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

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Paper Presentation Submitted By:- Anu Kaushik Ankit Verma

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

Page 1: Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi (CONSUMER BEHAVIOUR)

Paper Presentation

Submitted By:- Anu Kaushik Ankit Verma

Page 2: Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi (CONSUMER BEHAVIOUR)

Contents

CONCLUSION

FINDINGS AND DISCUSSIONS

DATA ANALYSIS

RESEARCH METHODOLOGY

OBJECTIVES

LIMITATIONS

INTRODUCTION

SUGGESTIONS

Page 3: Determinants of consumer’ purchasing behaviour for Ready to Eat Food in Delhi (CONSUMER BEHAVIOUR)

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

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RTE Packets

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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

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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?

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Determinants of consumer’ purchasing behavior for Ready to Eat Food in Delhi

ResearchMethodology

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

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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)

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The respondents in this survey consisted of 86 MALES and 216 FEMALES

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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.

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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

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Findings & Discussions

RTE RTERTERTE

Age of respondents

above 51 years

Age of

respondents41-50 years

18–30 years

31-40 years

4.3% 28.8% 33.1% 33.8%

Age of respondents

Age of

respondents

Age group of respondent who filled the survey

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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)

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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

ExistNo Relationship

Exist

Number of children - - - -

Chi Square Tests

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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.

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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

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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

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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

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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

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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.

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BILINGUAL LANGUAGE

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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.