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Volume 3 Issue 1 2018 AJM
97Amity Journal of Marketing ADMAA
Introduction In the modern era, a person without consumerism feels like a nest without eggs. The
consumer grasps a number of goods and services to fulfill his wants and he is always inclined by his purchasing actions by some deliberations which lead him to select a specific commodity or a specific retail store in priority to others. In the present era, it becomes important for consumer to select a commodity from different alternative of consumer goods in the market. Before the
Amity Journal of Marketing 3 (1), (97–111)
Behaviour of Adolescents towards Ready-to-Eat Products (A Survey of Malwa Region of Punjab)
Leena Kakkar & Anju B Nandrajog Dev Samaj College for Women, Ferozepur, Punjab, India
Abstract Consumer behavior is one of the most challenging areas in marketing focused on the purchasing,
consuming and using of the products and services. Consumer behavior is directly affected by social, psychological, cultural, and personal factors. People who diverge in these factors are apt to have a dissimilarity in the choices and consumption patterns and when choice comes to food it becomes inseparable from buying behavior. With rising industrialization and urbanization the average Indian’s food choice has undergone dramatic change. Food processing sector, on the whole Ready to Eat (RTE) food segment is one of the speedily growing sectors in the Indian economy. So the present paper focused on Behavior of Adolescents towards Ready-to-Eat Products and survey was conducted at Malwa Region of Punjab. A total of 200 adolescents’ consumers were recruited from schools and colleges of Malwa region in Punjab randomly selected during the month of July to September 2017. The responses were analyzed through descriptive statistics, chi-square test and Garrett Ranking score. The result displayed insignificant difference regarding the awareness and demographic profile of the respondents. It was also found that taste, quantity & reasonable price were the main factors influence the buying behavior of adolescents’ buyers in Malwa region of Punjab.
Key Words: Ready-to- Eat, Consumption Pattern, Consumer Behaviour, Brand, Influence JEL Classification: M30, M31 Paper Classification: Research Paper
Volume 3 Issue 1 2018AJM
98 Amity Journal of MarketingADMAA
purchasing decision, a consumer requires information about different bases of supply of the product, its brands, its pros and cons, consumptions and worth of their features and services provided.
As we know that most of the food consumption in India still runs from home. However, the food consumption away from home is increasing due to increase in urbanization, nuclear families system, status symbol, desire for quality, time which decodes into an augmented need for convenience, rise in education, rise in the number of working women, growth in per capita income, rising level of richness in the middle income group and change in life style, had fetched about changes in habits of food.
As per the Hindu Business Line dated 6th Jan. 2017 “The per capita income of India, a device for calculating living standard, is projected to cross Rs. 1 lakh in 2016-17, increased from Rs. 93,293 in the past fiscal year”. According to the ‘First Advance Estimates of National Income, published by the Central Statistics Office (CSO), during 2016-17 the per capita net national income is “assessed to be Rs. 103,007” at current prices. It is increased by 10.4 per cent compared to Rs. 93,293 with previous year 2015-16. So, with the increase in the per capita income of individual the demand for the ready to eat products is rising.
In addition, eating habits among adolescents have altered severely and speedily over the years. Presently, the number of obese or overweight children and adults in the population has risen while the numbers of lifestyle allied deaths have also increased. So, the objective of the present paper is to study the consumer behavior towards ready-to- eat food products among adolescents.
Review of Literature Sabeson (1992) in his study revealed that, high quality, taste and price of the products were
the major factors used by the consumers for the selection of a brand of processed fruits and vegetable products. Ashalatha (1998) studied the factors affecting the performance of AMUL milk and revealed that the factors such as door delivery, quality, clean packing, hygienic preparation, good value for money, time saving and reliability, freshness and preferred flavour were important in the order for influencing the decision of consumers for AMUL milk. Sheeja (1998) in Coimbatore district reflected that the quality aspects like purity, aroma, taste and freshness are the major factors for considering the preference for a precise brand of processed spices. Reddy and Pruthviraju (1999) studied about buying motives of rural consumers and different sources of information about seeds. During study it was found that factors inducing brand loyalty of farmers were co-farmers, dealer’s suggestions and quality product. John & Chen (2001) in their article analyzed that the association was found non-linear between customer satisfaction and customer loyalty. 564 completed surveys have been undertaken in the study from hotel guests and the data is used to develop internal benchmarks that were representative of loyal customers for the hotel based on scores. The study, conducted by Sarwade (2002) revealed that the price was the most prominent factor, which influenced the buying decision as against the product quality and it was very interesting to find out that the brand and company image were irrelevant factors for consideration by the households. Nandagopal and Chinnaiyan (2003) analysed in a study on brand preference of soft drinks in rural Tamil Nadu, to rank factors affecting the soft drinks favored by rural consumers using Garrets ranking technique. It is found that the quality of product was ranked first, monitored by its retail price. Quality of goods and its availability were the main factors which inclined the rural consumers about particular brand of a product. Kumar (2003) conducted the study on brand preference of soft drinks in the rural areas of Telangana
Volume 3 Issue 1 2018 AJM
99Amity Journal of Marketing ADMAA
and urban areas of Andhra Pradesh. To understand the behavior of consumers towards brand preference of soft drinks, a simple non-probabilistic convenience sampling method was used consisting of the study of 400 respondents, out of which 200 were from rural areas. It was found that more than 65% of urban and rural consumers desired Thums-up and Coco-cola. Kumar (2004) analysed that the consumer, regardless of income groups, was mainly inclined by the views of their family members to purchase. They were also prejudiced by the dealer’s reference, which was followed by advertisement.
Kubendran and Vanniarajan (2005) found that, the consumption pattern changes due to changes in food habits of consumers. Branded products are mostly preferred by the urban consumers as compared to rural consumers. The most prominent factors that influence the buying decisions were regular supply, acceptability, quality, door delivery and the way of payment. Ramasamy et al. (2005) studied the behaviour of consumer towards instant food products in Madurai and found that majority of respondents emphasis on quality and pricing, whereas image of the manufacturer, packaging and longer shelf life are also found the considerable factors that influence the buyers’ decision. Banumathy and Hemameena (2006), during studying consumer brand preference with respect to soft drinks found that due to the globalization most of the consumers prefer the international brands such as Pepsi and Coco-cola. Their preference for a certain brand or a particular drink is mainly because of its taste and refreshment. Vincent (2006) elicited that quality was the main factor that pulls consumer towards branded products. These were accepted as good quality products and people do not mind to pay extra for them, as they get value for money. Media plays an important role in promoting and influencing particular brand. A child’s assertion regarding products choice also affects family’s buying behaviour. They were found highly aware and conscious about branded items. During study it was also found that unbranded products sometimes give same satisfaction as branded one, still customers would prefer to buy a branded product. Islam & Ullah (2010) in their study found that the consumers give most preference to reputation of brand in the food item followed by nearness to receive, similarity of taste with previous experience and accessibility, cost and quality of the food, cleanliness and hygiene, discount and taste, salesmanship and decoration, fat and cholesterol level, and self-service factors.
Quoquab, Zakaria (2011) revealed that the consumer preference relating to the fast food in Malaysian market and suggested that consumer expenditure for fast food mostly goes to fried chicken, whereas instant noodles are found least. Moreover, food taste, suitability, food safety, and speed in delivery has been found as the main influential factors for purchasing the fast food. On the contrary, cleanliness, quality, freshness and easy to cook were found in less priority.
Singh J. (2011) conducted a study on Comparison of Rural and Urban Buying of Consumer Durables. The descriptive study was conducted in Punjab state with a sample of 411 households for three durable goods viz. Television, Refrigerator and Motorcy