A Study of Consumer Buying Behavior for Ready to Eat Foods A case of Ahmedabad

Presented By :Ronak Thacker, Nirbhay Kothari, Dinesh Moyal

Flow of Presentation
Scope of the Report Food Processing Industry with Major Players Ready eat food market & Player Research Design

Finding
References

Scope of the Project Report

1. To Study Ready To Eat Food Market India 2. To study consumer buying behaviour of Ready to Eat Foods in Ahmedabad. 3. To study Major Players and their Profile 4. To understand Perception of the customer about Ready to Eat Food. 5. To Understand Customer Usage Pattern of Ready to eat food available in the market

INDIAN FOOD PROCESSING INDUSTRY

Indias Food Processing industry is one of the largest industries in the country - it is ranked fifth in terms of production, consumption, export and expected growth. The Indian food industry is estimated to be worth over US$ 200 billion and is expected to grow to US$ 310 billion by 2015.

Source: www.ibef.org

Source: www.ibef.org

Ready to Eat Food Packaged

Ready to eat (RTE) can be defined as food products that constitute complete meals; require minimal processing, if any, typically requiring re-heating to desired temperature or addition of water They are often termed as Convenience Food since they are positioned as value for money products that solve the issue of time-constrains faced by consumers due to the pressures of urban life Shelf Stable Packaged Food Frozen Packaged Food

Shelf Stable Packaged RTEs are stored safely in a sealed Food container and are packaged using technology that offers a long shelf life ranging from a-b years Products are typically without preservatives They can be stored at room temperature without refrigeration making their storage convenient for retailers as well as consumers

Frozen RTE foods refer to processed foods that need to be refrigerated to maintain nutritional value and taste Products can be heated in a microwave oven or a conventional oven Products typically do not contain preservatives or artificial ingredients

Contd
Ready-to-eat foods market in India is expected to reach Rs 2,900 crores by 2015 from its Present size of Rs 128 crores (2006). The factors contributing to this growth would be

Market
There is a huge untapped market opportunity arising due to rapid demographic shifts in income, urbanization, and proportion of urban working women in India. The industry needs to concentrate on broadening the market and increasing penetration amongst Indian consumers. The market for ready meals in India increased at a compound annual growth rate of 13.7% between 2003 and 2008.

Major Players In RTEF

Dabur India Priya Foods Haldirams ITC MTR Kohonoor Foods Tasty Bites

ITC Products

MTR Products

Market Share of Players in RTEF

ITC MTR 9% 8% Kohinoor Others

48%

35%

Primary Data
Research Objective To study the market penetration of Ready-To Eat food. To study the consumer perception of Ready-To-Eat foods.

To identify the buying pattern of Ready-To-Eat (RTE) packs.

To identify the factors influencing buyer behavior of RTE packs.

Research Design
Sampling Method: - Non Probability: convenience Sampling Judgmental Type of Research:-Descriptive, Quantitative Research Sample Size: - 140 (Used Sample Size Calculator)
Confidence Level: - 90%

Confidence Interval: - 7%

Population: - 60 Lakh Research Instrument: - Questionnaire

Data Collection Time: - 2 Months

Date Collection Method: - PI with Questionnaire

Contd
Data Analysis Method Anova Scale Average Graph & Table Data Analysis Software:-Microsoft Excel,

Findings
The taste and trends varies from age group to age group and from profession to profession. The results of the consumer behavior for RTE products from the primary research can be summarized as: 67% of the respondents who consume RTEF fall under the income bracket of Rs 0 to Rs. 20,000. the most frequent buyers belong to the age category of 18 25 years The malls and the big retailers have the highest sales of RTE among other formats.

Contd
The main brands being MTR, ITC and some foreign brands like Kraft foods and Campbell. But the people are keen in buying Indian brands. Women wanting to spend more time out of the kitchen. More working bachelors staying away from homes.

Sources
www.mtrfoods.com http://www.indianfoodindustry.net/ http://www.thehindu.com/2007/10/24/stories/20071024546 51900.htm www.marketresearch.com http://www.scribd.com/doc/35239211/Ready-to-Eat-Final

https://www.arkstore.com/reports/ready to eat market in India 2010