Acknowledgements

ACKNOWLEDGEMENTS

I am extremely grateful to my guide and supervisor Dr. S. RAJENDRAN

M.Com., MBA., M.Phil., Ph.D., B.Ed., PGDCA, Assistant Professor, Government Arts

College, Paramakudi, who was an embodiment of inspiration and encouragement

throughout my research work. I thank my guide for his pertinent observations and for his

suggestions without which the completion of this thesis would have been impossible.

With a great sense of pride and satisfaction I acknowledge my indebtedness to him.

I am also extremely thankful to the Director Research Development Centre,

Bharathiar University, Coimbatore, which provided me not only the place to carryout this

research, but also the full support for my study in this University, without this it would

not have been possible to complete this study.

The typing work of the several drafts and the final version was carried out with

remarkable fitness by Mr. N. Murugesan, Sri Balaji Computers, to whom I am also

indebted.

In fine I profoundly thank the god Almighty for his blessings and benevolence,

which gave me the strength to do this research work.

HEMA MAHESH KAPOOR

Contents
 CONTENTS

CHAPTER PAGE
TITLE
NO. NO.

ACKNOWLEDGEMENT

LIST OF TABLES

I INTRODUCTION 1

II REVIEW OF LITERATURE 44

III PROFILE OF THE PRODUCTS AND STUDY AREA 70

IV SOCIO-ECONOMIC PROFILE OF THE SAMPLE 98

RESPONDENTS AND THEIR SHOPPING PATTERN

V AWARENESS AND SATISFACTION OF SAMPLE 134

RESPONDENTS TOWAREDS BUYING DECISION OF
INSTANT COOKING FOOD PRODUCTS

VI BRAND PREFERENCE OF INSTANT COOKING FOOD 164

PRODUCTS AMONG THE RESPONDENTS

VII SUMMARY OF FINDINGS, SUGGESTIONS AND 206

CONCLUSION

BIBLIOGRAPHY i - vii

APPENDIX – INTERVIEW SCHEDULE

LIST OF PUBLICATIONS
1. Published Article entitled – A Study on Consumer
Behaviour Towards Instant Cooking Food Products in
Mumbai City (With Special Reference to Thane West)
2. Published Article entitled – A Study on Preferences and
Reason for Selecting A Branded Instant Cooking Food
Products in Mumbai City (With Special Reference to
Thane West)
List of Tables
 LIST OF TABLES

Table Page
Title
No. No.

Aspects of the Study of Consumer Behaviour and Consumer Buying

1.1 11
Pattern

1.2 Factors Influencing Buying Behaviour 12

1.3 Determinants of Consumer Behaviour 12

4.1 Distribution of the Sample Respondents according to their Age 99

4.2 Gender-Wise Distribution of the Sample Respondents 100

Distribution of the Sample Respondents according to their Educational

4.3 101
Status

4.4 Distribution of the Sample Respondents according to Their Religion 102

4.5 Community-Wise Distribution of the Sample Respondents 103

4.6 Distribution of the Sample Respondents according to their Occupation 104

4.7 Monthly Income of the Sample Respondents 105

4.8 Family Size of the Sample Respondents 106

4.9 Nature of the Family Respondents 107

4.10 Monthly Family Income of the Sample Respondents 108

Number of Earning Members/ Non – Earning Members in Respondents

4.11 109
Family

4.12 Facilities in the House of the Sample Respondents 110

Duration of Usage of Instant Cooking Food Products among the Sample

4.13 111
Respondents

4.14 Number of Family Members Using the Products 112

4.15 Respondents Monthly Budget for Instant Cooking Food Products 113

4.16 Sources of Buying for the Selected Products by the Respondents 114
Table Page
Title
No. No.

4.17 Frequency of Purchases of the Product by the Sample Respondents 115

4.18 Mode of Payment of the Sample Respondents 116

4.19 Mode of Transport for Shopping of the Sample Respondents 117

4.20 Age and the Extent of Use of Instant Cooking Food Products 119

4.21 Chi Square Result for Extent of Use and Age 120

4.22 Gender and the Extent of Use of Instant Cooking Food Products 121

4.23 Chi-Square Results for Extent of Use and Gender 122

4.24 Extent of Use Vis-A-Vis and Education 123

4.25 Chi Square Result for Extent of Use and Education 124

4.26 Extent of Use and Family Size 125

4.27 Chi Square Result for Extent of Use and Family Size 126

4.28 Extent of Use and Occupation 127

4.29 Chi Square Result for Extent of Use and Occupation 128

4.30 Extent of Use Vis-À-Vis and Monthly Family Income of the Respondents 129

4.31 Chi Square Result for Extent of Use and Monthly Family Income 130

4.32 Extent of Consultation for the Product Purchased 131

Determinants of Consultation with Other Family Members for the

4.33 132
Purchase of Durable Products

5.1 Level of Awareness 136

5.2 Age and Level of Awareness of the Respondents 137

5.3 Age and Level of Awareness: Chi-Square Test 138

5.4 Gender and Level of Awareness of the Respondents 139

5.5 Gender and Level of Awareness: Chi-Square Test 140

Table Page
Title
No. No.

5.6 Education and the Level of Awareness 141

5.7 Education and Level of Awareness: Chi-Square Test 142

5.8 Occupation and Level of Awareness 143

5.9 Occupation and the Level of Awareness: Chi-Square Test 144

5.10 Family Income and Level of Awareness 145

5.11 Monthly Household Income and Level of Awareness: Chi-Square Test 146

5.12 Family Size and Level of Awareness 147

5.13 Family Size and Level of Awareness: Chi-Square Test 148

5.14 Measures of Sampling Inadequacies 151

Rotated Factor Matrix for Consumer Awareness Towards Purchasing of

5.15 152
Instant Cooking Food Products

Variables with the Highest Factor Loadings for the Awareness of

5.16 155
Consumers towards Products of Instant Cooking Food

5.17 Level of Satisfaction 157

Association Between Level of Satisfaction and Profile Variables of the

5.18 158
Consumers

5.19 Measures of Sampling Inadequacies 159

5.20 Rotated Factor Matrix 160

Variables with the Highest Factor Loadings for the Satisfaction of the
5.21 162
Consumers of Instant Cooking Food Products

Preference of Brands of Noodles According to Age of the Sample

6.1 166
Respondents

6.2 Chi Square Result for Age and Preference of Brands of Noodles 167

Preference of Brands of Noodles According to Gender of the Sample

6.3 167
Respondents
Table Page
Title
No. No.

6.4 Chi Square Result for Gender and Preference of Brands of Noodles 168

Preference of Brands of Noodles According to Educational Status of the

6.5 169
Sample Respondents

Chi Square Result for Educational Status and Preference of Brands of

6.6 170
Noodles

Preference of Brands of Noodles According to Occupation of the Sample

6.7 170
Respondents

6.8 Chi Square Result for Occupation and Preference of Brands of Noodles 171

Preference of Brands of Noodles According to Monthly Income of the

6.9 172
Sample Respondents

6.10 Chi Square Result for Monthly Income and Preference of Brands of Noodles 173

Preference of Brands of Masalas According to the Age of the Sample

6.11 174
Respondents

6.12 Chi Square Result for Age and Preference of Brands of Masalas 175

Preference of Brands of Masalas According to Gender of the Sample

6.13 176
Respondents

6.14 Chi Square Result for Gender and Preference of Brands of Masalas 177

Preference of Brands of Masalas According to Educational Status of the

6.15 178
Sample Respondents

Chi Square Result for Educational Status and Preference of Brands of

6.16 179
Masalas

Preference of Brands of Masalas According to Occupation of the Sample

6.17 180
Respondents

6.18 Chi Square Result for Occupation and Preference of Brands of Masalas 181

Preference of Brands of Masalas According to Monthly Income of the

6.19 182
Sample Respondents

Chi Square Result for Monthly Income and Preference of Brands of

6.20 183
Masalas
Table Page
Title
No. No.

Preference of Brands of Soup According to Age of the Sample

6.21 184
Respondents

6.22 Chi Square Result for Age and Preference of Brands of Soup 185

Preference of Brands of Soup According to Gender of the Sample

6.23 186
Respondents

6.24 Chi Square Result for Gender and Preference of Brands of Soup 186

Preference of Brands of Soup According to Educational Status of the

6.25 187
Sample Respondents

Chi Square Result for Educational Status and Preference of Brands of

6.26 188
Soup

Preference of Brands of Soup According to Occupation of the Sample

6.27 189
Respondents

6.28 Chi Square Result for Occupation and Preference of Brands of Soup 190

Preference of Brands of Soup According to Monthly Income of the

6.29 191
Sample Respondents

6.30 Chi Square Result for Monthly Income and Preference of Brands of Soup 192

Preference of Brands of Badam Mix According to Age of the Sample

6.31 192
Respondents

6.32 Chi Square Result for Age and Preference of Brands of Badam Mix 193

Preference of Brands of Badam Mix According to Gender of the Sample

6.33 194
Respondents

6.34 Chi Square Result for Gender and Preference of Brands of Badam Mix 195

Preference of Brands of Badam Mix According to Educational Status of

6.35 196
the Sample Respondents

Chi Square Result for Educational Status and Preference of Brands of

6.36 197
Badam Mix

Preference of Brands of Badam Mix According to Occupation of the

6.37 197
Sample Respondents
Table Page
Title
No. No.

Chi Square Result for Occupation and Preference of Brands of Badam

6.38 198
Mix

Preference of Brands of Badam Mix According to Monthly Income of

6.39 199
the Sample Respondents

Chi Square Result for Monthly Income and Preference of Brands of

6.40 200
Badam Mix

6.41 Factors Influencing the Purchase of Noodles 202

6.42 Factors Influencing the Purchase of Masalas 203

6.43 Factors Influencing the Purchase of Soup 204

6.44 Factors Influencing the Purchase of Badam Mix 205