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Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi (CONSUMER BEHAVIOUR)

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India is the world’s second largest producer of food next to China and has the potential of being biggest industry with food and agricultural sector. “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” The paper aimed to examine the “Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi”.RTE will grow around 22% during 2014-19

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Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi (CONSUMER BEHAVIOUR)

  1. 1. Paper Presentation Submitted By:- Anu Kaushik Ankit Verma
  2. 2. Contents CONCLUSION FINDINGS AND DISCUSSIONS DATA ANALYSIS RESEARCH METHODOLOGY OBJECTIVES LIMITATIONS INTRODUCTION SUGGESTIONS
  3. 3. Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi • India is the world’s second largest producer of food next to China and has the potential of being biggest industry with food and agricultural sector. • “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” • The paper aimed to examine the “Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi”. • RTE will grow around 22% during 2014-19 •
  4. 4. RTE Packets
  5. 5. Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi FACTOR AFFECTING CONSUMER PURCHASING BEHAVIOR To identify the factors affecting the consumers purchasing behaviour for ready to eat DEMOGRAPHICS ON PURCHASING BEHAVIOR To find the impact of demographics on the purchasing behaviour for ready to eat . OBJECTIVES COMSUMPTION PATTERN To explore consumption patterns of ready to eat
  6. 6. Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi Questionnaire was formed (8 Demographic, 6 Consumption Information, 18 statements on Consumers Purchasing Behavior Questions) How? why? Where? Who?
  7. 7. Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi Research Methodology DESCRIPTIVE RESEARCH 1. STATEMENT OF THE PURPOSE 2. JUDGEMENTAL SAMPLING 3. SAMPLE SIZE - 302 4. DATA SOURCE 5. PRIMARY SOURCE OF DATA 6. SECONDARY SOURCE OF DATA
  8. 8. Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi ANOVA Test (Educational Qualification, occupation, income, family size, no of children) Chi square test on RTE brands and Demography factors (family size, income, gender, age of respondent) Chi square test on how often customer consume RTE (Family size, Annual household income) DATA ANALYSIS T- Test (Gender and Marital Status) Chi square test on How often customer purchase RTE (family size, occupation, age, gender, education, marital status) Chi square test on the number of RTE packets purchase each month (family. size occupation, education, marital status)
  9. 9. 1 The respondents in this survey consisted of 86 MALES and 216 FEMALES 2 About 4.32% are not formally educated, 12.92% had secondary school degree, 42.72% completed graduation and 26.15% are post graduate 5.96% had professional qualification, 5.62% were educated till 10th and 2.31% in category of others. 3 32.1 percent responded ate pasta, followed by Others (23.5%), and Shahi paneer (17.2%). Pasta became the most preferred meals eaten by respondents. Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi Findings & Discussions
  10. 10. Findings & Discussions RTE RTERTERTE 4.3% 28.8% 33.1% 33.8% Age group of respondent who filled the survey
  11. 11. Findings & Discussions T Test ANOVA Age of Respondent - Relationship Exist Gender Relationship Exist - Marital status Relationship Exist - Educational Qualification - Relationship Exist Occupation - Relationship Exist Annual Household Income - Relationship Exist Family Size (no of members) - Relationship Exist Number of children - Relationship Exist Purchasing Behavior on Demography (Marketing factors of ready to eat brand preferred)
  12. 12. Findings & Discussions RTE brands influence on Demography factors customer purchase RTE influence on demography customer consume RTE influence Demography Number of RTE packets purchase each month influence demography Age of Respondent Relationship Exist NO Relationship Exist - - Gender Relationship Exist - - - Marital status - NO Relationship Exist - NO Relationship Exist Educational Qualification - Relationship Exist - NO Relationship Exist Occupation - NO Relationship Exist - Relationship Exist Annual Household Income Relationship Exist - Relationship Exist - Family Size (no of members) NO Relationship Exist NO Relationship Exist NO Relationship Exist No Relationship Exist Number of children - - - - Chi Square Tests
  13. 13. Purchasing behavior of consumers on ready to eat  The results indicated that the majority of the consumers (57.33%) bought ready to eat every month.  Also, the majority of respondents preferred to purchase two packs when they purchased rte.  Identifying the retail stores or markets are important in the marketing strategy as it may influence the consumers’ preferences and purchasing behaviour on the rte brands. A total of 22.8% of respondents preferred to purchase food from retailers than supermarket (32.8%) , shopping mall (27.2%) and online 17.2%.  Here influence of online marketing is also emerging as another factor for buying decision. If product is online available, customers will buy it.  The respondents was analyzed using Chi-Square Tests. The results revealed that marital status, education qualification, annual household income occupation and family size of respondents had dependency with the frequency of purchasing ready to eat.
  14. 14. Findings & Discussions RESULT FROM T - TEST Consumption pattern of Eating ready to eat • Consumption of ready to eat MONTHLY is 57.30% • 32.1% responded ate PASTA, followed by Others (23.5%), and so forth. • Max purchase 2 packets monthly (51.65%) TOTAL of 22.8% of respondents preferred to purchase food from retailers than supermarket (32.8%), shopping mall (27.2%) and online 17.2%. Text Text MARKTING FACTORS •PRICE •PACKAGING •TASTE •QUALITY •INCOME •AVAILABILITY •ADVERTISEMENT •OTHER FACTORS Marketing factors of ready to eat brand preferred Purchasing behavior of consumers on ready to eat
  15. 15. Marketing factors of rte brand preferred  Consumers were asked 18 opinion questions regarding ready to eat marketing. The questionnaire comprised of five point- Likert scale (closer to 1 is Strongly disagree, closer to 5 is strongly agree).  T-test and ANOVA test were applied on demographics and Likert Scale questions when it is examined, It was observed Annual household income, occupation ,family size, education qualification have significance relationship with marketing activities.  The marketing activities apparently had impacted on consumers buying decision making  More than half of the respondents remarked that price was the most important factor in choosing which brand to purchase.  On the question whether the brand name was important or not, the majority of the respondents gave positive answers showing that customer could be brand loyal if company timely update them about benefits and offers and provide them with better quality of food also the past experience of the brand do play a crucial role while taking purchasing decisions
  16. 16. Conclusion QUALITY, AVAILABILITY LOCAL RETAIL SHOP AND ONLINE INFLUENCE CLEAN, FRESHNESS Cleanliness of the product, free from pesticides, freshness, good for health, and clean place of sale are some of the most important attributes, which are rated very highly by people in Delhi/NCR while buying food products. . Value for money, overall quality, taste, availability of variety of products at same place, seasonality for the product, flavour, good display of products, nearby availability and good ambience are some other important parameters There is also influence of children, Online is new platform, local retail shops will continue to survive due to their personal relationship with the local buyers
  17. 17. BEST FOODS (7.60%) Heinz kitchen (1.7%) Haldiram (24.2%) MTR (35.4%) ITC (31.1%) kitchen of India 11.9% Aashirvaad 19.2% Conclusion RTE Brand Preferred by Respondents
  18. 18. SUGGESTIONS  SUGGESTIONS 1:- The determinants of purchasing behaviour of consumer of ready to eat at national level.  SUGGESTIONS 2:- The role of salesperson at retail stores in influencing the purchasing behaviour of consumer ready to eat In India  SUGGESTIONS 3:- The impact of nature and location of stores on purchasing behaviour of consumer of ready to eat at national level  SUGGESTIONS 4:- The role of social media and influenced advertisement will persuade the purchasing decision include an online purchase interest of customers at national level.  SUGGESTIONS 5:- The role of language whether to use bilingual or multilingual on packets to create more connection with customer as by increase in distribution at national level will tend to reach RTE to every customer of different culture.  SUGGESTIONS 6:- The role of innovation with the product and more variety needed according to the customer of different culture at national level. •
  19. 19. BILINGUAL LANGUAGE
  20. 20. LIMITATIONS  There are certain limitations for this study. Firstly and major limitation was the time constraint since the study was to be evaluated along with our MBA course and that might had the effect on the quality. Secondly the study involved limited resources hence it acted as an constraint as well. Less corporation from respondent. The sample size was of 302 which was small too and was decided keeping the same since time constraint has effected the data collection.

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