Insights into Modern Consumer Behaviour: Identifying Key Factors in the Ready-to-Eat Segment

Description

Page: 629-638

Harsimran Kaur and Ramandeep Singh (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

The study explores consumer behaviour and market developments within the Ready-to-Eat (RTE) food business, concentrating on the impact of evolving lifestyles, urbanization, and dual-income households on food consumption patterns. The research aims to uncover the primary drivers driving purchase decisions and analyse the difficulties and possibilities industry player’s address. The research adopts an explorative design, incorporating both primary and secondary data. Primary data were acquired through structured questionnaires to 400 customers across urban and rural locations. Secondary data from academic journals and industry reports supplemented the analysis. Statistical methods, including ANOVA and Mann-Whitney tests, were utilized to examine consumer preferences, pricing, and packaging tactics. The survey finds that RTE foods are generally purchased monthly or seldom, motivated by convenience, cost, and brand trust. Packaging innovation and competitive pricing are important to consumer happiness. However, the industry faces obstacles such as health-related misconceptions and increasing expenditures. Opportunities lie in health-focused product creation, sustainable packaging, and harnessing digital marketing to improve reach and engagement. The research contributes to the scarce literature on the Indian RTE food business by delivering thorough insights into consumer preferences and market dynamics. It bridges the gap between consumer expectations and industry practices, giving actionable advice for stakeholders to overcome hurdles and capitalize on opportunities for sustainable growth.