Keyword

Ready to Eat (RTE), Ready to Cook (RTC), Consumer Behavior

Abstract

In this article a statistical approach is used to measure the relative importance of consumer motives of buying RTE foods. All items scored between one and five can be computed by averaging (un-weighted) item ratings per scale. Mean ratings of each motivation provides a clear picture that some determinants are rated highly by respondents, while others low. For consumers taste is the primary motivation to buy RTE foods. Though the first priority is sensory appeal, convenience has been given relatively more importance. Also, consumers are ready to spend more if the food is available at a convenient place and if it tastes, smells and tastes good. From the study it was found that the motives of purchasing RTE foods are sensory appeal, convenience, mood and price. Apart from this brand also plays a significant role in determining consumer behavior, the more the visibility of the brand more is the buying tendency for that particular brand.


Full Text : PDF

References
  1. www.cfs.gov.hk/english/food_leg/food_leg_mgref.html
  2. www.aamp.com/fspdfs/rte.pdf
  3. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/getfile?URN=etd-0114108-
  4. 170634&filename=etd-0114108-170634.pdf
  5. Nevo, A. (1998), Measuring Market Power in the Ready-to-Eat Cereal Industry, Cambridge, MA: National Bureau of Economic Research.
  6. Wall Street Journal. (1980, Oct 2), "FTC Asserts Big 3 Cereal Makers Reaped over $ 1 Billion in Monopoly Overcharges."
  7. Ippolito, P. M. & Mathios, A. D. (1990), "Information, Advertising and Health Choices: A Study of the Cereal Market," The RAND Journal of Economics, 21, 459-480.
  8. ww.qtefoodconsultants.com/READY%20TO%20EAT%20RETORT%20FOOD.pdf
  9. Guide on Food Products, Vol II by Laad, V. D.
  10. Modern Food Packaging
  11. Packaging India, Vol 35, No. 5, Dec–Jan ’03, Plastic Films for Processed Food – Special 
  12. Requirements by Rashmi Motey, Smita Lele
  13. Packaging India, Vol 33, No 5, Dec 2000 – Jan ’01, Specialized Packaging for Food 
  14. Products by A. S. Athalye
  15. Handbook of Packaging – Plastics by A. S. Athalye
  16. http://www.punebds.com/postarticle/viewcatwisedetail.aspx?name=Product%20Development
  17. http://www.punebds.com/postarticle/Home.aspx
  18. http://www.scribd.com/doc/19018679/fast-food-industry-in-india-a-study
  19. www.outlookprofit.com/article.aspx?261956
  20. http://issuu.com/retailnews/docs/retailnews1sept08
  21. Ministry of Food Processing Industries: http://www.mofpi.nic.in/ContentPage.aspx?CategoryId=148
  22. Steptoe, A., Pollard T. M. & Wardle, J. (1995), "Development of a Measure of the Motives 
  23. Underlying the Selection of Food: the Food Choice Questionnaire," Appetite, 25, 267-284.
  24. Ton Nu, C., MacLeod, P. & Barthelemy J. (1996), "Effects of Age and Gender on Adolescents' Food Habits and Preferences," Food Quality and Preference, 7, 251-262
  25. Grunert, K. G., Bredahl, L. &Brunso, K. (2004), "Consumer Preception of Meat Quality and Implications for Product Development in the Meat Sector a Review," Meat Science, 66, 259-272
  26. Heuvel, T., Trijp, H., Woerkum, C., Renes, R. J. & Grenmmen, B. (2007), "Linking 
  27. Product Offering to Consumer Needs; Inclusion of Credence Attributes and the Influences of Product Features, "Food Quality and Preference, 18, 296-304
  28. Buckley, M., Cowan, C., McCarthy, M. & O'Sullivan, C. (2005), "The Convenience
  29. Consumer and Food Related Lifestyles in Great Britain," Journal of Food Products Marketing, 11, 3-25.
  30. Keane, A. & Willetts, A. (1994), "Factors that Affect Food Choice," Nutrition & Food Science, 4, 15-17.
  31. www.marketingritson.com/documents/week1brandtracking.pdf
  32. http://www.leaders-india.com