Introduction r.g 2 | Grocery Store | Foods


In the modern days, where the life is at fast pace with the time “Convenience Foods” have become an integral part of 21st century living helping to create time for consumers with demanding and hectic lifestyle. The food industry has quickly responding to the needs of their customers and profitably captured the market by developing some form of convenience products. One of the biggest money drains if you have a large family is the food required to keep everybody happy and healthy. Consumers are the most important segment of the Indian food market because Indian consumers are incorporating changes in terms of food they purchase and consume. Convenience is the one of the big trends in the food business. The demand for the convenience food is increasing rapidly: therefore understanding consumer attitude and buying behavior towards convenience food versus non-convenience food is an important issue. Attitude has been defined as a person’s overall evaluation (Engle, Blackwell, and Miniard, 1995; Peter and Olson, 1994; Dubois, 2000). A consumers’ attitude has been considered as an important concept for the marketers of food products as it has been clearly shown in the behavioral studies that it play an important role in the consumers’ buying behavior. Consumers’ food buying behavior is also changing day by day and these changing consumer buying behavior have led to the high growth in convenience food demand in almost at everywhere around the globe. Many authors have explained the concepts of convenience in different ways. Most of the time the research that has been conducted on the concept of convenience has considered the time factor as the main factor associated with convenience food. Thus saving time while engaging in food-related activities has been discussed in the light of perceived time pressure felt by the many house-holds (berry, 1979; candle & meulenberg, 1994). Convenience involves not only the time saving component, acknowledged by Gofton and Marshall (1998). Man and Fullerton (1990) had studied the mental and physical efforts associated with food related activities. Brown and McEnally (1993) found out that it is important to consider convenience at all the stages in the process of food consumption and to determine the quantum of value attach to time and energy use in acquisition, consumption and disposal. Thus convenience is relevant in the context of all food related activities, as per the definition of convenience given by IGD, 2002:

Gofton (1995) stated that in the families where both husband and wives are working outside home often preferred convenience food when they are too tired and/or not have enough time to food at home. 2001. 2001) has been fuelled the demand for convenience foods. 1991). preparation. demographic. Everyone had different taste and unstructured meal time has resulted into decline in the number of meals eaten together by families (Sloan.Convenience is associated with reducing the input required from consumers in either food shopping. reported that the individualistic tendency where multiple number of meals are prepared for one sitting to meet taste physical. has resulted in many way “cash-rich. This changing consumer behavior was due to various major macro-economic.. Crowin (1999). 2000). Though single person have more time available yet they are less interested to spend their time in shopping. 1998). 2010) and working longer hours (Geest. 1986). Wenrich et al. social and ethnic wants of family members ( ). cooking or cleaning after the meal. 1998) has influenced the demand for convenience foods (IGD. This has resulted in time sensitive shopper as time is now being divided to the other works outside home at the cost of home production and leisure (Redman. An enormous increase in the number of single-person and small households (Byrne. Curley . Moreover due to the better economic situation and increased pressure of time. There is also an increased demand for small pack single serving size containers for the single person households and this will provide convenience to individual choice eating as well (Senauer. Although working women increase the financial level of household. preparing and cooking food for themselves (Gofton. As the result of increase in the level of income and general economic growth. 2002). IGD. Asp and Kinsley 1991). Due to the limited availability of time for household works convenience foods are one of the solution for weekday evening meals (Mintel. yet they face problem of less time for household task and meal preparation (McKenzie. People are spending more on food away from home on a regular basis instead of preparing meal from the scratch (Geest. time poor” consumers. 2001. 1995). 1980). Wosley and Lea. Dual-income households are busy families or couples with somewhat large disposable income have increased the demand for convenience food products. consumers are becoming more individualistic in their consumption behavior (Senauer et al. psychographic and geographical changes etc. 2008. The increasing rate of women lobar force participation (Fisher.

what. excitement and innovative and ethnic meal solutions in the foods that they eat (Buckley. why. and internet shopping all influence the importance of convenience in determining food choices . Cowan. when.Leane. Now a large number of food choices are available before consumer to choose from and they have become the part of everyday life. 1984). Growing supply of ready to eat foods. Costa et al. Lack of cooking skill among the consumers also educed them to use convenience food. Power. Due to the globalization many international players have entered in to the Indian food sectors with the variety of products and these has been increasing competition for the domestic food product companies. (2005) have argued that convenience itself determines where. home delivery for groceries (Wales. The high stress levels felt among the consumers have also forced to introduce convenience food in the meal (Gupta and Jenkins. how and even with whom we eat. consumers are increasingly looking for novelty. 1986. . frozen foods. McKenzie. 1985. It has been examined in the past research that convenience also plays an important role in the food choice behavior of today’s consumer. IGD. (2002) reported that convenience foods provide consumer with new ideas for meal and lack of interest in preparing meals when eating alone could be the important motivator for purchase of convenience foods. and McNutt. In addition to seeking foods that are quick and easy to prepare. Traill and Harmsen. home delivery for groceries. ready to cook foods. 2001). microwave dinners. and McCarthy. packaged foods. 2007). 1997).

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