Behaviour of Adolescents towards Ready-to-Eat Products (A ... 8.pdf · Consumer behavior is one of...

Volume 3 Issue 1 2018 AJM

97Amity Journal of Marketing ADMAA

IntroductionIn 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 Marketing3 (1), (97–111)

©2018 ADMAA

Behaviour of Adolescents towards Ready-to-Eat Products (A Survey of Malwa Region of Punjab)

Leena Kakkar & Anju B NandrajogDev Samaj College for Women, Ferozepur, Punjab, India

AbstractConsumer 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, InfluenceJEL Classification: M30, M31Paper 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 LiteratureSabeson (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



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 Motorcycle. The primary aim of this study was to differentiate the buying behavior of rural households and urban. No significant difference was observed between rural and urban customers in their buying pattern, buying the same brand of other durable, timing of purchase, duration of planning before buying the consumer durable products and number of items. Further, concluded that rural and urban customers prefer to buy automobile at festive season or on any other specific occasion. Nandamuri and Gowthami (2011) in their research paper analyzed the influence of demographic factors viz. Age, Gender, Occupations, Income & Education etc. on attitude of customers towards branded product in rural market at Warangal district of Andhra Pradesh. Study revealed that all demographic factors studied except gender proved significant in defining the attitude for



branded products at Warangal district. Bashar, Ahmad, Wasi (2012) has highlighted the influence of demographic factors on consumer impulse buying behavior. This research was conducted with an objective to analyse the relationship of consumers’ demographic factors viz. income group, age, gender, educational qualification, profession with the impulse buying behavior. The research was conducted through descriptive method and primary data was collected from 250 customers of Delhi & NCR with the help of structured questionnaire. It was concluded that impulsive buying behavior of customer is positively affected by the demographic factors. More specifically customers having reasonable disposable income and from medium age group are found more likely to show impulsive buying behavior. Further, individuals having enough money and good earnings are likely to spend on shopping to display Impulsive-buying behaviour.

Sangvikar and Katole(2012) in their research article titled on a study of consumer purchase behaviour in organised retail outlets attempted to study the purchase behaviour of consumers in different store formats and its preference on the basis of availability of product spending pattern, salesman services, consumers’ preferred store, and the layout of stores. Snowball Sampling and Convenience sampling were used for data collection. The study mainly focused on the consumer behaviour, purchase parameters and their satisfaction level which included reasons for visiting the retail stores. It also focused on type of retail format for visit and spending patterns as per different products. It concluded that customers’ purchase behaviour varied with availability and price of products and also found that due to poor quality of products customers spending pattern shrunk. Kazmi (2012) studied the factors that affect consumer perception, popularity and unawareness about pasta products in different areas and social classes and concluded that awareness about different methods of cooking largely effects the sale of the product and its popularity whereas availability of product does not strongly effects the popularity of product as well as its sale. Hasan (2014) in his paper on “Consumer brand preference for consumer durable goods with reference to Lucknow Distt.” revealed that quality, crowd of brands across different prices for price sensitive consumers and technological innovations are the main dominant factors that influence the consumer choices for consumer durable brands.

Kumar, John (2014) in their paper titled on a study on factors influencing consumer buying behavior in cosmetic product attempted to know internal and external factors that influence on consumers buying decision of cosmetic products in Kerala and Tamil Nadu of 500 respondents using cosmetics. It is concluded that there is statistically significant difference in income level with different brand like social and culture whereas there is statistically insignificant difference in psychological and personal dimensions. Kaur & Singh (2016) in their research revealed that the health, external influence, quality and brand consciousness are the major factors that affect people to eat processed cereal food. Sharma and Kumar (2017) in their article used an array of six choices sets from 6 to 36 options to study all the situations faced by customer at the time of purchase. They concluded that the probability of switching was almost a linearly increasing function of assortment size from 6 to 36 options and the graph showed a sharp increase in switching behaviour initially and subsequent flattening of the curve when options became very large.

Objectives of the Study• Todeterminetheawarenessofconsumerstowardsbrandedready-to-eat(RTE)foodproducts.• Toevaluatefactorsinfluencingbrandpreferenceoftheconsumers.



Scope and MethodologyThe study is taken out to know the attentiveness of consumers towards branded ready-to-eat

(R-T-E) food products i.e. fast food, chips, fruit juice/cold drinks, ice-cream and chocolates and factors influencing brand preference of the consumers. This research covered Malwa region in the state of Punjab, because of the presence of various religious, linguistic and ethnic groups. It has also been seen as a very good marketing center for beginning new products particularly for adolescents. The sample of 200 adolescents respondents are undertaken in the study. To study the above objectives, data is collected from primary and secondary sources. The classification of the respondents is done on the basis of sex and age of Adolescents between 10-19 years (According to WHO). The data collected for the study is processed and analyzed by using suitable statistical techniques--frequency, percentage, means, chi-square test and Garret’s ranking.

Data Analysis and InterpretationTable 1: Demographical Characteristics of the Respondents

Sr. No. Demographic Factors Frequency Percent

1 Gender Male 77 38.5Female 123 61.5Total 200 100.0

2 Age 13.00 3 1.514.00 19 9.515.00 16 8.016.00 8 4.017.00 4 2.018.00 31 15.519.00 118 59.023.00 1 .5Total 200 100.0

3 Monthly Expenditure Rs. 0-250 37 18.5Rs.250-500 62 31.0Rs. 500-750 52 26.0Rs. 750-1000 27 13.5above Rs. 1000 22 11.0Total 200 100.0

4 Education Secondary 56 28.0Higher Secondary 49 24.5Graduation 95 47.5Total 200 100.0

5 Awareness Level Aware and Using 200 100.0Aware but not using 0 0.0

It is seen from the Table 1 that majority 38.5% of the adolescents respondents are male where as 61.5% of them are female. According to variable age, respondents age range between 13 to 19 years old. Most of the respondents are 18 and 19 years old, respectively with 15.5% and 59.5%.



While studying the spending habits of the adolescents’, it is found that 57% of the respondents fell in to the category of Rs. 250-750 as the qualification of the respondents are concerned, 47.5% of the respondents found graduate whereas 28% and 24.5% are having school level education. During study, 99% of the respondents are found aware of ready to eat (R-T-E) food products. Chi-square analysis has been used to find the relationship between demographical variables and awareness level of ready to eat food products of the respondents.

Ho: There is no significant relationship between demographical variables and awareness level towards ready to eat selected food products.

H1: There is a significant relationship between demographical variables and awareness level towards ready to eat selected food products.

Table 2: Chi-Square Analysis

Sr. No. Particular Value DF Asymp. Sig. (two sided) Remarks

1 Gender 3.227 1 0.072 Not- Significant2 Monthly Expenditure 8.9 4 0.064 Not- Significant3 Qualification 5.195 2 0.074 Not- Significant

Source: Primary Data

From the Table 2, it is clear that there is no significant relationship between gender, monthly expenditure and qualification of the adolescents’ respondents with awareness level of ready to eat food products.



Tab

le 3

: Fac

tor

Aff

ecti

ng

Pre

fere

nce

for

Fas

t Foo

ds

(Fre

qu

enci

es a

s P

er H

enry

Gar

rett

Ran

kin

g M

odel

)

Sr.

N

o.R

ank

s S

cale

Fact

ors

I II

III

1VV

VI

VII

VII

I1X

XX

IX

IIX

III

XIV

XV

Tot

al

Freq

uen

-ci

es

Tot

al

Sco

re (F

re-

qu

enci

es

* G

arre

tt’s

S

core

)

Mea

n

Sco

reR

ank

1Re

ason

able

pric

e14

6223

2514

4912

8012

0045

647

730

042

343

024

032

415

521

628

020

011

017

55.0

93

2Ta

ste

6880

1575

1311

1024

840

285

265

100

188

430

360

7218

672

5620

013

644

68.2

21

3Q

ualit

y 12

9037

5018

6314

0884

062

726

525

037

638

732

021

631

014

456

200

1210

260

.51

24

Qua

ntity

516

1500

1587

1600

840

513

689

1050

235

731

640

540

217

7284

200

1081

454

.07

55

Bran

d im

age

516

750

1518

1984

1560

969

1166

300

564

516

320

216

6233

684

200

1086

154

.31

46

Ava

ilabi

lity

602

900

966

960

1200

969

1219

1050

705

516

520

180

434

120

9820

010

439

52.2

87

Adv

ertis

emen

ts68

897

548

30

720

1197

795

1350

940

602

440

540

434

264

168

200

9596

47.9

810

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ckag

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desi

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097

515

1810

2472

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984

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164

046

812

421

616

820

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50.8

49

9Fr

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582

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210

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446

516

870

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1056

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610

Labe

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490

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8874

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670

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8383

41.9

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640

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480

52.4

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Reta

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516

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344

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To

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Sour

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Dat

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The results from Table 3 indicate the various factors experienced by the adolescents regarding fast food in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for fast food among adolescents. The study revealed that the major factors experienced by the respondents are taste (68.22), quality (60.51), reasonable price (55.09), brand image (54.31), quantity (54.07) and friends (52.82), are ranked as 1 to 6 through Garrett’s Ranking method.

Tab

le 4

: Fac

tor

Aff

ecti

ng

Pre

fere

nce

For

Ch

ips

(Fre

qu

enci

es A

s P

er H

enry

Gar

rett

Ran

kin

g M

odel

)

Sr.

N

o.R

ank

s S

cale Fa

ctor

s

I II

III

1VV

VI

VII

VII

I1X

XX

IX

IIX

III

XIV

XV

Tot

al

Fre-

qu

en-

cies

Tot

al

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re

(Fre

-q

uen

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Gar

rett

’s

Sco

re)

Mea

n

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ank

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pr

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3354

3000

1242

1920

900

456

371

100

141

8624

014

421

716

816

820

012

507

62.5

42

2Ta

ste

6880

2175

1863

320

240

399

265

350

423

172

8014

40

264

8420

013

659

68.3

1

3Q

ualit

y 14

6235

2520

0114

7213

8039

968

915

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138

712

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027

972

8420

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341

61.7

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200

200

200

200

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200

200

200

200

200

200



Whereas the results from Table 4 indicate the various factors experienced by the adolescents’ regarding chips in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for chips among adolescents. The study revealed that, the major factors experienced by the respondents are taste (68.3), reasonable price (62.54), quality (61.71), quantity (55.21), brand image (55.64), and availability (52.12) are ranked as 1 to 6 through Garrett’s Ranking method.

Tab

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: Fac

tor

Aff

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Pre

fere

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for

Fru

it J

uic

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old

Dri

nk

s (F

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ing

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00

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1024

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1692

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480

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248

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46.3

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52.9

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128

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requ

enci

es20

020

020

020

020

020

020

020

020

020

020

020

020

020

020

0



Whereas the results from Table 5 indicate the various factors experienced by the adolescents’ regarding fruit juice/cold drinks in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for this product among adolescents. The study revealed that, the major factors experienced by the respondents are taste (71.01), quality (62.83), reasonable price (58.06), brand image (53.61), and freshness (52.99) are ranked as 1 to 5 through Garrett’s Ranking method.

Tab

le 6

: Fac

tor

Aff

ecti

ng

Pre

fere

nce

for

Ice

-Cre

am (F

req

uen

cies

as

Per

Hen

ry G

arre

tt R

ank

ing

Mod

el)

Sr.

N

o.R

ank

s S

cale

Fact

ors

I II

III

1VV

VI

VII

VII

I1X

XX

IX

IIX

III

XIV

XV

Tot

al

Fre-

qu

en-

cies

Tot

al

Sco

re

(Fre

qu

en-

cies

* G

arre

tt’s

S

core

)

Mea

n

Sco

reR

ank

1Re

ason

able

pr

ice

2150

2475

3105

1024

780

741

689

250

282

4324

072

6219

216

820

012

273

61.3

73

2Ta

ste

5504

2250

1035

2112

900

570

150

611

172

8014

412

414

484

200

1336

766

.84

1

3Q

ualit

y 16

3444

2522

0870

484

014

2526

530

00

516

8072

217

9628

200

1281

064

.05

2

4Q

uant

ity17

297

512

4217

9215

6068

410

6065

056

455

936

054

012

421

684

200

1058

252

.91

5

5Br

and

imag

e19

7897

510

3596

019

8068

484

825

032

921

564

046

824

821

614

020

010

966

54.8

34

6A

vaila

bilit

y94

645

055

264

010

8014

8274

210

5047

081

724

025

215

531

236

420

095

5247

.76

9

7A

dver

tisem

ents

8667

569

070

472

079

822

7985

056

430

168

061

227

931

211

220

096

6248

.31

8

8Pa

ckag

ing

desi

gn68

815

082

896

012

6016

5374

211

5094

055

940

039

640

396

7020

010

295

51.4

86

9Fr

iend

s34

460

055

283

260

741

742

750

1222

559

600

1440

403

216

112

200

9173

45.8

710

10La

belli

ng60

252

513

838

460

074

137

180

011

2810

7556

028

811

4728

816

820

088

1544

.08

11

11O

ffers

344

048

338

460

045

658

315

5047

073

110

4079

249

626

429

420

084

8742

.44

12

12Fr

eshn

ess

1720

600

1104

1600

360

285

424

350

188

473

720

684

403

624

196

200

9731

48.6

67

13Re

taile

rs in

flu-

ence

172

300

621

448

480

456

477

550

1551

602

560

648

961

456

182

200

8464

42.3

213

14Lo

ng sh

elf l

ife

of th

e pr

oduc

ts0

525

138

072

045

663

655

089

360

214

0032

465

184

021

020

079

4539

.73

14

15A

vaila

bilit

y of

ra

nge

prod

ucts

860

7569

256

6074

174

280

018

813

7640

046

852

752

858

820

076

7838

.39

15

To

tal F

requ

en-

cies

200

200

200

200

200

200

200

200

200

200

200

200

200

200

200



Whereas the results from Table 6 indicate the various factors experienced by the adolescents regarding ice-creams in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for this product among adolescents. The study revealed that, the major factors experienced by the respondents are taste (66.84), quality (64.05), reasonable price (61.37), brand image (54.83), and quantity (52.91) are ranked as 1 to 5 through Garrett’s Ranking method.

Tab

le 7

: Fac

tor

Aff

ecti

ng

Pre

fere

nce

for

Ch

ocol

ates

(Fre

qu

enci

es a

s P

er H

enry

Gar

rett

Ran

kin

g M

odel

)

Sr.

N

o.R

ank

s S

cale Fa

ctor

s

I II

III

1VV

VI

VII

VII

I1X

XX

IX

IIX

III

XIV

XV

Tot

al

Fre-

qu

en-

cies

Tot

al

Sco

re (F

re-

qu

enci

es*

Gar

rett

’s

Sco

re)

Mea

n

Sco

reR

ank

1Re

ason

able

pric

e14

6220

2520

7012

8010

2091

221

215

015

5143

160

216

186

120

154

200

1156

157

.81

3

2Ta

ste

4988

3450

414

832

840

912

477

200

329

129

280

216

9396

5620

013

312

66.5

61

3Q

ualit

y 36

1227

0020

7070

442

011

9779

555

014

117

216

014

421

772

2820

012

982

64.9

12

4Q

uant

ity51

652

511

7314

7212

6045

684

835

037

651

644

054

062

816

182

200

9532

47.6

69

5Br

and

imag

e60

212

0026

9115

3614

4068

453

040

042

351

668

010

824

819

242

200

1129

256

.46

4

6A

vaila

bilit

y86

045

010

3570

448

023

3779

535

070

560

252

046

849

624

084

200

1012

650

.63

6

7A

dver

tisem

ents

688

750

759

512

2160

570

848

800

940

645

600

324

217

240

126

200

1017

950

.95

8Pa

ckag

ing

desi

gn68

890

020

796

096

057

1855

1550

846

688

440

468

9316

815

420

010

034

50.1

77

9Fr

iend

s11

1875

345

704

900

684

371

700

1034

817

400

540

1426

120

7020

093

0446

.52

10

10La

belli

ng0

7548

317

9272

057

047

711

0070

513

3336

079

237

219

219

620

091

6745

.84

11

11O

ffers

075

552

320

900

1311

371

600

658

387

1000

432

496

240

602

200

7944

39.7

214

12Fr

eshn

ess

774

975

897

896

360

456

954

1500

470

344

400

864

403

432

8420

098

0949

.05

8

13Re

taile

rs in

fluen

ce77

415

089

719

218

062

784

860

037

614

6248

043

210

8557

684

200

8763

43.8

212

14Lo

ng sh

elf l

ife o

f th

e pr

oduc

ts51

611

2520

712

818

034

231

870

056

438

756

015

1240

379

230

820

080

4240

.21

13

15A

vaila

bilit

y of

ra

nge

prod

ucts

602

525

076

818

028

590

145

028

255

915

2014

440

350

463

020

077

5338

.77

15

To

tal F

requ

enci

es20

020

020

020

020

020

020

020

020

020

020

020

020

020

020

0



Whereas the results from Table 7 indicate the various factors experienced by the adolescents’ regarding chocolates in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference this product among adolescents. The study revealed that, the major factors experienced by the respondents are taste (66.56), quality (64.91), reasonable price (57.81), brand image (56.46), and advertisement (50.9), are ranked as 1 to 5 through Garrett’s Ranking method.

Figure 1: Ranking of factors influencing preference for fast food and chips

Figure -1 also explains about the mean score of factors responsible for the eating habits of respondents regarding ready to eat food products i.e. fast food, chips, fruit juice/cold drinks, ice-creams and chocolates. It revealed that taste, quality and reasonable pricing are the most influencing factors for buying behavior of the respondents.

ConclusionConsumer behavior is one of the most inspiring areas in today’s world focusing on the

purchasing, consuming and using of the products and services. In the present era, the main attention of the producers has shifted from product to the consumer. Now the companies’ research departments are focusing to portrait the consumer first and to find out how the consumers would react for any future changes in product and services or for any choices offered. In the company’s marketing conferences and board rooms, consumers are always a topic of discussion more than products. Building a brand with good image is the need of the hour as today’s consumer is more engaged and dedicates lesser time in making decisions. So, the present study focused on the buying behavior of adolescent respondents regarding ready to eat food products. During the study it was found that majority of the respondents are aware regarding the selected products and



their average monthly spending was found between Rs.250 to Rs.750. On the basis of chi-square test, no significant difference was found regarding awareness and demographic profile i.e. age, gender, monthly expenditure and education of the respondents. In the category of ready to eat food products; taste, quality and reasonable pricing are found to be the major three factors that influence the buying behavior of adolescent buyers which justify the works of Sabeson (1992), Ramasamy (2005), Ullah (2010) and Sangvikar (2012).

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Authors’ Profile

Leena Kakkar is M.Com, M.A (Eco.) from Guru Nanak Dev University, Amritsar, Punjab, India. She is pursuing Ph.D in the area of marketing. She is actively involved in the academic field and in teaching profession for over more than twenty years. Currently, she is working as Head & Assistant Professor at Dev Samaj College for Women, Ferozepur City, Punjab, India and handling advanced and basic courses in Business Administration, Marketing and Accounting. She has contributed handful of publications in national and international journal in the area of her research. She has also presented various research papers in national and international conferences.

Anju B Nandrajog is a Ph.D in Finance from MDU Rohtak, Haryana, India and MBA (Finance) from Guru Jambheshwar University, Hisar, India. She also holds M.Phil, M.Com, MA (Eco.), UGC-NET degrees. She is actively involved in the academic field and in teaching profession for over more than thirteen years. Currently, she is working as an Assistant Professor at Dev Samaj College for Women, Ferozepur City, Punjab, India and handling advanced and basic courses in Finance and Accounting. She has contributed handful of publications in national and international journal in the area of her research. She has also presented various research papers in national and international conferences.

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