subsequent subdivisions

trying to distinguish between modern India’s cuisine and that of its neighbours, is not really

feasible. Indian Cooking has however evolved significantly over time and the varying

influences brought into the country by the various rulers and travellers, it has not lost its

original identity, rather become richer with the assimilation of the myriad influences.

1.3 READY-TO-EAT FOOD PRODUCTS

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 Ready-to-eat food usually refers to precooked food that requires very little

preparation prior to eating it. This often tends to include foods that are dehydrated and just

required the addition of water to prepare. The cooking style and eating habits in Indian

varies drastically from southern part of India to northern part of India. Due to lifestyle

pressure nowadays people prefer easy short way of cooking food rather spending too much

time on spending in cooking.

Non –availability of raw materials of prepare masala and tedious process involved in

doing so, has influenced people to choose such products. There is no specific category and

market potential for these products. The products portfolio varies from noodles, pasta,

chipa, dairy products, fish and meat products, ready cooking dosa, parota items, masala

dishes, precooked dishes etc. Other types of common ready-to-eat food products include

drink mixes, such as instant coffee, tea and nutrition supplements for milk that add both

flavour and vitamins, instant coffee requires no preparation in a standard coffeemaker, and

can be ready to drink in less than a minute with water heated for it in a microwave, as can

tea and other hot drinks, such as cocoa or powdered fruit-flavoured drink mixes resembling

orange and other juices. The marketing concept behind the idea of ready-to-eat food is that

people in fast paced, mobile societies no longer have the time to cook and prepare food in

the traditional manner, yet they still want meals that are nutritious and taste goods

convenience food labelled as ready-to-eat foods.

It is an attempt to satisfy this need, while being palatable enough so that consumers

will choose them over foods that require the use of recipes and cooking-ready-made food

sometimes has the reputation of being expensive and loaded with preservatives, additives

and other potentially harmful fillers, food colors, and soon, which can give it a negative

image in the mind of the consumer when shopping for groceries.

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 Ready-to-eat food products that are prepared in advance and can be eaten as sold

made for purchase and immediate use. Ready-to-eat foods are foods you don’t need to cook

food that has already been cooked. You store these on your pantry shelf, or in the

refrigerator or freezer, until you are ready to use them. Although ready-to-eat is convenient,

some require special handling to ensure food safety. In the modern days where the life is at

fast pace with the time vary valuable to every person, “ready-to-eat foods” play an

important role in every one’s day to day life. There is very term ready-to-eat 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

use to have his food lavishly and slowly.

Ready-to-eat foods are foods that you usually only have to add water and may be

margarine or something like that for example: ready-to-eat mashed potatoes convenience

foods are usually already made and frozen so all you have to do is microwave them “ready-

to-eat food” describes a frozen prepared meal, usually packaged in a disposable serving

tray, that needs only to be heated before serving.

1.4 HISTROY AND ORIGIN OF READY-TO-EAT FOOD PRODUCTS

The Nineties

Before World War I, the British army serving in India was supplied rations besides

some allowances. But the Indian soldiers in it used to get only cash allowances. They were

to make arrangements of their own rations themselves. The nutritive value of the food was

totally neglected by them. During the Mesopotamian campaign of world War I (in 1916),

Indian soldiers were suffered by the disease Scurvy whereas the British soldiers were
9
unaffected. The World War I made to think the authorities of supplying certain food items

along with cash allowance to Indian soldiers.

During World War II, supply of rations became difficult due to rise in the cost of

living. Malnutrition cases were commonly observed among Indian soldiers. The authorities

again recommended the food with higher nutritive values for them. After independence, the

Indian soldiers used to get food which was preserved by traditional methods. But there were

difficulties of protecting the food items from physical and chemical deterioration during

storage, transport, handling and packaging.

Indian defence troops include soldiers having mainly a rural background and they

represent a great diversity from the regions, states, clans and tribes. Many a times they

operate in a far-flung mountainous regions and hostile weather conditions where

transportation and communication facilities are not easily available. They use multiple

means of transport including animals and human also. There is a deficiency of fresh food

for survival in such situation. If they get packed food that is simple to cook, preserved for 6

months to 1 year period under varying climatic conditions, gives nutrition and energy, the

morale of soldiers remains high all times.

For thousands of years people have bought food from bakeries, creameries, butcher

shops and other commercial processors to save time and effort. The Aztec people of Central

Mexico utilized several convenience foods that required only adding water for preparation

which were used by travellers. Corn meal that was ground and dried, referred to as pinolli,

was used by travellers as a convenience food in this manner.

Some kinds of food, such as fresh produce, are eaten with very little processing apart

from harvesting and washing. Artificial foods such as bread, in contrast, are made in a

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sequence of operations, and may be sold for convenience, as fully finished baked goods.

Canned food was developed in the 19th century, primarily for military use, and became more

popular during World War I. Experience in World War II contributed to the development

of frozen foods and the frozen food industry.

Modern convenience food saw its beginnings in the United States during the period

that began after World War II. Many of these products had their origins in military-

developed foods designed for storage longevity and ease of preparation in the battle field.

Following the war, several commercial food companies had leftover manufacturing

facilities, and some of these companies created new freeze-dried and canned foods for home

use. Like many product introductions, not all were successful-convenience food staples

such as fish sticks and canned peaches were counter balanced by failures such as ham sticks

and cheese burgers-in-a-can.

The 2000’s

In the food processing industry ITC's foray into the Foods business is an outstanding

example of successfully blending multiple internal competencies to create a new driver of

business growth. It began in August 2001 with the introduction of 'Kitchens of India' ready-

to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples segments

with the launch of the brands mint-o and Candyman confectionery and Aashirvaad Atta

(wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the

biscuits segment. ITC entered the fast growing branded snacks category with Bingo! In

2007.

In 2010, ITC launched Sunfeast Yippee! To enter the Indian instant noodles market.

In just over a decade, the Foods business has grown to a significant size under seven

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distinctive brands, with an enviable distribution reach, a rapidly growing market share and a

solid market standing.

The best testimonial to our quality and reliability however, is the rapidly growing

family of gits loyal consumers around the world over four decades. Working in a state of

constant innovation aided by modern technology ensures that our food reaches customers in

the purest from possible. With our commitment to quality and taste, we assure you that gits

products can be imitated but never equaled.

1.5 BENEFITS OF READY-TO-EAT FOOD PRODUCTS

1. The trend of life now-a-days is very harsh; people are all in a hurry. They have no time

to cook their food so the making of instant foods was raised in order to compensate

hunger even when we are on the run to meeting our requirements appointment and other

matters. Many companies did very responsive in the demand of such foods as many

cannot afford to cook to food their hungry stomach for they have to meet their deadlines

for their appointment.

2. Any way ready-to-eat foods also have benefits in our daily life. In the vary first sight of

our eyes in the mornings we are already bound to many responsibilities and thinking of

them lead us to skip our breakfast but now look into your grocery items it is now apart

of our lives to have some sort of instant foods such as instant noodles.

3. Notice also that when we write our schedule for the next day we are no longer worrying

for our breakfast. Once we are alone with our notes, we just lie on bed and go to sleep.

That is because our breakfast is easy to handle and even if we woke-up later, still we

need not to worry any more.We as just add cups of hot or boiling water to our cup

noodles than after 3 to 5 minutes we are now eat it no, just that we can carry such food
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 because of the very convenient characteristic of the cups used in the manufacturing cup

noodles.

4. Ready-to-eat foods are also good partner and organizers. They were our companions

during the long might of studying loans to our examination. They also serve as on

organizer of every ramous rating and other gatherings. They connect us by servings as

medium of conversation

5. Nevertheless, ready-to-eat foods are not harmful it is for us to maintain our regular

client and just take some of these moderate. Some might say that eating too much of

these foods can cause chronic diseases such as cancers, yet as it is included in their

statement too much eating moderately is fair enough and we all know that all that we

would taken too much is bad for our healthy there is no exception what is really bad is

to skip a meal or not to each at all.

1.6 INDIAN FOOD PROCESSING INDUSTRY:

India is the world's second largest producer of food next to China and has the

potential of being the biggest, backed by its food and agricultural sector. The total food

production in India is likely to double in the next 10 years with the country’s domestic food

market estimated to reach US$ 258 billion by 2015.

Ministry of food processing industries was established by the Government of India

in the year 1988. The Ministry focuses on policy issues relating to the promotion of food

processing industries in the country which would result in reduction in post harvest losses,

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efficient storage & transportation, processing, increase in shelf life of food products,

availability of fresh & processed products at reasonable prices to consumers and better

income to the farmers. The Ministry has facilitated to setting up of modern infrastructure of

cold chain, food parks and abattoirs. The Ministry welcomes ideas from farmers, industry,

consumers and other stake holders about the ways and means to make India a strong nation

in the areas of agriculture and food processing. India’s food industry on Higher growth path

I recognize that there are a number of constraints both in the forward and backwards

linkages in the sector. But if we can get our act together as we must India can emerge as a

leader in the global food processing industry”. Buoyed by a favorable policy environment

and the demand-push impact of a young consuming class with growing disposable incomes,

India undoubtedly offers a huge investment opportunity in the food and agribusiness sector,

and is set to become a world leader in food business.

According to the recent FICCI-E&Y report, food is the biggest consumption

category in India with 31% of the consumer’s wallet expenditure and by 2015 the Indian

food industry is expected to reach europ 181 billion from the current level of Euro 127

billion by 2015 and euro 223 billion by 2020 throwing up huge opportunities for investment

across the entire value chain.

With a population of more than one billion individuals and food constituting a major

part of the consumer’s budget this sector has a prominence next to no other businesses in

the country. Moreover the importance of this sector to India’s economy becomes all the

more relevant, considering the fact that this sector continued to perform well, despite fall in

GDP number and poor performance by many other industries, during recession in 2008-09.

Food processing industry in India is increasingly seen as a potential source for

driving the rural economy as it brings about synergy between the consumer, industry and

14
agriculture. A well developed food processing industry is expected to increase farm gate

prices, reduce wastages, ensure value addition, promote crop diversification generate

employment opportunities as well as export earnings. This sector is also capable of

addressing critical issues of food security and providing wholesome, nutritious food to our

people.

The government on its part has initiated extensive reforms to remove legislative

barriers and introduce facilitators’ measures to catalyze private sectors activity in food and

agribusiness sector. Some of the key measures undertaken by the government include:

amendment of the agriculture produce marketing committee act, rationalization of food

laws, implementation of the national horticulture mission etc. the government has also

outlined a plan to address the low scale of processing activity in the country by setting up

the mega food parks, with integrated facilities for procurement, processing, storage and

transport. To promote private sector activity and invite foreign investments in the sector the

government allows 100% FDI in the food processing and cold chain infrastructure. The

recent budget has announced several policy measures, especially for the cold chain

infrastructure, to encourage private sector activity across the entire value chain.

In order to raise India’s processed-products quality to international standards, to

address health concerns and harness the export opportunity, the government is establishing

a network of quality control and testing laboratories and testing centers across India,

supported by R&D through research institutes.

1.7 READY TO EAT MARKET IN INDIA

The Ready to Eat Market in India is showing remarkable growth owing to the

growing income & consumption levels of the Indian consumers. In addition to this, rapid

urbanization is also augmenting the demand for ready to eat products. Urban people suffer

15
from time crunch due to their busy work schedules and this is leading to increased

dependence on ready to eat foods. This is further aided with the penetration and availability

of a wide variety of ready to eat products in different packaging formats at various retail

points. All these factors are indicating towards the bright future of the Indian ready to eat

market in the coming years.

The report provides a snapshot of the ready to eat market. It begins with an overview

of the major macroeconomic indicators which highlights the present economic scenario

prevalent in India. It is followed by the introduction section which segregates the overall

food processing industry into its sub segments, one of which is the packaged foods segment

and ready to eat is one of the sub segments of this group.

It then moves into the market overview section, which provides an overview of the

Indian ready to eat market with details regarding its current market size and growth in the

coming years. Segmental share of the market in terms of organized and unorganized sector

is also provided. In addition to this, names of major players of RTE market has been

mentioned along with the share held by the market leader. After this, the broad

classification of the end user segments of ready to eat foods has been discussed. The next

section elaborates on the value chain analysis of the sector. This is followed by a separate

market segmentation section, wherein segregation of the market in terms of shelf stable &

frozen products and vegetarian & non vegetarian has been done.

Based on the availability of the products in the market, respective market shares of

these categories have also been provided. Next section discusses about the findings of the

consumer insights survey on Ready to Eat Market in India which was conducted on social

media sites and via emails. A separate section on import and export of different types ready

to eat products is also provided, highlighting the growth in import and export values over
16
the years. Then, details regarding major importing and exporting nations are also provided.

An analysis of the drivers explains the factors for growth of the industry that include

growing income and consumption, rapid urbanization, increasing working women

population, convenience factor, growing retail market and marketing campaigns. The key

challenges include poor supply chain and distribution facility, deficit in power supply,

consumer behaviour and perception, rise in packaging costs and health concerns.

The next section speaks about the government rules & policies which covers Food

Safety and Standards Act 2006 & Regulations 2011 and other government policies. After

this, a separate section of government participation is provided which speaks about various

fiscal incentives for food processing sector and other initiatives taken by the government of

India which are indirectly boosting the ready to eat market.

The major trends identified in the sector include exhibitions and events, high focus

on export, adaptation of new technologies, innovative promotional techniques, gaining

special attention in retail format stores, retailers going for private label RTE meals,

launching innovative and region specific products and frozen RTE products gaining

popularity.

The competitive landscape section begins with the Porter’s Five Forces Analysis,

illustrating the competitive rivalry, bargaining power of suppliers and buyers and threat of

new entrants and substitutes. The section includes competitive benchmarking of the top

players operating in the Indian ready to eat market.

The report also features brief profiles of major domestic and foreign players in the

market and a snapshot of their corporation, financial performance along with the key

financial ratios, business highlights, their product portfolio and SWOT analysis, thus

17
providing an insight into the existing competitive scenario. The report concludes with a

section on strategic recommendations which comprises an analysis of the growth strategies

for the ready to eat market in India.

LITERATURE REVIEW:-

1. M. Bala swamy, T. Anil Kumar and K. Srinivasa Rao in their study entitled “Buying

behaviour of consumers towards instant food products". International Journal of

Research and Computational Technology (vol.2 Issue 2, May, 2012 ISSN: 0975-5465)

revealed that:

Factors determining the consumer, instant food product mix, households, buying

behaviour product attributes, shopping malls, market.

2. Mr. A. Karuppusamy and Dr. C. Arjunan in their study entitled “A study on consumers'

buying behaviour towards instant food products in Coimbatore"- Namex international

journal of management research (vol.2, Issue No. 2 July 12, 2012) revealed that:

The results of the research reveals that all the respondents were aware of Pickles

and Sambar Masala but only less percentage were aware of Dosa/ Idli mix. About 96.11

percent consumers of Dosa / Idli mix and more than half of consumers of pickles and
18
 sambar masala prepared their own.

3. V. Usha in their study entitled “A study on buying behaviour towards instant food

products in Kolar District”. University of Agricultural sciences, Dharwad in (July, 2007)

revealed that:

All the respondents were aware of pickles and sambar masala but only 56.67

percent 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.

4. Mr. M. Vijayabaskar and Dr. N. Sundaram in their study entitled “A market study on

key determinants of ready- to eat products with respect to tier-I cities in southern India”.

International Journal of Multidisciplinary Research (vol.2 Issue 6, June 2012, ISSN

2231 5780) revealed that:

The purpose of the study to know the ready to eat, market potential, lifestyle and

product choice.

5. Siti Nurafifah Jaafar, Pan Ein Lalp and Mohaini Mohamed @Naba in their study

entitled,” Consumer’ perceptions, attitudes and purchase intention towards private label

food products in Malaysia”- Asian Journal of business and management science (vol.2

No.8 (73-90) ISSN: 2047-2528) revealed that:

Factors determining that the private label products, purchase intention, consumer

attitude, own label brand.

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6. Shradha in their study entitled,” A study of consumer perception of ready to eat

products among working class women in Erandwane area in Pune City”-(March 2013)

revealed that:

Ready-to-eat food products considering the time value for the working women

and also looking towards market needs firms started manufacturing it. There are

peoples, who are migrating to cities for job and education and these people have find the

ready to eat products are comfortable to eat rather than depending on restaurants. There

is no conclusion which one precedes-whether the availability or taste or time constraint,

all these factors complement each other in diving these products.

7. Hyun-Joo Bae, Mi-Jin Chae and Kisang Ryu in their study entitled, “ Consumer

Behaviour towards ready-to-eat foods based on food-related lifestyles in Korea”-

Department of food and nutrition, Daegu University, Gyeongsan, Gyungbuk (ISSN 712-

714, April 14, 2010) revealed that:

In conclusion, the tradition seekers consumed more ready-to-eat foods from

discount marts or specially stores and ate them between meals more often the

convenience seekers. In contrast, the convenience seekers purchased more ready-to-eat

foods at convenience stores and ate them as meals more often than the tradition seekers.

These findings suggest that ready-to-eat foods at convenience segmentation based on

food-related lifestyles can be applied to develop proper marketing strategies.

8. Meenambekai R and Selvarajan in their study entitled, “Consumer attitudes toward

Ready-To-Eat packed food items (With Special Reference to Jaffna Divisional

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 Secretariat Division)”- The seventh international Research Conference on Management

and Finance (IRCMF 2012) revealed that:

The purpose of the study is identifying the factors influencing consumer

attitudes, impulsive buying, planned purchase, Ready-to-eat food items.

9. Van Loo, Ellen, M.s., in their study entitled, “Consumer perception towards ready to eat

deli foods and organic meat”- University of Arkansas, 2010 revealed that:

Ready to eat foods are convenient and have increased in popularity. Questions

about the safety to RET foods have risen after several out breaks of listeria

monocytogenes occurred linked to the consumption of RET foods.

10. A.K. Ramasamy, G. Kalaivanan, S. Sukumar in their study entitled, “Consumer

behaviour towards instant food products “revealed that:

Energy is required for sustaining all forms of life on earth and so food is the

basic need of a man for his survival. The primitive man was largely dependent for his

food on fruits and animals. The discovery of fire marked a turning point in the process

of civilization and man has learnt to cook food.

11. Gaurav Sharma in their study entitled, “A study of the behavioural pattern of customers

for ready to eat food items”- National Law University, Jodhpur, India. (Jan-May 2011)

revealed that:

The results show that changing lifestyle i.e. more stressful and hectic lives due to

long working hours is a significant contributing factor in the growth of ready meals

sector. The reasons provided by the respondents, mainly working women, were that they

purchase ready meals to avoid the hassles of cooking in their busy schedule.

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12. Renuka Hirkenchanagoudar in their study entitled, “Consumer behaviour towards ready

to eat food products”-University of agricultural science (Dharwad-August, 2008)

revealed that:

The present investigation made an attempt to analyze the buying behaviour of

ready to eat food products by consumers of Hubli and Dharwad. A total sample of 200

respondents was selected for the study. Majority of the respondents were aware of Parle-

G, Lays, Frooti and Amul Brands in case of biscuits, chips fruit juice and ice creams

accordingly. Television was the major source for getting information about various

brands in all the four products.

13. K. Basker, K. Kamaraj and R. Arunmozhi in their study entitled, “A study on instant

food products buying behaviour of consumers in Cuddalore district”- Indian streams

research journal (vol.2, Issue.12,Jan. 2013 ISSN:-2230-7850) revealed that:

The goal of this research is to examine the consumers buying behavior with the

help of consumer awareness towards the instant products, reason for purchasing, factors

influencing to purchase.

14. Dr.venkatesh Tamlurkar in their study entitled, "role of instant foods in the catering

industry" march 28, 2006 in ICFAI University ICFAI school of marketing studies

revealed that:

The survey also revealed that most of the present trend young generation has

change their taste to the instant foods because of the western influence and also to save

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 time and energy due to which number of catering industries and manufacturers are

increasing to cope with the demand. Hence, there is a great scope for these industries in

the future based on the awareness of convenience and hygienic factors. Instant foods is

they occupy less space in kitchen or pantry, the amount of drudgery involved is less and

there is a tremendous potential for commercial exploitation as it is a ‘rising industry’.

15. Kriti Bardhan Gupta in their study entitled,” consumer behaviour for food products in

India”-international food and agribusiness management association june20-21,2009

revealed that:

The present study explored the consumer behavior for food products in India

from different perspectives. Cleanliness of the products, free from pesticides, freshness,

good for health, and clean place of sale are some of the most important attributes, which

are rated very highly by people in India while buying food products. Values for money,

overall quality, taste, availability of variety of products at same place, seasonality for the

product flavour good display of products nearby availability and good ambience are

some other important parameters.

16. Marcia Dtra de Barcellos, Luis Kluwe aguiar in their study entitled,” willingness to try

innovative food products: a comparison between british and brazilian consumers” BAR,

curitiba, v. 6,n. 1, art.4, p. 50-61 29 August 2007 revealed that:

In this study we investigate the consumer’s willingness to try innovative food

products in the context of the metropolitan area of Porto Alegre in Brazil and

Cirencester in England, UK. Innovation in the food industry is an important source of

differentiation and a value-adding opportunity for managers to develop new products.

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 The results provide strategic and unique information about consumers for the food

industry, aiming at supporting the development of innovative food products.

17. Aayushman Gupta in their study entitled, “ Emerging opportunities in Indian ready to

eat foods market” august 2009 revealed that:

This report is based on trends observed in the changing Indian lifestyles, dietary

intake patterns, and the heightened need for convenience. It captures the current

attitudes towards consumption of ready-to-eat foods and is aimed at enabling the NPD

and marketing team in FMCG companies to identify potentials in terms of advertising,

product formulation & packaging, and emerging consumer segments.

18. ACNielsen in their study entitled, “ Consumers and ready to eat meals” Dec 2006

revealed that:

The study based on the biggest reasons for purchasing ready to eat meals is

convenience due to a lack of time to prepare a proper meal-87 percent claimed it as their

main second reasons for purchasing them.

19. Schiffman and Kanuk (2004, p.8) Referring to Solomon (2006, p.27) revealed that:

Consumer behaviour is the study of the processes involved when individuals or

groups select, purchase, use or dispose of products, services, idea or experiences.

Consumer behaviour focuses on how individuals make decisions to spend their available

resources on consumption related items. That includes what they buy, why they buy,

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

evaluate it after they purchase and the impact of such evaluations on future purchases,

and how they dispose it.

24
20. T. Sarathy and Shilpa Gopal in their study entitled, “Managing the diffusion of

innovation in ready-to-eat food products in India”. 2011 international conference on E-

business, management and economics IPEDR Vol.25 (2011) IACSIT press, Singapore

revealed that:

The study tries to identify the important factors that determine the buying

behaviour of ready-to-eat food. This study also analyses how the behaviour of the

customers is getting diffused from an innovative products like ready-to-eat food. The

results of the study shows that the consumers are more positively inclined towards

ready-to-eat food products and this is mainly due to the convenience factors and

changes in the lifestyle of the people.

STATEMENT OF THE PROBLEM

Several firms had been engaging in production and marketing of ready-to-eat food

products. Buying behavior towards ready-to-eat food products is an essential. Now-a-days

working women preferring ready-to-eat food products due to several factors. Therefore, the

present study is to know about buying behavior of working women towards ready-to-eat

food products.

SCOPE OF THE STUDY

The present trend changes the habit to foods which are simple and easy to digest.

Hence the extends of those ready-to-eat foods fulfilled all the needs of modern human

being. The study identifies percentage of people aware about the ready-to-eat food products

and has purchased it. Critical areas where communication is required to draw a change in

the buying behavior of working women towards ready-to-eat food products. Comparative
25
analysis of ready-to-eat food products based on taste, preferences, price, quality,

availability, etc.

SIGNIFICANCE OF THE STUDY

This research will be mainly focused on investigating the major factors that

influence buying behaviour of working women towards ready-to-eat food products. The

study helps to identify the awareness level of ready-to-eat food products among the working

women.

OBJECTIVES OF THE STUDY

1. To study the awareness about ready-to-eat food products among the working women.

2. To identify the factors influencing buying behaviour of ready-to-eat food products.

3. To analyze the brand loyalty for ready-to-eat food products.

4. To study brand composition of ready-to-eat food products.

5. To offer recommendations based on the study.

SELECTION OF READ-TO-EAT FOOD PRODUCTS

For the convenience ready-to-eat food products are classified into three categories,

which suits to rural consumers that involve less cost. One product from each category is

selected for the study such as;

1. Cereal based products. e.g. Dosa/Idli Mix and chappathi.

2. Fruit and vegetable based products. e.g. Pickles

3. Spice based products. e.g. Sambar masala.

26
HYPOTHESIS OF THE STUDY

The following null hypothesis is framed by the researcher to analyze the data.

1. There is no significant relationship between educational qualification and factors

influencing to prefer a particular brand.

2. There is no significant relationship between monthly income and frequency of purchase.

LIMITATIONS OF THE STUDY

 The study covers in KARUR only.

 Time is the major constraint for the study.

 The small sizes of samples were collected from the respondents

Chapter – II

BUYING BEHAVIOUR

2.1 MEANING OF BUYING BEHAVIOUR

A marketing firm must ascertain the nature of customers’ buying behaviour if it is to

market its product properly. In order to entice and persuade a consumer to buy a products,

marketers try to determine the behavioural process of how a given products is purchased.

27
Buying behaviour is usually split into two prime strands, whether selling to the consumer,

known as business-to-consumer, or to another business, known as business-to-business.

DEFINITION

Buyer behaviour is defined as “all psychological, social and physical behaviour of

potential customers as they become aware of evaluate purchase, consume, and tell others

about products and service”. Each element of this definition is important:

1. Buyer behaviour involves both individual processes and group processes.

2. Buyer behaviour is reflected from awareness right through post purchases,

evaluation indicating satisfaction or non satisfaction, from purchases.

3. Buyer behaviour includes communication, purchasing and consumption behaviour.

4. Consumer behaviour is basically social in nature behaviour, and environment plays

an important role in shaping buyer behaviour, and

5. Buyer behaviour includes both consumer and business buyer behaviour.

2.2 APPROACHES TO BUYING BEHAVIOUR

Coke the brand name with which millions are familiar with and the one that has

been evaluated as the brand with the highest brand equity by the interbrand-business week

for several years is a low involvement brand.

A category and a brand with which consumer do not process extensive information

or spend several weeks in their purchase efforts. Fast-moving durable goods have a daily

association with consumers, poor or rich, promoted predominantly by glamour, a number of

28
multinational corporations have been involved in marketing them for years and they also

account for a significant market-share among the rural market in the country.

Marketers must understand the psyche of consumers to sustain their interest in their

respective brands. On the other hand, consumers spend significant time in retail outlets to

decide about their well thought-out durable categories. Both these situations of decision-

making call for different approaches from the marketing viewpoint.

2.3 THE BUYING DECISION PROCESS

For marketing management the most important behavior on the part of a prospective buyer

or consumer is the process of deciding whether to buy or not to buy. Let us now describe

the decision-making process leading to purchase decisions. Buying process represents a

problem-solving approach and includes the following five steps:

Perceived want i.e., recognition of an unsatisfied need,

1. Search for relevant information,

2. Evaluation of alternatives,

3. Purchase decision,

4. Post-purchase experience and behavior, i.e., products use and evaluation.

If a buyer has expected level of satisfaction, seller can get repeat orders and brand

loyalty.

1. Perceived want or desire

Buying process begins when a person begins to feel that a certain need or desire has

arisen and its has to be satisfied. Needs may be ignited by internal stimulus or some external

stimulus called a sign or cue. The intensity of want will indicate the speed with which a

29
person will move to fulfil the unsatisfied want. Other less pressing wants may have to be

postponed as the buyer cannot have unlimited purchasing power. Marketing management

should offer appropriate cues in the communication which can promote the sale of products.

Communication-mix not only triggers true needs and desires of customers but also offers

attractive cues or selling points in the buying process.

2.Information search

Aroused needs can be satisfied promptly when the desired product is not only know

but also easily available e.g., water to satisfy our thirst. But when it is not clear what type or

brand of the product can offer best satisfaction and where and how it can be secured, the

person will have to search for relevant information about the brand, location and the manner

of obtaining the product. Consumer can tap many sources of information, e.g., family,

friends, neighbours, opinion leaders, and acquaintances. Marketers also provide relevant

information through salesmen, advertising, dealers, packaging, sales promotion, and

window display. We have also mass-media like newspapers, radio, and television. Package

label can provide information. Consumer organizations also can offer necessary information

and guidance. Marketers are expected to provide reliable, up-to-date and adequate

information regarding their products or services. This is the pressing demand of

consumerism. Average consumers are always in need of reliable guidance and information.

Seller is expected to provide these services.

2. Evaluation of alternatives

Available information can be employed to evaluate the alternatives (products or

brands). This is the critical stage in the process of buying, particularly costly durable goods.

There are several important elements in the process of evaluation: 1. A product is viewed as

a bundle of attributes. These attributes or features are used for evaluating alternative brands,

30
2. Information cuses or hints about a set of characteristics of the products or brand such as

quality, price, distinctiveness, availability, etc., are provided by marketers. These can be

compared and evaluated in the buying process, 3. Brand images and brand concepts can

help in the evaluation of alternative, 4. In order to reduce the number of alternatives, some

consumers may consider only more critical attributes and mention the level for these

attributes, 5. Occasionally, consumers may use an evaluation process permitting trade off

among different alternatives. Marketers should grasp thoroughly the process and utility

functions for designing and promoting a products that will be readily acceptable in the

market.

3. Purchase decision

While the consumer is evaluating the alternatives, she/he will develop some likes

and dislikes about the alternative brands. This attitude towards brands influences her/his

intention to buy. Other factors which may influence the intention to purchase are:1. Social

factors, e.g., attitude of reference group members on whom she/he relies for final selection.

She/he may have to heed their advice, 2. Situational factors like availability, dealer terms,

falling prices due to recession, loss of job or employment, etc, and 3. Perceived risk may

influence the decision to purchase. Higher priced products involve higher degree of risk.

Sophisticated products involve performance risk. Consumers may not have confidence in

foreign products involving higher cost and they would prefer national brands to reduce risks

and problems of service after sale.

4. Post-purchase experience and behavior

The brand purchase and the product use provides feedback of information regarding

attitudes. If the level of satisfaction derived is as per expectations, it will create brand
31
preference influencing future purchase. But if the purchased brand does not yield desired

satisfaction, negative feeling will occur and this will create anxiety and doubts. This

phenomenon is called cognitive dissonance. There will be lack of harmony between the

buyer’s beliefs and his/her purchase decision (behaviour). The consumer will wonder

whether he/she would have been better off by buying a Godrej refrigerator. The greater the

importance of your purchase decision and more the attractiveness of your rejected

alternative, the higher will be the degree of dissatisfaction or dissonance. A dejected buyer

may try to reduce his dissonance by returning Godrej refrigerator, if possible, and buy

kelvinator. He may reduce the dissonance cognitions by changing his beliefs and develop

liking for Godrej marketer may try to create dissonance by attracting users of other brands

to his brand. Advertising and sales promotion can help marketer in this job of brand

switching.

2.4 CONSUMER PSYCHE AND FAST-MOVING CONSUMER GOODS

Consumers associated with the decision-making on consumer goods may choose to

have limited information either because of the variety-seeking or because of enhanced

offerings. Though consumers may be loyal in these categories, it is highly probable

consumers are loyal to more than one brand.  They may try out variety and buy one brand to

which there is dominant loyalty.

There are also situations when the consumer buys impulsively after being exposed to

limited information-search in those categories like ice-creams, soft drinks, chocolates,

perfumes and does. Low involvement product categories have what can be called as a

variety seeking and ‘repertoire of loyalty’. One may perhaps extending this to soaps too try

different soaps and settle down to a loyalty that has a base of more than one brand.  This in

fact is the changing contemporary aspect of loyalty that is being researched today. If does

are considered they are low involvement products that may interest consumer who may go
32
through limited decision-making process. There is some information search through the

mass media and at the point of purchase situation.

A consumer who is using or perhaps even the prospective first time user may take a

look at an advertisement or the brand itself in a point of purchase situation retail

environment and go through the information provided. Consumers require variety in these

situations and may require variants of brands. Talcum powders, deodorants, soaps, biscuits,

chocolates, cereals, soups, toothpastes and cooking flavours have brands that have variety.

There is a need for brands to launch variety and also keep the excitement high by

advertising communication. For example in tune with the fitness and dieting trends,

Kellogg’s has launched a ‘K’ variant for the segment that is conscious of weight-related

issues.

In some categories like masala/spices, there is also an ethnic/cultural taste slant and

this is one of the reasons organized brands like Mother’s Recipe and Everest do not have a

commanding national share. Price, of course, is one aspect in which local labels different

from private in the bookish sense drive to be in the shelf. But surprisingly I have found local

brands being priced higher in similar categories.

Noodles made by three manufacturers have three prices and the difference is

significant. The approach that is necessary for branding view in such categories is to

develop a strong brand not just by advertising by blending quality and taste according to

regional preferences, advertise it with a cultural overtone and introduce more varieties. This

means a brand must have different approach in each region some tea brands adopt this

strategy.

2.5 FACTORS INFLUENCING BUYING BEHAVIOUR

I. Marketing factors:
33
 Each element of the market mix products, pricing, promotion and place has the

potential to affect the buying process at various stages.

Product:

The uniqueness of the products the physical appearance and packaging can influence

buying decision of a consumer.

Pricing:

Pricing strategy does affect buying behaviour of consumers. Marketing must

consider the price sensitivity of the target customers while fixing prices.

Promotion:

The various elements of promotion such as advertising, publicity, public relations,

personal selling, and sales promotion affect buying behaviour of consumers. Marketers

select the promotion mix after considering the nature of customers.

Place:

The channels of distribution and the place of distribution affect buying behaviour of

consumers. Marketers make an attempt to select the right channel and distribute the

products at the right place.

II. Personal Factors:

The personal factors of a consumer may affect the buying decisions. The personal

factors include:

Age Factor:

34
 The age factor greatly influences the buying behaviour. For instance, teenagers may

prefer trendy clothes, whereas, office- executives may prefer sober and formal clothing.

Gender:

The consumer behaviour varies across gender. For instance, girls may prefer certain

feminine colors such as pink, purple, peach, whereas, boys may go for blue, black, brown,

and so on.

Education:

Highly educated persons may spend on books, personal care products, and so on.

But a person with low or no education may spend less on personal grooming products,

general reading books, and so on.

Income Level:

Normally, higher the income level, higher is the level of spending and vice-versa.

But this may not be always the case in developing countries, especially in the rural areas.

Status’ in the Society:

Persons enjoying higher status in the society do spend a good amount of money on

luxury items such as luxury cars, luxury watches, premium brands of clothing, jewellery,

perfumes, etc.

Other Personal Factors:

The other personal factors such as personality, lifestyle, family size, etc., influence

consumer behaviour.

III. Psychological Factors:

35
 A person’s buying behaviour is influenced by psychological factors such as follows:

Learning:

It refers to changes in individual behaviour that are caused by information and

experience. For example, when a customer buys a new brand of perfume, and is satisfied by

its use, then he/she is more likely to buy the same brand the next time. Through learning,

people acquire beliefs and attitudes, which in turn influence the buying behaviour.

Attitude:

It is a tendency to respond in a given manner to a particular situation or object or

idea. Consumers may develop a positive, or negative or neutral attitude towards certain

product or brands, which in turn would affect his/her buying behaviour.

Motives:

A motive is the inner drive that motivates a person to act or behave in a certain

manner. The marketer must identify the buying motives of the target customers and

influence them to act positively towards the marketed products. Some of the buying motives

include:

 Pride and possession

 Love and affection

 Comfort and convenience

 Sex and romance, etc.

36
Perception:

It is the impression, which one forms about a certain situation or object. A motivated

person is ready to act. But the way or the manner in which he acts is influenced by his/her

perception of the situation. For instance, a student may perceive examinations as an

important event, and therefore, he/she would make every possible effort including purchase

of new stationery like pens, whereas, another student may be casual about the examinations,

and therefore, would not make extra efforts

Beliefs:

A belief is a descriptive thought, which a person holds about certain things. It may

be based on knowledge, opinion, faith, trust and confidence. People may hold certain beliefs

of certain brands/products. Beliefs develop brand images, which in turn can affect buying

behaviour.

IV. Situational Influences:

Major situational influences include the physical surroundings, social surroundings,

time, the nature of the task, and monetary moods and condition.

Physical Surroundings:

The physical surroundings at the place of purchase affects buying behaviour. For

instance, when a customer is shopping in a store, the features that affects buying behaviour

would include the location of the store, the decor, the layout of the store, the noise level, the

way merchandise is displayed, and so on.

37
Social Surroundings:

The social surroundings of a situation involve the other people with the customer

that can influence buying decision at the point of purchase. For instance, a bargain hunter

shopping with an impatient friend may do quick purchases, and may not haggle over the

price, so as to please the impatient friend.

Time Factor:

Customers may make different decisions based on when they purchase – the hour of

the day, the day of the week, or the season of the year. For instance, a consumer who has

received a pay cheque on a particular day may shop more items, than at the end of the

month when he is short of funds.

Task:

A customer may make a different buying decision depending upon the task to be

performed by the product. For instance, if the product is meant as a gift rather than for

personal use, then the customer may buy a different brand/product depending upon to whom

the gift is purchased.

Momentary Conditions:

The moods and condition of the customer at the time of purchase may also affect the

buying decision. A customer who is very happy would make a different buying decision, as

compared to when he is not in a happy mood.

38
V. Social Factors:

The social factors such as reference groups, family, and social and status affect the

buying behaviour.

Reference Groups:

A reference group is a small group of people such as colleagues at work place, club

members, friends circle, neighbours, family members, and so on. Reference groups

influence its members as follows:

 They influence members’ values and attitudes.

 They expose members to new behaviours and lifestyles.

 They create pressure to choose certain products or brands.

Family:

The family is the main reference group that may influence the consumer behaviour.

Nowadays, children are well informed about goods and services through media or friend

circles, and other sources. Therefore, they influence considerably in buying decisions both

FMCG products and durables.

Role and Status:

A person performs certain roles in a particular group such as family, club,

organization, and so on. For instance, a person may perform the role of senior executive in a

firm and another person may perform the role of a junior executive. The senior executive

may enjoy higher status in the organization, as compared to junior executive. People may
39
purchase the products that conform to their roles and status, especially in the case of

branded clothes, luxury watches, luxury cars, and so on.

VI. Cultural Factors:

Culture includes race and religion, tradition, caste, moral values, etc. Culture also

include sub-cultures such sub-caste, religious Sects, language, etc.

Culture:

It influences consumer behaviour to a great extent. Cultural values and elements are

passed from one generation to another through family, educational institutions, religious

bodies, social environment, etc. Cultural diversity influences food habits, clothing, customs

and traditions, etc. For instance, consuming alcohol and meat in certain religious

communities is not restricted, but in certain communities, consumption of alcohol and meat

is prohibited.

Sub-Culture:

Each culture consists of smaller sub-cultures that provide specific identity to its

members. Subcultures include sub-caste, religious sects (Roman Catholics, Syrian

Catholics, Protestant Christians, etc), geographic regions (South Indians, North Indians),

language (Marathi, Malyali, Gujarathi) etc. The behaviour of people belong to various sub-

cultures is different. Therefore, marketers may adopt multicultural marketing approach, i.e.,

designing and marketing goods and services that cater to the tastes and preferences of

consumers belonging to different sub-cultures.

40
2.6 INDIAN CONSUMER PREFERENCES OF READY TO EAT FOOD

PRODUCTS

Marketing research on Indian consumer’s preferences and purchase intentions for

Ready to Eat packaged food products India is the world’s second largest producer of food

next to China, and has the potential of being the biggest in the world. The total food

production in India is likely to double in the next ten years and there is an opportunity for

large investments in food processing technologies, skills and equipment, especially in areas

of Canning, Dairy and Ready- to-Eat packaged food. With changing lifestyle and

demographics, there is a strong potential market demand for Ready- to-Eat packaged food.

The Indian packaged processed foods industry is estimated at US$ 10.87 billion –

US$ 13.05 billion, and is growing at a healthy 14-15 per cent over the past two-three years.

Our research intends to gain insights into the critical factors which guide consumer buying

behavior towards ready to eat packaged food products available in the market. Our aim is to

analyze the relationship of social, demographics, psychographic, lifestyle and other

influences with regards to purchase decision of consumer of ready to eat packaged food.

This will help existing firms in the business, as well as, the firms which are planning to

enter the business, position their ready-to-eat packaged food products in a better way.

2.7 CONCEPT OF READY TO EAT PACKAGED FOOD:

Ready to Eat packaged food products are generally sold through small retail outlets

or large organized retailers in especially made sealed pouches. The sterilization process

ensures the stability of the food in pouches, on the shelf and at room temperature. The

application of sterilization technology completely destroys all potentially harmful micro-

organisms, thereby making sure that the food product has a very long shelf life of over 12

months and need no refrigeration.

41
 When customer needs to eat, the food item pouch is either put in microwave oven to

warm it or keep in heated water for a few minutes and then serve to eat. Such ready to eat

meals have been especially given to soldiers in army of many countries who require

carrying their rations while on war front or while located far away from their main unit.

2.8 SIGNIFICANCE OF READY-TO-EAT FOOD PRODUCTS

There are many companies coming up for the manufacturing of ready-to-eat foods

due to various advantages and its usage by the people is also more because of its following

significance.

1. No extra labours required in the production of ready-to-eat foods as complete processing

is carried out through machinery and even its usage in kitchen is very easy without

much manual work.

2. Less effort required in the manufacturing process of ready-to-eat foods as it is less

labors and its can be prepare instantly without any long procedure as the machineries are

very sophisticated.

3. The preparation of ready-to-eat foods is very convenient as many of these foods do not

even required any pre-treatments thus making it ready-to-eat.

Due to the above reasons, their usage is also more not only at home, but also in hotel

industry and other places of small or huge catering operations.

Chapter – III

RESEARCH METHODOLOGY

RESEARCH DESIGN
42
 The study is mainly based on the survey method.

 For the other requirements various articles were also collected from secondary sources.

SOURCES OF DATA

a) Primary data

The primary data have been collected through questionnaire method.

b) Secondary data

The secondary data have been collected through text books, magazines, journals,

news papers and websites.

TOOLS FOR DATA COLLECTION

Questionnaire method has been followed for data collection.

SAMPLE SIZE

150 samples were collected from the respondents.

SAMPLING TECHNIQUE

Convenience sampling.

TOOLS FOR DATA ANALYSIS

Statistical tools like percentage analysis, ranking techniques, chi-square test have

been used.

PERIOD OF THE STUDY

43
 The study period covers one year 2021.

For analyzing the data percentage analysis, chi-square test, ranking techniques has been

used for the study.

Chi-square test

Chi-square test has been conducted to test whether two are more attributes are

associated or not. It describes the magnitude of the discrepancy between theory and

observation. Chi-square test can only be used if the experimental data or sample observation

are independent of each other. The data collected must be drawn at random from the

universe or population.

Ranking technique

In statistics,” ranking” refers to the data transformation in which numerical or

ordinal values are replaced by their rank when the data are sorted. For example, the

numerical data 3.4, 5.1, 2.6, 7.3 are observed, the ranks of these data items would be 2, 3, 1,

and 4 respectively. For example, the ordinal data hot, cold, warm would be replaced by 3, 1,

and 2. In these examples, the ranks are assigned to values in ascending order in some other

cases, descending ranks are used. Ranks are related to the indexed list of order statistics,

which consists of the original dataset rearranged into ascending order. A system of job

evaluation wherein each job as a whole is given a rank with respect to all the other jobs, and

no attempt is made to establish a measure of value.

44
 CHAPTER- IV

DATA ANALYSIS

Table No. 4.1

AGE WISE CLASSIFICATION

S.No. Age No. of respondents Percentage

1 20 – 30 52 34.67
2 31 – 40 54 36.00
3 41 – 50 32 21.33
4 Above 50 12 8.00
Total 150 100
Source: Primary Data

Table No.4.1 shows that the age category of the respondents. Most of the
respondents are 31 – 40 age groups, and 8% of respondents are belongs to above the age of
50.

45
 Chart No. 4.1

AGE WISE CLASSIFICATION

46
 Table No. 4.2

EDUCATIONAL QUALIFICATION

S.No. Qualification No. of respondents Percentage

1 HSC 14 9.33
2 Diploma 10 6.67
3 Degree 57 38.00
4 Post Graduate 50 33.33
5 Professional 19 12.67
Total 150 100
Source: Primary Data

Table No.4.2 inferred that 9.33% of the respondents are studied Higher Secondary
Certificate; 6.67% of the respondents are studied Diploma; 38% of the respondents are the
Degree holders; 33.33% of the respondents have finished Post Graduate; 12.67% of the
respondents are Professionalist.

47
 Chart No. 4.2

EDUCATIONAL QUALIFICATION

Educational Qualification
Educational Qualification

57
50

19
14
10

HSC Diploma Degree Post Professional

Graduate

48
 Table No. 4.3

OCCUPATIONAL STATUS

S.No Occupation No. of respondents Percentage

1 Professional 46 30.67
2 Business 9 6.00
3 Salaried people 95 63.33
Total 150 100
Source: Primary data

Table No.4.3 indicates that 30.67% of the respondents are professional; 6% of the
respondents are doing business; 63.33% of the respondents are salaried people.

49
 Chart No. 4.3

OCCUPATIONAL STATUS

50
 Table No. 4.4

MARITAL STATUS

S.No Marital status No. of respondents Percentage

1 Married 120 80
2 Unmarried 30 20
Total 150 100
Source: primary Data

Table No.4.4 explores that 80% of the respondents are married and 20% of the
respondents are unmarried.

51
 Chart No. 4.4

MARITAL STATUS

52
 Table No. 4.5

MONTHLY INCOME

S.No Monthly income(Rs.) No. of respondents Percentage

1 Up to5000 20 13.33
2 5000 – 10000 26 17.33
3 10000 – 15000 45 30.00
4 Above 15000 59 39.34
Total 150 100
Source: Primary Data

Table No.4.7 shows that 13.33% of the respondents are earned Up to Rs.5000 per
month; 17.33% of the respondents are earned Rs.5000 – 10000 per month; 30.00% of the
respondents are earned Rs.10000 – 15000 per month; 39.34% of the respondents are earned
above Rs.15000 per month.

53
 Chart No. 4.5

MONTHLY INCOME

54
 Table No. 4.6

EARNING MEMBERS OF THE FAMILY

S.No Earning member No. of respondents Percentage

1 One 12 8
2 Two 93 62
3 Three and above 45 30
Total 150 100
Source: Primary Data

Table No.4.6 inferred that the earning members of the family. Most of the
respondents have 2 earning members in the family and 8% of respondents are belongs to
only one earning member in the family.

Chart No. 4.6

EARNING MEMBERS OF THE FAMILY

55
 Table No. 4.7

AWARENESS OF READY-TO-EAT FOOD PRODUCTS

S.No Ready-to-eat food products No. of respondents Percentage

1 Yes 142 94.67
2 No 8 5.33
56
 Total 150 100
Source: Primary Data

Table No.4.5 indicates that 94.67% of the respondents are aware about ready-to-eat
food products and 5.33% of the respondents are not aware about ready-to-eat food products.

Chart No. 4.7

AWARENESS OF READY-TO-EAT FOOD PRODUCTS

57
 Table No. 4.8

MOST PREFERABLE COMPANIES OF READY-TO-EAT FOOD PRODUCTS

S.No. Familiar companies No. of respondents Percentage

1 MTR 27 18.00
2 Aachi 46 30.67
3 Sakthi 61 40.67
4 Any other specify 16 10.67
58
 Total 150 100
Source: Primary Data

Table No.4.8 explores that preference towards familiar companies. Majority of the
respondents prefer Sakthi Company due to the taste and good quality of products.

Chart No. 4.8

MOST PREFERABLE COMPANIES OF READY-TO-EAT FOOD PRODUCTS

59
 Table No. 4.9

SOURCE OF INFORMATION

S.No. Source of information No. of respondents Percentage

1 Friends 32 21.33
2 Advertisement 96 64.00
3 Family members 22 14.67
Total 150 100
60
Source: Primary Data

Table No.4.9 shows majority of the respondents are known about ready-to-eat food
products due to advertisements.

Chart No. 4.9

SOURCE OF INFORMATION

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 Table No. 4.10

FREQUENCY OF PURCHASE

S.No. Frequency of purchase No. of respondents Percentage

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 1 Weekly once 17 11.33
2 Monthly once 82 54.67
3 Two months once 15 10.00
4 Occasionally 36 24.00
Total 150 100
Source: Primary Data

Table No.4.10 indicates that the frequency of purchase towards ready-to-eat food
products. 11.33% of the respondents are purchased weekly once; 54.67% of the respondents
are purchased monthly once; 10% of the respondents are purchased two months once; 24%
of the respondents are purchased occasionally.

Chart No. 4.10

FREQUENCY OF PURCHASE

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 Table No. 4.11

PLACE OF PURCHASE

No. of respondents
S.No. Place of purchase Dosa / idli Sambar
Pickles Chappathi
mix masala
1 Retail outlets 72 37 20 6

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 (48%) (24.67%) (13.33%) (4%)
2 Departmental 18 91 95 31
stores (12%) (60.67%) (63.33%) (20.67%)
3 Not purchased 60 22 35 113
(40%) (14.67%) (23.33%) (75.33%)
Total 150 150 150 150
(100%) (100%) (100%) (100%)
Source: Primary Data

Table No.4.11 inferred that 48% of the respondents are purchased Dosa/Idli mix in
retail outlets and 12% of the respondents are purchased Dosa/Idli mix in departmental
stores; 24.67% of the respondents are purchased pickles in retail outlets and 60.67% of the
respondents are purchased pickles in departmental stores; 13.33% of the respondents are
purchased sambar masala in retail outlets and 63.33% of the respondents are purchased
sambar masala in departmental stores; 4% of the respondents are purchased chappathi in
retail outlets and 20.67% of the respondents are purchased chappathi in departmental stores.

Table No. 4.12

INFLUENCES OF PURCHASE DECISION

Products
S.No. Reason Dosa / Sambar Total
Pickles Chappathi
idli mix masala
- 28 11 - 39
1 Traditional usage
(18.67%) (7.33%) (4.98%)
Taste liked by the 9 95 66 7 177
2
family (6%) (63.33%) (44%) (4.67%) (22.61%)
79 79 56 32 246
3 Readily available
(52.67%) (52.67%) (37.33%) (21.33%) (31.42%)

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 save time for 74 79 58 30 241
4
preparation (49.33%) (52.67%) (38.67%) (20%) (30.78%)
Influence of 15 28 30 7 80
5
friends/Relatives (10%) (18.67%) (20%) (4.67%) (10.22%)
Total 177 309 221 76 783
(22.61%) (39.46%) (28.22%) (9.71%) (100%)
Source: primary Data
Table No.4.12 explores that the influencing of purchase decision. Readily available
and save time for preparation is the major reasons for purchase the Dosa/Idli mix and
chappathi; and the major reason for purchase the pickles and sambar masala is taste liked by
the family.

Table No. 4.13

FACTORS INFLUENCING TO PREFER A PARTICULAR BRAND

S.No. Factors No. of respondents Percentage

1 Reasonable price 12 8
2 Taste 66 44
3 Quality 63 42
4 Quantity 7 4.67
5 Others 2 1.33
Total 150 100
Source: primary Data

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 Table No.4.13 shows that the factors influencing to prefer a particular brand.8% of
the respondents are prefer a particular brand based on the reasonable price; 44% of the
respondents are prefer a particular brand based on the taste; 42% of the respondents are
prefer a particular brand based on the quality; 4.67% of the respondents are prefer a
particular brand based on the quantity; 1.33% of the respondents are prefer a particular
brand based on the other options.

Chart No. 4.13

FACTORS INFLUENCING TO PREFER A PARTICULAR BRAND

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 Table No. 4.14

RANKING ORDER OF BRAND LOYALTY

S.No. Statement 1 2 3 Total Rank

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 scores
3 2 1
115 35 - 415 1
1 Confirm to use the brand
(345) (70)
Purchase the brand even if 61 60 29 332 4
2
price increases (183) (120) (29)
Purchase the same brand 63 61 26 337 3
3 even in case of absence of (189) (122) (26)
sales promotion
Recommend the brand to 62 88 - 362 2
4
others (186) (176)
Source: Primary Data

Table No.4.14 indicates that ranking order of brand loyalty. Confirm to use the brand
got first rank in brand loyalty and it is preferred by more respondents. Recommend the
brand to others got second rank. Purchase the same brand even in case of absence of sales
promotion got third rank. Purchase the brand even if price increases got fourth rank.

Table No. 4.15

EDUCATIONAL QUALIFICATION AND FACTORS INFLUENCING TO PREFER A PARTICULAR BRAND

Factors influencing to prefer a particular brand

Educational
S.No. Reasonable
qualification Taste Quality Quantity Others Total
Price

1 HSC 2 9 3 _ _ 14

2 Degree 3 31 21 2 _ 57

3 Post 4 20 23 2 1 50

Graduate

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 4 Professional 3 3 9 3 1 19

5 Diploma _ 3 7 _ _ 10

Total 12 66 63 7 2 150

Source: Primary Data

Table No.4.15 inferred that out of 150 respondents 57 of them are degree holders are
prefer a particular brand, among 57 respondents 31 of them are prefer a particular brand for
their taste. Fifty respondents are post graduate 23 of them are prefers a particular brand for
their quality. Nineteen respondents are professional 9 of them are prefer a particular brand
for their taste. Fourteen respondents are Higher Secondary Certificate 9 of them prefers a
particular brand for their taste. Ten respondents are diploma 7 of them prefers a particular
brand for their quality.

Chi-square Test:

To know that there is any relationship between educational qualification and factor
influencing to prefer a particular brand has applied chi-square test.

Null hypothesis

There is no significant different between educational qualification and factors

influencing to prefer a particular brand.

Chi-square test

Variables Degree of freedom Calculated value Table value

Educational Qualification

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 and Factors influencing 16 84.51 26.296
to
prefer a particular brand.

RESULT:

The tabulated value of chi-square for the degree of freedom @ 0.05 level of
significant is 26.296. The calculated value (84.51) is greater than the tabulated value. Thus,
the null hypothesis is framed that there is no significant relationship between educational
qualification of the respondents and factors influencing to prefer a particular brand is
rejected @5% significant level. So it is concluded that there is significant

relationship between educational qualification and factors influencing to prefer a

particular brand.

Table No. 4.16

FREQUENCY OF PURCHASE AND MONTHLY INCOME

Frequency Monthly Income

S.No. Of 5000- 10000- Above

up to5000 Total
Purchase 10000 15000 15000

1 Weekly once 3 4 5 5 17

2 Monthly once 7 13 21 41 82

3 Two months once 1 2 7 5 15

4 Occasionally 9 7 12 8 36

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 Total 20 26 45 59 150

Source: Primary Data

Table No.4.16 explores that the majority of the respondents are above 15000
monthly income people are frequently purchase the ready-to-eat food products in monthly
once.

Chi-square Test:

To know that there is any relationship between Frequency of purchase and Monthly
Income has applied chi-square test.

Null hypothesis

There is no significant different between Frequency of purchase and Monthly

Income.

Chi-square test

Variables Degree of freedom Calculated value Table value

Frequency of purchase and

Monthly Income
9 14.17 16.919

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RESULT:

The tabulated value of chi-square for the degree of freedom @ 0.05 level of
significant is16.919. The calculated value (14.17) is less than the tabulated value. Thus, the
null hypothesis is framed that there is no significant relationship between frequency of
purchase the respondents and monthly income is accepted @5% significant level. So it is
concluded that there is no significant relationship between frequency of purchase and
monthly income.

CHAPTER- V

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

1. It is observed that the majority of the respondents (36%) utilizing the ready-to-eat

food products were in the age group of 31-40 years.

2. It explores that the majority of the respondents (38%) were degree holders.

3. It indicates that the most of the respondents (63.33%) were salaried people.

4. It shows that majority of the respondents (80%) were married.

5. It inferred that the maximum salaried people use the ready-to-eat food products.

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6. It explores that the most of the respondents (62%) had two earning members of the

family.

7. It indicates that the maximum number of respondents were aware about ready-to-eat

food products.

8. It shows that the majority of the respondents (40.67%) were preferred Sakthi

company products.

9. It inferred that the majority of the respondents (64%) were aware about ready-to-eat

food products through advertisement.

10. It explores that the majority of the respondents (54.67%) were purchase the ready-

to-eat food products monthly once.

11. It indicates that the most of the respondents (48%) were purchase the dosa/idli mix

in retail outlets; (60.67%) were purchase the pickles in departmental stores;

(63.33%) were purchase the sambar masala in departmental stores; (20.67%) were

purchase the chappathi in departmental stores.

12. It shows that the majority of the respondents purchase the ready-to-eat food products

(i.e.) dosa/idli mix and chappathi only based on save time for preparation and

readily available; pickles and sambar masala based on the taste liked by the family.

13. It inferred that the majority of the respondents (44%) were preferred a particular

brand based on the taste of the products.

14. Chi-square test has proved that there is a significant relationship between

educational qualification and factors influencing to prefer a particular brand.

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 15. Chi-square test has proved that there is a no significant relationship between

monthly income and frequency of purchase.

SUGGESTIONS

1. In order to increase the level of awareness and significance of these products should be

done through various medias.

2. If the branded companies will increase the taste and quality of products then the

working women will buy more ready-to-eat food products.

3. High price was an important reason for non-consumption of dosa/idli mix. Thus, efforts

may be made to reduce the price of this product so as to increase its sales.

4. The retailers influence plays a very important role in the purchasing of ready-to-eat

products and retail shop are the important source for purchase of these products. So, the

retailers should be given training and incentives to promote sales.

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5. There is a general perception among the working women that ready-to-eat food

products are expensive than home made products, efforts must be made to overcome

this perception by propaganda and publicity.

6. Ready-to-eat food products system shall be more flexible.

CONCLUSION

In the modern days where the life is at fast pace with the time vary valuable to

every person. Ready-to-eat food products play an important role in every one’s day to

day life. This study attempted to identify the factor which influences the buying

behaviour of working women towards ready-to-eat food products. It shows that the

major attractions to purchase these products are more convenience, readily available

and save time for preparation. Due to lifestyle changes and most of the women are

prefer to go to job are the essential reasons for purchasing these products. They

purchase the products based on the taste and quality. The respondents at door steps and

convenience buying are the major source of influence in buying these products.

Dosa/idli mixes prefer only less of them and also they prefer retail outlets those who
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are sale in the home and chappathi also purchase occasionally. The people like to

purchase the products based on the brand.

In general almost all the objective was met. It was concluded that the working

women are prefer to buy ready-to-eat food products. Working women more positively

inclined towards ready-to-eat food products and this is mainly due to the convenience

factor and changes in the lifestyle of the people.

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 ANNEXURE

A STUDY ON BUYING BEHAVIOUR OF WORKING WOMEN TOWARDS

READY-TO-EAT FOOD PRODUCTS IN KARUR
1. Name :
2. Age
3. Education qualification a) HSC b)Diploma c) UG d) PG e) others.

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