Page 1 of 4

European Journal of Business &

Social Sciences

Available at https://ejbss.org/

ISSN: 2235-767X

Volume 07 Issue 04

April 2019

Available online: https://ejbss.org/ P a g e | 1181

Ready to Eat Food Products by ITC

1 Mrs. K NAGA SUMALATHA, MBA, APSET(Ph. D), Associate Professor

2 MANDLEM MANOHAR NAIDU, MBA

DEPARTMENT OF MBA

Dr. K.V. SUBBA REDDY INSTITUTE OF TECHNOLOGY,KURNOOL

ABSTRACT

The study reveals the factors that are affecting

consumer buying behaviour of Ready to Eat

Foods in India. The study is undertaken to

understand all the negative and positive

perceptions about the Ready to Eat Foods. A

descriptive research design was used to gain an

insight into customer’s perception about the

ready to eat foods. Based on the findings of the

study, to conclude that the Indian companies

should focus on creating customer awareness

about ready to eat foods and to increase the

growth of the future market in India.

Keywords: Customer preference, Customer

perception, Customer awareness, Customer

satisfaction

I. INTRODUCTION:

Increase consumer awareness for the product by

creating an enduring positive attitudinal change

through use of advertisements. The

advertisements should cater to central root

processing by using message arguments in the

advertisements. A catchy tagline, colorful

packaging and relevant information displayed

will be required. For example, messages like “no

added preservatives”, “healthy food”, “0 %

chemicals”, “mothers love now in a packet”

would reduce consumer dissonance and help in

accepting a product to move from attitude to

intention to adoption. Such messaging will work

as ice breakers for consumers who currently feel

disconnected with the product.

Reduce dissonance with advertisements like “so

many others have also bought the product”. Ease

the process of brand recall by using

advertisements with encodings. Greater will be

the ease to recall the brand , greater will be the

propensity to buy the brand.

Present an advertisement that solves

“consumer’s problems” for quick food keeping

health factor intact.

Consumers in urban areas regularly need RTE

foods due to time constraints. Increase consumer

involvement through advertisements and

promotional campaigns. Consumer should be

informed as to how can RTE food be their

correct choice for quick and healthy food. Create

fun filled or humor filled advertisements with

relevant messages for promotion so that brand

retention for food products is present.

Marketing research to understand what is the

driving force behind low adoption of product by

consumers. Is it their attitude towards behavior

or is it their subjective norms? Which of these is

significant? Use the results from research to

develop advertisements and promotion

Page 2 of 4

European Journal of Business &

Social Sciences

Available at https://ejbss.org/

ISSN: 2235-767X

Volume 07 Issue 04

April 2019

Available online: https://ejbss.org/ P a g e | 1182

campaigns to influence their behavior to

increase adoption of RTE foods.

Increase variety in foods offered. Conduct a

marketing research to understand products that

would be most demanded by consumers in the

RTE form. First produce such products that do

not have geographical limitations. Production

can then be taken ahead to increase variants for

consumers according to the demand.

Increase presence of RTE products in the value

chain through a strong distribution network.

Involve the retailers and distributors with good

profit margins in order to create a value chain.

Increase accessibility and availability of

products as it has a direct impact on top lines.

OBJECTIVES OF THE STUDY

 To study consumer behaviour on ITC

ready to eat products.

 To know the demographic profile of

instant food consumers.

 To analyse the factors that influence

consumer behaviour on instant food

products.

 To identify the consumer satisfaction on

ready to eat food products.

 To identify the of ready to eat cook

products.

II. RESEARCH METHODOLOGY

Research refers to such for

knowledge. It is an art of the scientific

investigation. Research comprises definite

problem. The research design ascetically

states the procedures of data collection and

analysis of information relevant to problem.

COLLECTION OF DATA

1) Primary Data:

The primary data will be

collected from consumers by filling the

questionnaires

2) Secondary Data:

Secondary data will be collected from

various books, journals, news papers,

reports of the company and various

websites secondary data was collected

through personal review of the above

listed sources

Sample:

Sample devotes only a part of the

universe, which is studied and conclusion is

drawn for the entire universe.

The sample technique is used in the study is

convenience sampling technique.

SAMPLING TECHNIQUE:

Types of sampling: Simple convenience

sampling has adopted

Sample unit: The sample unit is the consumers

of bajaj electronics.

Statistical Tools: Data Analysis and graphical

representation

III. .USES OF READY TO EAT FOOD

PRODUCTS:

Ready-to-eat food are foods you don't need to

cook food that has already been cooked. You

store these on your pantry shelf, or in the

refrigerator or freezer, until you are ready to use

them. Although ready-to-eat food is convenient,

some require special handling to ensure food

safety.

Types of Ready-to-Eat Food: