Behaviour of Adolescents towards Ready-to-Eat Products (A ... 8.pdf · paper is to study the...

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, 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 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 38.5

Female 123 61.5

Total 200 100.0

2 Age 13.00 3 1.5

14.00 19 9.5

15.00 16 8.0

16.00 8 4.0

17.00 4 2.0

18.00 31 15.5

19.00 118 59.0

23.00 1 .5

Total 200 100.0

3 Monthly Expenditure Rs. 0-250 37 18.5

Rs.250-500 62 31.0

Rs. 500-750 52 26.0

Rs. 750-1000 27 13.5

above Rs. 1000 22 11.0

Total 200 100.0

4 Education Secondary 56 28.0

Higher Secondary 49 24.5

Graduation 95 47.5

Total 200 100.0

5 Awareness Level Aware and Using 200 100.0

Aware 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- Significant

2 Monthly Expenditure 8.9 4 0.064 Not- Significant

3 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

1R

easo

nabl

e pr

ice

1462

2325

1449

1280

1200

456

477

300

423

430

240

324

155

216

280

200

1101

755

.09

3

2T

aste

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

2

4Q

uant

ity

516

1500

1587

1600

840

513

689

1050

235

731

640

540

217

7284

200

1081

454

.07

5

5B

rand

imag

e51

675

015

1819

8415

6096

911

6630

056

451

632

021

662

336

8420

010

861

54.3

14

6A

vaila

bilit

y60

290

096

696

012

0096

912

1910

5070

551

652

018

043

412

098

200

1043

952

.28

7A

dve

rtis

emen

ts68

897

548

30

720

1197

795

1350

940

602

440

540

434

264

168

200

9596

47.9

810

8Pa

ckag

ing

des

ign

430

975

1518

1024

720

399

848

1350

987

301

640

468

124

216

168

200

1016

850

.84

9

9Fr

iend

s15

4882

582

870

478

011

9774

210

0070

568

852

032

446

516

870

200

1056

452

.82

6

10L

abel

ling

015

013

838

454

068

490

150

079

998

984

011

8874

445

670

200

8383

41.9

211

11O

ffer

s0

055

264

084

015

9653

600

564

559

760

828

496

360

406

200

8254

41.2

712

12Fr

eshn

ess

2408

525

414

576

660

1425

954

200

611

817

560

792

186

240

112

200

1048

052

.47

13R

etai

lers

infl

uenc

e51

60

414

256

420

399

795

450

987

645

720

576

1054

648

210

200

8090

40.4

513

14L

ong

shel

f lif

e of

the

pr

oduc

ts0

300

345

320

840

228

742

750

893

430

520

324

899

864

322

200

7777

38.8

914

15A

vaila

bilit

y of

ra

nge

prod

ucts

344

450

414

640

045

668

975

042

355

960

061

243

462

461

620

076

1138

.06

15

T

otal

Fre

quen

cies

200

200

200

200

200

200

200

200

200

200

200

200

200

200

200

Sour

ce: P

rim

ary

Dat

a



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

Sco

re

(Fre

-q

uen

-ci

es*

Gar

rett

’s

Sco

re)

Mea

n

Sco

reR

ank

1R

easo

nabl

e pr

ice

3354

3000

1242

1920

900

456

371

100

141

8624

014

421

716

816

820

012

507

62.5

42

2T

aste

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

014

138

712

018

027

972

8420

012

341

61.7

13

4Q

uant

ity

774

1200

1587

2432

900

1254

371

500

282

387

360

432

248

216

9820

011

041

55.2

14

5B

rand

imag

e86

060

012

4210

2421

6011

4013

2550

051

743

044

025

224

812

070

200

1092

854

.64

5

6A

vaila

bilit

y51

697

513

8051

212

0018

2474

265

047

060

260

032

437

214

411

220

010

423

52.1

26

7A

dve

rtis

emen

ts68

875

276

384

1080

1026

1802

1150

846

602

600

684

6226

412

620

096

6548

.33

9

8Pa

ckag

ing

des

ign

430

675

483

768

420

627

848

1650

1927

860

360

288

372

7298

200

9878

49.3

97

9Fr

iend

s86

1125

276

1024

480

798

689

1200

1504

946

680

144

372

264

9820

096

8648

.43

8

10L

abel

ling

8622

527

670

466

068

453

011

0079

918

0688

039

640

321

616

820

089

3344

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11

11O

ffer

s17

222

541

419

260

068

463

685

042

351

620

0079

243

426

423

820

084

4042

.212

12Fr

eshn

ess

860

300

1173

832

420

912

477

250

658

387

440

1296

775

336

140

200

9256

46.2

810

13R

etai

lers

infl

u-en

ce86

225

966

320

540

342

636

200

517

774

320

972

1023

744

252

200

7917

39.5

913

14L

ong

shel

f lif

e of

the

prod

ucts

8667

569

384

600

342

477

650

470

344

480

684

992

888

378

200

7519

37.6

15

15A

vaila

bilit

y of

ra

nge

prod

ucts

860

055

251

242

051

374

270

028

230

140

046

840

376

868

620

076

0738

.04

14

T

otal

Fre

quen

-ci

es20

020

020

020

020

020

020

020

020

020

020

020

020

020

020

0



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

le 5

: Fac

tor

Aff

ecti

ng

Pre

fere

nce

for

Fru

it J

uic

e/C

old

Dri

nk

s (F

req

uen

cies

as

Per

Hen

ry G

arre

tt R

ank

ing

Mod

el)

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

(Fre

qu

en-

cies

* G

arre

tt’s

S

core

)

Mea

n

Sco

reR

ank

1R

easo

nabl

e pr

ice

2150

3225

1794

960

840

912

212

200

282

215

120

7293

144

392

200

1161

158

.06

3

2T

aste

7224

2100

1863

768

300

513

530

300

00

240

7212

416

80

200

1420

271

.01

1

3Q

ualit

y 15

4846

5024

1576

878

057

021

240

032

986

8028

827

948

112

200

1256

562

.83

2

4Q

uant

ity

344

900

1518

2752

900

513

742

100

329

516

320

432

434

528

5620

010

384

51.9

26

5B

rand

imag

e11

1852

596

619

8418

0045

647

765

037

647

392

010

874

496

2820

010

721

53.6

14

6A

vaila

bilit

y17

260

013

8044

896

015

9615

3765

032

977

444

028

824

831

216

820

099

0249

.51

8

7A

dve

rtis

emen

ts51

615

041

476

866

012

5414

8410

5098

738

736

010

8015

514

416

820

095

7747

.89

9

8Pa

ckag

ing

des

ign

172

300

897

704

1020

570

1113

1750

1128

1634

240

216

6248

126

200

9980

49.9

7

9Fr

iend

s34

40

483

1024

660

1026

583

900

1692

774

480

648

248

192

210

200

9264

46.3

210

10L

abel

ling

015

013

825

690

057

068

975

061

114

1911

2075

662

045

670

200

8505

42.5

312

11O

ffer

s34

40

414

384

420

798

212

850

1034

301

1360

756

310

528

364

200

8075

40.3

813

12Fr

eshn

ess

2064

1275

483

832

1320

627

689

100

235

559

680

1044

403

216

7020

010

597

52.9

95

13R

etai

lers

infl

u-en

ce34

430

048

312

848

062

768

911

0075

286

072

057

613

3319

211

220

086

9643

.48

11

14L

ong

shel

f lif

e of

th

e pr

oduc

ts86

525

276

576

420

912

265

750

611

344

680

468

713

1080

238

200

7944

39.7

214

15A

vaila

bilit

y of

ra

nge

prod

ucts

774

300

276

448

540

456

1166

450

705

258

240

396

434

648

686

200

7777

38.8

915

T

otal

Fre

quen

cies

200

200

200

200

200

200

200

200

200

200

200

200

200

200

200



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

1R

easo

nabl

e pr

ice

2150

2475

3105

1024

780

741

689

250

282

4324

072

6219

216

820

012

273

61.3

73

2T

aste

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

ity

172

975

1242

1792

1560

684

1060

650

564

559

360

540

124

216

8420

010

582

52.9

15

5B

rand

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

dve

rtis

emen

ts86

675

690

704

720

798

2279

850

564

301

680

612

279

312

112

200

9662

48.3

18

8Pa

ckag

ing

des

ign

688

150

828

960

1260

1653

742

1150

940

559

400

396

403

9670

200

1029

551

.48

6

9Fr

iend

s34

460

055

283

260

741

742

750

1222

559

600

1440

403

216

112

200

9173

45.8

710

10L

abel

ling

602

525

138

384

600

741

371

800

1128

1075

560

288

1147

288

168

200

8815

44.0

811

11O

ffer

s34

40

483

384

600

456

583

1550

470

731

1040

792

496

264

294

200

8487

42.4

412

12Fr

eshn

ess

1720

600

1104

1600

360

285

424

350

188

473

720

684

403

624

196

200

9731

48.6

67

13R

etai

lers

infl

u-en

ce17

230

062

144

848

045

647

755

015

5160

256

064

896

145

618

220

084

6442

.32

13

14L

ong

shel

f lif

e of

the

prod

ucts

052

513

80

720

456

636

550

893

602

1400

324

651

840

210

200

7945

39.7

314

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

T

otal

Fre

quen

-ci

es20

020

020

020

020

020

020

020

020

020

020

020

020

020

020

0



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

1R

easo

nabl

e pr

ice

1462

2025

2070

1280

1020

912

212

150

1551

4316

021

618

612

015

420

011

561

57.8

13

2T

aste

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

ity

516

525

1173

1472

1260

456

848

350

376

516

440

540

6281

618

220

095

3247

.66

9

5B

rand

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

dve

rtis

emen

ts68

875

075

951

221

6057

084

880

094

064

560

032

421

724

012

620

010

179

50.9

5

8Pa

ckag

ing

des

ign

688

900

207

960

960

5718

5515

5084

668

844

046

893

168

154

200

1003

450

.17

7

9Fr

iend

s11

1875

345

704

900

684

371

700

1034

817

400

540

1426

120

7020

093

0446

.52

10

10L

abel

ling

075

483

1792

720

570

477

1100

705

1333

360

792

372

192

196

200

9167

45.8

411

11O

ffer

s0

7555

232

090

013

1137

160

065

838

710

0043

249

624

060

220

079

4439

.72

14

12Fr

eshn

ess

774

975

897

896

360

456

954

1500

470

344

400

864

403

432

8420

098

0949

.05

8

13R

etai

lers

infl

uenc

e77

415

089

719

218

062

784

860

037

614

6248

043

210

8557

684

200

8763

43.8

212

14L

ong

shel

f lif

e of

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

T

otal

Fre

quen

cies

200

200

200

200

200

200

200

200

200

200

200

200

200

200

200



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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