CONSUMER AND

INDUSTRIAL BEHAVOUR

TOPIC - THE PROLIFERATION OF READY TO EAT

PACKAGED FOODS AND THE BUYING INFLUENCES
ON CONSUMERS

PRESENTATION BY:
GAURAV BHATE 01
HUSAIN CHHATRISA 02
NEERAJ DAVE 03
UNATTI SHARMA 10
 TABLE OF CONTENTS
 Introduction
 How do consumers prefer to receive information RTE Food?
 Consumer evaluation procedure of choices RTE food
 Types of buying behavior involved in RTE Food Industry
 Marketer’s role in developing an effective marketing program for the
target market
 How do consumers judge product quality relative to competition in RTE
products?
 Post purchase behavior of consumers
 How new-product marketers should help consumers move through each
stage in buying behavior
 Consumer Attitudes and Beliefs
 Conclusion
 References
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 Ready-to-eat (RTE) market in India is anticipating
significant expansion in the coming years, thanks to the
1. INTRODUCTION
rapid urbanization and growth in per capita income across
the nation.

 The increasing number of working professionals are the

major drivers of this market growth. Netscribes suggests
the RTE market will reach a total worth of INR 50,900
million (USD 709 million) by 2023.

 There is a tremendous change in the consuming habits

 The choices before them are plenty and proliferation of

micro entrepreneurs will also be influencing factors for this
product segment.

 Rather than availability of western eatables products, our

own products are come into packaged items for sales in
this market.

 Other than convenience there are many hidden forces and

upcoming forces determine this market.

 Yet there is no specific boundary for this market since this

segment has to be growing and need to mature.

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2.
How do consumers
prefer to receive
information RTE Food?
 SOCIAL MEDIA
MARKETING

DISPLAY AT RETAIL
OUTLETS (LOCALS
AND DMART CAMPAIGNS
GROFFERS / BIG
BAZAAR

PERSONAL
INTERACTION
PRINT MEDIA

TIE UPS WITH

DELIVERY PARTNERS INFLUENCER
OR THIRD PARTY APPS MARKETING

BLOGS

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 3.
Consumer evaluation
procedure of choices in RTE
food

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 Brand

Tradition/ Familiarity

Word of Mouth / Learnings

Group Influence

Social Media Marketing and Reviews

Popularity

Nutrition Value

Availability

Income / Habits and Status

Experience/ Trial

Quality

Quantity/ Sizes

Price

Taste and Packaging

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4.
Types of buying behavior involved in RTE Food
Industry
5.
Marketer’s role in
developing an effective
marketing program for the
RTE market
 Create Brand Awareness
Influence Consumer Preferences
Establish and Maintain Brand
Partner with other brands
Recognition
The Power of Perceived Value
Brand and the Product Life Cycle
Find the Correct Distribution Channels
Grab More Market Share
Trade Shows
Long-Term Goals
Brand position your business
Package your food product
Make a statement with your unique
selling point
Blog about your food products and
services
Start an email marketing program
Thrive through social media marketing
List your food business on websites
Host festive and seasonal offers
Re-invent your food business image
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6.
How do consumers judge
product quality relative to
competition in RTE products?
 The quality of food products, in conformity is determined by:

The level of
Sensory Physical microbiological
Attributes Properti and toxicological
es contaminants

Packagin
g and Influence Shelf Life
Labeling

Experien
Brand Trust ce and
Recognitio
Reviews
n

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7.
Post purchase behavior of
consumers in RTE Industry
 Actual performance – Positive ,
Negative, Mixed
Expectations – Packaging,
Quantity, Flavour, Price or Deal,
Availability
Future Decisions – Brand Switch or
Repeat Purchase
Authenticity of Ads and
Communication

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15
 8.
How new-product marketers should help consumers move through
each stage in buying behavior • Handle Public
• Availability Relations
• Research • Aggressive • Handle
• Demand execution and Reviews and
Analysis communicatio Sales
• Study market 1 3
n of 5 • Gap Analysis
• Demographics marketing • Future
plans and strategies
campaigns

• Brand
Awareness • Support
and 2 4
sales and
Positioning lead
• Directing and generation
coordinating efforts
marketing
plans
16 • Evaluating
 9.
Consumer Attitudes & Beliefs

▪ ▪ Consumers
Fast-moving ▪ Changing middle-
millennials
class population
▪ Rapid urbanization ▪ Changing taste
▪ Growth in income inclinations
▪ Consumers now
▪ Plant-based food believe that gut
health is the key to
▪ Numerous food
delivery mobile apps unlocking holistic
wellbeing
increasingly value the
functionality,
freshness and
authenticity of ready
to eat packaged food
▪ Consumers are more
aware than ever before
abut how their personal
decisions and the
brands they support
impact environment

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 CONCLUSION
There is now a growing demand for
ready-to-cook food where there’s no
need to spend time chopping
vegetables. These are real vegetables,
which are healthy; pre-chopped to
save your time, and can be easily
cooked to suit individual tastes. This
evolution in food demand has opened
up a whole new arena for Indian food
manufacturers.
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In short, this is a win-win situation
for both, the consumers and the
manufacturers. Another interesting
statistic is that the country’s major
retail chains, supermarkets, and
convenience stores have easy access
to such ready-to-eat foods. There is a
variety of ready-to-eat and ready-to-
cook foods for everyone
A country where every other person is
passionate about their work to the
point of being a workaholic, they
often don’t have the time or the will to
cook time taking dishes or are often
too broke to order from outside, RTE
food provides a healthy, convenient
alternative with a huge variety. This is
a breakthrough in India’s food
manufacturing industry and has the
potential of being a major contributor
to the economy.
 REFERENCES
 https://cashkaro.com/blog/ready-to-eat-meals-thatll-taste-like-from-your-kitchen/117741
 https://brandequity.economictimes.indiatimes.com/news/marketing/six-food-tech-marketing-trends-to-wa
tch-out-for-in-2022/85791371
 https://www.kanvic.com/grey-matter/growing-indias-ready-to-eat-market
 https://www.singlegrain.com/digital-marketing-strategy/12-ways-to-use-digital-marketing-effectively-for-
the-food-industry/
 https://startuptalky.com/marketing-strategies-for-restaurants/
 https://www.netscribes.com/ready-to-eat-market-in-india-growth-trends-challenges-and-key-trends/
 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5571590/
 http://www.walkthroughindia.com/grocery/10-popular-ready-to-cook-eat-foods-in-india/
 https://www.questionpro.com/survey-templates/fast-food-survey-questions-template/
 https://www.surveymonkey.co.uk/r/student-eating
 https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1402&context=ama_proceedings
 https://kupdf.net/download/questionnaire-ready-to-eat-food_5af420f3e2b6f5270fcc9bdc_pdf

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 THAN
K
YOU!

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