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Original research

Consumer Behavior and Emotional Satisfaction: Ready-To-Cook Food Products in India

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Abstract

In this paper, we are trying to understand the consumer behavior on the Ready-to-cook (RTC) food products that belong to the sector of convenience food products. In India, the consumption of ready-to-cook products increased drastically after urbanization. According to the Indian RTC Market Outlook, the total market of ready-to-cook food products is expected to grow with a CAGR of more than 18% by the end of 2024. A survey has been conducted among the different age groups of people to understand their interests and critical factors, leading to their behavior patterns in buying and consuming ready-to-cook food products. The analysis of the collected data is conducted in Excel and R for an in-depth understanding. Two models are run on R to predict the significant factors in customers’ satisfaction level regarding ready-to-cook food products. The first model predicts that store and availability are significant at a 90% confidence interval. In contrast, consumption, quality, and discounts are significant at a 95% confidence interval according to consumers’ satisfaction levels concerning ready-to-cook food products. The second model predicts that store and packaging are significant at a 90% confidence interval. In contrast, consumption, taste, and discounts are significant at a 95% confidence interval according to consumers’ satisfaction levels in buying a particular brand in ready-to-cook food products. This study focuses on consumption patterns of ready-to-cook food products concerning the consumers of different professions, different income levels, different age groups, etc.

Imprint

Megana Ganapathiraju, Semila Fernandes. Consumer Behavior and Emotional Satisfaction: Ready-To-Cook Food Products in India. Cardiometry; Issue 23; August 2022; p.728-740; DOI: 10.18137/cardiometry.2022.23.728740; Available from: https://www.cardiometry.net/issues/no23-august-2022/consumer-behavior-emotional

Keywords

Consumer behavior,  Convenience food,  Instant food,  Readyto-cook food
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