This document discusses a study on the buying behavior of married women towards ready-to-cook food products. The study had objectives to compare users in two cities, understand motivations for use, get user opinions, and examine perceptions. A survey was conducted using questionnaires of 108 married women ages 18-45 across income and education levels. Most preferred ready-to-cook foods for quality, quantity, and ease of preparation. Regular purchases were mostly weekly. Brand preferences were identified along with favorite cuisines and reasons for purchase. Overall findings suggested users valued ingredients, health factors, and convenience offered by ready-to-cook foods.

1. A STUDY OF CONSUMER BUYING BEHAVIOR OF
MARRIED WOMEN TOWARDS READY TO COOK
FOOD PRODUCTS
Samir Patel
Amardeep Jadeja
Darshan Modi
Hardik Thakkar
Ankita Patel
Master of E-Business
Batch 2011-2013
MARKETING RESEARCH

2. AGENDA
 Introduction
 Objectives
 Research Methodology
 Finding
 Conclusion
 References
 Bibliography

3. 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

4.  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.

5. 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.

6. 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.

7. Source of Information
 1. Primary data :
 2. Secondary data:
 3. Research tool:
A representative sample:
 User of Ready to Cook Food Products.

8. 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.

9. 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
0
5
10
15
20
25
30
35
18-25 25-35 35-45 45-above
ppercentage(%)
Age Group
Frequency (%)
DATA ANALYSIS

10. TABLE 2.1 QUALIFICATION VISE ANALYSIS
Qualification School Under
graduate
Post graduate Professional
degree
Respondent 8 70 32 2
Frequency
(%)
7.14 62.5 28.57 1.78
0
10
20
30
40
50
60
70ppercentage(%)
Qualification
Frequency (%)

11. TABLE 3.1 OCCUPATION VISE ANALYSIS
0
10
20
30
40
50
60
70
Professional Self
employed
Housewife
ppercentage(%)
Occupation
Frequency (%)
Occupation Professional Self employed Housewife
Respondent 23 17 72
Frequency (%) 20.53 15.18 64.28

12. TABLE 4.1 CATEGORY OF FAMILY
0
20
40
60
80
100
Joint family Nuclear family
ppercentage(%)
Belong from
Frequency (%)
Belong from Joint family Nuclear family
Respondent 24 88
Frequency (%) 21.43 78.57

13. TABLE 5.1 FAMILY MEMBER VISE ANALYSIS
No. of family
members
1-2 2-4 4-6 More than 6
Respondent 2 72 23 15
Frequency (%) 1.78 64.28 20.53 13.39
0
10
20
30
40
50
60
70
1 to 2 2 to 4 4 to 6 more than
6
ppercentage(%)
No. of family mambers
Frequency(%)

14. TABLE 6.1 INCOME VISE ANALYSIS
Monthly
income
Less than
50000
50000-
150000
150000-
300000
Above
500000
Respondent 84 27 1 0
Frequency
(%)
75 24.11 0.89 0
0
10
20
30
40
50
60
70
80
ppercentage(%)
Monthly income
Frequency (%)

15. TABLE 7.1
Email –id
Respondent 110
Frequency (%) 98.21
0
20
40
60
80
100
120
Email-id
ppercentage(%)
Frequency (%)

16. 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
0
10
20
30
40
50
60
70
ppercentage(%)
Criteria
Frequency (%)

17. TABLE 9.1- WHICH TYPES OF READY TO COOK FOOD
DO YOU BUYS?
Criteria Veg. Non veg.
Respondent 107 5
Frequency (%) 95.53 4.47
0
20
40
60
80
100
120
Veg. Non Veg
ppercentage(%)
Criteria
Frequency (%)

18. 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
Responde
nt
3 21 18 17 53
Frequency
(%)
2.68 18.75 16.07 15.18 47.32
0
10
20
30
40
50
Daily Once
in
week
Twice
in
week
Once
in
month
Twice
in
month
ppercentage(%)
Criteria
Frequency (%)

19. 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.
Responden
t
3 21 23 36 29
Frequency 2.68 18.75 20.53 32.14 25.89
0
5
10
15
20
25
30
35
ppercentage(%)
Criteria
Frequency (%)

20. 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
Responde
nt
40 33 30 5 2 2
Frequency
(%)
35.71 29.46 26.78 4.46 1.78 1.78
0
5
10
15
20
25
30
35
40
ppercentage(%)
Criteria
Frequency (%)

21. TABLE 13.1 -WHICH TYPES OF READY TO COOK FOOD
WILL YOU BUY MOST?
0
5
10
15
20
25
30
35
ppercentage(%)
Criteria
Frequency (%)
Criteria Chinese Punjabi continent
al
Gujarati Snakes South
Indian
Respond
ent
31 34 20 4 8 15
Frequen
cy (%)
27.68 30.36 17.86 3.57 7.14 13.39

22. TABLE 14.1-WHEN YOU GO TO TRAVELING THAN
WHICH TYPE OF READY TO COOK FOOD PRODUCT
YOU PREFER?
Criteria Which is available Homemade
Respondent 92 20
Frequency (%) 82.14 17.86
0
10
20
30
40
50
60
70
80
90
Which is Available Homemade
ppercentage(%)
Criteria
Frequency (%)

23. TABLE-15.1 FEATURES FOR READY TO COOK FOOD?
Respondent
Feature Agree Strongly agree Neutral Disagree Strongly
disagree
Quality inferior 110 0 2 0 0
Quantity 86 24 0 2 0
Easy to prepare 80 26 6 0 0
Affordable price 55 56 1 0 0
Convenient 29 28 54 1 0
Easy to available 78 26 8 0 0
Ingredients 58 43 11 0 0
Like 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 0
Time consuming 55 50 5 2 0
No more ingredient to add 61 40 8 3 0
Occurs health problem 33 72 7 0 0

24. TABLE 16.1
Frequency (%)
Feature Agree Strongly agree Neutral Disagre
e
Strongly disagree
Quality inferior 98.21 0 1.79 0 0
Quantity 76.76 21.42 0 1.79 0
Easy 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 0
Easy to available 69.64 23.21 7.14 0 0
Ingredients 51.78 38.39 9.82 0 0
Like 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 0
Time consuming 49.10 44.64 4.46 1.79 0
No 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

25. TABLE 17.1
(LIKERT SKILL)
Rating 5 4 3 2 1
Features Strongly
Agree
agree Neutral Disagre
e
Strongly
disagree
Quality inferior 0 110 2 0 0
Quantity 24 86 0 2 0
Easy to prepare 26 80 6 0 0
Affordable price 56 55 1 0 0
Convenient 28 29 54 1 0
Easy to available 26 78 8 0 0
Ingredients 43 58 11 0 0
Like 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

26. TABLE 18.1 Rating * frequency
5 4 3 2 1
Feature Strongly Agree agree Neutral Disagree Strongly
disagree
Quality inferior 440 0 6 0 0
Quantity 344 120 0 4 0
Easy to prepare 344 130 18 0 0
Affordable price 220 280 3 0 0
Convenient 116 140 162 2 0
Easy to available 312 130 24 0 0
Ingredients 232 215 33 0 0
Like 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 0
Time 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 0
Total 3332 2920 438 22 0
6252 22

27. Frequency (%)
Feature Strongly Agree agree Neutral Disagree Strongly disagree
Quality inferior 98.65 0 1.35 0 0
Quantity 98.28 3.43 0 1.14 0
Easy to prepare 69.92 26.42 3.66 0 0
Affordable price 43.74 55.66 0.60 0 0
Convenient 27.62 33.33 38.57 0.48 0
Easy to available 66.95 27.90 5.15 0 0
Ingredients 48.33 44.79 6.88 0 0
Like 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 0
Instantly make 37.90 57.46 4.23 0.40 0
Time consuming 44.99 51.12 3.07 0.82 0
No 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

28. TABLE 19.1-YOUR OPINION WHICH TYPE OF PRODUCT
IS GOOD?
Criteria Ready to eat food Ready to cook food
Respondent 37 75
Frequency (%) 33.03 66.96
0
10
20
30
40
50
60
70
80
Ready to eat
food
Ready to cook
food
ppercentage(%)
Criteria
Frequency (%)

29. 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

30. 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.

31. 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.

32. 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/publication
s/facts/obesity/en/ )

33. QUESTIONNAIRE

38. THANK YU