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. INTRODUCTION
1
CHAPTER 1
INTRODUCTION OF THE STUDY
In today’s competitive world the practical study forms an important
part in each and every professional course. The MBA is a course In which
the theoretical knowledge is backed by practical study. That study is in the
form of different projects which are under taken in the course. Here I have
done a project on CONSUMER’S ATTITUDE TOWARDS READY TO
EAT FOOD INDUSTRY (RTE) as a part of marketing research information
system course. The current situation is made known to the students when
they undertake the project. The project gives better insides into the
application part of the theory. The companies in an industry and their
operations can be better known by the students when they analyze the data
and prepare the project. This project is on the study of CONSUMER’S
ATTITUDE TOWARDS READY TO EAT FOOD market of India. We
have done analysis based on the primary data (which are collected through
survey and personal interview) and secondary data (which are collected from
different sources like internet, magazines and reports of different
government agencies)
This project also includes the current news on ready to eat food and
also includes the details of the international conference in India on READY
TO EAT FOOD INDUSTRY (RTE). The ready to eat cereal industry is
characterized by high concentration, high price-cost margins large
advertising to sales ratios, and numerous introductions of new products.
Previous researcher has concluded. The ready to eat cereal industry is a
classic example of an industry with nearly collusive pricing behavior and
2
intense non-price competition in particular, I estimate price –cost margins,
but more importantly I am able empirically to separate these margins into
three sources
1. That which is due to product differentiation
2. That which is due to multi-product firm pricing
3. That due to potential price collusion
The research suggests that given the demand for different brands of
cereal, the first effects explain most of the observed price-cost markups. I
conclude that prices in the industry are consistent with non-collusive pricing
behaviour, despite the high price – costs margins. Leading firms are able to
maintaince a portfolio of differentiated products and influence the perceived
product quality. it is these two factors that lead to high price – cost margins.
CHARACTERISTICS
The research in ready to eat has provided both advantages and
disadvantages. Some of them are quoted below
Advantages
1) Time saver: - In a busy life, RTE is a boom to save time. RTE foods saves
our time, for instance it becomes difficult for a hardworking youth to spend
time in preparing his/her food in a busy schedule. So RTE is for such fast
going or young people to take food at any time.
2) Portable: - These foods are portable, can be taken along anywhere and
everywhere. The person can take the food wherever he travels all over. It is
available in very compact and attractive packages.
3) Hygiene: - The foods are packed by machines, do not cause any infections
and are prepared in a hygienic manner.
3
4) Nutrients rich: - They are rich in nutrients even the intake of small
quantity of food, gives us the required nutrients for the body to keeps us
healthy. They have very less fats and carbohydrates. Rich food provides
energy through out the day.
5) Adoptable to the trend: - Ready to eat is modified according to the market
trend that is consumer taste and preference is taken into consideration. RTE
is nowadays popular and attractive among consumers due to its less work
and taste. It is more useful for the people who are busy and could not spend
a lot of time in cooking.
DISADVANTAGES
Ready to eat food causes many problems, they are:-
Contaminated food is considered to be the principle route of
transmission, and estimated to be the source in as high as 99% of the cases
(WHO, 1988, meadetal 1999). L.Monocytogenes appears to be frequent
transitory resident of the intestinal tract in humans. The proportion of the
individuals whose faecal samples have been positive for L.Monocytogenes
range from a low 0.5% to a high 29%. Because of the high rate of clinically
healthy carriers, farber and peterkin (1991) suggested that the presence of
L.Monocytogenes in the faeces is not necessarily an indication of infection.
Healthy pregnant women maybe carriers of L.Monocytogenes and still give
birth to healthy infants.
4
Some of the RTE food industries and its products are listed:
AMUL
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. Apart from being known for its dairy products, Amul has ventured into the ready-to-eat industry and includes Processed Cheese, Pure Ghee, Shrikhand, Nutramul and Mithaee Gulab Jamuns among its offerings.
HALDIRAM S
The traditional Indian Sweet-Maker from a small set up has transformed into a full fledged processing food industry and taking its wares beyond the domestic frontiers to the Western World. Offers packaged Bhel puri chats such as Sev Puri, Chana Masala, Samosa, Pakoras, Alu Tikki, Pao Bhaji, Gol Gappa, Dhokla among others
ITC
Aashirvaad and Kitchens of India’ products from the ITC stable of India include a wide assortment of ready to cook foods and dishes ranging from Bukhara (Uzbek recepie) to Murgh Methi and other exoctic cuisines and includes "regular" Biryanis, Curry Pastes and dishes.
KITCHENS OF INDIA
ITC's Flagship brand 'Kitchens of India ' has begun to carry this exotic taste of Indian cuisine beyond the shores of India . Connoisseurs of Indian food in the US, UK, Switzerland, Bhutan, Bangladesh, Hongkong, Tanzania, Canada and Australia now have the opportunity to taste these delicious recipes.
MTR
Amongst the top five processed food manufacturers in India, the company claims to "market and export a wide range of packaged foods to global markets" that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE and Oman. MTR foods currently comprises twenty-two delicious and completely authentic Indian curries, gravies and rice.
5
1.1 NEED OF THE STUDY
Since in today’s world, RTE becoming a popular food product. They
have been considered as life saving for the present fast moving culture.
Since a whole of consumers now a days depend on these Ready to eat
products there is a need for improving these so as to get the market. The
RTE product producer, in today’s world is in completion to target the
corporate working people by offering a wider range of products. So this
study will help them to under stand the fast paced peoples preferences and
tastes towards the RTE products. Which is turn will help them to design
their products according to their customer need and preferences.
6
1.2 SCOPE OF THE STUDY
Customer preferences are based on their needs, wants and desire.
Understanding customer preference will help the company to improvise and
design their products to satisfy their customers. Those study focuses on the
consumer preference towards RTE food products among the people. Those
researches help not only the companies but also the consumers of RTE so as
to choose the best from the available product brands.
7
1.3 OBJECTIVES OF THE STUDY
• To study the customers attitude towards ready to eat food
• To study the customer preference towards ready to eat food
• To determine the factors affecting the purchase decision of ready to
eat food.
8
. REVIEW OF LITERATURE
9
CHAPTER 2
Review of literature
Safe food handling in ready-to-eat food establishments is a basic element in
the reduction of foodborne illness. The aim of this research was to
investigate (using a questionnaire), knowledge and attitudes about food
safety held by management and staff in ready-to-eat food establishments.
Fieldwork was conducted in 2002 in Wellington City, New Zealand.
Managers rated 'staff with good food safety knowledge' the most important
aspect of ensuring safe food. Half of these managers were prepared to pay
higher wages to staff holding a current food safety certificate. Although
respondents considered that closure of the establishment was the most
serious business consequence of a breakdown in safe food handling, less
than half (49%) were prepared to pay an additional insurance premium to
cover this risk. All food handling workers should be encouraged to obtain
and maintain a current food safety certificate. Environmental health officers
who inspect ready-to-eat food establishments play an important role in
guiding and assisting owners and staff in improving food handling
standards.
Keywords: Food safety; foodborne illness; ready-to-eat food establishments
A survey of the general microbiological quality of ready-to-eat food served
in schools was undertaken across Wales, United Kingdom. Of the 2,351
samples taken, four were identified as containing unsatisfactory counts of
Escherichia coli, four contained unsatisfactory counts of Staphylococcus
10
aureus, and one contained an unacceptable count of Bacillus cereus when
compared with guidelines for the microbiological quality of ready-to-eat
food published by the United Kingdom Public Health Laboratory Service in
2000. No samples contained detectable levels of Salmonella, Listeria
species, or Clostridium perfringens. When compared with data on the
general microbiological quality of food available in Wales, the food sampled
from schools was of relatively better microbiological quality.
Document Type: Research article
Affiliations: 1: Public Health Laboratory, National Public Health Service
for Wales, Llandough Hospital, Penlan Road, Penarth CF64 2XX, UK 2:
National Public Health Service Microbiology Rhyl, Glan Clwyd Hospital,
Rhyl LL18 5UJ, UK 3: Blaenau Gwent County Borough Council, Civic
Centre, Ebbw Vale NP23 6XB, UK
11
. RESEARCH METHODOLOGY
12
CHAPTER 3
RESEARCH METHODOLOGY
Methodology is a way of solving the research problems systematically
by applying the various research techniques along with the logics behind the
problem. The appropriate methodology will improve the validity of the
finding.
3.1 RESEARCH DESIGN:
The research is descriptive in nature. Descriptive research includes
survey and fact findings by enquire of different kinds. The major purpose of
descriptive research is description of the state affairs, as it exists at present.
POPULATION OF THE STUDY:
People who are using ready to eat food product are taken as the
population of the study.
SAMPLING DESIGN:
The sampling design mainly consists of the samples taken for the
study along with the sample size, and sampling technique
SAMPLE SIZE:
Sample size of 125 people were selected for the purpose of the study
3.2 SAMPLING TECHNIQUE:
13
Convience sampling is used based on the willingness and availability
of the respondents.
3.3 METHOD OF DATA COLLECTION:
For collecting primary data the questionnaire method is used.
PRIMARY DATA
Primary data is collected directly from the people who are selected as
the sample size.
SECONDARY DATA:
Secondary data is collected from online data collection and
magazines.
METHOD OF DATA ANALYSIS:
Simple percentage method and chi-square method is used
3.4 LIMITATIONS
The research is geographically restricted to Coimbatore city only;
hence the result may not be applicable to other areas.
The study is limited to a sample size of 125 respondents therefore
cannot be considered as a representative of the entire population.
The result was based on the information that was given by the
respondents.
14
15
. ANALYSIS AND INTERPRETATIONS
CHAPTER 4
ANALYSIS AND INTERPRETATION
Table 1
Age group of the respondents
S.No. Age groupNo. of
respondents% of
respondents
1 Below 25 50 40.0%
2 25 – 40 53 42.4%
3 >=40 22 17.6%
Total 125 100%
From the above table it is found that 40% of the respondents belonged to the
age group Below 25, 42.4% of the respondents belonged to the age group 25
– 40 and 17.6% of the respondents belonged to the age group >=40
Hence majority (42.4%) of the respondents belonged to the age group 25 -
40.
16
Chart 1
Age group of the respondents
5053
22
0
10
20
30
40
50
60
Below 25 25 – 40 >=40
Age group
No
. o
f r
esp
on
de
nts
Below 25
25 – 40
>=40
17
Table 2
Gender of the respondents
Sl.No. GenderNo. of
respondents% of
respondents
1 Male 66 52.8%
2 Female 59 47.2%
Total 125 100%
From the above table it is found that 52.8% of the respondents are males and
47.2% of the respondents are females.
Hence majority (52.8%) of the respondents are Males.
18
Chart 2: Gender of the respondents
66
59
54
56
58
60
62
64
66
68
Male Female
Gender
No.
of
res
pond
ents
Male
Female
19
Table 3: Educational qualification of the respondents
S.No. EducationNo. of
respondents% of
respondents
1 <+2 21 16.8%
2 UG 43 34.4%
3 PG 22 17.6%
4 Professional, Technical 39 31.2%
Total 125 100%
From the above table it is found that 16.8% of the respondents had education
upto +2, 34.4% of the respondents had education upto Under Graduation,
17.6% of the respondents had education upto Post Graduation and 31.2% of
the respondents had Technical/Professional education.
Hence majority (34.4%) of the respondents had education upto Under
Graduation.
20
Chart3:
Educational qualification of the respondents
21
43
22
39
0
5
10
15
20
25
30
35
40
45
50
<+2 UG PG Professional,Technical
Education
No.
of
res
pond
ents
<+2
UG
PG
Professional, Technical
21
Table 4:
Marital Status of the respondents
S.No. Marital StatusNo. of
respondents% of
respondents
1 Married 53 42.4%
2 Unmarried 72 57.6%
Total 125 100%
From the above table it is found that 42.4% of the respondents are married
and 57.6% of the respondents are unmarried.
Hence majority (57.6%) of the respondents are unmarried.
22
Chart 4 :
Marital Status of the respondents
53
72
0
10
20
30
40
50
60
70
80
Married Unmarried
Marital Status
No
. of
resp
on
de
nts
Married
Unmarried
23
Table 5
Occupation of the respondents
S.No. OccupationNo. of
respondents% of
respondents
1 Student 25 20.0%
2 Employed 54 43.2%
3 Business 32 25.6%
4 Unemployed 14 11.2%
Total 125 100%
From the above table it is found that 20% of the respondents said that they
are students, 43.2% of the respondents said that their occupation is
employment, 25.6% of the respondents said that their occupation is business
and 11.2% of the respondents said that they are unemployed.
Hence majority (43.2%) of the respondents said that their occupation is
employment.
24
Chart 5
Occupation of the respondents
25
54
32
14
0
10
20
30
40
50
60
Student Employed Business Unemployed
Occupation
No
. of
resp
on
de
nts
Student
Employed
Business
Unemployed
25
Table 6
Experience of the respondents
S.No. ExperienceNo. of
respondents% of
respondents
1 <10 years 41 62.1%
2 >=10 years 25 37.9%
Total 66 100%
From the above table it is found that out of 66 respondents, 62.1% of the
respondents said that their experience is below 10 years and 37.9% of the
respondents said that their experience is 10 years and above.
Hence majority (62.1%) of the respondents said that their experience is
below 10 years.
26
Chart 6
Experience of the respondents
41
25
0
5
10
15
20
25
30
35
40
45
<10 years >=10 years
Experience
No
. of
resp
on
de
nts
<10 years
>=10 years
27
Table 7
The number of family members
S.No. No. of family membersNo. of
respondents% of
respondents
1 <=2 22 17.6%
2 3 78 62.4%
3 >3 25 20.0%
Total 125 100%
From the above table it is found that 17.6% of the respondents said that their
family members is <=2. 62.4% of the respondents said that their family
members is 3 and 20% of the respondents said that their family members is
above 3.
Hence majority (62.4%) of the respondents said that their family members is
3.
28
Chart 7
The number of family members
22
78
25
0
10
20
30
40
50
60
70
80
90
<=2 3 >3
No. of family members
No
. o
f r
esp
on
de
nts
<=2
3
>3
29
Table 8
Monthly income of the respondents
S.No. Monthly incomeNo. of
respondents% of
respondents
1 <Rs.5000 2 2.4%
2 Rs.5,000 - Rs.10,000 1 1.2%
3 Rs.10,000 - Rs.20,000 8 9.4%
4 >Rs.20,000 74 87.1%
Total 85 100%
From the above table it is found that out of 85 respondents, 2.4% of the
respondents had monthly income below Rs.5000, 1.2% of the respondents
had monthly income between Rs.5,000 and Rs.10,000, 9.4% of the
respondents had monthly income between Rs.10,000 and Rs.20,000 and
87.1% of the respondents had monthly income above Rs.20,000/-
Hence majority (87.1%) of the respondents had monthly income above
Rs.20,000/-
30
Chart 8
Monthly income of the respondents
2 1
8
74
0
10
20
30
40
50
60
70
80
<Rs.5000 Rs.5,000 -Rs.10,000
Rs.10,000 -Rs.20,000
>Rs.20,000
Monthly income
No.
of
res
pond
ents
<Rs.5000
Rs.5,000 - Rs.10,000
Rs.10,000 - Rs.20,000
>Rs.20,000
31
Table 9
Whether the respondent is using ready to eat foods
S.No. ResponseNo. of
respondents% of
respondents
1 Yes 55 44.0%
2 No 5 4.0%
3 Rarely 65 52.0%
Total 125 100%
From the above table it is found that 44% of the respondents said that they
use ready to eat food, 4% of the respondents said that they do not use ready
to eat foods and 52% of the respondents said that they rarely use ready to eat
foods.
Hence majority (52%) of the respondents said that they rarely use ready to
eat foods.
32
Chart 9
Whether the respondent is using ready to eat foods
55
5
65
0
10
20
30
40
50
60
70
Yes No Rarely
Response
No
. o
f r
esp
on
de
nts
Yes
No
Rarely
33
Table 10
The reasons for choosing ready to eat foods
S.No. Reason for choosingNo. of
respondents% of
respondents
1 Good 38 30.4%
2 Healthy 12 9.6%
3 Easy preparation 67 53.6%
4 Price Affordable 8 6.4%
Total 125 100%
From the above table it is found that 30.4% of the respondents said that the
reason for choosing ready to eat foods is the taste is good, 9.6% of the
respondents said that the reason for choosing ready to eat foods is health,
53.6% of the respondents said that they choose ready to eat foods because of
easy preparation and 6.4% of the respondents said that they choose ready to
eat foods because of price.
Hence majority (53.8%) of the respondents said that they choose ready to eat
food because of easy preparation.
34
Chart 10
The reasons for choosing ready to eat foods
38
12
67
8
0
10
20
30
40
50
60
70
80
Good Healthy Easy preparation Price Affordable
Reason for choosing
No.
of
res
pond
ents
Good
Healthy
Easy preparation
Price Affordable
35
Table 11
Whether taste and preference satisfy ready to eat foods
S.No. Taste and PreferenceNo. of
respondents% of
respondents
1 Satisfied 95 76.0%
2 Doesn’t satisfies 16 12.8%
3 More than satisfaction 14 11.2%
Total 125 100%
From the above table it is found that 76% of the respondents said that they
are satisfied with the taste of ready to eat foods, 12.8% of the respondents
said that they are not satisfied with the taste of ready to eat foods and 11.2%
of the respondents said that they are more satisfied with the taste of ready to
eat foods.
Hence majority (76%) of the respondents said that they are satisfied with the
taste of ready to eat foods.
36
Chart 11
Whether taste and preference satisfy ready to eat foods
95
16 14
0
10
20
30
40
50
60
70
80
90
100
Satisfied Doesn’t satisfies More thansatisfaction
Taste and Preference
No
. of
resp
on
de
nts
Satisfied
Doesn’t satisfies
More than satisfaction
37
Table 12
The percentage of trust on ready to eat food
S.No. % of trustNo. of
respondents% of
respondents
1 100% 26 20.8%
2 75-90% 23 18.4%
3 50-75% 63 50.4%
4 <50% 13 10.4%
Total 125 100%
From the above table it is found that 20.8% of the respondents said that trust
100% on ready to eat foods, 18.4% of the respondents said that trust 75-90%
on ready to eat foods, 63% of the respondents said that trust 50-75% on
ready to eat foods and 10.4% of the respondents said that trust below 50%
on ready to eat foods.
Hence majority (50.4%) of the respondents said that trust 50-75% on ready
to eat foods,
38
Chart 12
The percentage of trust on ready to eat food
2623
63
13
0
10
20
30
40
50
60
70
100% 75-90% 50-75% <50%
% of trust
No
. of
resp
on
de
nts
100%
75-90%
50-75%
<50%
39
Table 13
Whether the respondent feel healthy by consuming ready to eat foods
S.No. ResponseNo. of
respondents% of
respondents
1 Yes 47 37.6%
2 No 78 62.4%
Total 125 100%
From the above table it is found that 37.6% of the respondents said that they
feel healthy by consuming ready to eat foods and 62.4% of the respondents
said that they do not feel healthy by consuming ready to eat foods.
Hence majority (62.4%) of the respondents said that they do not feel healthy
by consuming ready to eat foods.
40
Chart 13
Whether the respondent feel healthy by consuming ready to eat foods
47
78
0
10
20
30
40
50
60
70
80
90
Yes No
Response
No
. of
resp
on
de
nts
Yes No
41
Table 14
Reasons for feeling healthy by consuming ready to eat foods
S.No. ResponseNo. of
respondents% of
respondents
1 Nutrition 30 63.8%
2 Healthy 17 36.2%
Total 47 100%
From the above table it is found that out of 47 respondents, 63.8% of the
respondents said that they feel healthy because of nutrition of ready to eat
foods and 36.2% of the respondents said that they feel just healthy because
of ready to eat foods.
Hence majority (63.8%) of the respondents said that they feel healthy
because of nutrition of ready to eat foods.
42
Table 14
Reasons for feeling healthy by consuming ready to eat foods
30
17
0
5
10
15
20
25
30
35
Nutrition Healthy
Response
No
. of
resp
on
de
nts
Nutrition
Healthy
43
Table 15
The reason for not feeling healthy
S.No. ReasonNo. of
respondents% of
respondents
1 Taste 38 48.7%
2 Not suitable 40 51.3%
Total 78 100%
From the above table it is found that out of 78 respondents 48.7% of the
respondents said that they do not prefer ready to eat foods because of taste
and 51.3% of e respondents said that they do not prefer ready to eat foods
because it do not suit them.
Hence majority of the respondents (51.3%) said that they do not prefer ready
to eat foods because of taste.
44
Chart 15
The reason for not feeling healthy
38
40
37
37.5
38
38.5
39
39.5
40
40.5
Taste Not suitable
Reason
No
. of
resp
on
de
nts
Taste
Not suitable
45
Table 16
The comparison between traditional and ready to eat foods
S.No. Satisfaction levelNo. of
respondents% of
respondents
1 Better 39 31.2%
2 Equal 70 56.0%
3 Not equal 16 12.8%
Total 125 100%
From the above table it is found that 31.2% of the respondents felt that ready
to eat foods are better than traditional foods, 56% of the respondents felt that
ready to eat foods are equal to traditional foods and 12.8% of the
respondents felt that ready to eat foods do not match with traditional foods.
Hence majority (56%) of the respondents felt that ready to eat foods are
equal to traditional foods.
46
Chart 16
The comparison between traditional and ready to eat foods
39
70
16
0
10
20
30
40
50
60
70
80
Better Equal Not equal
Satisfaction level
No
. o
f r
esp
on
de
nts
Better
Equal
Not equal
47
Table 17
The personal qualities of ready to eat food as perceived by the respondents
S.No. Personal qualitiesNo. of
respondents% of
respondents
1 Customer Satisfaction 23 18.4%
2 Service motive 10 8.0%
3 Marketing 7 5.6%
4 All of the above 85 68.0%
Total 125 100%
From the above table it is found that 18.4% of the respondents said that
customer satisfaction is the personal quality of ready to eat foods, 8% of the
respondents said that service motive is the personal quality of ready to eat
foods, 5.6% of the respondents said that marketing should be the personal
quality of ready to eat foods and 68% of the respondents said that all of the
above is the motive of ready to eat foods.
Hence majority of the respondents (68%) of the respondents said that
customer satisfaction, service motive and marketing are the personal
qualities of ready to eat foods.
48
Chart 17
The personal qualities of ready to eat food as perceived by the respondents
23
107
85
0
10
20
30
40
50
60
70
80
90
CustomerSatisfaction
Service motive Marketing All of the above
Personal qualities
No.
of
res
pond
ents
Customer Satisfaction
Service motive
Marketing
All of the above
49
Table 18
The future of ready to eat foods as perceived by the respondents
S.No. FutureNo. of
respondents% of
respondents
1 Bright future 101 80.8%
2 No loss no gain 17 13.6%
3 Surely fail 7 5.6%
Total 125 100%
From the above table it is found that 80.8% of the respondents said that
ready to eat foods are having bright future, 13.6% of the respondents said
that ready to eat food has no loss or no gain in future and 1.3% of the
respondents said that ready to eat food will surely fail in future.
Hence majority of the respondents (80.8%) said that ready to eat food has
bright future.
50
Chart 18
The future of ready to eat foods as perceived by the respondents
101
17
7
0
20
40
60
80
100
120
Bright future No loss no gain Surely fail
Future
No.
of
resp
onde
nts
Bright future
No loss no gain
Surely fail
51
Table 19
Whether it satisfies in saving the time
S.No. ResponseNo. of
respondents% of
respondents
1 Yes 95 76.0%
2 No 14 11.2%
3 At times 16 12.8%
Total 125 100%
From the above table it is found that 76% of the respondents said that ready
to eat foods saves the time, 11.2% of the respondents said that ready to eat
foods does not save the time and 12.8% of the respondents said that ready to
eat foods saves the time at times.
Hence majority of the respondents (76%) of the respondents said that ready
to eat foods saves the time.
52
Chart 19
Whether it satisfies in saving the time
95
14 16
0
10
20
30
40
50
60
70
80
90
100
Yes No At times
Response
No
. o
f r
esp
on
de
nts
Yes
No
At times
53
Table 20
Brand of ready to eat foods brand preferred by the respondents
S.No. BrandNo. of
respondents% of
respondents
1 MTR 17 13.6%
2NEW ERA INDIAN READY TO EAT FOOD
12 9.6%
3 Kohinoor foods 9 7.2%
4 ITC 10 8.0%
5 HALDIRAMS 13 10.4%
6 All the above 64 51.2%
Total 125 100%
From the above table it is found that 13.6% of the respondents said that d of
ready to eat foods brand preferred by the respondents is MTR, 9.6% of the
respondents said that brand of ready to eat foods brand preferred by the
respondents is NEW ERA INDIAN READY TO EAT FOOD, 7.2% of the
respondents said that brand of ready to eat foods brand preferred by the
respondents is Kohinoor foods, 8% of the respondents said that brand of
ready to eat foods brand preferred by the respondents is ITC and 10.4% of
the respondents said that brand of ready to eat foods brand preferred by the
54
respondents is HALDIRAMS and 51.2% of the respondents said that brand
of ready to eat foods brand preferred by the respondents is All the above.
Hence majority (51.2%) of the respondents said that brand of ready to eat
foods brand preferred by the respondents is All the above.
55
Chart 20
Brand of ready to eat foods brand preferred by the respondents
14%
10%
7%51%
10%
8%
MTR
NEW ERA INDIAN READY TO EATFOOD
Kohinoor foods
ITC
HALDIRAMS
All the above
56
Table 21
Whether the respondents feel that ready to eat food is suitable for children
S.No. ResponseNo. of
respondents% of
respondents
1 Yes 21 16.8%
2 No 79 63.2%
3 Some times 25 20.0%
Total 125 100%
From the above table it is found that 16.8% respondents feel that ready to eat
food is suitable for children. 63.2% respondents feel that ready to eat food is
not suitable for children. 20% respondents feel that ready to eat food is some
times suitable for children. Hence majority (63.2%) respondents feel that
ready to eat food is not suitable for children.
57
Chart 21
Whether the respondents feel that ready to eat food is suitable for children
21
79
25
0
10
20
30
40
50
60
70
80
90
Yes No Some times
Response
No
. o
f r
esp
on
de
nts
Yes
No
Some times
58
Table 22
Whether the respondents feel that pregnant women can have ready to eat food
S.No. ResponseNo. of
respondents% of
respondents
1 Yes 10 8.0%
2 No 83 66.4%
3 Not regularly 32 25.6%
Total 125 100%
From the above table it is found that 8% respondents feel that pregnant
women can have ready to eat food. 66.4% respondents feel that pregnant
women can not have ready to eat food. 25.6% respondents feel that pregnant
women can not regularly have ready to eat food.
Hence majority (66.4%) respondents feel that pregnant women can not have
ready to eat food.
59
Chart 22
Whether the respondents feel that pregnant women can have ready to eat food
10
83
32
0
10
20
30
40
50
60
70
80
90
Yes No Not regularly
Response
No
. o
f r
esp
on
de
nts
Yes
No
Not regularly
60
Table 23
Respondents feel that ready to eat foods gives ill effects
S.No. ResponseNo. of
respondents% of
respondents
1 Yes 68 54.4%
2 No 26 20.8%
3 To some extent 31 24.8%
Total 125 100%
From the above table it is found that 54.4% respondents feel that ready to eat
foods gives ill effects, 20.8% respondents feel that ready to eat foods gives
does not ill effects and 24.8% respondents feel that ready to eat foods gives
ill effects to some extent.
Hence majority (54.4%) respondents feel that ready to eat foods gives ill
effects.
61
Chart 23
Respondents feel that ready to eat foods gives ill effects
68
2631
0
10
20
30
40
50
60
70
80
Yes No To some extent
Response
No
. o
f r
esp
on
de
nts
Yes
No
To some extent
62
Table 24
In which way it gives ill effects, if so
S.No. ResponseNo. of
respondents% of
respondents
1 Spoilage of health 68 89.5%
2 Cost wise effect 8 10.5%
Total 76 100%
From the above table it is found that out of 76 respondents, 89.5% of the
respondents said that ready to eat foods leads to Spoilage of health, 10.5% of
the respondents said that ready to eat foods leads to cost wise effect.
Hence majority (89.5%) of the respondents said that ready to eat foods leads
to spoilage of health.
63
Chart 24
In which way it gives ill effects, if so
68
8
0
10
20
30
40
50
60
70
80
Spoilage of health Cost wise effect
Response
No
. of
resp
on
de
nts
Spoilage ofhealth
Cost wiseeffect
64
Table 25
Whether the respondents compare ready to eat foods with other foods
S.No. ResponseNo. of
respondents% of
respondents
1 Yes 60 48.0%
2 No 65 52.0%
Total 125 100%
From the above table it is found that 48% of the respondents said that they
compare ready to eat foods with other foods and 52% of the respondents said
that they do not compare ready to eat foods leads with other foods.
Hence majority (52%) of the respondents said that they compare ready to eat
foods with other foods.
65
Chart 25
Whether the respondents compare ready to eat foods with other foods
60
65
57
58
59
60
61
62
63
64
65
66
Yes No
Response
No
. of
resp
on
de
nts
Yes No
66
4.1 CHI SQUARE TEST OF INDEPENDENCE
For a contingency table that has r rows and c columns, the chi square
test can be thought of as a test of independence. In a test of independence the
null and alternative hypotheses are:
NULL HYPOTHESIS Ho:
The two categorical variables are independent or not associated.
ALTERNATIVE HYPOTHESIS Ha:
The two categorical variables are related.
We can use the equation Chi Square = the sum of all the (O i – Ei)2. Here Oi
denotes the frequency of the observed data and E i is the frequency of the
expected values. The general table would look something like the one
below:
67
Category I
Category II
Category III
Row Totals
Sample A
a b C a+b+c
Sample B
d e F d+e+f
Sample C
g h I g+h+I
Column Totals
a+d+g b+e+h C+f+I a+b+c+d+e+f+g+h+i=N
Now we need to calculate the expected values for each cell in the
table and we can do that using the row total times the column total divided
by the grand total (N). For example, for cell a the expected value Ei would
be (a+b+c)(a+d+g)/N.Once the expected values have been calculated for
each cell, we can use the same procedure are before for a simple 2 x 2 table.
Observed (Oi)
Expected (Ei)
(Oi - Ei)
(Oi - Ei)2 (Oi - Ei)2/Ei
In this example, Degrees of Freedom = (c - 1)(r - 1) = 2(2) =4
68
Oi — Ei)2/ EiChi Square observe value =
Chi Square test of independence between Gender and usage
of Ready to eat food
NULL HYPOTHESIS H0:
There is no association between Gender and usage of ready to eat food.
ALTERNATIVE HYPOTHESIS Ha:
There is an association between Gender and usage of ready to eat food.
Level of Significance: 5% level or α =0.05
USAGE OF READY TO EAT FOOD
TOTAL
Yes Rarely & No
Gender Male 32 34 66
Female 23 36 59
Total 55 70 125
INTERPRETATION:
Since the Chi Square observed value (1.14) is less than the Chi square
expect value (3.84) at 5% level of significance with probability 0.285 for 1
d.f., we accept the null hypothesis and say that Gender and usage of ready to
eat food are not associated. The usage of ready to eat food is equally
distributed over Gender.
69
. FINDINGS
70
CHAPTER 5
FINDINGS
Majority (52%) of the respondents said that they rarely use ready to
eat foods.
Majority (53.8%) of the respondents said that they choose ready to eat
food because of easy preparation.
Majority (76%) of the respondents said that they are satisfied with the
taste of ready to eat foods.
Majority (50.4%) of the respondents said that trust 50-75% on ready
to eat foods,
Majority (62.4%) of the respondents said that they do not feel healthy
by consuming ready to eat foods.
Majority (63.8%) of the respondents said that they feel healthy
because of nutrition of ready to eat foods.
Majority of the respondents (51.3%) said that they do not prefer ready
to eat foods because of taste.
Majority (56%) of the respondents felt that ready to eat foods are
equal to traditional foods.
71
Majority of the respondents (68%) said that customer satisfaction,
service motive and marketing are the personal qualities of ready to eat
foods.
Majority of the respondents (76%) said that ready to eat foods saves
the time.
Majority (51.2%) of the respondents said that brand of ready to eat
foods brand preferred by the respondents is All the above.
Majority (63.2%) respondents feel that ready to eat food is not
suitable for children.
Majority (66.4%) respondents feel that pregnant women can not have
ready to eat food.
Majority (54.4%) respondents feel that ready to eat foods gives ill
effects.
Majority (89.5%) of the respondents said that ready to eat foods leads
to spoilage of health.
Majority (52%) of the respondents said that they compare ready to eat
foods with other foods.
Gender and usage of ready to eat food are not associated. The usage of
ready to eat food is equally distributed over Gender.
72
. SUGGESTIONS
73
5.1 SUGGESTIONS
1. Although ready to eat food is the last remedy for hungry, the vendors
should not forget about the chemistry of it and prepare as much clean as
possible.
2. Possible expiry dates should be followed and it may be printed on the
cover of the ready to eat food if packed.
3. The contamination of water is so much prevalent. So it is suggested that
boiled water should be used for all purposes.
4. Children and elders should not be encouraged to use ready to eat food
since it may cause inconvenience to stomach and may lead to stomach
upsets.
5. If oil is used in ready to eat foods, it should be used only once.
Customers should identify the products whether it is prepared out of fresh
oil or repeated use of oil and try to avoid it.
6. Health officials should sincerely periodically visit shops and seize
expired ready to eat food without leaning towards manufacturers
involving bribe or any mode of benefits derived out of it.
7. Government also should strictly prepare regulatory act regarding ready to
eat food to protect the interest of consumers and public. Strict law should
be enforced against defaulters.
74
. CONCLUSION
75
5.2 CONCLUSION
The study on “Consumer’s Attitude Towards Ready To Eat Food
Industry” have helped us to understand that the RTE industry on now a day’s
becoming an important industry in to these world. The research has brought
the fact to light that the RTE products are most favored by the fast paced
people of today’s world. This research have helped not only the consumer’s
to know better about the RTE product, but it also have the producer to
understand their consumer’s taste and preference’s.
76
. BIBLIOGRAPHY
77
BIBLIOGRAPHY
Bazzano LA, He J, Odgen LG et al. Dietary intake of folate and risk of stroke in US men and women:NHANES I Epidemiologic Follow-up Study. Stroke 2002 May;33(5):1183-9 2002.
Ding H, Chin YW, Kinghorn AD, D'Ambrosio SM. Chemopreventive characteristics of avocado fruit. Semin Cancer Biol. 2007 May 17; [Epub ahead of print] 2007. PMID:17582784.
Ensminger AH, Esminger M. K. J. e. al. Food for Health: A Nutrition Encyclopedia. Clovis, California: Pegus Press; 1986 1986. PMID:15210.
Lopez LLedesma R, Frati Munari AC, Hernandez Dominguez BC, et al. Monounsaturated fatty acid (avocado) rich diet for mild hypercholesterolemia. Arch Med Res 1996 Winter;27(4):519-23 1996.
Lu QY, Arteaga JR, Zhang Q, Huerta S, Go VL, Heber D. Inhibition of prostate cancer cell growth by an avocado extract: role of lipid-soluble bioactive substances. J Nutr Biochem. 2005 Jan;16(1):23-30. 2005. PMID:15629237.
78
. ANNEXURE
79
ANNEXURE
1.Name :
2. Age ?
a) Below 25 b) 25-40 c) >=40
3. Gender of the respondent?
a) Male b) Female
4. Educational qualification? a) <+2 b)UG c)PG d)Professional, Technical
5. Marital status?
a) Married b) Unmarried
6. Occupation of the respondents?
a) Student b) Emoloyed c) Business d) Unemployed
7. Experience of the respondents?
a) <10years b) >=10years
8. The number of family members?
a) <=2 b) 3 c) >3
9. Monthly income of the respondents?
a) <Rs. 5000 b)Rs. 5000 - Rs.10000 c)Rs.10000 – 20000 d) >Rs. 20000
80
10. Do you use ready to eat food?
a) Yes (b) NO (C) Rarely
11. What made you to chose ready to eat food?
(a)Good (b) Healthy (c) Easy to prepare (d) Price Affordable
12. Does it satisfy your taste and preference?
(a)Satisfies (b) Doesn’t Satisfies (c) More than satisfaction
13. What’s your trust percentage on ready to eat food?
(a) 100% (b) 90-75% (c) 75-50 (d) <10%
14. Do you feel it is healthy?
(a)Yes (b) No
(a) If yes, provides nutrients(b)Makes me healthy(c)If no, it’s just for taste purpose(d)Not suitable for all
15. Is it different from your own cooked food?
(a)It’s better than my food (b) its worth as my food (c) Cant make up to my need
81
16. What personal qualities does one need to succeed in the food processing field?
(a)Customer satisfaction (b) Service motive (c) Good marketing (e) All the above
17. What future do you see for the ready to eat food industry?
(a)Bright future (b) No loss-no gain process (c) Surely fail
18. Does it satisfy in saving your time?
(a)Yes (b) No (c) At times
19. Which brand do you prefer more?(a)MTR(b)NEW ERW INDIAN READY TO EAT FOOD(c)KOHINOOR FOODS(d)HALDIRAM’S(e)ITC(f)ALL THE ABOVE
20. Will it be suitable for children?
(a)Yes (b) No (c) Sometimes
21. Can pregnant women have the ready to eat food?
(a)Yes (b) No (c) Not Regularly
82
22. Do you think that ready to eat food gives ill effects?
(a)Yes (b) No (c) To some extent If yes, in what way?
(a)Spoilage of health (b)Cost wise effect’s
23. Do you compare RTE foods with other foods?
a) Yes b) No
24. Suggest some ways to improve ready to eat food industry?
83
