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Consumer Behaviour: Individual Assignment-2
Consumer Behaviour: Individual Assignment-2
Consumer Behaviour: Individual Assignment-2
Individual Assignment-2
Submitted by:
Abhishek Paul
FT201006
As far as precooked foods are concerned, RTE- Ready to Eat is the kind of food that
Currently the RTE market in India is valued at INR 128 crores and is expected to go
up to INR 2900 Crores as per the report published by Tata Strategic Management
Group.
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Why RTE is becoming popular?
1. Rise in Dual Income Groups: This is one of the major drivers that has
increased the demand for RTE and RTC food in India as people are spending
2. Availability of Different flavours and Dishes: RTE and RTC offers a variety of
flavours and dishes that cater to the tastes of the Indians in packaged form.
e.g. MTR idli and dosa mix, veg biryani, paneer butter masala. Nestle has
3. Easy to Cook: Ready to Eat foods are easy to cook and hardly take any time
and effort. Hence, this is very popular among households who are busy with
4. Packaging – Calorie details: With the advent of the internet, consumers have
become very informative and make diet conscious decisions while purchasing
5. Convenience in buying: Ready to Eat foods are available at almost all the
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Challenges faced by RTE and RTC in the market:
2. Preference for freshly cooked food: In a typical household, the mother feels
that it is her responsibility to take care of her family by providing them freshly
empowered when she is in control of the recipe while cooking the food. RTE
with its pre-defined recipes and additives takes away the control, as it just
most of the food is cooked in pressure cooker. On the other hand, Ready to
Eat foods require microwaves for heating. e.g.: a popcorn brand- Act2 has
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5. Added preservatives and Carcinogenic: There is a very strong notion that
since the RTE and RTC food come in packets and are pre-processed, they
contain added preservatives which are injurious to health in long run and are
carcinogenic in nature.
RTE and RTC foods in India can be better marketed in India by addressing the
1. Introduce health & freshness: RTE and RTC brands must make sure that the
2. Co-creation in food making: RTE and RTC must introduce nutrition blogs,
recipe blogs so that the customer feels that he/she is a part of the cooking
process. This can be achieved by letting the consumer add some ingredients
(like vegetables, spices etc.) to the mix during preparation of the food. It gives
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3. Price competitiveness: RTE and RTC foods must be priced lower i.e. the per
plate cost must be lower than what it takes to order-in, hire domestic help to
100% tax waiver for first 10 units. This will enable the RTE brands to remain
4. Increase the product range: As far as RTE foods are concerned, there are
limited options available catering to the regional tastes like vadas, daal baati,
missal pav, dahi puri and non-vegetarian options like fish and eggs.
of new recipes. This will lead to greater involvement and understanding of the
target market.
platform like amazon, grofers and big baskets as many consumers prefer to
buy online. Also, it must reach out to Tier-2 cities and rural areas.
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Source:
• https://www.researchgate.net/publication/46181825_Consumer_behavi
ors_towards_ready-to-eat_foods_based_on_food-related_lifestyles
• https://www.wsj.com/articles/its-ok-dont-cook-this-approach-is-just-as-
healthy-11559766063
Parameswaran