A STUDY OF CONSUMER BUYING BEHAVIOR OF MARRIED WOMEN

TOWARDS READY TO COOK FOOD PRODUCTSSamir Patel

Amardeep Jadeja Darshan Modi

Hardik Thakkar Ankita Patel

Master of E-BusinessBatch 2011-2013

MARKETING RESEARCH

AGENDA Introduction Objectives Research Methodology Finding Conclusion References Bibliography

INTRODUCTION The consumer purchases a variety of goods and

services to satisfy his wants and he Is always influenced in his purchasing activities by some considerations which lead him to Select a particular commodity or a particular retail store in preference to others. So, consumer Buying is more complex.

Consumer purchases are likely to be influenced by physiological, Psychological and sociological factors. The commodities and services are brought by the Consumer to satisfy his basic needs, for comfort, pleasure, recreation and happiness.

ies must compete successfully against alternatives in the market

The selection of a particular commodity becomes important for consumer since there are wide varieties of consumer goods in the market. Again selection of a particular commodity depends on income of the consumer and necessity of the product to the individual. Before the selection of the commodity purchased, an individual requires information regarding the various sources of supply of the commodity, its brands, relative merits and demerits, uses and value of their characteristic features and services offered.

OBJECTIVES OF STUDY

To compare users of Ready to Eat Food products in two cities (Nadiad and V.V.Nagar).

To know the mind set of people that means the basic reason to use Ready to Eat Food products.

To take opinion from the current user about Ready to Eat Food Products.

To study the market behaviour towards married women.

To study consumer (married women) perception of ready to cook food.

RESEARCH METHODOLOGY

The research design would be in descriptive in nature.

This study is totally a survey based model. The consumers are in the age group of between 18 to 45 or above are given questionnaire to get the feedback and some of the interviewed personally. Based on their input the analyses are done and results arrived. The literature reviews are done based on the secondary information’s available in the well known articles from good publishers and internet sources.

Source of Information 1. Primary data : 2. Secondary data: 3. Research tool:

A representative sample: User of Ready to Cook Food Products.

Sampling design The study would be based on use of

probability sampling design supported with random sampling method.

Sample size About 80 to 120 users from both the places

(i.e. Nadiad and V.V.Nagar) Respondents profile.Sample unit We would choose the samples from

relatives and family members.

Table 1.1 Age vise analysis.

Age group 18-25 25-35 35-45 45-above

Respondent 26 37 15 34

Frequency (%)

23.21 33.03 13.39 30.35

18-25 25-35 35-45 45-above

05

101520253035

Frequency (%)

Age Group

pper

cent

age(

%)

DATA ANALYSIS

TABLE 2.1 QUALIFICATION VISE ANALYSIS

Qualification

School Under graduate

Post graduate

Professional degree

Respondent 8 70 32 2Frequency (%)

7.14 62.5 28.57 1.78

010203040506070

Frequency (%)

Qualificationpper

cent

age(

%)

TABLE 3.1 OCCUPATION VISE ANALYSIS

Profes

siona

l

Self e

mploye

d

Housew

ife0

204060

Frequency (%)

Occupation

pper

cent

age(

%)

Occupation Professional Self employed HousewifeRespondent 23 17 72Frequency (%) 20.53 15.18 64.28

TABLE 4.1 CATEGORY OF FAMILY

020406080

100

Frequency (%)

Belong frompper

cent

age(

%)

Belong from Joint family Nuclear family Respondent 24 88Frequency (%) 21.43 78.57

TABLE 5.1 FAMILY MEMBER VISE ANALYSIS

No. of family members

1-2 2-4 4-6 More than 6

Respondent 2 72 23 15Frequency (%)

1.78 64.28 20.53 13.39

1 to 2 2 to 4 4 to 6 more than 6

010203040506070

Frequency(%)

No. of family mambers

pper

cent

age(

%)

TABLE 6.1 INCOME VISE ANALYSIS

Monthly income

Less than 50000

50000-150000

150000-300000

Above 500000

Respondent 84 27 1 0Frequency (%)

75 24.11 0.89 0

less t

han 5

0000

5000

0-150

000

1500

00-30

0000

abov

e 300

000

020406080

Frequency (%)

Monthly income

pper

cent

age(

%)

TABLE 7.1

Email –idRespondent 110Frequency (%) 98.21

Email-id020406080

100120

Frequency (%)

pper

cent

age(

%)

TABLE 8.1- WHY YOU PREFER TO BUY READY TO COOK FOOD

Criteria For change

Non-availability of ingredient

Economical taste

Time consuming

Irritating to cook

Respondent

69 15 20 5 3

Frequency (%)

61.60 13.39 17.85 4.46 2.68

For c

hang

e

Econo

mical ta

ste

irritat

ing to

cook

0204060

Frequency (%)

Criteria

pper

cent

age(

%)

TABLE 9.1- WHICH TYPES OF READY TO COOK FOOD DO YOU BUYS?

Criteria Veg. Non veg.Respondent 107 5Frequency (%) 95.53 4.47

Veg. Non Veg020406080

100120

Frequency (%)

Criteria

pper

cent

age(

%)

TABLE 10.1 -HOW REGULARLY DO YOU BUY READY TO COOK FOOD?

Criteria Daily Once in week

Twice in week

Once in month

Twice in month

Respondent

3 21 18 17 53

Frequency (%)

2.68 18.75 16.07 15.18 47.32

Daily

Once in

week

Twice

in wee

k

Once in

mon

th

Twice

in m

onth

01020304050

Frequency (%)

Criteria

pper

cent

age(

%)

TABLE 11.1- HOW MUCH MONEY WILL YOU SPEND IN READY TO COOK FOOD PRODUCT?

Criteria Less than 50 Rs.

50-100 Rs.

100-200 Rs.

200-400 Rs.

More than 400 Rs.

Respondent

3 21 23 36 29

Frequency (%)

2.68 18.75 20.53 32.14 25.89

Lesss

than 5

0 Rs

50-10

0 Rs

100-2

00 Rs

200-4

00 Rs

more th

an 40

0 Rs

0102030

Frequency (%)

Criteria

pper

cent

age(

%)

TABLE 12.1 –IF YOU CAN BUYING READY TO COOK PRODUCT THAN WHICH COMPANY YOU PREFER THE MOST?

Criteria MTR ITC FMCG Nestle Parle Sun feast

Respondent

40 33 30 5 2 2

Frequency (%)

35.71 29.46 26.78 4.46 1.78 1.78

MTR ITC FM

CGNest

lePa

rle

Sunfe

ast0

10

20

30

40

Frequency (%)

Criteriapper

cent

age(

%)

TABLE 13.1 -WHICH TYPES OF READY TO COOK FOOD WILL YOU BUY MOST?

Chinese

Punja

bi

Contin

ental

Gujarat

i

Snak

es

South

India

n0

102030

Frequency (%)

Criteria

pper

cent

age(

%)

Criteria Chinese Punjabi continental

Gujarati Snakes South Indian

Respondent

31 34 20 4 8 15

Frequency (%)

27.68 30.36 17.86 3.57 7.14 13.39

TABLE 14.1-WHEN YOU GO TO TRAVELING THAN WHICH TYPE OF READY TO COOK FOOD PRODUCT YOU PREFER?

Criteria Which is available HomemadeRespondent 92 20Frequency (%) 82.14 17.86

Which is Available

Homemade0102030405060708090

Frequency (%)

Criteria

pper

cent

age(

%)

TABLE-15.1 FEATURES FOR READY TO COOK FOOD?RespondentFeature Agree Strongly

agreeNeutral Disagree Strongly

disagreeQuality inferior 110 0 2 0 0Quantity 86 24 0 2 0Easy to prepare 80 26 6 0 0Affordable price 55 56 1 0 0Convenient 29 28 54 1 0Easy to available 78 26 8 0 0Ingredients 58 43 11 0 0Like to cook ready to eat food

68 26 17 1 0

For a change taste 40 60 11 1 0

Instantly make 47 57 7 1 0Time consuming 55 50 5 2 0No more ingredient to add

61 40 8 3 0

Occurs health problem 33 72 7 0 0

Occurs allergy 27 76 9 0 0

TABLE 16.1Frequency (%)Feature Agree Strongly

agreeNeutral Disagre

eStrongly disagree

Quality inferior 98.21 0 1.79 0 0

Quantity 76.76 21.42 0 1.79 0Easy to prepare 71.42 23.21 5.35 0 0

Affordable price 49.10 50 0.9 0 0

Convenient 25.89 25 48.22 0.9 0Easy to available 69.64 23.21 7.14 0 0Ingredients 51.78 38.39 9.82 0 0Like to cook ready to eat food

60.71 23.21 15.18 0.9 0

For a change taste 35.71 53.57 9.82 0.9 0

Instantly make 41.96 50.89 6.25 0.9 0Time consuming 49.10 44.64 4.46 1.79 0No more ingredient to add

54.46 35.71 7.14 2.68 0

Occurs health problem

29.46 64.28 6.25 0 0

Occurs allergy 24.10 69.09 7.14 0 0

TABLE 17.1(LIKERT SKILL)

Rating 5 4 3 2 1Features Strongly

Agreeagree Neutral Disagre

eStrongly disagree

Quality inferior 0 110 2 0 0

Quantity 24 86 0 2 0Easy to prepare 26 80 6 0 0

Affordable price 56 55 1 0 0

Convenient 28 29 54 1 0Easy to available 26 78 8 0 0

Ingredients 43 58 11 0 0Like to cook ready to eat food

26 68 17 1 0

For a change taste 60 40 11 1 0

Instantly make 57 47 7 1 0

Time consuming 50 55 5 2 0

No more ingredient to add

40 61 8 3 0

Occurs health problem

72 33 7 0 0

Occurs allergy 76 27 9 0 0

TABLE 18.1Rating * frequency 5 4 3 2 1

Feature Strongly Agree

agree Neutral Disagree Strongly disagree

Quality inferior 440 0 6 0 0Quantity 344 120 0 4 0Easy to prepare 344 130 18 0 0

Affordable price 220 280 3 0 0

Convenient 116 140 162 2 0Easy to available 312 130 24 0 0

Ingredients 232 215 33 0 0Like to cook ready to eat food

272 130 51 2 0

For a change taste 160 300 33 2 0

Instantly make 188 285 21 2 0Time consuming 220 250 15 4 0

No more ingredient to add 244 200 24 6 0

Occurs health problem 132 360 21 0 0

Occurs allergy 108 380 27 0 0Total 3332 2920 438 22 0

6252 22

Frequency (%) Feature Strongly

Agreeagree Neutral Disagree Strongly

disagreeQuality inferior 98.65 0 1.35 0 0Quantity 98.28 3.43 0 1.14 0Easy to prepare 69.92 26.42 3.66 0 0Affordable price 43.74 55.66 0.60 0 0Convenient 27.62 33.33 38.57 0.48 0Easy to available 66.95 27.90 5.15 0 0Ingredients 48.33 44.79 6.88 0 0Like to cook ready to eat food

59.78 28.57 11.21 0.44 0

For a change taste 32.99 60.60 6.67 0.40 0Instantly make 37.90 57.46 4.23 0.40 0Time consuming 44.99 51.12 3.07 0.82 0No more ingredient to add

51.48 42.19 5.06 1.27 0

Occurs health problem

25.73 70.18 4.09 0 0

Occurs allergy 20.97 73.79 5.24 0 0

TABLE 19.1-YOUR OPINION WHICH TYPE OF PRODUCT IS GOOD?

Criteria Ready to eat food Ready to cook food

Respondent 37 75Frequency (%) 33.03 66.96

Ready to eat food

Ready to cook food

0

20

40

60

80

Frequency (%)

Criteria

pper

cent

age(

%)

FINDINGS As per our opinion we are come out from such

results that the Quality inferior, Quantity, and Quantity are the most

preferable features in users while, Occurs health problem, Occurs allergy, and Convenient are least preferable features.

The results have shown the health conscious consumers buying these products mainly due to ingredients, brand awareness, calories content and package styling. The literature surveys have indicated there is a major shift in the eating habits of Indian’s and there are many factors influence these changes. Information available in handy and media proliferation brings more awareness on the food products and this will give the knowledge to make decision in buying these products by the health conscious consumers.

CONCLUSION As per our research work we conclude that the ready to cook

food is better than the ready to eat food. Every individual has physiological need such as hunger, shelter,

thirst, etc., which have to be satisfied for survival. The psychological factors like status prestige and social factors like friends, neighbors, job and relatives influence their purchasing activities.

People bear certain beliefs and attitudes towards certain types of goods, brands of commodities and retail outlets based on their previous experience. When there is a need, they are able to discover some new commodities capable of satisfying their needs. Before the commodities and brands are selected, these commodities must compete successfully against alternatives in the market.

REFERNCES 1. (http://www.healthypeople.gov/default.htm). Short, Frances. (2003). Domestic cooking skills – what are they? Journal

of the HEIA 10(3): 13-22. 2. International Journal of Physical and Social Sciences

http://www.ijmra.us 3. Goyal and Singh (2007)“Consumer Perceptions about

Ready-to-eat in India: an exploratory study”. 4. Raghavan (2003) in his research, titled “Food in a Globalized

World”. 5. Cullen (1994) stated in his work, titled “Time, tastes and

technology: the economic evolution of eating out” (European Journal of Economics, Finance and Administrative Sciences

6. Young, E.M.(2004),“Globalisation and food security: novel questions in a novel context?”, Progress in development studies 4,1,pp.1-21.

BIBILIOGRAPHY (

http://www.healthypeople.gov/default.htm).

(http://www.ijmra.us) (http://www.eurojournals.com/EJEFAS.htm) (http://www.magindia.com/mkt/

mktfast.asp.) (http://www.who.int/physicalactivity/publications/facts/obesity/en/ )

QUESTIONNAIRE

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