CHAPTER - V

Findings, suggestions,
managerial implications
and conclusion
 CHAPTER – V
FINDINGS, SUGGESTIONS, MANAGERIAL IMPLICATIONS

AND CONCLUSION

The objective of this quantitative and correlation study was to identify the

dimensions related to food related lifestyle and their association and significance with

selected personal profiles of the respondents. The study also examine the personal values

and their impact on food related lifestyle dimensions like quality aspects, purchase

motives, ways of shopping, cooking methods and consumption situation. The study

identified the respondent’s declarative and procedural knowledge of food related

lifestyles.

Based on the objectives of the study eight hypotheses were formulated and one

separate hypothesis related personal profiles to check the association and significance

with personal values. The eight hypotheses were analyzed and checked with structural

equation modeling. The results of the SEM supported all the hypotheses formulated by

the researcher.

The personal profile of the respondents shows that 30% of the respondent’s age

group lies fro 26 – 35 Years. Gender wise classification shows that 73% were male and

23% were female respondents. The marital status of the respondents shows that 51%

were married and 49% were unmarried. The educational qualification of the respondents

shows that 49% of the respondents are post graduates. The results shown that majority

(53%) of the respondents are employed in private segment. The monthly income of the

respondents classification shown that 34% income lies between Rs.70,001 to 90,000.

Finally 82% of the respondents are from urban area as place of living.

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 In the first part of this chapter V, presents the results of primary analysis,

statistical analysis and hypotheses results. In the second part of this chapter presents the

suggestions and managerial implications, conclusion, and finally scope for future

research.

Findings : Primary Analysis

5.1 Comparison between Values and Core dimensions wise of Food Related

Lifestyle

The 815 respondents were classified based on their values from Low to Very

High. Out of 815 respondents, 43 respondents were classified that their values are low,

164 respondent’s values are moderate, 491 respondent’s values are high and the

remaining 117 respondent’s values are very high. Based on the values category of

respondents were compared with declarative and procedural knowledge on food related

life styles of packed ready to heat and eat food products.

The respondents who are classified with values as low give first priority for

quality aspects packed ready to heat and eat food products. The second priority is given

to ways of shopping and third priority to consumption situations. The fourth priority is

given to purchase motives of packed ready to heat and eat food products. Finally the

lowest priority is given to cooking methods of packed ready to heat and eat food

products.

The respondents who are classified based on their values are moderate are

compared with the dimensions related to food related life style of packed ready to heat

and eat food products. This category of respondents given fist priority for both

dimensions quality aspects and cooking methods. The next priority of this category of

respondents given to purchase motives and followed by ways of shopping towards

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packed ready to heat and eat food products. The least priority is given to consumption

situation of packed ready to heat and eat food products.

The respondents who are classified based on their values are high, given first

priority to cooking methods of packed ready to heat and eat food products. The second

priority is given to purchasing motive of packed ready to heat and eat food products,

followed by quality aspects of packed ready to heat and eat food products. The fourth

priority is given to ways of shopping and final priority is given to consumption situation

of packed ready to heat and eat food products.

The respondents who are classified based on their values are very high given first

priority to cooking methods and purchasing motives. The third priority is given by this

category is quality aspects of food products and followed by ways of shopping. Finally,

least priority is given to consumption situation like other category of respondents.

To sum up, from moderate value respondents to very high values respondents

given first priority towards cooking methods of packed ready to heat and eat food

products. On the whole the second priority is given to quality aspects of packed ready to

heat and eat food products followed by purchasing motives. The lowest priority is given

to ways of shopping and consumption situations of packed ready to heat and eat food

products.

5.2 Comparative analysis between values and sub-dimensions of Food Related

lifestyle (Refer Table No : 4.1 to 4.28)

The comparative Analysis between personal values and individual statements of

universalism shows that respondents are believed in environmental protection has the

maximum mean value 4.23, followed by concededly people should live in harmony has

a mean value 4.20, treat everyone equally has a mean value 4.08, listening to other’s

point of view has a lowest mean value 3.93.

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 The comparative Analysis between personal values and individual statements of

power shows that, respondents make decision on their own has the maximum mean

value 3.67, followed by respondents like lead to others has a mean value3.41, desire to

have expensive things has a mean value 3.35, respondents want others to do things as

their want has lowest mean value 3.26.

The comparative Analysis between personal values and security shown that

respondents need their country to be the safest country has the maximum mean value

4.31, followed by stable government has a mean value 4.28, healthy environment and

surrounding has a mean value 4.27, organized and well managed has lowest mean value

4.13.

Comparative Analysis between overall personal values and tradition shown that,

people to follow tradition with sense and logic for better future has the maximum mean

value 3.57, followed by satisfied with products has a mean value 3.41, Belief in religion

and its teaching has a mean value 3.09, respondents humble and modest has lowest mean

value 3.08.

The comparative Analysis between personal values and conformity shown that,

things done in right ways has the maximum mean value 4.20, followed by belief that

people should follow the rules, even if they have not heard or watched has a mean value

4.18, dislike irritating / ill-treating others has a mean value 4.17, respect parents and

elders has lowest mean value 4.03.

The comparative Analysis between personal values and importance of product

information shows that, major importance to information about packed ready to heat &

eat food product’s has the maximum mean value 4.01, followed by compared to select

the most nutritious food from multiple brands of packed ready to heat & eat food labels

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has a mean value 3.90, compare packed Ready to heat & eat food product information

labels to decide which brand to try has lowest mean value 3.82.

The comparative Analysis between personal values and attitudes shown that,

Information from advertising helps me to make buying decisions on packed ready to

heat & eat food products has the maximum mean value 3.74, followed by listened to

people's advice on "packed ready heat & eat" food products has a mean value 3.71,

Confidence in packed Ready to heat & eat food products which are advertised than the

unadvertised products has lowest mean value 3.58.

The comparative Analysis between personal values and enjoyment from

shopping shown that, Loved buying packed, ready to heat & eat food products has the

maximum mean value 3.35, followed by love shopping for packed ready to heat & eat

food has a mean value 3.33, Shopping towards packed ready to heat & eat food products

does not bore has lowest mean value 3.31.

The comparative analysis between personal values and specialty shops is

founded that, Enquired and questioned on ready to heat & eat food products for buying

has the maximum mean value 3.71, followed by Bought packed ready to heat & eat food

products in specialty food shops for getting expert advice & live demo has a mean value

3.68, Banked upon every opportunity to shop for packed, ready to heat & eat food

products from a specific shop has lowest mean value 3.62.

The comparative analysis between personal values and price concluded that,

checked prices, even on small items has the maximum mean value 3.58, followed by

kept updated with the changing prices of products has a mean value3.54, watched

special offers in advertisement to take the advantage of before shopping has minimum

mean value 3.46.

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 The comparative Analysis between personal values and shopping list shown that,

tendency to buy a few more things than was planned has the highest mean value 3.91,

followed by made a shopping list for the guidance of food purchases has a mean value

3.84, can’t shop without a shopping list has lowest mean value 3.81.

The comparative Analysis between personal values and health is shown that,

planed the amounts and types of packed ready to heat & eat food products that the

family consumes has the highest mean value 4.19, followed by avoided buying packed

food products with additives and preservatives has a mean value 4.18, important quality

- the naturalness of the packed ready to heat & eat food has lowest mean value 4.08.

The comparative analysis between personal values and price/quality shows that,

bought the best quality products has the highest mean value 4.11, followed by

knowledge about quality packed ready to heat & eat food for money has a mean value

4.06, compared prices between product variants in order to get the best value for money

has lowest mean value 4.05.

The comparative Analysis between personal values and novelty is found that,

like to try new packed ready to heat & eat foods that had never been tasted before has

the highest mean value 3.88, followed by love in trying recipes of packed ready to heat

& eat food from different brands has a mean value3.85, always buy tried and tested

receipt then the new one has lowest mean value 3.77.

The comparative analysis between personal values and organic products is shown

that, Always bought organically grown food products if available has the highest mean

value 4.00, followed by like to buy natural products, ie products without preservatives

and additives has a mean value 3.89, not spent more money for quality and organic food

products has lowest mean value 3.80.

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 The comparative Analysis between personal values and taste shows that that,

enjoyed tasty food has the highest mean value 3.75, followed by consideration of taste

while cooking has a mean value 3.71, importance - Taste of packed Ready to heat & eat

food products has lowest mean value 3.62.

The comparative analysis between personal values and freshness shown that,

liked buying meat and vegetables fresh rather than pre-packed has the highest mean

value 3.36, followed by important that packed ready to heat & eat food products are

fresh has a mean value 3.34, preference fresh packed ready to heat & eat food products

has lowest mean value 3.31.

The comparative analysis between personal values and interest shown that, Not

spent too much time on cooking, so preferred packed ready to heat & eat food has the

highest mean value 4.21, followed by At home - preference quick meals rather than

more time consuming meals has a mean value 4.19, cook in good mood has a mean

value 4.09, Avoid food items with complicated recipes of traditional food has lowest

mean value 3.90.

The comparative analysis between personal values and universalism shown that,

Recipes and articles on food from other culinary traditions created experience in the

kitchen with packed ready to heat & eat food has the highest mean value 3.71, followed

by looked for ways to prepare unusual meals out of packed ready to heat & eat food has

a mean value 3.68, Like to try out new recipes of packed ready to heat & eat food has

lowest mean value 3.62.

The comparative analysis between personal values and convenience shown that,

found packed ready to heat & eat food products easy to cook has the highest mean value

3.59, followed by used lot of ready to heat & eat foods in household has a mean value

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3.54, used a lot of mixes, for instance baking mixes and powder soups has lowest mean

value 3.46.

The comparative analysis between personal values and whole family is founded

that husband/wife, kids & friends cook food when not interested in cooking has the

highest mean value 3.91, followed by family helps with other mealtime chores, such as

setting the table and washing up has a mean value 3.86, The kids always help in the

kitchen; for example they peel the potatoes and cut the vegetables has lowest mean value

3.82.

The comparative analysis between values and planning shown that, Cooking is

planned in advance has the highest mean value 4.22, followed by Planed the menus

before a couple of days in advance has a mean value 4.21, supper plan is very often a

spontaneous decision has lowest mean value 4.11.

The comparative analysis between values and woman's task shown that, consider

the kitchen to be the woman's domain has the highest mean value 4.12, followed by

woman's responsibility to keep the family healthy by serving a nutritious diet has a mean

value 4.06, Husband & wives equally share the responsible of cooking & shopping has

lowest mean value 4.05.

The comparative analysis between values and snacks versus meals concluded

that, ate whenever a slightest bit of hunger had has the highest mean value 3.89,

followed by ate before getting hungry, never get hungry at meal times has a mean value

3.85, In house, nibbling has taken over and replaced set eating hours has lowest mean

value 3.77.

The comparative analysis between personal values and social event shown that,

no more luxury to go out for dinner with family and friends has the highest mean value

3.43, followed by Going out for dinner is a regular part of eating habits has a mean value

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3.37, Get together with friends to enjoy an easy-to-eat, casual dinner has lowest mean

value 3.28.

The comparative analysis between personal values and self-fulfillment concluded

that, respondents are Being praised for cooking ads a lot to my self-esteem has the

highest mean value 4.31, followed by eating involves all the senses, like seeing,

touching, smelling and tasting has a mean value 4.28, an excellent cook has lowest mean

value 4.13.

The comparative analysis between values and security is founded that,

respondents are familiar dish gives a sense of security has the highest mean value 3.43,

followed by dislike everything that might change the eating habits has a mean value

3.11, only buy ready to heat and eat foods which are familiar has lowest mean value

3.09.

The comparative analysis between personal values and social relationships

shown that, respondents are dinning together over meals / dinner brings friends / family

together has the highest mean value 4.20, followed by over a meal one may have a

lovely chat with friends has a mean value 4.18, found that dining with friends is an

important part of social life has lowest mean value 3.35.

5.3 Quality of Data

Reliability was assessed by means of Cronbach’s alpha coefficients and

Composite Reliability indicators. Values of both Cronbach’s alpha coefficients and

Composite Reliability indicators were higher than their recommended values which

indicate acceptable level of reliability. Normality is achieved based on Skwness and

Kurtosis.

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5.4 Statistical Analysis

The association between personal value and personal profiles shows that gender

has strong association with personal value based on chi square value and significant

value. The remaining personal profiles do not have any association with personal values.

The results shown that educational qualification of the respondents, marital status of the

respondents and place of living of the respondents do not have any association with the

dimensions of food related lifestyle. The personal profile dimension mode of

employment has strong association with consumption pattern; the remaining dimensions

of food related lifestyle do not have any association with the remaining dimensions of

food related life.

The result shows that age of the respondents has significant relationship with

consumption situation. The personal profile dimension age of the respondents do not

have any significant relationship with the remaining dimensions of food related

lifestyles. The monthly income of the respondents shows that it has significant

relationship with personal values and ways of shopping. The remaining four dimensions

Quality Aspects, Purchasing Motives, Cooking Methods and Consumption Situations are

not significant with the analyzing variable monthly income of the respondents.

The strength and relationship between the sub-dimensions of personal values

shows that tradition is highly correlated with personal values, followed by conformity.

The dimensions Universalism and Power are moderately correlated with personal values.

The dimension social security founded to be mildly positively correlated. All the

dimensions in personal values founded to be significant at (0.001) level.

The strength and direction between the sub-dimensions of ways shopping shows

that, attitude to advertising, Price criteria, Specialty shops, and Enjoyment from

shopping are moderately correlated. The remaining dimensions Shopping list and

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Product information are mildly correlated with ways of shopping. All the sub-

dimensions are highly significant with ways of shopping.

The quality aspects dimension of food related lifestyle shows that an organic

product is moderately correlated. The remaining dimension freshness, taste, Quality

relation, Novelty and health are mildly correlated with quality aspects. All the sub-

dimensions are significant with quality aspects.

The strength and direction of cooking methods sub-dimensions shows that, only

interest in cooking is moderately correlated with cooking methods. The remaining

dimensions whole family, new ways of cooking. Convenience, women’s task and

planning are mildly correlated with cooking methods. All the sub-dimensions are

significant with cooking methods.

The dimension purchasing motives found to be highly correlated with security.

Social relationships and self fulfillment found to be moderately correlated with

purchasing motives. The three sub-dimensions are highly significant at (0.001) level

with purchasing motives

The sub-dimensions Social events and snacks versus meals are highly correlated

with the dimension consumption situations and both sub-dimensions are highly

significant at (0.001) level with consumption situations.

The cause and effect between the sub-dimensions of personal values shows that

Tradition is the strongest predictor of personal values and social security is the weakest

predictor of personal values.

The cause and effect between the sub-dimensions ways of shopping shows that

attitude towards advertisement is the strongest predictor of ways of shopping. The

weakest predictor of ways of shopping is price criteria.

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 The cause and effect between the sub-dimensions of quality aspects shows that

organic product is the strongest predictor and health factor is the weakest predictor of

quality aspects.

The cause and effect between the sub-dimensions of cooking methods shows that

interest in cooking is the strongest predictor of cooking methods and planning for

cooking is the weakest predictor of cooking methods.

The cause and effect between the sub-dimensions of purchase motives shows that

security is the strongest predictor of purchase motives and self fulfillment is the weakest

predictor of purchase motives. In the consumption situation dimensions both the sub-

dimensions more or less equally contribute.

5.5 Hypotheses Result

Based on the objectives of the study eight hypotheses were formulated and

analyzed with the help of structural equation modeling. Based on the path co-efficient

values and t-values, all the eight hypotheses are accepted and supported. The model out

ensures that personal values creates positive link with declarative knowledge, and

declarative knowledge creates positive link with procedural knowledge.

5.6 Suggestions and Managerial Implications

Food safety has been a topical issue in the public debate on food policy, and also

in the food industry and in research for the past 20 years at least. This has increased

awareness in the food processing industry that competing only on price is not the best

business strategy. Besides, increasing global competition food processing industry

should search continually for greater efficiency and quality in production processes. In

the global food market, health is the most significant trend and innovation driver. In

recent years, demand and supply of food products has witnessed major changes: Packed

ready to heat and eat food products should undergo a technological revolution and

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should increase the number of food products available to consumer and also should

generate new concerns regarding long run effect on human health and the environment.

The major changes which have occurred in food supply and the various food

crises have resulted in greater concern about food safety among Indian consumers.

Indeed, the consumer is increasingly worried about food safety, with the latter becoming

an important issue in food consumer choices. This has led to pressure being applied not

only on policy makers to step up controls along the food chain, but also on food

companies which are continually forced to review their own marketing strategies if they

wish to gain consumer confidence.

In particular, firms should adopt communication and marketing strategies to

inform the consumer, as effectively as possible, on attributes linked to the use of organic

products in packed ready to heat and eat food products. In reality, consumption of such

product types is fairly modest in India compared with other European countries, and

would require further action on the part of policy makers to boost the level of awareness

among consumers through appropriate communication strategies.

It should be added that firms should increasingly exploit the strategy of labeling

with details of any quality certification, which allows a reduction in information

asymmetries between the producer and consumer concerning product safety and quality

attributes. Clearly, the more firms can differentiate their own products from those of

their competitors in relation to attributes considered important by consumers who are

attentive to food safety, the more effectively they will be able to penetrate markets and

rise their competitive positioning. Undoubtedly, such a challenging requirement applies

positive pressure on companies which must re-position themselves to remain on the

market within logic of greater sustainability and social responsibility. Only a corporate

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strategy tackling this issue can reassure consumers concerned about food safety in

Packed ready to heat and eat food products.

From the managerial aspect, the results of this research imply that packed ready

to heat and eat food products producers and sellers should focus on developing stronger

value propositions towards customers that are based more on intrinsic food quality

characteristics and less on extrinsic ones.

It also means that the other members of the food supply and value chain should

take particular care in preserving and sustaining these intrinsic quality attributes until the

packed ready to heat and eat food product reaches the final customer. In that sense, the

mechanisms that should be in place are less to do with investment in building image and

in advertising packed ready to heat and eat food product, and more to do with investment

in terms of channeling relationships, sales promotion and similar promotional efforts that

highlight intrinsic food quality attributes in packed ready to heat and eat food products.

The packed ready to heat and food products retort pouch should have optimum

heat resistance, barrier performance, Aroma preservation. Bag fall resistance, Pin-Hole

resistance, High Seal Strength, Automatic filling property and finally ensure hygienic.

The pouch should be easy tearing and convenience.

The retort packing of packed ready to heat and eat food products pouch laminates

should permit less chance of overcook during the retorting thus products having better

colour, texture and less nutrients loss. The pack should require less energy for

sterilization and also it should require less disposal and storage place. The pack should

have low oxygen and moisture permeability. The product should shelf stable for longer

times and it should not required refrigeration. The product should bare the sunlight, light

weight and easy to open.

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 The manufacturers should overcome the following defect would occur to the

pouches of packed ready to heat and eat food products due to inadequate over pressure

controls are Delamination, Loss of Barrier Properties, Over Stretching, Weak Seal,

Bursting, Waffling, Channel Leaker, CUT or Puncture, Flex Cracks and Leaking from

the surface.

Packed ready to heat and eat food products might be served in Trains and Flights.

Based on the requirement and taste of the passenger, the manufacture may introduce

simple Dals, Khichdi etc. which might satisfy both the regional passengers

In packed ready heat to eat and food products health signals may be introduce to

influence the consumer choice by printing simplified displays. For example traffic light

symbol will be most effective. Traffic light might used to classify very high nutrition’s

and less fat. Colour display classification can be used to classify the price of the product.

Marketers should carefully choose positioning and segmentation strategies,

because healthy positioning may fail to reach health oriented consumers. Different

media channels should be used for advertising functional and organic food in packed

ready to heat and eat food products. For example, if organic food used in ready to heat

and eat food products, marketers can easily reach the target audience through print

advertising in popular medical and health journals, functional food marketers should

avoid this approach.

In general food-related context is dominated by hedonic values and pleasure.

Therefore, consumers may dislike claims because they are explicitly reminded of a

disease risk or potential losses. Consumers prefer life marketing that emphasizes positive

contributions to life versus death marketing that emphasizes disease. More specifically,

identifying right strategy through a positive framing, such as the promotion of general

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well-being and the prolonging of youth by consuming packed ready to heat and eat food

products.

The marketing message of packed ready to heat and eat food products should not

necessarily start with health concerns in order to reach the target customers. The simple

idea of “looking good and feeling good” is probably much more attractive the consumers

the idea of speaking disease prevention.

Public policy makers should be very careful with the regulation of health related

claims made by food manufacturers, because these claims may not affect consumers that

are health conscious, but may well mislead those who are not concerned about their

health. Consumer education programs could be employed to clarify the potential benefits

of packed ready to heat and eat food product consumption.

In the package of packed ready to heat and eat food product, more number of

stimuli and pictures can be used rather than mentioning in sentences. A picture if often

claimed to be worth a thousand words, but it might also have a limit for exact and

correct information. Pictures are usually vaguer that linguistic statements and may give

rise to numerous associations. Ultimately, this may diminish any misleading potential

about packed ready to heat and eat food products.

The manufacturers may introduce Apps by providing information about new

product, new recipes, and upload videos to know the ways to prepare and serve packed

ready to heat and eat food products. The App might also show the availability of product

in the stores nearby to the customers. The loyalty point’s programme may also be linked

with the App, the customers may redeem the points while purchasing the products.

Online delivery may also introduce with the help of Apps.

Over the years it is identified that culinary skills are diminishing among the

youth. The pride of cooking resonates mainly with older generation. Due to change in

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life style and hectic work schedule consumer love to eat delicious food but they don’t

want to cook it. Now new generations want their food in the way their mother prepared,

but now want it more easily accessible. The new market segment was identified by many

leading market players and launched many products “open, heat and eat”. To increase

the market growth rate and relative market share marketers should use tricky strategic

decision to get the better portion of the cake.

From a geographical perspective, manufactures of packed ready to heat and eat

food product should identify the right product mix focusing on all parts of the country.

For example spicy sambar for south, like 2 minutes noodles, 2 minutes breakfast might

be introduce as a national focus.

Given the rushed lifestyles of urban consumers today, there is a need for healthy

options in easy-to-adopt formats. At the same time, consumers don’t want to

compromise on taste. Thus manufactures should take popular breakfast recipes like idli,

dosa and upma and make them available healthier. The conventional Indian breakfast

might be given additional importance for ready to heat and eat food manufacturers.

To increase the awareness and acceptability of packed ready to heat and eat food

products, the manufacturers can carry out effective product awareness programs at

exhibitions, trade shows, campaigns and seminars to better introduce ready to heat and

eat food products to the untapped markets. Frequency campaigns or seminars can help to

establish positive perception and attitude of consumers towards packed ready to heat and

eat food products. Manufacture of food products also should play an important role in

helping the government by following the rules and regulations of producing, processing

and manufacturing packed ready to heat and eat food products. This can help consumers

to become aware and understand the importance of packed ready to heat and eat food

products and use the information to help their future purchasing decisions.

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5.7 Conclusion

The objective of the study is to examine the personal values of the respondents

and their impact on food related life styles on packed ready to heat and eat food products

in Bangalore. Based on the objective eight hypotheses was formulated and all the eight

hypotheses was accepted.

The Food-Related Life Style segmentation has recently employed at a large scale

in Indian cultural setting especially in the southern part of India. As Indian food

manufacturers look to improve their marketing decision making this research will help

the manufacturers to sense the customers and consumers. Similarly, as the pace of

change quickness in both domestic and international markets this study suggestions will

become a valuable tool in facilitating the development of marketing strategy, market

based assets and stronger customer focus.

The packed ready to heat and eat food products will be useful for all segment of

working peoples and creating positive environmental attitude in following ways (i)

Spending maximum time in kitchen will be reduced rather they can spend their saved

quality time with their family members and loved once. (ii) Usage of vessels for cooking

varies dishes will be reduced; it will impact in reduction of usage of cleaning solutions

and soaps. (iii) Minimizing the utilization of water in cooking, and cleaning vessels.

Thus, packed ready to heat and eat food products is the biggest blessing for the new

working generation. The manufacturers of Packed ready to heat and eat food products

should include in their mission statement that their product will be committed to

environmental leadership in all facets of their business. The manufactures must develop

innovative and flexible solution as per the changes in life style. The manufactures should

ensure buy, sell and use environmental products and instilling environmental

responsibility as a corporate value.

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5.8 Scope for Future Research

This study is limited only to the customers who had purchased or had previous

experience on packed ready to heat and eat food products. Further study might be

conducted to measure the general perception of consumers towards packed ready to heat

and eat food products. A comparison study may be done between traditional food

products, ready to eat products and packed ready to heat and eat food products. It may

also be useful for future studies to focus on environmental attitude of consumers, which

might be useful in segmenting the customers. Researchers also need to examine

customers brand perception and brand loyalty towards packed ready to heat and eat food

products can also measured along with food related lifestyles. It would be interesting and

beneficial to identify why customers do not purchase packed ready to heat and eat food

products.

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