INTRODUCTION

What is consumer Perception ?

A marketing concept that encompasses a customer's impression, awareness and/or consciousness about a
company or its offerings. Customer perception is typically affected by advertising, reviews, public relations,
social media, personal experiences and other channels.

The Stages of Perception

Perception establishes the meaning about a product or brand when a consumer makes initial contact. In
marketing, this is described as consumer information processing. At this stage all of the senses are engaged in
receiving brand marketing communicate messages. In marketing literature, four distinct stages of perception
occur during consumer information processing: sensation, attention, interpretation and retention.

Sensation

Sensation describes what occurs when a person's senses are initially exposed to the external stimulus of a
product or brand marketing. The sensory receptors of a consumer are engaged by product or brand cues through
sight, sound, smell, taste and texture. For example, Starbucks engages all the senses in its sensory brand
marketing. A customer who enters a Starbucks coffee shop may hear the sounds and smell the aroma of the
grinding of fresh coffee in the store. Background music and a unique store design round out the experience of
the taste of hot or cold coffee and food products that can be enjoyed in-store at quaint cafe tables.

Attention

In consumer information processing, attention occurs when a person lingers and gives mental processing
capacity to the external stimulus from a product or brand. Selective perception is when a consumer pays
attention to messages that are consistent with her attitudes, beliefs and needs. When a product is inconsistent
with these factors, the consumer will withdraw attention.

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Interpretation

Interpretation occurs when a person assigns a meaning to the sensory stimulus from a product or brand
marketing. Comprehension is aided by expectations and familiarity. A consumer scans his memory to retrieve
previous experiences with the brand or a similar brand. Store-brand marketing frequently capitalizes on the
interpretation stage when product packaging design contains logos, colors and other elements that are similar to
national brands that consumers are generally more familiar with.

Retention

The conclusion of the consumer perception process is the retention stage. This is marked by the storage of
product or brand information in short-term and long-term memory. The marketer's goal is to provide positive
stimuli in the proceeding stages that translate into consumers storing the information about the product or brand
into long-term memory.

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Ready to eat foods, also known as convenient food. They are commercially produced food items that need no or
very little further processing. Their specialty remains that they can be directly used for consumption and hence
saves a lot of time and efforts.
Ready to eat food items have already gained wide scope in the western world and especially in the recent years
it has been gaining immense popularity in India. A busy lifestyle has made Indian women very hectic to cook
and thus most of them have started preferring “ready to eat foods” instead of going and cooking food
themselves. On account of this many companies like MTR, Nestle, Haldirams and ITC have come up with their
products and have been competiting each other in the market.

Changing lifestyle have influenced majority of people to consume products comes under ready to eat (RTE)
category. Being a cooperative organization Marketing Federation (Marked) Punjab has achieved a remarkable
success in diversification from its prime aim of procurement of farmer’s produce & disbursement of subsidized
fertilizer to entrepreneurship in food industry especially in ready to eat segment. Although Markfed’s ready to
eat products are sustainable from a very long period in the markets of Punjab but market penetration of their
RTE products is quite less in comparison to major market players like ITC, MTR etc. which are producing
products in RTE segment. So, there is a need to collect feedback regarding consumer behavior towards RTE
products of Markfed. Findings revealed that Markfed had a customer base mainly consisted of young, highly
educated and salaried class people. Most of them used RTE products of Markfed only once in a month. Female
customers preferred these RTE products on daily basis. With Effective advertisement and promotional
strategies, customer base and usage frequency for RTE products of Markfed can be increased for the newer
markets of Punjab and all over India.

The Indian ready-to-eat (RTE) food has emerged from its early days of being a fringe alternative to home-
cooked meal or to eating out. A fast-paced or developing urban lifestyle, increasing number of family structure,
rising disposable income, increasingly larger number of Indians with an experimentative palate are all favorable
demographic factors indicating the adoption of RTE foods in India. They are directly used for consumption
process.

Further, the growth of modern retail has provided unprecedented brand and category visibility to convenience
foods. Also, technological advancements in packaging and flavor have brought RTE foods center-stage among
urban Indians.

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In the RTE food, specifically in pasta and instant mix categories, the competitive market is largely dominated
by 4-5 Company, including MTR, Gits, ITC, Bambino, and Kohinoor Foods. Apart from focusing on the
domestic market, these companies have also expanded their reach internationally.

On the domestic front, there is an interesting competitive dynamic emerging. With the introduction of private
labels, e.g. Tasty Treat by Big Bazaar and in-store, freshly-made snack mixes, e.g. idli and dosas, modern retail
presents a credible threat for branded RTE and RTC company, who have traditionally relied upon this channel
for increasing their visibility and reach.
A larger proportion of urban consumers are experimenting with RTE foods on the frequent basis with the top
two value propositions being "saves time" and "tastes good". Among the categories mentioned earlier, pasta and
instant mixes lead in terms of frequency of consumption.

The Indian food processing industry has registered a growth of 8.4% during 2008-2013 and is valued at around
US dollar 181 billion. The food processing levels in India are still at lower levels as compared to the developed
nations and there is tremendous potential for growth in the industry as we move towards: a larger share of the
wallet being dedicated to value added items, the growing consumer awareness of food safety and quality,
increase in disposable income and changing consumption patterns. The following report titled “The Indian Food
Industry: Food Safety Perspective” is a snapshot of food processing, food retailing, food services and food
safety industry in India. The Indian food retail sector has gained significance since mid-last decade with
growing demand for convenience, variety, quality, changing consumption patterns and rising disposable
income. This segment has traditionally been highly fragmented and is largely unorganized. Grocery retail is
estimated at USD 270 billion in 2013 and a paltry 2% of this grocery amounting to USD 5.4 billion was sold
through modern retail formats. Recognizing this opportunity many domestic as well as global private players
are investing in modern retail in India. The food service sector is amongst the fastest transforming and growing
sectors in India, driven by demographics, lifestyle and economic changes being witnessed across the country
The Indian food processing industry has registered a growth of 8.4% during 2008-2013 and is valued at around
USD 181 billion. The sector has generated employment for approximately 1.8 million people, 3 more than any
other sector. Despite this India lags behind other developed and developing countries in food processing. In
fruits and vegetables, the processing levels in India is around 2-3% compared to 23% in China, 65% in US and
70% in Brazil.4 India processes 8% of its marine products, 6% of poultry and 20% of buffalo meat as against
60-70% in developed countries.

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INDIA’S FOOD PROCESSING INDUSTRY

India’s 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. Food processing is a large sector that covers
activities such as agriculture, horticulture, plantation, animal husbandry and fisheries.
Although the industry is large in terms of size, it is still at a nascent stage in terms of development. Out of
the country’s total agriculture and food produce, only 2% is processed. The highest share of processed food
is in the Diary sector, where 37% of the total produce is processed, of which 15% is processed by the
organized sector. Primary food processing (packaged fruits and vegetables, milk, milled flour and rice, tea,
spices, etc.) constitute around 60% of processed foods. In comparison, the organized sector is relatively
small.
Indian Food Industry India is second largest producer of food next to China and has the potential of being
the biggest with the food and agricultural sector. The total food production in India is likely to double in the
next ten years and there is an opportunity for large investments in food and food processing technologies.
The Indian food market is estimated at over US$ 182 billion, and accounts for about two thirds of the total
Indian retail market. Further, according to consultancy firm McKinsey & Co, the retail food sector in India
is likely to grow from World Wide Journal of Multidisciplinary Research and Development ~ 199 ~ World
Wide Journal of Multidisciplinary Research and Development around US$ 70 billion in 2008 to US$ 150
billion by 2025, accounting for a large chunk of the world food industry, which would grow to US$ 400
billion from US$ 175 billion by 2025. The history of Indian Food has experienced extensive immigration
and intermingling through many descents. The Indian subcontinent has benefitted from numerous food
influences. Food has become a marker of religious and social identity in India with varying taboos and
preferences, which has also surrounded these groups to innovate widely with the food sources that are
deemed well enough. The study “Flavors of Incredible India-Opportunities in the Food Industry” carried on
by FICCI –Ernst &Young notes that the Indian Food industry is a significant part of the Indian Economy
with food constituting about 30% of the consumer wallet.

This phenomenon is not restricted to urban areas because rural Indians are often exposed to such processed
products through their urban family members. Thus, the study notes that the Indian Food Industry needs to
consider certain key critical success factors to tap the opportunity created by these changes in perception
and preference of consumer.

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Ready-To-Eat Food Products

According to a recently published report by Tech-Sci Research “India Ready-to-eat Food Market Forecast and
Opportunities, 2019”, the country’s ready-to-eat (RTE) food market is projected to grow at a CAGR of around
22% during 2014-19. The market is anticipated to grow on account of increasing working population, growing
per capita disposable income, rising per capita expenditure on prepared food, increasing middle class and affluent
consumers, etc. With the rising employment opportunities and changing lifestyle of consumers, the demand for
ready to-eat food products in the country is projected to grow during the forecast period as well. India has a large
base of young consumers, who form majority of the country’s workforce. These young consumers hardly find
time for traditional cooking due to their busy lifestyles which further creates significant potential for ready-to-eat
food products.

Transition in Food Consumption Patterns

There have been changes in the food purchase and intake patterns owing to the increase in per capita income,
changing lifestyles, women employment and other environmental factors. The per capita intake of processed
foods and non-cereal based products is increasing rapidly in developing countries like India (Sharma, 2015). In
developed countries like U.S, the total energy intake has risen over the past two decades across all age groups
with a shift away from meals to snacks, from at home consumption to consumption away from home.

Transition in Lifestyle

Accompanied with the changes in food intake, lifestyles of the people are also changing and undergoing
transitions at a faster pace all over the world. Over the past two decades, there has been a sharp reduction in
physical activity in all sections of the Indian population because of increase in mechanization in occupational,
domestic and transportation spheres, both in rural and urban areas.
Families with both parents working outside home, and time constraints have become crucial factors in
determining the food purchase and consumption patterns. The food industry responded to these new family issues
by increasing the numbers of convenience foods and prepared meals available.

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Consumer Preference to Ready-to-Eat Food

Consumers the world over don’t have enough time to prepare meals from scratch. The most common occasions
among consumers across countries for eating RTE meals is for Dinner, and Breakfast is the least likely
(ACNielsen, 2006). Consumers prefer to purchase RTE food products from the place they usually buy which
enhances their frequency of purchase. The quality of food such as flavor, appearance texture etc.; socio-economic
factors such as availability, price and culture; biologic factors such as energy and nutrient requirements; and
psychological factors including behavior, moods and attitude towards eating influence food choice among
consumers (Blades, 2001). However, the consumption patterns of the population can be formulated in different
groups such as young, educated etc. The marketing of RTE foods should not only consider the attitudinal and
product factors of the product itself. Other factors like packaging play a very important role in determining the
quality and sales of the product itself.

However, the brand of the RTE food product adds importance in the purchase decisions of the consumer. Brand
awareness provides a sense of familiarity especially in products such as soaps, a sense of presence or commitment
and substance and it was very important to recall at the time of purchasing process. Awareness is created by
conventional mass media, event promotions, publicity, sampling and other attention getting process,

Extending brands both within and beyond the original product category is deemed to be profitable because, in
general, it is assumed that brands that are already known and recognized require lower new product introduction
expenses, such as advertising, trade deals, or price promotions.

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 THE READY TO EAT MARKET (RTE)

The ready-to-eat (RTE) market in India, currently estimated at Rs. 128 crores (2006) is expected to expand
and to reach Rs. 2,900 crores by 2015. TSMG (Tata Strategic Management Group) said that the factors
contributing to the growth would be changes like cold chain development, disintermediation, streamlining of
taxation, economies of scale on the supply side, coupled with increasing disposable incomes, diminishing
culinary skills and the need for convenience on the demand side.
The ready to eat meal industry consists of two categories, frozen ready meals and canned ready meals. The
market for ready meals in India increased at a compound annual growth rate of 13.7% between 2003 and
2008. The canned ready meals category led the ready meals market in India, accounting for a share of 60.3%.
The ready to eat foods have gained momentum in Urban India where even women are working and there is
time crunch to cook. The market for RTE industry is NRIs and bachelors.
The Indian food processing industry has changed considerably in recent years to adapt to the demands and
lifestyles of domestic consumers, particularly the growing middle class. Changing lifestyle have influenced
majority of people to consume products comes under ready to eat (RTE) category.

The major advantages of RTE food products are:

● These foods never run out of stock as lot of companies have ensured efficient supply lines for good
business.

● They are convenient when you don’t have a lot of time and are handy on the go. RTE cereals are healthy
alternatives as breakfast food.

● RTE foods are safe enough to be consumed as the companies manufacture these foodservice products
under well protected conditions and they are processed under the rules and regulation laid down by the
government.

● The RTE frozen fruits and vegetables can be carried to any place even where these fruits and vegetables
do not grow at all. And as these fruits and vegetables are frozen, they do not lose their nutrition value.

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 As the norm of a two-sided coin, RTE products such as processed foods and pre-packaged meals with their
advantages also have disadvantages like given below: -

● They are full of chemical preservatives that keep them fresh and make them convenience foods.
● They are full of salt, which isn’t good for anyone if not moderated.
● As per health studies, they contribute to health conditions such as heart problems, high blood pressure,
kidney and liver problems.
RTE meals are useful for money people in different way. For sick, old people who are unable to make food and
travelers the RTE meal is a boon. Backpackers/Hikers traveling around remote areas find these meals a
convenient method of storing, packing and consuming nutrient rich food.

Ready to eat food items has already gained wide scope in western world and in recent years it gaining popularity
in India. A busy lifestyle has made Indian women very hectic to cook and eat thus “ready to eat food” items are
gaining wide interest. On account of this many firms are seeing this, a golden opportunity. Companies like
Haldiram, Nestle, and ITC are already working in this area.
In today’s scenario, first came canned foods, frozen foods, and ready to cook and now the era of ready to eat food.
In India, majority of food consumption is still at home. Nevertheless, out of home food consumption is increasing
due to increase in urbanization, breaking up of the traditional joint family system, desire for quality, time which
translates into an increased need for convenience, increasing number of working women, rise in per capita
income, changing lifestyles and increasing level of affluence in the middle-income group had brought about
changes in food habits. “Ready-to-eat food is food offered or exposed for sale without additional cooking or
preparation, which is packed on the premises where sold and is ready for consumption”. Unlike olden days where
man used to have his food lavishly and slowly, the present trend changed the habits of foods, which are simple
and easy to digest. Hence, the existence of these foods fulfilled all the needs of modern human being. Canned
foods, convenience foods, fast foods, frozen foods, dried foods, preserved foods,
etc.
All comes under ready-to-eat foods. Ready-to-eat foods are widely used in catering industries as well as at homes.
There are varieties of ready-to-eat foods available in the market to choose from. Now-a-days they have become a
part of everyday life. As double income nuclear families have become the norm in urban India, everyone who is
in the food business has been eyeing on the ready-to-eat food sector with considerable hunger. Several firms are
engaged in production and marketing of ready-to-eat food products. Hence, the consumers have greater option to
choose from. In this context, a study on consumer behavior was seemed to be important to understand the buying

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behavior and preferences of different consumers. Understanding the consumer behavior would help the firms in
formulating strategies to cater to the needs of the consumer and thereby increase their market share. Consumer’s
taste and preference were found to change rapidly especially in a dynamic environment. Keeping in view the
importance of consumer behavior and consumption pattern, an attempt was made to study the buying behavior of
consumers towards ready-to-eat food products, brand preference of the consumers, factors influencing brand
preference and alternative purchase plans of the consumers.

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companies who are selling ready to eat foods in the market

Kellogg’s
Kellogg Company, doing business as Kellogg's, is an American multinational food-manufacturing company.
Kellogg's products are manufactured in 18 countries and marketed in over 180 countries. From cereals to snacks,
Kellogg’s is one of India’s oldest instant food brands that began with the humble Cornflakes in 1994, a meal that
most of us have had once in our lifetime for sure. Today, Kellogg’s sells a variety of healthy and tasty breakfast
cereal varieties in a number of exciting flavors, oats, muesli, instant snacks and is doing a great job at it too!
The ready-to-eat cereal category is extremely competitive and not without its challenges. Commodity pricing
pressures have forced many companies to offset costs by raising their own prices. And as if the competition from
other branded products wasn’t enough, private-label cereals have become an attractive alternative to price-
conscious consumers. Meanwhile, cereal brands have long been criticized for being high in sugar and salt and
boasting little nutritional value.

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MTR
Established in 1924 as a restaurant in Bangalore, it was the founding family, the company manufactures a range
of packaged foods including breakfast mixes, ready to eat meals, masalas and spices, snacks and beverages the
Maiya’s that decided to expand the business and out came the instant mixes, pickles, papads, ready-to-eat curries
and gravies, milk beverages, spices and more and has today left footprints of its success all across the globe.

Ready to Eat: Defense Research and Development Organization’s (DRDO) Defense Food Research laboratory in
Mysore transferred their life sciences technology to MTR Foods for commercial production for Ready to Eat
Food. In 2000, MTR launched a range of Read to Eat products in collaboration with celebrity Chef Jiggs Kalra.

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ITC India

ITC's Branded Packaged Foods business is one of the fastest growing foods businesses in India, driven by the
market standing and consumer franchise of its popular brands - Ashirwad, Sun feast, Bingo! Yippee!, Kitchens of
India, B Natural, mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories
in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced
Juices & Beverages.

Ready-to-eat gourmet cuisine Kitchens of India specializes in bringing to life age-old Indian dishes from across
the country crafted by the Master Chefs of ITC's hotels, especially from the gourmet cuisines of Dum Pukht,
Bukhara and Dakshin. All Kitchens of India products help consumers recreate an exclusive fine-dining experience
in their own homes.

With brands such as Kitchens of India that sell ready-to-cook curries, rice dishes you just have to heart and serve,
pickles and the likes, it’s indeed an easy-peasy foray into the gourmet world and really not that difficult to ask for
delicious goodies almost every day, sans the trouble of cooking them.

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Nestle (Maggi)

Now I’m sure this brand needs no introduction, nor does the insanely famous “2-minute noodles”. Maggi Noodles
has been a staple childhood diet for so many of us, be it a quick-n-easy snack, a midnight snack, hostel snacking
or emergency meal, this famous instant food brand by Nestle India is truly a life-saver and one of India’s most
popular ready-to-eat processed foods as well. Today, Maggi noodles are no longer the simple masala flavored
ones we ate before. Available in Chicken and Tomato flavors and also in a healthier wheat noodles variety, Maggi
has also a range of cup noodles, soups, soup cubes, pasta and instant masala mixes available for everyday use.

The best thing these varied options for Food & Dining offers is that no longer does one have to worry about
rushing home from work and chopping veggies or making rice. Gone are the headaches, trials and tribulations; be
it because of a busy work schedule or a non-romantic relationship with your kitchen, these ready-to-eat processed
meals can be easily ordered using Big Basket offers and are a true blue life-saver, and even if they’re not always
the healthy option, they’re sure convenient to use. And let’s face it, convenience wins hand’s down, doesn’t it?

Noodles has been a staple childhood diet for so many of us, be it a quick-n-easy snacks, a midnight snack, hostel
snacking or emergency meal, this famous instant food brand by Nestle India is truly a life-saver and one of
India’s most popular ready-to-eat processed Maggi has also a range of cup noodles, soups, soup cubes, pasta and
instant mixes available for everyday use.

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McCain

Fairly new to the Indian market, McCain foods is a subsidiary of its Canadian counterpart and has been involved
in agricultural R&D since 1998 in India. Today, McCain provides a range of delicious ready-to-eat frozen food
like McCain French fries, Aloo Tikki, Smilies, Cheesy bites, and other delectable snack items that all you need to
do is unfreeze, fry!

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OBJECTIVES OF THE STUDY
This study attempted to achieve following Objectives:

1.To review the market of Ready to Eat food.

2. To study the perception of consumers towards Ready to Eat Food.
3. To perceive the consumption pattern of prepared -To-Eat Food product.
4. To analyse the competition among totally different brands.
5. To analyze influence of demographic variables of customers on usage rate of ready to eat products of Markfed.
6. To examine difference in feedback towards influence various Advertising media in creating awareness
regarding ready to eat products of Markfed with respect to demographic variables of customers.
7. To examine difference in familiarity rate of brand Sohna of ready to eat products of Markfed with respect to
demographic variables of customers.
8. To measure order of preferences of customers towards ready to eat products of Markfed.

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REVIEW OF LITERATURE

According to P Selvarajn, (2012): - Ready-to-Eat food is food that is offered or exposed for sale without
additional cooking or preparation, which is packaged on the premises where they are being sold and are ready for
consumption. Canned foods, convenience foods, fast foods, frozen foods, instant products, dried foods, preserved
foods, etc. all come under Ready-to-Eat foods. Demographic variables and socio-economic characteristics of the
consumers are also important variables, which decide the consumption pattern of food products in the family.
Factors influencing the consumers choice of RTE food are flavor, texture, appearance, advertising, a reduction in
traditional cooking, fragmentation of family Other factors positively influencing Ready to Eat food demand are
rising income level, influence of western countries, more global trade, travelling, convenience in preparation due
to lack of time and cost effectiveness.

Kazmi S.Q. (2012): This study recognizing those factors which effect consumer perception about pasta products
and also determined factors which stimulate buying decision of consumers towards pasta. Awareness and
availability were chosen as main variables which effect consumer buying pattern. Quota sampling technique was
used to collect data from a sample of 30 housewives living in Karachi city of Pakistan. Results of the study
explored that product awareness was the factor which had a great impact on popularity and usage of any product
especially the food item and also awareness about cooking method of particular product may affect the popularity
of food product.

Lavanya M.S. et al. (2012): This study attempted to explore consumer’s awareness and perception towards
quality certified products. Primary data was collected from 120 respondents through pre-tested interview
schedule. In this study consumers’ awareness, preference of certified products and their perception on pricing was
analyzed with reference to three products: Ghee, vegetable Oils and spices. Results concluded that 85% people
were aware about Agmark certification and most of the high-income group people were about Agmark products
and they are also satisfied with the products especially ghee.

M. Vijayabaskar and Sundaram N. (2012): In this study author attempted to explore purchasing attitude
towards ready to eat/cook products by health-conscious consumer in southern India. Health conscious consumers
are all literate and accessing various sources before taking any decision. Results reveal that consumers deciding
factors for purchasing ready to eat/cook food were based on ingredients, brand awareness, packaging etc. This

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study concluded that consumers were taking decisions on the various technological sources and was all highly
aware of the food and its impact on health.

Nirmalraj R.J.T. (2012): This study reveals the factors that are affected consumer buying behavior of “Ready to
Eat Foods in India” A descriptive study was conducted to attain an insight in to customer’s perception about the
ready to eat foods. Findings of this study suggest that Indian companies must focus on creating awareness
towards ready to eat food products so that future growth chances can be maximized for ready to eat
manufacturers.

Kumar H. et al. (2013): This study was conducted with objective of assessing consumer’s awareness, safety
perceptions and flavoring agents used in packed/canned food. Study was conducted in South India in the states of
Karnataka & Kerala with a sample size of 126 respondents. Results of the showed that around 91.7% of total
respondents were aware about food preservatives and (84.9) were aware towards flavoring agents (FA) but their
knowledge was inadequate. Unfavorable practices were involved. Gaps in Knowledge and unhealthy practices
need to be addressed by public awareness campaign.

According to a recently published report by TechSci Research “India Ready to Eat Food Market Forecast and
Opportunities, 2019”, the country’s ready-to-eat food (RTE) food market in projected to grow at a CAGR of
around 22% during 2014-19. The market is about to grow on account of increasing working population, growing
per capita disposable income, rising per capita expenditure on prepared food, increasing middle class and affluent
consumers, etc. With the increasing employment opportunities and charging lifestyle of consumers, the demand
for ready-to-eat food products in the country is started to grow during the forecast period as well. India has a large
quantity of young consumers, who form majority of the country’s workforce. These young consumers hardly find
time for traditional cooking due to their busy life styles which further creates demand for significant RTE
products.

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 RESEARCH METHODOLOGY
An investigation has been done to study the implications of Ready-to-eat food consumption on health and healthy
eating habits of the consumers using reliable data sources. The data are collected by questionnaire. Data are
collected with two sources primary and secondary.

Research objectives:

● To review the market structure of Ready to Eat food.

● To study the Perception/suggestion of Ready to Eat Food.
● To perceive the consumption pattern of prepared -To-Eat Food product.
● To analysis the competition among totally different brands.

Sources

Primary Secondary

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Primary data

Primary data means original data that has been collected specially for the research purpose in mind or data
collected from the original source first hand. They are more reliable, authentic and have greater accuracy. Primary
data is original research that is obtained through first-hand investigation.

Secondary data

Secondary data is the data that has been already collected by and readily available from other sources. Secondary
data is the data which is being reused. They are less reliable, authentic then primary data. Secondary data is
research that is widely available and obtained from another party.

Sample Size

A survey was taken of 100 people of different age groups for this project.

● Below 18
● 18-30
● 30-40
● Above 40

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Limitations

There are certain limitations regarding project which are as follow: -

● Time Constraints: The allocated time was too less to cover a vast population.

● Budget Constraints: Money and related resources were scarce.

● Data limitation: We could not collect extensive data as we had intended to.

● The sample may not totally represent the whole section of the population because of different

backgrounds.

● The reluctancy of the responses from the population.

● Invalid information.

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Data analysis and interpretation Based on questionnaire
There are total 100 people who have filled the questionnaire. According to their responses
Below, we have analyzed consumer perception about Ready to eat food foods:

1. Have you ever tried RTE food before?

Options Frequency
Yes 64

No 22

Maybe 14

22
2. How often do you consume RTE food products?

Time Period Frequency

Daily 18

Weekly 40
Rarely 32
Never 10

23
 3. How do you purchase RTE products?

Options Frequency

Online 66

Direct Shops 24

None 10

24
 4. Which type of RTE food would you consider to be your favorite?

Options Frequency
Italian 24
Chinese 28
Indian 34
Other 14

25
 5. What kind of RTE food you usually prefer?

Options Frequency
Nutritious 12

Fast Foods 36

onvenience 48

Other 4

26
 6. Do you think they are affordable?

Options Frequency
Yes 74
No 24
Maybe 2

27
 7. Which brand do you usually prefer?

Options Frequency
ITC 11
McCain 9
Nestle 74
Other 6

28
 8. What is your reason for purchasing RTE products?

Options Frequency
Convenient 62
Cheap 18
Healthy 12
Other 8

29
9. Do you think RTE products save lot of time?

Opt Frequency
Yes 65

No 20

Maybe 15

30
 10. Which mode of payment you usually prefer?

Options Frequency

Cash on delivery 66

Debit Card 12

E-banking 8

Other 14

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Mean, Median and mode

1. Yes = 64
No = 22
Maybe =14
● Mean = 64+22+14 = 33.33
3
● Median = (N/2) th =100/2 = 50. It lies in 64 frequency. So, median is Yes.
● Mode= Maximum no. of event occurring which is 64.

2. Daily =18
Weekly = 40
Rarely = 32
Never =10
● Mean = 18+40+32+10 = 100/4= 25
4
● Median = (N/2) th = 100/2 = 50th item. So, median = 40
● Mode = 40. Since its frequency is more than any other.

3. Online = 66
Direct Shops = 24
None = 10
● Mean = 66+24+10 = 100/3=33.33
3
● Median = (N/2) th item = (100/2) th = 50. This lies in 66 Frequency. So, median is online.
● Mode = 66. Since its frequency is more than any other.

4. Italian = 24
Chinese = 28
Indian = 34
Other = 14

● Mean= 24+28+34+14 = 100/4= 25

4
● Median=(N/2) th item=100/2=50th item. So, median is Indian having 34 frequencies.
● Mode=34(Indian). Because it has maximum frequency.
5. Nutritious =12
Fast foods = 36
32
 Convenience = 48
Other = 4
● Mean=12+36+48+4= 100/4=25
4
● Median=(N/2) th item=100/2=50th item. So, median is 48.
● Mode is 48. Because 48 is max. frequency.

6. Yes-74

No -24
Maybe-2

● Mean=74+24+2=100/3=33.33
3
● Median=(N/2) th item=100/2=50th item. So, median is 74.
● Mode=74

7. ITC-11
McCain-9
Nestle-74
Other-6

● Mean=11+9+74+6=100/4=25
4
● Median=N/2th item=100/2=50th item. So, Median is 74.
● Mode=74

8. Convenient-62
Cheap-18
Healthy-12
Other-8
● Mean=62+18+12+8=100/4=25
4
● Median=N/2th item=100/2=50th item. So, Median is 62.
● Mode=62

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9. Yes-65
No -20
Maybe-15
● Mean=65+20+15=100/3=33.33
3
● Median=N/2th item=100/2=50th item. So, median is 65.
● Mode=65

10. Cash on delivery-66

Debit card -12
E-banking -8
Other-14
● Mean=66+12+8+14=100/4=25
4
● Median= N/2th item=100/2=50th item. So, median is 66
● Mode=66.

34
 CONCLUSION
The final conclusion by conducting the questionnaires is that Ready to eat foods is widely popular among not
only working class, but also housewives and non-working-class people. Working class women prefer them more
due to lack of time and their busy schedules, while Housewives have also started preferring them over cooking
these days, due to change in the lifestyle of urban areas.

According to analysis 77.1% people have tried RTE products before, 15.2% people were not sure about it and
7.7% people have never tried it before. So, this concludes that RTE products are quite popular while there is some
section of the people who were not sure about it and approximately 8% people haven’t tried it before maybe due
to health issues or influenced by the lifestyle they follow.

As far as the consumption pattern is concerned, 37.1% people consumed it rarely, 43.8% people consumed it
weekly, 7.6% people have never consumed it and 11.4% people consumed it daily. So, there are varied types of
preferences depending upon the type of lifestyle, income and acceptance of such types of such types of foods.

This hints at the health meter of RTE Products, 47.6% people find that RTE food are not healthy, 13.3% people
find that they are healthy and 39% people were not sure about it. So, majority of people find RTE products
healthy. But the other 39% don’t find them healthy maybe because of the excess of preservatives, bad packaging,
expiry dates or also because there are lesser varieties.

According to brand 24.8% people prefer Nestle, 34.3% people prefer McCain, 14.3% people prefer from ITC and
26.7% people prefer other brands. This clearly states that McCain is the most popular brand followed by another
brand, Nestle and ITC. This could mean that McCain has successfully won the trust factor of its customers and
follows adequate advertising and promotional schemes as compared to other brands in the market.

According to affordability, 59% people said that they are affordable, 16.2% people said that they are not
affordable and 24.8% people were not sure about it. So, majority of people find RTE products to be affordable
while some section of people finds them to be a little expensive and others purchase it occasionally or rarely so
don’t compare it much with their income.

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 Suggestions
After observing the consumer’s attitude or perception towards ready to eat food through a survey conducted.

1. RTE products should expand their services so that maximum can aware of it.

2. RTE food manufacturing industry should make healthy food. So that there will be trust among people
towards the company.

3. They should provide fair quality of products at affordable prices.

4. They should take feedback from customers so that they can work on it to improvement for future.

5. They should proper guidelines and information to public so that people will not hesitate to purchase it.

6. They should give discount or any other schemes to customers.

7. As we can see mostly people prefer online purchasing so they should improve their delivery speed to
customers.

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Findings

1. According to survey responses, 64 people have tried RTE food before, 22 people haven’t tried it and 14
people are not sure about it.

2. 18 people consume RTE food daily, 40 people consume it on weekly basis, 32 people consume it rarely
and 10 people never consumed it.

3. According to preference of consumers,66 people purchase RTE food through online, 24 purchase it from
direct shops and 10 people do not purchase it.

4. According to taste of consumer, 24 people like Italian, 28 like Chinese, 34 like Indian and 14 like some
other.

5. According to their choice, 12 people prefer nutritious RTE food, 36 prefer fast foods, 48 prefer
convenience and 4 prefer some other.

6. 74 people say’s that RTE food are affordable, 24 said no and 2 people were not sure.

7. According to consumer’s preference on brand, 11 people prefer ITC brand, 9 people prefer McCain, 74
prefer Nestle and 6 prefer some other brand.

8. According to their own opinion, 62 people purchase RTE product because of convenience, 18 people
prefer it because of cheap rate, 12 people prefer it because RTE products are healthy and 8 people prefer
it for some other purposes.

9. 65 people said that RTE product saves a lot of time to them, 20 people said no and 15 people were not
sure of it.

10. According to means of payment, 66 people prefer cash on delivery, 12 people prefer debit card, 8 people
prefer E-banking and 14 prefer some other means.

37