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CONSUMER PREFERENCE FOR READY-TO-EAT FOOD
PRODUCTS- A CASE STUDY IN BELGAUM CITY
Thesis submitted to the

University of Agricultural Sciences, Dharwad
In partial fulfillment of the requirements for the
Degree of
Master of Business Administration

In
Agribusiness
By
CHAITRA G. B.
DEPARTMENT OF AGRIBUSINESS MANAGEMENT

COLLEGE OF AGRICULTURE, DHARWAD
UNIVERSITY OF AGRICULTURAL SCIENCES,
DHARWAD- 580 005
JUNE, 2014
ADVISORY COMMITTEE
DHARWAD
JUNE, 2014
(N. M. KERUR)
CHAIRMAN
Approved by:
Chairman:
(N. M. KERUR)
Members: 1.
(R. A. YELEDHALLI)
2.
(G. N. KULKARNI)
3.
(L. MANJUNATH)
4.
(R. M. HOSAMANI)
CONTENTS
Sl. No. Chapter Particulars
CERTIFICATE
ACKNOWLEDGEMENT
LIST OF TABLES
LIST OF FIGURE
1. INTRODUCTION
2. REVIEW OF LITERATURE
2.1 Awareness of consumers towards branded products
2.2 Purchase behaviour of consumers
2.3 Brand preference and Factors influencing brand preference.
2.4 Alternative purchase plans
3. METHODOLOGY
3.1 Description of the study area
3.2 Sampling design and data collection
3.3 Analytical tools and techniques employed
4. RESULTS
4.1 Awareness of consumers towards branded ready-to-eat food
products.
4.2 Purchase behavior of consumers towards ready to eat food products.
4.3 Brand preference of the consumers and Factors Influencing
brand preference.
4.4 Alternative purchase plans of the consumers.
5. DISCUSSION
5.1 Awareness of consumers towards branded ready-to-eat food products.
5.2 Purchase behaviour of consumers towards ready to eat food products.

5.3 Brand preference of the consumers and factors Influencing brand
preference.
6. SUMMARY AND POLICY IMPLICATIONS
REFERENCES
APPENDIX
LIST OF TABLES
Table
Title
No.
4.1 General information of selected samples in Belgaum
Brand awareness of consumers of cereal based products among different

4.2
age groups
Brand awareness of consumers of vegetable based products among

4.3
different age groups
Brand awareness of consumers of fruit based products among different age

4.4
groups
Brand awareness of consumers of milk based products among different age

4.5
groups
4.6 Influence of media to create awareness about the brands

Reasons for purchasing ready to eat food products by consumers of
4.7
Belgaum
4.8 Monthly expenditure of households on ready-to-eat food products
4.9 Monthly expenditure of households on food items
4.10 Share of ready-to-eat food items in total expenditure on all food items
4.11 Frequency of purchase by the respondents
4.12 Place of purchase by the respondents
4.13 Nature of purchase decision among different age groups
4.14 Influence of income on purchase decisions on ready to eat food products
4.15 Brand preference for Cereal based products
4.16 Brand preference for Vegetable based products
4.17 Brand preference for Fruit based products
4.18 Brand preference for Milk based products
4.19 Factors influencing brand preference
4.20 Alternative purchase plans of ready to eat food products

LIST OF FIGURES
Figure
Title
No.
1 Map showing the study area
2 Share of ready-to-eat food items in total expenditure on all food

items
3 Brand preference for cereal based products by consumers in

Belgaum city
4 Brand preference for vegetable based products by consumers in

Belgaum city
5 Brand preference for fruit based products by consumers in Belgaum

city
6 Brand preference for milk based products by consumers in

Belgaum city
LIST OF APPENDIX
Appendix No.
Title
I Questionnaire
INTRODUCTION
There is nobody in the world that is left out of the class of consumers. The consumer-hood
continues till one’s last breath. The consumer purchases a variety of goods and services to satisfy his
wants and he is always influenced in his purchasing activities by some considerations which lead him
to select a particular commodity or a particular retail store in preference to others. Hence, consumer
buying is more complex. Consumer purchases are likely to be influenced by physiological,
psychological, cultural and sociological factors. The commodities and services are bought by the
consumer to satisfy his basic needs, for comfort, pleasure, recreation and happiness. Every individual
has physiological need such as hunger, shelter, thirst, etc., which have to be satisfied for survival. The
psychological factors like status, prestige and social factors like friends, neighbors, job and relatives
influence their purchasing activities.
People bear certain beliefs and attitudes towards certain types of commodities, brands of
commodities and retail outlets based on their previous experience. When there is a need, they are
able to discover some new commodities capable of satisfying their needs. Before the commodities
and brands are selected, these commodities must compete successfully against alternatives in the
market. The selection of a particular commodity becomes important for consumer since there are wide
varieties of consumer goods in the market. Again selection of a particular commodity depends mainly
on income of the consumer and necessity of the product to the individual along with the other demand
in their factors. Before the selection of the commodity purchased, an individual requires information
regarding the various sources of supply of the commodity, its brands, relative merits and demerits,
uses and value of their characteristic features and services offered. The common sources through
which individual gathers information are from advertising media (television, radio and news papers),
friends, retailers in the locality, displays in shops and food labels.
Consumer behaviour in the marketing world is very necessary to judge for the success of the
product. Ready-to-eat food especially market segmentation based on food-related lifestyles can be
applied to develop proper marketing strategies. Today's companies work in a war zone of rapidly
changing competitors, technological advances, new laws, managed trade policies and diminishing
customer loyalty. In today's world of cutthroat fierce competition, customer satisfaction is very
essential to not only remain but also to excel in the given market environment. Today's market is
enormously more complex in view of the very market structure. Hence, to survive in the market, the
company not only needs to maximize its profit but also needs to satisfy its customers and should try to
build upon from there. Consumers' satisfaction is the ultimate aim of any business concern. Merely
selling the product should not alone be the objective of the business it is more to do with customer
relationship. More than that, they must concentrate on how to satisfy the consumers regarding all
aspects of the product such as price, quality, utility derived, package, etc. No sales can be effective
without knowing the desires and needs of consumers. Manufacturers must collect as much
information as possible from the consumers relating to their tastes and preferences towards different
products and only then they can design and make products up to the expectation of the consumers.
Food Processing Industry in India
India is the world’s second largest producer of food next to China, and has the potential of
being the biggest in the food and agriculture sector. The food processing industry is one of the largest
industries in India. It is ranked fifth in terms of production, consumption, export and expected growth.
The food industry is on high demand as Indians continue to have feast. Fuelled by what can be
termed as a perfect ingredient for any industry-large disposable incomes-the food sector has been
witnessing a marked change in consumption patterns in recent times, especially in terms of fast
foods.
Increasing incomes are always accompanied in the food basket. The proportionate
expenditure on cereals, pulses, edible oils, sugar, salt and spices decline as households climb the
expenditure classes in urban India while, the opposite happens in the case of milk and milk products,
meat, egg and fish, fruits and beverages.
For instance, the proportionate expenditure on staples (cereals, millets, pulses) declined from
45 to 44 per cent in rural India while, the figure settled at 32 per cent of the total expenditure on food
in urban India.
A large part of this shift in consumption is driven by the presence processed food market,
which accounts for nearly 32 per cent of the total food market. In value terms it accounts for US$ 29.4
billion, in a total estimated market of US$ 91.66 billion. The confederation of Indian Industry (CII) has
estimated that the food processing sector has the potential of attracting US$ 33 billion of investment in
ten years and generates employment of nine million person-days.
The government has planned, formulated and implemented several schemes to provide
financial assistance for setting up and modernizing food processing industry, creation of needed
infrastructure, and support for research and development and human resource development in
addition to other promotional measures to encourage the growth of the processed food sector.
Food processing is a large sector that covers activities such as agriculture, horticulture,
plantation, animal husbandry and fisheries. It also includes other industries that use agricultural inputs
for manufacturing of edible products. The ministry of food processing, Government of India indicated
the following specific segments within the food processing industry.
• Dairy, fruits and vegetable processing
• Grain processing
• Meat and poultry processing
• Fisheries processing
Consumer foods that includes packaged foods, beverages and packaged drinking water.
Though the industry is large in size, it is still in a nascent stage in terms of development of the
country’s total agriculture and food produce, where only 2 per cent is processed. The Indian food
processing industry stands at $135 billion and is estimated to grow at a (CAGR) 10 per cent to reach
$200 billion by 2015. The food processing industry contributed 7 per cent to India’s GDP. The industry
employs 13 million workers directly.
Value addition of food products is expected to increase from the current 8 per cent to 35 per
cent by the end of 2025 and fruits and vegetable processing is also expected to increase from around
2 per cent of total production to 25 per cent by 2025.
The highest share of processed food is in the dairy sector, where 37 per cent of the total
produce is processed, of this only 15 per cent is processed by the organized sector. The food
processing industry in the country is on track to ensure profitability in the coming decades. The sector
is expected to attract phenomenal investments of about Rs. 1,400 billion in the next decade
(Anonymous, 2013a).
Ready-to-eat food products
Unlike olden days where man used to have his food lavishly and slowly, the present trend
changed the habits of foods, which are simple and easy to digest. Hence, the existence of these foods
fulfilled all the needs of modern human being. Canned foods, convenience foods, fast foods, frozen
foods, instant products, dried foods, preserved foods, etc. all comes under ready-to-eat foods. The
food habits in India have changed due to the western influence and the usage of these foods are
shown increasing trend in recent years.
In India, majority of food preparation for consumption is still at home. Nevertheless, home
food consumption is increasing due to increase in urbanization, breaking up of the traditional joint
family system, desire for quality, time which translates into an increased need for convenience,
increasing number of working women, rise in per capita income, changing lifestyles and increasing
level of affluence in the middle income group had brought about changes in food habits. The per
capita income at current price during 2012-13 is estimated to be Rs. 68,747 as compared to Rs.
61,564 during 2011-12. India’s per capita income, a gauge for measuring living standard, is estimated
to have gone up by 11.7 per cent to Rs. 5729 per month in 2012-13.The change in food habits was
evident from the growth of food processing industries (Anonymous, 2013b).
Generally, food is prepared depending on the habits, tastes, social status, religion, economic
factor, availability, traditions, habitats, etc., of the people of that region. The most sought after in the
present age are the ready- to- eat foods.
Ready-to-eat food is a food offered or exposed for sale without additional cooking or
preparation, which is packaged on the premises where they are being sold and are ready for
consumption.
With the income level rising, demand for milk, meat, fish, fruits and vegetables is also
increasing in India. With more urbanization, Indian families consume more processed foods, ready-to-
eat foods, etc. Asian Americans, now numbering over 10 million along with the other 13 million
persons of Indian origin spread all over the world are a huge potential market for the Ready-to-eat
(RTE) foods out of India. This creates a scope for the producers to come out with a long range of
dishes including the usual meals. India had been at the forefront for variety of dishes both in domestic
and global market. Ready-to-eat foods are very popular in the western region of the world. Now, India
is being influenced by these ready-to-eat foods at a large extent.
Development of the metropolitan cities due to increase in population, emergence of
industries, evolution of various new factors, time factor, etc., created the need for ready-to-eat foods
in the market. Due to industrialization, the labour category is getting attracted to it because of better
emoluments and hence there is shortage of home maid-servants. Due to this, the housewives, in
order to save time started using ready-to-eat foods.
As the literacy rate is increasing among the women, a large number of them in our country
are taking up jobs to setup their own status in the society and to use the extra income generated.
These are creating the need for ready-to-eat foods. Earlier times, a single family consisted of many
people i.e., a group of several nuclear families were living in a single place. Hence, larger quantities of
the food were used to be prepared at their homes. But as these joint families started disappearing due
to various reasons, each single family started using these ready-to-eat foods in order to save time and
energy.
Due to establishment of multinational companies in India, the lady of the house also started
working, because of which there is no time to prepare the food items at home. Hence, this created the
need for using ready-to-eat foods. The standard of living is also changing due to raise in income level,
influence of western countries, more global trade, traveling etc. Hence, people are changing their
taste towards ready-to-eat foods more compared to the old traditionally prepared foods.
In the modern era, the media, particularly electronic and print media, are playing an important
role in creating awareness of the products manufactured and released in the market. All these factors
are responsible for the popularity of ready-to-eat food products in Indian market. The marketers
should see to it that the ready-to-eat food is available to the consumers without any difficulty at
competitive rates. The products should be provided to consumers by keeping in mind as when they
want, where they want and the manner in which they want. These methods help in increasing the
sales of the product with good feedback from the customers and creating niche for ready-to-eat foods
in the market.
Problem focus
Several firms have been engaged in production and marketing of ready-to-eat food products.
Hence, the consumers have more option to choose from them. In this context, a study on consumer
behaviour was seemed to be important to understand the buying behaviour and preferences of
different consumers. Understanding the consumer behaviour would help the firms in formulating
strategies to cater to the needs of the consumer and thereby increase their market share. Consumer’s
taste and preference were found to change rapidly, especially in a dynamic environment. Keeping in
view the importance of consumer behaviour and consumption pattern, the present study was under
taken with the following specific objectives.
Objectives of the study
The specific objectives of the study are:
1. To ascertain the awareness of consumers towards branded ready-to-eat food products.
2. To study the purchase behaviour of ready-to-eat food products.
3. To evaluate brand preference and examine the factors influencing on ready-to-eat
products.
4. To evaluate alternative purchase plans of the consumers.
Hypotheses
1. The consumers are aware about the branded ready-to-eat food products
2. The consumers frequently purchase the ready-to-eat food products on a regular basis
3. The consumer usually stick to a particular brand and many factors influence the decision for
preferring a particular brand
4. The consumer make the alternate purchase plan, if a particular ready-to-eat food product is
not available
Presentation of the study
The study has been presented in six chapters as indicated below. Chapter-I deals with the
nature, importance and specific objectives of the study; Chapter-II describes the comprehensive
review of the relevant research work done in the past related to the present study; Chapter-III outlines
the features of the study area, nature and source of data, sampling procedure and analytical tools and
techniques employed in the study; Chapter-IV is devoted to present the main findings of the study
through tables; Chapter-V discusses the results of the study; Chapter-VI provides the summary of the
whole study and also suggests the policy implication based on findings of the study.
At the end, important references have been listed relating to the present study.
Limitation of the study
This study was based on primary data collected from sample consumers by survey method.
As many of the consumers furnished the required information from their memory and experience, the
collected data would be subjected to recall basis. The study area was limited to Belgaum city and the
findings may not be applicable to other markets, as vast difference exists among the consumers with
regard to demographic and psychographic and economic characteristics. Hence, the findings of the
study may be considered appropriate for the situations similar to study area and extra care should be
taken while generalizing the results.
REVIEW OF LITERATURE
A review of concepts and empirical studies related to the present study would be helpful to
project the current thinking on the subject matter of study as well as to formulate relevant concepts
and design of the study to draw meaningful conclusion. This would help the researcher to have better
and precise understanding of the current research problem and would also facilitate to modify and
improve the present study.
This chapter briefly reviews the concepts, analytical tools and findings of the past studies,
which are relevant for the present study. The review of the past studies was classified under the
following headings.
2.2 Purchase behavior of consumers
2.3 Brand preference and Factors influencing brand preference

Brown et al. (2000) reported that the need for effective nutritional education for young
consumers has become increasingly apparent, given their general food habits and behaviour,
particularly during adolescence and analyzed that the interaction between young consumers’ food
preferences and their nutritional awareness behaviour, within three environments home, school and
social interaction appears to be somewhat over shadowed by the young consumers, while developing
an independence trait, particularly, during the adolescent years. The authors suggested that food
preferences are often of a ‘fast food’ type and consequently the food habits of many young consumers
may fuel the consumption of poorly nutritionally balanced meals. While young consumers were aware
of healthy eating, their food preference behaviour did not always appear to reflect such knowledge,
particularly within the school and social environments.
Beverland (2001) studied the level of brand awareness within the New Zealand market for
ZESPRITM kiwi fruit. The effectiveness of this branding strategy employed by kiwi fruit, New Zealand
was studied. The implications of the findings for agri.business in general using the data collected from
surveys of kiwi fruit consumers (n=106) outside three major super market chains in Auckland, New
Zealand, suggested that the level of brand awareness for ZESPRITM is low among consumers. It is
indicated that brand awareness could be increased through a relationship- making programme
involving targeted marketing and supply chain management.
Chen (2001) expressed a different thought on brand awareness that it was a necessary asset
but not sufficient for building strong brand equity. In this view, a brand could be well known because it
had bad quality.
Yee and Young (2001) aimed to create awareness of high fat content of pies, studied
consumer and producer awareness about nutrition labeling on packaging. For this, seven leading pie
brands were analyzed for fat content and are ranged from 7.10 to 19.20 per cent fat. Potato topped or
cottage pies had the lowest fat content (7.10 - 9.20 % fat). Most pies did not display nutritional
labeling on packaging. Over half of the consumers (52.00 %) who responded to the survey (42.00 %
response rate) were aware of the campaign. The study was successful at raising consumer
awareness about the high fat content of pies and influencing the food environment with a greater
availability of lower fat pies. It is possible to produce acceptable lower fat pies and food companies
should be encouraged to make small changes to the fat content of food products like pies. Potato
topped pies are lower in fat and are widely available. Regular pie eaters could be encouraged to
select these as a lower fat option.
Nandagopal and Chinnaiyan (2003) studied that the level of awareness among the rural
consumers about the brand of soft drinks was high which was indicated by the mode of purchase of
the soft drinks by “Brand Name”. The major source of brand awareness was word of mouth followed
by advertisements, family members, relatives and friends.
Ramasamy et al. (2005) reported that, the buying behaviour is vastly influenced by
awareness and attitude towards the product. Commercial advertisements over television was said to
be the most important source of information, followed by displays in retail outlets. Consumers do build
opinion about a brand on the basis of which various product features play an important role in
decision making process. A large number of respondents laid emphasis on quality and felt that price is
an important factor while the others attached importance to image of manufacturer.
Amaranath and Vijayudu (2009) has studied brand awareness in rural area- a case study of
fast moving consumer goods in Chittoor district of Andhra Pradesh, examined the brand awareness in
rural area and to study the interest of consumers in branded products of Fast Moving Consumer
Goods (FMCG). The brand awareness is showing increasing tendency everywhere and chittoor
district is not an exception to it. Researchers examined the validity of this general statement that is
being discussed day in and day out. People are not worried about the price of the product. They are
showing willingness to spend higher price when they realize that they can afford to spend. Since the
usage of branded products of reputed companies will elevate their status as well as stature in that
village.
Jain and Jain (2013) has studied the Relationship amid Consumer Behaviour and Consumer
towards Ready-To-Eat Products relationship between consumer behavior such as consumer
awareness, perception and adoption process, and consumer personal characteristics such as sex,
marital status and occupation. And results shown by this research were significant relationship
between these two factors. It also provides the various suggestions and recommendations to the
processed food business that can help the same in its expansion plans and reach to its end
consumers of the product and their perception regarding the same.

Balaji (1985) studied fish consumption behaviour of 526 consumers in Vishakapatnam city.
The study revealed that 77.00 per cent of respondents consumed fish for dinner and 22.00 per cent
for lunch. About 30.00 per cent of the respondents did not consume fish on festival days, as those
days were considered auspicious, while the rest had no notations and consumed fish, irrespective of
festivals.
Jorin (1987) examined changes in spending power and buying habits of Swiss consumers
th
since the beginning of the 20 century and in the more recent past. Current trends include greater
emphasis on health and safety of food stuffs and less attention to price, increased demand for low
calorie light products and increased demand for organically grown foods. For young people, more
concern with enjoyment and less for health, with more meals eaten from home and generally an
increased demand for convenience foods. The prospects for high quality branded products were seen
to be good.
Rees (1992), in his study revealed that factors influencing the consumer’s choice of food were
flavour, texture, appearance, advertising, a reduction in traditional cooking, fragmentation of family
means and an increase in ‘snacking’ etc. Demographic and household role changes and the
introduction of microwave ovens produced changes in eating habits. Vigorous sale of chilled and other
prepared foods was related to the large numbers of working wives and single people, who require
value convenience. Development in retailing with concentration of 80.00 per cent of food sales in
supermarkets was also considered to be important. Consumers were responding to messages about
safety and healthy eating. They were concerned about the way in which food was produced and want
safe, ‘natural’, high quality food at an appropriate price.
Results of the study conducted by Joshi (1993) in Dharwad on food purchasing habits and
consumer awareness among rural and urban housewives indicated that majority of the urban
respondents purchased the groceries like cereals (52.00 %), pulses (64.00 %), oils (73.00 %), spices
(72.00 %) and sugar (69.00 %) on monthly basis. While perishables like fruits (48.00 %), eggs (41.00
%) and meat (46.00 %) were purchased once in week and milk (48.00 %) was purchased daily. Rural
respondents purchased cereals (70.00 %), pulses (71.00 %), oils (71.00 %), spices (71.00 %), sugar
(71.00 %) and fruits (73.00 %) once in week and milk (78.00 %) daily. Regarding place of purchase
83.00 per cent of urban and 99.00 per cent of rural respondents purchased all the groceries like
sugar, rice, and wheat from fair price shops. Both rural and urban respondents purchased groceries
(99.00 % each), perishables (89.00 and 99.00 % respectively), ready to use foods (97.00 and 87.00 %
respectively) and commercially available foods (96.00 and 6.00 % respectively) from retail shops.
Price, quality and weight of the products were the important factors considered by both rural and
urban respondents while purchasing of food items.
Dhillon et al. (1995), while studying the purchase behaviour in Ludhiana, rural and urban
respondents ranked nearby market (mean score of 1.47 for rural and 2.10 for urban) and main market
(mean score of 0.88 for rural and 1.38 for urban) as their first and second preference of order
respectively for the purchase of food items. The prime factor indicated by the rural respondents for
buying their food items was appearance with mean score of 4.01, followed by price, quality and place
of buying to which they ranked second, third and fourth with mean scores of 3.81, 3.45 and 2.96
respectively. But urban respondents visualized these factors little differently and ranked quality,
appearance, place of buying and expiry date as first, second, third and fourth ranks with mean score
of 4.69, 4.01, 3.20 and 3.05 respectively.
Singh et al. (1995) examined the factors influencing consumer preferences for milk. They
were milk quality, convenience, availability, supply in quantity desired, flavour, colour, freshness and
mode of payment which showed higher levels of consumer satisfaction.
Purchasing practices of consumers in Parbhani was studied by Kulkarni and Murali (1996).
The results revealed that 83.50 per cent of consumers were seeking the information from television
regarding the products availability and this was followed by neighbours (71.00 %) and newspapers
(69.50 %). Consumers preferred retail market for the purchase of groceries (65.00 %), milk and milk
products (100.00 %), vegetables (100.00 %), fruits (100.00 %) and snacks (75.00 %) and they
adopted cash payment. Majority (75.00 %) of the consumers preferred quality for the purchase of
food.
Sundar (1997) revealed that, grocery department of Saravana Bava Cooperative
Supermarket, Cuddalore was enjoying favorable images of consumers in the attributes, such as,
equality of price, behaviour of sales persons, moving space, location, correctness of weight,
packaging of goods, number of sales persons and convenient shopping hours. At the same time, the
image was weak in the attributes, such as, quality of goods, availability of range of products, variety of
goods, acceptance of returns, credit facility, door delivery and sales promotional measures.
Amitha (1998) studied the factors influencing the consumption of selected dairy products in
Bangalore city. The results of the study revealed that, income and price significantly influenced the
consumption of table butter. Price had a negative impact and income a positive impact on
consumption.
A socio-economic influence of rural consumer behaviour studied by Sayulu and Reddy (1998)
concluded that frequency of purchase of commodities by rural consumers was highly influenced by
the type and nature of the products. Products like groceries (40.35 %) and others which included
vegetables, milk etc. (48.25 %) purchased on daily basis and 33.33 per cent and 42.98 per cent of
them purchased these products on weekly basis. Cash purchase was highest in case of products like
groceries (44.74 %) followed by credit purchase with 38.60 per cent and 21.06 per cent respectively.
Price of the goods was considered to be the most important factor by more than 88.00 per cent of the
respondents followed by easy availability (66.66 %) and neighbours (54.00 %).
Kamalaveni and Nirmala (2000) reported that, there is complete agreement between ranking
given by the housewives and working women regarding the reasons promoting them to buy Instant
Food Products. Age, occupation, education, family size and annual income had much influence on the
per capita expenditure of the Instant Food Products.
Srinivasan et al. (2000) revealed that, consumer with higher educational level was found to
consume more processed products. The quantities of processed fruit and vegetable products were
consumed more in high income group. The tolerance limit of price increase identified was less than 5
per cent, any price change above this limit, would result in discontinuance of the use of the processed
product. Consumers preferred processed products because of convenience of ready-to-eat form.
Hugar et al. (2001) carried out a study on dynamics of consumer behaviour in vegetable
marketing in Dharwad city. Low income groups purchased lesser quantity (3.25 kg/week) of
vegetables as compared to medium (5.40 kg/week) and high income groups (4.66 kg/week). Majority
of low income group preferred to purchase vegetables from producers because of reasonable price.
High and medium income families preferred stall vendors for the purchase of vegetables because of
better quality and correct weighment.
Prell et al. (2002) conducted a study to examine the factors influencing adolescents’ fish
consumption in school. Fish consumption was assessed by observation on 4 occasions. Attitudes
towards the fish, friends’ behaviour and perceived control were important predictors of the intention to
eat fish and barriers for fish consumption were a negative attitude towards both smell and
accompaniments and fear of finding bones. But the eaters of fish were more satisfied with the taste,
texture and appearance of the fish and rated safety significantly higher than those who resisted. They
also thought to a greater extent that the fish was healthy and prepared with care. The results
suggested that, it is important to alter dishes so that they appeal to children and to pay attention to the
whole meal, accompaniments included. Finally it was recommended to convey the pupils that the fish
served would be healthy and prepared with care.
Nagaraja (2004) opined that, buying behaviour is very much influenced by experience of their
own and of neighbour consumers and his family. Above all, the quality of the product and its easy
availability were the primary and the vital determinants of his buying behaviour. Consumers were
influenced by touch and feel aspect of any promotional activity.
Shivkumar (2004) showed that the consumer, irrespective of income groups, was mainly
influenced by the opinions of their family members to purchase. Consumers were also influenced by
the dealers’ recommendation, followed by advertisement.
Sarathy and Shilpa (2011) has studied managing the diffusion of innovation in ready-to-eat
food products in India, the study provides insights on the factors that may contribute to the diffusion of
innovation of ready-to-eat food. Three major factors reflecting the curiosity and convenience aspect,
the overall positive inclination aspect and the likelihood of purchase of ready –to-eat food, have
emerged as significant factors. On the whole the consumer has accepted the ready-to-eat food
products due to convenience factor and taste factor. The findings can be generalized and it can be
taken that these three factors would definitely play a major role in diffusion of innovation of any new
product. Researcher can take up any of these factors for further and provide insights on the subject.
Sharma (2011) has studied the behavioral pattern of customers for ready-to-eat food items.
Over time, change in consumer behavior has lead to an increase in demand of ready meals. These
changes may be due to varying aspects in their life. The most important amongst these are an
increase in personal disposable income, consumer expenditure, number of working women, and
above all the increase of two or one person households. These shifts in socio-economic trends
provide consumers with an opportunity of saving time in terms of cooking chores, and utilizing it in
various other work or leisure activities. Consumers are spending more time on shopping and less on
preparing food. This is because various factors such as a rise in productivity and wage rise, leave less
free time and put pressure on people to utilize their time for economic growth and with family, instead
of being in the kitchen.
Bala Swamy et al. (2012) has studied the existing buying behaviour of instant food products
by individual households and to predict the demand for instant food products of Hyderabad city in
Andra Padesh .All the respondents were aware of pickles and sambar masala but only 56.67 per cent
of respondents were aware of dosa/idli mix. About 96.11 per cent consumers of dosa/idli mix and
more than half of consumers of pickles and sambar masala prepared their own. Low cost of home
preparation and differences in tastes were the major reasons for non consumption, whereas ready
availability and save time of preparation were the reasons for consuming Instant Food products. The
average monthly expenditure on instant food products was found to be highest in higher income
groups. High price and poor taste were the reasons for not purchasing particular brand whereas best
quality, retailers influence and ready availability were considered for preferring particular brand of
products by the consumers.
2.3 Brand preference and factors influencing brand preference

Singh and Singh (1981) found that consumers had single or multi-brand loyalty based on the
nature of product, like necessities or luxuries. Brand choice and store loyalty were found to affect the
brand loyalty of the consumer. The factors that influence and strengthen loyalty to brand were quality
of product, habit of use and ready and regular availability.
Gluckman (1986) studied the factors influencing consumption and preference for wine. The
explicit factors identified were, the familiarity with brand name, the price of wine, quality or the mouth
feel of the liquid, taste with regard to its sweetness or dryness and the suitability for all tastes. Some
of the implicit factors identified through extensive questioning were colour and appearance. Most of
the consumers seemed to prefer white wine to red. Consumers preferred French or German made
wines to Spanish or Yugoslavian wines.
Kumar et al. (1987) observed the factors influencing the buying decision making of 200
respondents for various food products. Country of origin and brand of the products were cross-
tabulated against age, gender and income. Results revealed that the considered factors were
independent of age, education and income. The brand image seemed to be more important than the
origin of the product, since the consumers were attracted by the brands.
Shanmugsundaram (1990) studied about soft drink preference in Vellore town of North Arcot
district in Tamil Nadu. The study revealed that, the most preferred soft drink among respondents as
Gold spot (26.00 %), followed by Limca (24.80 %). It was found that the taste was the main factor for
preference of particular brand and among the media; television played a vital role in influencing
consumer to go for a particular brand. Because of convenience in carrying, tetra pack was most
preferred one.
Ali (1992) studied the brand loyalty and switching pattern of processed fruit and vegetable
products in Bangalore city by using Markov Chain analysis. The result of study revealed that Kissan
brand of jam and Maggi brand of ketchup had a maximum brand loyalty among consumers and less
amount of brand switching occurred for these brands.
Sabeson (1992), in his study stated that high quality, price and taste of the product were the
major criteria based on which the customers selected a brand of processed fruits and vegetable
products.
Hans et al. (1996) revealed that, the brand switching of consumer was based on variety seeking
behaviour, motivations, curiosity and price motive.
Veena (1996) studied brand switching and brand loyalty of processed fruit and vegetable
products in Karnataka state by using Markov Chain analysis. The result of the study revealed that
Maggie, Sil and Kissan were having market retention of 74.20, 55.78 and 48.74 per cent, respectively
for jam products. The equilibrium shares determined in order to predict future market position among
the different brand showed that in long run shares of Kissan, Rex. Other brands were likely to decline,
mainly on account of increased market shares of Gala, Sil and Maggie.
Ashalatha (1998) studied the factors influencing the performance of BAMUL milk for a sample
of 100 respondents. The study revealed that the factors such as door delivery, clean packing, quality,
hygienic preparation, time saving and reliability, good value for money, freshness and desired flavour
were important in the order in influencing the decision of buyers for BAMUL milk.
The study undertaken by Sheeja (1998) in Coimbatore district considered the quality aspects
like aroma, taste, freshness and purity as the major factors deciding the preference for a particular
brand of processed spices.
Padmanabhan and Shankarnarayan (1999) conducted study on brand loyalty, which revealed
that the price of the preferred brand, efficiency of the preferred brand and influence of advertisement
significantly influenced the brand loyalty. Only when the price of a particular brand is comparatively
low, the farmers would naturally prefer to low priced brand. Otherwise farmers would naturally
continue to purchase the same brand.
Raj Reddy and Pruthviraju (1999) studied about buying motives of rural consumers about
seeds and different sources of information about brands with regard to seeds. It was found that
factors influencing brand loyalty of farmers were dealer’s suggestions, quality product and co-farmers.
The problems faced by farmers were supply of seed or poor quality seed, higher price, adulteration
and irregular supply of seeds.
Low and Lamb (2000) came out with an interesting conclusion that well known brands tend to
exhibit multi-dimensional brand associations, consistent with the idea that consumers have more
developed memory structures for more familiar brands. Consumers might be willing to expend more
energy in processing information regarding familiar brands compared to unfamiliar brands.
Kamenidou et al (2002) presented the findings on the purchasing and consumption behaviour
of Greek households towards three processed peach products: canned peaches in syrup, juice and
peach jam. The results revealed that 47.50 per cent of the households purchased canned peaches in
syrup, 67.40 per cent purchased peach juice and 42.60 per cent purchased peach jam. Reasons for
such purchase were satisfactory taste and qualities and household’s perception that they were
healthy products. The results also indicated that the consumption quantities were considered low,
while households usually purchased the same brand name, meaning that there was a tendency for
brand loyalty.
Gaur and Waheed (2002) conducted a study on buying behaviour for branded fine rice in
Chennai and Coimbatore city. The study indicated that retailers were ranked as the prime source of
information and the family members as the next important source of information about the branded
fine rice. Rice mandy formed the major source of purchase for Chennai (73.00 %) and Coimbatore
(70.00 %) households. Quality and image of the brand were ranked as first and second factors
influencing brand preference in both Chennai and Coimbatore cities.
Sanjaya et al. (2002) reported that, the decision for purchasing branded fine rice was mostly
made by the wives of the family. The retailers were ranked as the prime sources of information about
branded fine rice. The monthly purchase was the most preferred frequency of purchase, which might
be due to the fact that most of the respondents were of monthly salaried class and they would have
planned their purchase accordingly along with other provision items. The quality and the image of the
brand were ranked as the major factors for brand preference in the purchase of branded fine rice.
In a study conducted by Sarwade (2002) it has been observed that the price was the factor,
which influenced the purchasing decision as against the quality of the product. It is very interesting to
find out that the company image and brand image were not totally considered by the households.
Sampathkumar (2003) studied about brand preference in soft drinks in Telangana region of Andra
Pradesh. He found that in rural market about 37.50 per cent of consumers preferred Thumbs-up
(urban 30 %), followed by Coca cola (28.50 %) (urban 37.50 %), Pepsi 12.50 per cent (urban 9.00 %),
Limca (4.00 %) (urban 8.50 %). Most of the urban consumers (67.00 %) purchased soft drinks in
nearest Kirani stores (rural 73.00 %), followed by Super Bazaar (27.00%) (rural 26.00 %) and others
(6.00 %) (rural 1.00%). The method of physical distribution played very vital role in company’s
success and failure in the market. Transportation was among the major functions of physical
distribution. Transport adds time and place utility for the product.
Nandagopal and Chinnaiyan (2003) conducted a study on brand preference of soft drinks in
rural Tamil Nadu, using Garrets ranking technique, to rank factors influencing the soft drinks preferred
by rural consumer. They found that, the product quality was ranked as first, followed by retail price.
Good quality and availability were the main factors, which influenced the rural consumers of a
particular brand of a product.
Kim-Hyunah et al. (2005) analyzed the relationship among brand equity factors (brand
awareness, brand image, brand preference and brand loyalty) and suggested a strategy for brand
management in contract food service management companies. He concluded that brand awareness
has positive effect on brand image and brand preference and recommended that the contract food
service companies should focus on improving brand awareness as a brand strategy. In addition,
brand preference and brand image had significant positive effects on brand loyalty. Thus, the
companies should strive to strengthen brand loyalty through building brand preference and brand
image. Brand loyalty promoted more customer visits, which was directly related to profitability of
contract food service management companies, the authors concluded.
Kubendran and Vanniarajan (2005) studied that, the change in consumption pattern was due
to changes in food habits. If income and urbanization increase among consumers, the percentage of
income spent on consumption increased. The urban consumers preferred mostly branded products
compared to rural consumers. The most significant factors influencing buying decisions were
accessibility, quality, regular supply, door delivery and the mode of payment.
Ramasamy et al. (2005) studied consumer behaviour towards instant food products in
Madurai, the second largest city in Tamil Nadu and observed that consumers do build opinion about a
brand on the basis of which various product features play an important role in decision making
process. A large number of respondents (78.00 %) laid emphasis on quality and 76.00 per cent on
price which was an important factor, while 64.00 per cent of the respondents attached importance to
the image of the manufacturer and 50.00 per cent considered packaging as an important factor and
an equal percentage (50.00 %) felt longer shelf life influenced them.
Narang (2006) opined that, a buyer does not stick to one brand in case of food purchasing.
They should be able recall different brand names when they go for purchase. Repititive advertising
can be used to promote brand recall. The product should be associated with style and trend, so that it
appeals to the youth and the brand name should be developed as a fashion statement. Promotional
schemes such as discounts and free offers with purchase were suggested to increase rates.
Vincent (2006) studied brand consciousness among children. The study showed that children
start to recognize product brands at an early age, which influence family buying behaviuor. It was
helpful for parents in making purchase decision of durable goods for the family.
Banumathy and Hemameena (2006), while studying consumer brand preference with respect
to soft drinks, found that after globalization most of the consumers like the international brands such
as Pepsi and Coco-cola. Consumers preferred a certain brand or a particular drink mainly because of
its taste and refreshing ability.
Vincent (2006) elicited that quality was an important factor that draws consumer towards
branded products. Branded products were accepted as good quality products. People do not mind
paying extra for branded products, as they get value for money. Media is a key constituent in
promoting and influencing brand. A child’s insistence affects family’s buying behaviour. Children are
highly aware and conscious of branded items. Although unbranded products sometimes give same
satisfaction as branded products, customers would still prefer to purchase a branded product.
Lilly (2010), has studied customer perception and preference towards branded products, (with
special reference to television sets). To move consumer from trail to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer’s existing
preference set. Preference is a scale and brands move up, down and even off that scale with and
without a vigilant brand management strategy, pricing promotional deals and product availability. All
have tremendous impact on the position of the brand in the consumer’s preference set. The brands
potential can only be fulfilled by continually reinforcing its perceived quality, up market identity and
relevance to the consumer. The study conclude that the demographic variable such as age, gender,
education qualification.
Soni Ravi et al. (2010) has studied factors affecting consumer purchase decision of laptop, In
the researchers found a number of interesting things about the top 3 selling brands in the lop top
market. Sony has been able to create a good awareness among people about the various
augmentations in terms of design and added features about its products. Further, it has been able to
generate high brand loyalty among its users, HP and Dell need to re-look at their advertising
campaigns as they seen to be ineffective. Further, the trade shows do not seem to affect the brand
bought, so the companies should be re-consider taking laptops to the trade shows .HP has been the
market leader, and its sale are promoted by word of mouth HP should introduce models with extra
features, as the customer who buy HP are willing to pay for these features.
Venkateshwaran et al. (2011), has studied A study on consumers brand preference for
selective household brands at Dinadigul, Tamil Nadu, consumer preference a particular brand based
on what benefits that brand can offer to him/her, Because of such consumer preference the brand can
change a higher price and command more loyalty. In the study it was observed that in farming the
tendency of customers to prefer a particular brand, the marketing variables like advertisement, quality
of the product, brand name and brand image plays an essential role. So, a marketer must understand
how the customer made his purchase decision towards the brand. Hence, information provided from
this study will assist those companies already existing in a planning to enter the market in selling and
increasing their market share.
Vijayabaskarmasilamani and Sundaram (2012) has studied a study on influencing factors
impacting consumers food choice with reference to ready-to-eat segment in southern India. Findings
indicate that Ready-to-eat segment companies can no longer rely on convenience as USP in India,
unless the implications of same on consumers health is given equal importance in the years to come.
Researcher focused on growing trends towards Ready-to-eat food due to lifestyle pressure and dual
income in India and also entry of multinational companies in food sector and also determining a food
choice model in wake of changing food and eating habits in India, using literature reviews, exploratory
surveys and reliable data sources.
Pradeep and Kavitha (2013) has studied A Study on Customer Preference Towards Ready –
to -Eat Food Products in Coimbatore City, analyzed the preference of consumers towards ready-to-
eat food products. A total of 200 respondents were formed as a sample. Questionnaire was framed
and using Convenience Sampling method data was collected from the respondents. Chi – square
analysis was used to analyse the data. Technological changes and the changes in the lifestyles of
people are the main reasons behind the rapid growth of the instant food industry. There is a greater
demand for instant food products and the major reasons for the same are convenient usage, easy
availability, less time consumed and better taste.
Gupta Manish (2013), has studied a study of brand preference and consumption pattern of
beer in bareilly, the study showed that demographic variables such as education, marital status,
occupation, income and age have a significant relationship with the respondents, preference of beer
brands kingfisher is the most preferred brand of beer in the region. The other preferred brands of beer
are Foster, Budwiser, Coulsberg, and Haywaed in that order. There is also a significant relationship
between income of the respondents and their expenditure on beer. Majority of the respondents in the
lower income as well in the middle income group spent Rs200-500 per month on beer consumption
while a majority of the respondents in the high income group spend only up to Rs 200 per month on
beer consumption. This clearly is in contrast with the normal nation that people belonging to the
higher income group spend more on beer/ alcohol consumption.

Rajarashmi and Sudarsana (2004) revealed that, almost all sample respondents preferred
branded products and if their favorite brand is not available in the retail shop, they will go for another
store and purchase their favorite brand. If it is not available in the market, the respondents were ready
to postpone their purchase decision.
Anandan et al. (2007) studied that, majority of the respondents (54.00 %) will buy another
brand if preferred brand is not available, 18.00 per cent of the respondents will go to the nearby town
for buying the preferred brand. Fifteen per cent of the respondents will postpone their purchase
decision. It was revealed from the study that customers cannot postpone the decision of buying the
detergents, as it was one of the essential commodities.
Hirekenchanagoudar (2007) in her study on alternative purchase plans of reay-to –eat food
products in hubli-dharwad city found that the majority of the respondents in case of biscuits (80.00 %),
chips (60.86 %), fruit juice (58.06 %) and ice creams (56.38 %) would go to other shops if their
preferred brand was not available. This was because the consumers were more loyal to their
preferred brands. In case of biscuits and ice creams, 27.00 and 40.42 per cent of the respondents
respectively would postpone their purchase decision if their preferred brand was not available. This
shows the extent of brand loyalty of the consumers to a particular brand. About 40.21 and 38.70 per
cent of the respondents of chips and fruit juice buyers would buy other brands, if preferred brand was
not available. This indicates that consumers try to resist the postponement of purchase of these two
products as these are fun eat products.
METHODOLOGY
The present study was undertaken to know the awareness of consumers towards branded
ready-to-eat food products, purchase behaviour of ready-to-eat food products, brand preference of the
consumers, factors influencing brand preference and to study the alternative purchase plans of the
consumers. This chapter covers the methodology adopted for the study and is presented in the
following heads:
3.1 Description of study area
3.3 Analytical tools employed in the study
3.1 Description of study area

Belgaum is one of the fastest growing cities in Karnataka. The population is heterogeneous
with diverse cultural, religious and economic background. This urban city covers an area of 94 square
kilometers with a population of 6.10 lakhs as per (2011 census). Because of the existence of various
linguistic, religious and ethnic groups, it has been a very good marketing centre for launching new
products. Therefore, this city provides an ideal setting to study the behavior of consumers towards
ready-to-eat food products and hence the present study was undertaken in Belgaum city.

3.2.1 Selection of ready- to- eat food products
Preliminary survey was held with the local consumers about the consumption of ready- to- eat
food products as well as about the brands available for different products preferred in the study area.
This survey was undertaken to gather information on the products to be selected for the study. Based
on the discussions, the most commonly available and used products and brands in the study area
were selected. The particular products for the study were selected in such a way that at least two
products represents each food group like cereals, vegetables, fruits, milk and milk products.
The products selected for the study were as follows:
• Cereal based – Bread and Biscuits
• Fruit based – Jam and Fruit juice
• Vegetable based – Pickles and Chips
• Milk and milk products based – Ice creams and Belgaum Kunda
3.2.2 Sample selection
The total samples selected for the study was 160 respondents. In the first phase Belgaum city
were selected purposively. In the next phase, 160 sample consumers were selected randomly
irrespective of age, education and income level in Belgaum city.
Classification of the respondents
Respondents were classified into different categories on the basis of two factors namely age
and income level.
Age factor
The respondents were post classified into different groups based on age as given below.
Age Group 1 (AG1) – Below 20 years
Age Group 2 (AG2) – Between 20 – 40 years
Age Group 3 (AG3) – Above 40 years
Income factor
The respondents were post classified into three income groups based on their income by
using the formula:
KARNATAKA
STATE
BELGAUM
DISTRICT
Fig. 1: Map showing study area

Mean ± 0.425 x S.D.
Low income – Below Rs.12,259.62 per month.
Middle income – Between Rs.12,259.62 to Rs.17046.63 per month.
High income – Above Rs.17,046.63 per month.
Collection of data
To study the objectives, required data were collected from primary as well as secondary
sources.
Primary data
The data required for the study were collected from the respondents by personal interview
method with the help of pre-structured and pretested schedule. The respondents were interviewed at
retail outlets, departmental stores, bakeries and even at the homes. The questionnaire consisted of:
Part I: General information like name, age, education, gender, occupation, food habit, family income
and family type. Monthly expenditure on food items in general and ready- to- eat food
products in particular were collected.
Part II : Specific information with regard to purchase behaviour, factors influencing the purchase of
ready-to-eat food products, brand awareness, sources of information for brand awareness,
frequency of purchase, nature of purchase decision, place of purchase, influence of
purchase decision, brand preference, factors that influenced to prefer particular brand and
alternative purchase plans of the consumers. All information is sought from selected
respondents of Belgaum and in all there were about 160 numbers.
Secondary data
The secondary data on location, demography and regarding population of the study area
were collected from District Statistical Office and other published sources for 2011 census.
3.3 Analytical tools used

The data collected for the study were processed and analyzed by using suitable statistical
techniques like frequency, percentage, mean, standard deviation and Garret’s ranking techniques to
draw meaningful conclusion. A detailed description of the each analytical tool employed in the study is
presented below.
3.3.1 Tabular Analysis
Percentage analysis was used to study the socio-economic characteristics like age,
education, occupation, family size, family type, consumer awareness towards branded ready-to-eat
food products, sources of information for brand awareness, frequency of purchase, nature of
purchase decision, place of purchase, influencing factors of purchase decision and alternative
purchase plans of the consumers.
Mean is a most common and ideal measure, it is defined as “the sum of observed values of
the character (or variable) divided by the total number of observations”.
Standard deviation is a simple measure of the variability or dispersion of a population. A low
standard deviation indicates that the data points tend to be very close to the mean. While, high
standard deviation indicates that the data are “spread out” over a large range of values away from
mean.
3.3.2 Garrett’s Ranking Technique
Garrett’s ranking technique was employed to study the brand preferences and factors
influencing for preference of a particular brand. The factors considered are brand names and other
factors like reasonable price, taste, quality, quantity etc.
In the first stage: ranking given by 160 respondents for each factor was analyzed.
Eg: Rank given by the respondents
Respondent Factors
No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 - 5 1 2 9 10 - - 4 3 - 8 - 7 6
2 3 2 7 - 10 - 6 4 1 - 8 - 9 5 -
3 3 6 - 8 - 10 - 2 1 - 7 9 - 5 4
In the second stage: Thus assigned ranks by the individual respondents were counted into per cent
position value by using the formula.
Per cent position = 100 (Rij – 0.5)/Nj.
th th
Where, Rij stands for rank given for the i factor by the j individual.
th
Nj stands for number of factors ranked by j individual.
The per cent position value for the same assigned ranks by the respondents as follows.
Respondent Factors
No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 - 45 5 15 85 95 - - 35 25 - 75 - 65 55
2 25 15 65 - 95 - 55 35 5 - 75 - 85 45 -
3 25 55 - 75 - 95 - 15 5 - 65 85 - 45 35
In the third stage: For each per cent position scores were obtained with reference to Garrett’s tables
and each per cent position value was converted into scores by reference to Garrett’s Table.
Eg: Garrett’s table scores for the per cent position values as follows
Respondent Factors
No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 - 52 82 70 30 18 - - 57 63 - 37 - 42 47
2 63 70 42 - 18 - 47 57 82 - 37 - 30 52 -
3 63 47 - 37 - 18 - 70 82 - 42 30 - 52 57
In the fourth stage: Summation of these scores for each factor was worked out for the number of
respondents who ranked for each factor.
Factors
Respondent
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 - 52 82 70 30 18 - - 57 63 - 37 - 42 47
2 63 70 42 - 18 - 47 57 82 - 37 - 30 52 -
3 63 47 - 37 - 18 - 70 82 - 42 30 - 52 57
Σ 126 169 124 107 48 36 47 127 221 63 79 67 30 196 104
In the fifth stage: Mean scores were calculated by dividing the total score by the number of
respondents.
Respondent Factors
No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 - 52 82 70 30 18 - - 57 63 - 37 - 42 47
2 63 70 42 - 18 - 47 57 82 - 37 - 30 52 -
3 63 47 - 37 - 18 - 70 82 - 42 30 - 52 57
Σ 126 169 124 107 48 36 47 127 221 63 79 67 30 196 104
Mean 63 56.33 62 53.50 24 18 47 63.50 73.66 63 39 33.50 30 65.33 52
In the last stage: Overall ranking was obtained by assigning ranks 1, 2, 3 …. etc. in the descending
order of the mean score.
Respondent Factors
No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1 - 52 82 70 30 18 - - 57 63 - 37 - 42 47
2 63 70 42 - 18 - 47 57 82 - 37 - 30 52 -
3 63 47 - 37 - 18 - 70 82 - 42 30 - 52 57
Mean 63 56.33 62 53.50 24 18 47 63.50 73.66 63 39 33.50 30 65.33 52
Ranks IV VI V VII XIII XIV IX III I IV X XI XII II VIII
RESULTS
The results of the study are presented under the following headings.
4.2 Purchase behaviour of consumers towards ready-to-eat food products.
4.3 Brand preference and factors influencing brand preference by the consumers.

products
To know the awareness, it is necessary to study socio-economic characteristics of the
consumers, as these are the important variables, which decide the consumption pattern of food
products in the family. Generally, it is believed that, as the income, age and education of the
consumers increase, the expenditure on consumption of ready-to-eat food products also increases.
Hence, the consumers’ socio-economic characteristics were studied and the results are presented
hereunder.
4.1.1 General information about the selected samples
Table 4.1 presents the general information of selected samples in Belgaum city. It could be
seen from the table that the maximum number of respondents i.e., 60.62 per cent of them belonged to
the AG2 (20-40 years). 22.51 per cent of them were below 20 years and they belonged to the AG1
and 16.87 per cent of them were in the age of >40 (AG3).
The classification according to gender shows that, among the total respondents 71.87 per
cent of them were female and the remaining 28.12 per cent of them were male.
Maximum number of the selected respondents was degree holders (40.00 %), 28.12 per cent
of them were of PUC level, 13.75 per cent of the respondents were high school level and 10.00 per
cent of them were of post-graduates. Very small proportion
of the respondents were of primary school level (8.12 %). It was also observed from the table that
none of the respondents were illiterates.
Most of the respondents belonged to nuclear families (86.25 %) and remaining 13.75 per cent
of them were living in joint families.
Maximum proportion of respondents (48.12 %) belonged to small family size of less than 5
members per family. This was followed by medium family size between 5-7 members each (38.12 %)
and 13.75 per cent of them belonged to large family size with more than 7 members.
Among the selected samples, 68.12 per cent of them were vegetarians and remaining 38.12
per cent were non-vegetarians.
Most of the respondents (50.62 %) belonged to low income group (<Rs. 12,259.62/month),
13.12 per cent of them belonged to middle income group (Rs. 12,259.62 – 17,046.63/month) and the
remaining 36.25 per cent of them belonged to high income group (> Rs. 17,046.63/month).
Under occupation classification, 53.75 per cent of them were students, 16.25 per cent of them
were government employees, 12.50 per cent were housewives, 11.25 per cent of them were working
under private sector firms and a very few of the respondents were engaged in business activities
(6.25 %).
4.1.2 Brand awareness of consumers of cereal based products among different age
groups in Belgaum city.
Table 4.2 presents the brand awareness of consumers about biscuits and bread accross
different age groups. Majority of the respondents (100.00 %) were aware of Parle-G brand followed by
Hide and Seek biscuits (93.75 %), Good Day (93.12 %), Krack-Jack (91.25 %), Glucose (90.62 %),
Parle Monaco (90.00 %), Britania 50-50 (88.12 %), Marie Gold (87.50 %), Sunfeast Snacky (86.25
%), Sunfeast Glucose and Britania Time Pass (85.62 %), Britania Little Hearts (84.37 %) and
Chocolate Chip Cookies (80.62 %).
Table 4.1: General information of selected samples in Belgaum city
(n=160)
Sl. No. of Percentage to total
Particulars Categories
No. respondents sample size
Below 20 years (AG1) 36 22.51
1 Age 20-40 years (AG2) 97 60.62
>40 years (AG3) 27 16.87
Male 45 28.12
2 Gender
Female 115 71.87
Illiterate - -
Primary school 13 8.12
High school 22 13.75
3 Education
PUC 45 28.12
Degree 64 40.00
PG 16 10.00
Joint 22 13.75
4 Family type
Nuclear 138 86.25
Small (Below 5) 77 48.12
5 Family size Medim (5-7) 61 38.12
Large (More than 7) 22 13.75
Vegetarian 109 68.12
6 Food habit
Non-vegetarian 51 31.87
Low (<Rs. 12259.62) 81 50.62
Monthly income of Middle (Rs. 12259.62 -
7 21 13.12
the family (Rs.) 17046.63)
High (>Rs. 17046.63) 58 36.25
Student 86 53.75
Housewife 20 12.50
8 Occupation Business 10 6.25
Government employee 26 16.25
Private employee 18 11.25
Note: AG1 – Age group 1 (Below 20 years)

AG2 – Age group 2 (20-40 years)
AG3 – Age group 3 (Above 40 years)
Table 4.2: Brand awareness of consumers of cereal based products among
different age groups in Belgaum city
Sl. Particulars Age Group-1 Age Group-2 Age Group-3 Overall
No. (n=36) (n=97) (n=27) (n=160)
Biscuits
36 97 27 160
1 Parle-G
(100.00) (100.00) (100.00) (100.00)
35 96 19 150
2 Hide & Seek
(97.22) (98.97) (70.37) (93.75)
36 97 16 149
3 Good Day
(100.00) (100.00) (59.26) (93.12)
33 93 20 146
4 Krack Jack
(91.67) (95.88) (74.07) (91.25)
33 92 20 145
5 Glucose
(91.67) (94.85) (74.07) (90.62)
33 94 17 144
6 Parle Monaco
(91.67) (96.91) (62.96) (90.00)
31 92 18 141
7 Britania 50-50
(86.11) (94.85) (66.67) (88.12)
33 94 13 140
8 Marie Gold
(91.67) (96.91) (48.15) (87.50)
30 91 17 138
9 Sunfeast Snacky
(83.33) (93.81) (62.96) (86.25)
32 91 14 137
10 Sunfeast Glucose
(88.89) (93.81) (51.85) (85.62)
Britania Time 25 94 18 137
11
Pass (69.44) (96.91) (66.67) (85.62)
28 91 17 136
12 Tiger Biscuit
(77.78) (93.81) (62.96) (85.00)
Britania Little 24 95 16 135
13
Hearts (66.67) (97.94) (59.26) (84.37)
21 89 19 129
14 Chocolate chips
(58.33) (91.75) (70.37) (80.62)
Bread
34 96 15 145
1 Big Bread
(94.44) (98.97) (55.56) (90.62)
27 95 17 139
2 Ayangar
(75.00) (97.94) (62.96) (86.87)
23 93 15 131
3 Vishal Bakers
(63.89) (95.88) (55.56) (81.87)
23 92 14 129
4 Tastey Bread
63.89 (94.85) (51.85) (80.62)
22 92 12 126
5 Hot Bread
(61.11) (94.85) (44.44) (78.75)
20 90 10 120
6 Richi
(55.56) (92.78) (37.04) (75.00)
Note: Figures in parentheses indicate the percentages to the total number of respondents in the
category.
Among the age group one (AG1) cent per cent of the respondents were aware of Parle-G,
and Good Day brands, while, Hide and Seek brand was known to 97.22 per cent of the respondents.
Mari gold, Krack Jack, Glucose and Parle Monaco were known to 91.67 per cent of the respondents.
Sunfeast Glucose, Britania 50-50, Sunfeast Snacky, Tiger Biscuit, Britania little and Herats, Britania
Time Pass brands were known to 88.89 per cent, 86.11 per cent,83.33 per cent, 77.78 per cent, 66.67
per cent and 69.44 per cent brands were much familiar among each of the respondents respectively.
Only 58.33 per cent of them were aware of Chocolate Chip Cookies. In case of AG2, cent per cent of
the respondents were aware of Parle-G and Good day brands. Hide and Seek, Britania little Hearts
brands were known to 98.97 per cent and 97.94 per cent of the respondents, respectively. Marie
Gold, Britania Time Pass and Parle Monaco brand were familiar with the 96.91 per cent of the
respondents. Krack Jack brand was known to 95.88 per cent of the respondents. Britania 50-50 and
Glucose were aware by 94.88 per cent of the respondents. Tiger Biscuits, Sunfeat Snacky, Sunfeast
Glucose brands were familiar to 93.81 per cent of the respondents. Chocolate Chip Cookies were
known to 91.75 per cent of the respondents.
In case of AG3 Parle-G brand is known to cent per cent of the respondents. Krack Jack and
Glucose were known to 74.07 per cent of the respondents. Hide and Seek and Chocolate Chip
Cookies were familiar to 70.37 per cent of the respondents. Britania 50-50 and Britania Time Pass
brands were familier to 66.67 per cent of the respondents. Tiger Biscuits, Sunfeast Snacky and Parle
Monaco brands were known to 62.96 per cent of the respondents. Good day and Britania Little Herats
brands were familiar to 59.26 per cent of the respondents. Only 51.85 per cent and 48.15 per cent of
the respondents were aware about Sunfeast Glucose and Marie Gold respectively.
Brand awareness of consumers among different age groups revealed that majority of the
respondents were aware of Big Bread (90.62 %) followed by brand like Iyengar (86.87 %), Vishal
Bakers (81.87 %), Tastey Bread (80.62 %), Hot Bread (78.75 %) and Richi (75.00 %). Big bread was
the familiar among 94.44 per cent, 98.97 per cent, and 55.56 per cent of the consumers of AG1, AG2
and AG3 respectively. In case of AG1, Big Bread, Iyengar, Hot Bread and Richi brands respectively
were well known to 94.44, 75.00, 61.11 and 55.56 per cent of the respondents and about 63.89 per
cent each were aware of Vishal Bakers and Tastey Bread brands. In case of AG2, Big Bread, Iyengar,
Vishal Bakers and Richi Bread brands were familiar to 98.97, 97.94, 95.88 and 92.78 per cent each of
the respondents respectively and about 94.85 per cent of respondents were aware to Hot Bread and
Tastey Bread brands. In case of AG3, Iyengar, Hot Bread, Tastey Bread and Richi Brands were
familiar with 86.87, 44.44, 51.85, and 37.14 per cent of the respondents respondents and about 55.56
per cent the respondents were familiar to Big Bread and Vishal Bakers brands each.
4.1.3 Brand awareness of consumers of vegetable based products among different
age groups in Belgaum city.
Brand awareness of consumers about chips and pickles among different age groups were
analysed and is depicted in Table 4.3. Most of the respondents were aware of Lays (91.87 %),
followed by Bingo (86.25 %), Haldiram (78.75 %), Diamond chips (41.87 %), brands and only less
percentage of the respondents knew Lip chips (36.25 %) and Uncle chips (32.50 %) brands. Lays
brand was familiar among 100.00 per cent, 100.00 per cent and 51.85 per cent of the consumers of
AG1, AG2, and AG3 respectively.
In case of AG1, cent per cent of the respondents were aware of Lays and Bingo brands.
Haldiram (75.00 %), Diamond chips (38.89 %) and Uncle Chips (25.00 %) were well known to them.
And only 22.22 per cent of the respondents were familiar with lip chips brand. In case of AG2, cent
per cent of the respondents were familiar with Lays and Bingo brands.95.88, 54.64 and 51.55 per cent
of the respondents were aware of Haldiram, Diamond chips and Lip chips respectively. Only 44.33 per
cent of the respondents were familiar to Uncle Chips brand. In case of AG3, 51.85, 22.22, 18.52,
78.75, 41.87 and 36.25 per cent of the respondents were familiar to Lays, Haldiram, and Bingo
respectively. None of the respondents were aware of Uncle Chips, Lip chips and Diamond chips.
While in case of pickles, (Table 4.3) it was revealed about the brand awareness of consumers
about pickles among different age groups. MTR brand was popular among 90.62 per cent of the
respondents followed by Mother Choice brand (83.75 %), Priya Pickles (80.62 %), Kitchen Promise
(73.12 %), Mother Recipies (68.12 %) and only (65.62 %) of the respondents were aware to M N
pickles brand. In case of AG1, MTR brand was most popular among cent per cent of the respondents.
94.44, 77.78, 75.00 and 72.22 per cent of the respondents were aware to Mother Choice, Mother
Recipies, and Kitchen Promise and Priya Pickles brands, respectively. Only 25.00 per cent of the
respondents were familiar with MN Pickles. In case of AG2, cent per cent of the respondents were
Table 4.3: Brand awareness of consumers of vegetable based products among

No. (n=36) (n=97) (n=27) (n=160)
Chips
36 97 14 147
1
Lays (100.00) (100.00) (51.85) (91.87)
36 97 5 138
2
Bingo (100.00) (100.00) (18.52) (86.25)
27 93 6 126
3
Haldiram (75.00) (95.88) (22.22) (78.75)
14 53 0 67
4
Diamond Chips (38.89) (54.64) (0.00) (41.87)
8 50 0 58
5
Lip Chips (22.22) (51.55) (0.00) (36.25)
9 43 0 52
6
Uncle Chips (25.00) (44.33) (0.00) (32.50)
Pickles
36 97 12 145
1 MTR
(100.00) (100.00) (44.44) (90.62)
34 97 3 134
2 Mother Choice
(94.44) (100.00) (11.11) (83.75)
27 90 0 117
3 Kitchen Promise
(75.00) (92.78) (0.00) (73.12)
26 82 11 119
4 Priya Pickles
(72.22) (84.54) (40.74) (80.62)
28 78 3 109
5 Mother Recipies
(77.78) (80.41) (11.11) (68.12)
9 79 17 105
6 M N Pickles
(25.00) (81.44) (62.96) (65.62)
category.
familiar with MTR and Mother Choice brands. 92.78, 84.54 and, 81.44 per cent of the respondents
were aware of Kitchen Promise, Priya Pickles and M N Pickles. Only 80.41per cent of the
respondents were familiar with Mother Recipes brand. In case of AG3, 62.96 per cent of the
respondents were familiar to M N Pickles followed by MTR (44.44 %), Priya Pickles (40.74 %). And
Mother Recipies and Mother Choice brands were known to 11.11 per cent each of the respondents.
None of the respondent was aware to Kitchen Promise brand.
4.1.4 Brand awareness of consumers of fruit based products among different age
groups in Belgaum city.
Table 4.4 presents the brand awareness about fruit juice and fruit jam among different age
groups. Among the fruit juice, Frooti and Maaza was popular among 86.25 per cent of the
respondents followed by Appy brand (85.62 %), Slice (85.00 %), TropicanaTwister brand (79.37 %)
and Pulpy Orange (72.50 %). Only 46.25 per cent of the respondents were aware of Real Fresh
brand.
In case of AG1, cent per cent of the respondents were conscious of Frooti, Maaza and Appy
brands. Followed by Slice (94.44 %), Tropicana Twister (83.33 %) and Pulpy Orange (80.56 %). Only
25.00 per cent of the respondents were familiar to Real Fresh brand.In case of AG2, Frooti, Maaza,
Slice and Appy brands were familiar to 100.00 per cent of the respondents. Tropicana Twister and
Pulpy Orange brands were known to 95.88 and 88.66 per of the respondents, respectively. Only
67.01 per cent of the respondents familiar to Real Fresh brand. In case of AG3, 18.52 per cent of the
respondents were familiar to Frooti, Maaza and Slice. Tropicana Twister and Appy brands were aware
by 14.81 per cent of the respondents. Only 3.70 per cent of the respondents were aware of Puply
orange. None of the respondents were aware of Real Fresh brand.
Brand awareness of consumers about fruit jam among different age groups could be showed
(table 4.4) that majority of the respondents were aware of Kissan brand
(91.25 %), followed by Feasters (69.37 %), Sil Mixed Fruit Jam (61.87 %) and Reliance Select Mixed
fruit jam (50.62 %) brand.
In case of AG1, cent per cent of the respondents were familiar to Kissan brand, followed by
Sil Mixed Fruit Jam (83.33 %), Feasters (77.78 %) and Reliance Select Mixed Fruit Jam (63.89 %)
brand. In case of AG2, Kissan brand was most popular among all the respondents, followed by
Feasters (85.57 %), Sil Mixed Fruit Jam (71.13 %) and Reliance Select Mixed Fruit Jam (59.79 %)
brand. In case of AG3, 48.15 per cent of the respondents were familiar to Kissan brand. None of the
respondents were aware of Feasters, Sil Mixed Fruit Jam and Reliance Select Mixed Fruit Jam
brands.
4.1.5 Brand awareness of consumers of milk based products
Brand awareness of consumers about ice creams and Kunda among different age groups is
presented in Table 4.5. It could be seen from the table that majority of the respondents were aware of
Amul brand ( 88.12 %), followed by Nandini (74.37 %), MTR (73.12 %), Dairy Day (70.00 %), Arun
(63.75 %), Kwality Wall (61.25 %), Dinshwas (29.37 %), Vadilal (28.75 %) and Hangya (26.25 %).
In case of AG1, 94.44 per cent of the respondents were aware of Amul brand. Arun and
Nandini brand were known to 80.56 per cent of the respondents. 58.33, 50.00, 33.33, and only 16.67
per cent of the respondents were familiar to Dairy Day, MTR, Kwality Wall, Hangya brands
respectively. None of the respondents were aware of Dinshaws brand. In case of AG2, majority of the
respondents were familiar to Amul brand (97.94 %), followed by MTR (93.81 %), Nandini (92.78 %),
Dairy Day (90.72%), Kwality Wall (88.66 %), Arun (75.26 %), Dinshwas (48.45 %), Vadilal (45.36 %)
and Hangya (37.11 %). In case of AG3, 44.44 per cent of the respondents were aware about Amul
brand, followed by MTR (29.63 %) and Dairy Day (11.11 %). None of the respondents were aware of
other brands which were mentioned in the list.
On the brand awareness of consumers about Kunda among different age groups could be
seen from the table that 100.00 per cent of the respondents were aware of Purohith brand in all age
groups i.e., AG1, AG2 and AG3. This was followed by Nandini 77.77, 100.00 and 92.59 per cent in
AG1, AG2 and AG3 respectively. Upadyaya brand was aware to 83.33, 97.93 and 88.88 in AG1, AG2
and AG3 respectively. Only 88.88 per cent in AG1, 94.84 per cent in AG2 and 91.25 per cent in AG3
were familiar with A-1 brand.
Table 4.4: Brand awareness of consumers of fruit based products among

No. (n=36) (n=97) (n=27) (n=160)
Fruit juice
36 97 5 138
1
Frooti (100.00) (100.00) (18.52) (86.25)
36 97 5 138
2
Maaza (100.00) (100.00) (18.52) (86.25)
36 97 4 137
3
Appy (100.00) (100.00) (14.81) (85.62)
34 97 5 136
4
Slice (94.44) (100.00) (18.52) (85.00)
Tropicana 30 93 4 127
5
twister (83.33) (95.88) (14.81) (79.37)
29 86 1 116
6
Pulpy Orange (80.56) (88.66) (3.70) (72.50)
9 65 0 74
7
Real Fresh (25.00) (67.01) (0.00) (46.25)
Fruit jam
36 97 13 146
1
Kissan (100.00) (100.00) (48.15) (91.25)
28 83 0 111
2
Ferasters (77.78) (85.57) (0.00) (69.37)
30 69 0 99
3
Sil (83.33) (71.13) (0.00) (61.87)
Reliance 23 58 0 81
4
select (63.89) (59.79) (0.00) (50.62)
category.
Table 4.5: Brand awareness of consumers of milk based products among
Particulars Age Group-1 Age Group-2 Age Group-3 Overall
Sl. No.
(n=36) (n=97) (n=27) (n=160)
Ice creams
34 95 12 141
1
Amul (94.44) (97.94) (44.44) (88.12)
29 73 0 102
2
Arun (80.56) (75.26) (0.00) (63.75)
18 91 8 117
3
MTR (50.00) (93.81) (29.63) (73.12)
29 90 0 119
4
Nandini (80.56) (92.78) (0.00) (74.37)
12 86 0 98
5
Kwality Walls (33.33) (88.66) (0.00) (61.25)
6 36 0 42
6
Hangya (16.67) (37.11) (0.00) (26.25)
2 44 0 46
7
Vadilal (5.56) (45.36) (0.00) (28.75)
21 88 3 112
8
Dairy Day (58.33) (90.72) (11.11) (70.00)
0 47 0 47
9
Dinshaws (0.00) (48.45) (0.00) (29.37)
Kunda
36 97 27 160
1 Purohith
(100.00) (100.00) (100.00) (100.00)
28 97 25 150
2 Nandini
(77.77) (100.00) (92.59) (93.75)
30 95 24 149
3 Upadyaya
(83.33) (97.93) (88.88) (93.12)
32 92 22 146
4 A-1
(88.88) (94.84) (81.48) (91.25)
category.
4.1.6 Influence of media to create awareness about the brands
Influence of media to create awareness about the brands in the study area were analyzed
and depicted in Table 4.6. It was observed from the results that, in case of biscuits, newspaper was
the major source for getting information about the brands (85.63 %). This was followed by window
display (68.75 %), television (67.50 %), shopkeeper (54.38 %), magazine (44.38 %), friends/relatives
(36.88 %), sales person (22.50 %) and radio (3.75 %).
In case of bread, television (80.63 %), was the major source for getting information about the
brands, followed by sales person (76.88 %), window display (55.63 %), friends/relatives (53.74 %),
newspaper (22.50 %), shopkeeper (19.38), radio (11.25 %), and magazine (3.75 %).
In case of chips, newspaper (93.75 %), was the major source for information about the
brands, this was followed by window display (71.22 %), television (65.00 %), friends/relatives (60.00
%), sales person (38.75 %), shopkeeper (6.25 %), magazine (3.13 %) and radio (0.63 %).
In case of pickles, television (71.25 %), was the major source for information about the
brands, this was followed by friends/relatives (70.63 %), salesperson (59.38 %), newspaper (56.88
%), shopkeeper (29.38 %), magazine (11.25 %), window display (10.63 %) and radio (0.63 %).
In case of fruit juice, newspaper (98.13 %), was the major source for information about the
brands, this was followed by window display (69.38 %), television (59.38 %), friends/relatives (53.75
%), magazine (45.63 %), shopkeeper (45.00 %) and sales person (6.88 %).
In case of fruit jam, newspaper (73.13 %), was the major source for information about the
brands, this was followed by friends/relatives (61.88 %), shopkeeper (57.50%), television (56.88 %),
window display (52.50 %), magazine (40.63 %), sales person (36.25 %) and radio (7.50 %).
In case of ice creams, television (70.00 %), was the major source for information about the
brands, this was followed by friends/relatives (67.50 %), window display (66.88 %), newspaper (62.50
%), sales person (59.38 %), magazine (48.13 %), shopkeeper (38.13 %) and radio (35.00 %).
In case of Belgaum Kunda, friend/relatives (72.50 %), was the major source for information
about the brands, this was followed by television (69.38 %), window display (48.13 %), radio (25.63
%), newspaper (23.13 %), sales person (21.25 %), shopkeeper (9.38 %) and magazine (1.25 %).

4.2.1 Reasons for purchasing ready-to-eat food products
An attempt was made to elicit the factors considered by the respondents for purchase of
ready-to-eat food products in Belgaum city. It was noticed from the Table 4.7 that the major factors
considered while purchasing biscuits were convenience to use as snacks (83.13 %), taste (78.13 %)
and save time (65.63 %). The other reasons for the purchase of biscuits were ready availability,
satisfaction, liking by family members, and influence of friends/relatives (58.75, 57.50, 47.50, 37.50
and 45.00% respectively). Readily available was the main reason for purchasing bread (86.25 %).
The other factors considered while purchasing bread were taste (80.00 %), satisfaction (63.13 %),
liking by family members (61.25 %), time saved for preparation of product (48.13 %), influence of
friends/relatives (30.63 %) and convenience (17.50 %). Convenience to use as snacks was the main
reason for purchasing chips (96.03 %). The other factors considered while purchasing chips were
readily available (90.07 %) in the market, satisfaction (88.74 %), taste (82.78 %), liking of the family
members (75.50 %), time saved for preparation (74.83 %) and influence of friends/relatives (62.91 %).
Taste was the main reason for purchasing pickles (94.70 %). The other factors considered
while purchasing pickles were saving of time for preparation (89.40 %), readily available and liked by
family members (88.74 %), satisfaction (80.13 %), influence of friends/relatives (72.85 %), and
meager per cent of the respondents said that convenience (2.65 %). Fruit juice was purchased mainly
because of saving of time for preparation (94.67 %) followed by taste (90.67 %), readily available
(84.00 %), influence of friends or relatives (75.33 %),convenience for snacks (74.67 %), liking of the
family members (62.67 %), and satisfaction (54.00 %). Fruit jam was purchased mainly because it is
readily available (100.00 %) followed by saving time for preparation (90.41 %), taste (78.77 %), liking
of the family members (53.42 %), convenience (16.44 %), and satisfaction (11.64 %). In case of ice
creams, 98.01 per cent of the respondents purchase because of it saves time in preparation, 97.35,
94.70, 93.38, 90.73, 8.61 and 4.64 per cent of the respondents opined that taste, readily available,
liking by the family members, satisfaction, convenience to use and influence of friends/relatives
Table 4.6: Influence of media to create awareness about brands to consumers of Belgaum city
(n=160)
Sl. No. Media Biscuits Bread Chips Pickles Fruit juice Fruit jam Ice cream Kunda
1 Television 108(67.50) 129(80.63) 104(65.00) 114(71.25) 95(59.38) 91(56.88) 112(70.00) 111(69.38)
2 Radio 6(3.75) 18(11.25) 1(0.63) 1(0.63) 0(0.00) 12(7.50) 56(35.00) 41(25.63)
3 Newspaper 137(85.63) 36(22.50) 150(93.75) 91(56.88) 157(98.13) 117(73.13) 100(62.50) 37(23.13)
4 Magazine 71(44.38) 6(3.75) 5(3.13) 18(11.25) 73(45.63) 65(40.63) 77(48.13) 2(1.25)
5 Friends/Relatives 59(36.88) 86(53.75) 96(60.00) 113(70.63) 86(53.75) 99(61.88) 108(67.50) 116(72.50)
6 Shopkeeper 87(54.38) 31(19.38) 10(6.25) 47(29.38) 72(45.00) 92(57.50) 61(38.13) 15(9.38)
7 Salesperson 36(22.50) 123(76.88) 62(38.75) 95(59.38) 11(6.88) 58(36.25) 95(59.38) 34(21.25)
8 Window display 110(68.75) 89(55.63) 115(71.88) 17(10.63) 111(69.38) 84(52.50) 107(66.88) 77(48.13)
9 Others 28(17.50) 15(9.38) 1(0.63) 12(7.50) 9(5.63) 61(38.13) 88(55.00) 66(41.25)

Note: Figures in the parentheses indicate percentages to the total sample size.
Table 4.7: Reasons for purchasing ready-to-eat food products by consumers in Belgaum city
Biscuits Bread Chips Pickles Fruit juice Fruit Jam Ice cream Kunda
Sl. No. Particulars
(n=160) (n=160) (n=151) (n=148) (n=150) (n=146) (n=151) (n=152)
94 138 136 134 126 146 143 147
1 Readily available
(58.75) (86.25) (90.07) (88.74) (84.00) (100.00) (94.70) (96.71)
125 128 125 143 136 115 147 138
2 Taste
(78.13) (80.00) (82.78) (94.70) (90.67) (78.77) (97.35) (90.79)
76 98 114 13 94 78 141 133
3 Liked by family
(47.50) (61.25) (75.50) 4(88.74) (62.67) (53.42) (93.38) (87.50)
60 49 95 110 113 20 7 53
4 Influence
(37.50) (30.63) (62.91) (72.85) (75.33) (13.70) (4.64) (34.87)
133 28 145 4 112 24 13 27
5 Convenience
(83.13) (17.50) (96.03) (2.65) (74.67) (16.44) (8.61) (17.76)
92 101 134 121 81 17 137 106
6 Satisfaction
(57.50) (63.13) (88.74) (80.13) (54.00) (11.64) (90.73) (69.74)
105 77 113 135 142 132 148 47
7 Save time
(65.63) (48.13) (74.83) (89.40) (94.67) (90.41) (98.01) (30.92)
72 34 99 38 14 17 12 12
8 Others
(45.00) (21.25) (65.56) (25.17) (9.33) (11.64) (7.95) (7.89)
Note: Figures in parentheses indicate the percentages to the total number of users of the respective product.
respectively were the factors responsible for purchasing ice creams. In case of Belgaum Kunda, 96.71
per cent of the respondents purchase because it is readily available, 90.79, 87.50, 69.74, 34.87, 30.92
and 17.76 per cent of the respondents opined that taste, liking by the family members, satisfaction,
influence of friends/relatives, convenience to use for snacks, save the time of preparation and
convenience to use snacks respectively were the factors responsible for purchasing ice creams.
4.2.2 Monthly expenditure of households on ready-to-eat food products
The monthly average expenditure of households on ready-to-eat food products is presented
in Table 4.8 The average monthly expenditure on biscuits was found to be highest in case of high
income group (Rs. 65.77) followed by middle income group (Rs. 50.00) and low income group (Rs.
47.77). Similar trend was noticed with respect to other products like bread, chips, pickles, fruit juice,
fruit jam, ice creams and kunda. On an average Belgaum consumers spend about Rs. 56.89 on
bread, Rs.54.51 on biscuits, Rs.67.74 on chips,Rs.58.65 on pickles, Rs. 77.15 on fruit juice, Rs. 43.47
on fruit jam, Rs. 80.80 on ice creams and Rs.47.80 on kunda on monthly basis.
The analysis of expenditure on ready-to-eat food products revealed that, on an average the
consumers of Belgaum spend maximum on ice creams(16.55 %) followed by fruit juice (15.80 %),
chips (13.87 %), pickles(12.01 %), bread (11.65 %), biscuits (11.16 %), kunda (9.79 %) and fruit jam
(8.90 %) out of their monthly expenditure on ready-to-eat food products. Among the income groups
studied, high income group spend the maximum on ice creams (16.91 %) followed by fruit juice (16.75
%), chips (13.24 %), pickles (11.54 %), biscuits (11.28 %), bread (11.20 %), kunda (10.18 %) and fruit
jam (8.87 %). and chips (15.48 %) out of their total consumption on ready-to-eat food products. While,
among the middle income group after spending maximum on fruit juice (15.73 %), next they preferred
ice cream (15.65 %), chips (14.26 %), pickles (12.07 %), bread (10.37 %), biscuits (9.39 %), kunda
(8.67 %) and least was on fruit jam (8.18 %). The expenditure of low income group indicated that they
spend maximum on ice cream (15.95 %), followed by bread (14.02 %), chips (13.20 %), fruit juice
(13.12 %), biscuits (12.58 %), pickles (11.71 %), kunda (9.88 %) and fruit jam (9.41%).
4.2.3 Monthly expenditure of households on other food items
The monthly average expenditure of the households on other food items are presented in
Table 4.9 It could be seen from the table that the household’s monthly expenditure increased with
increase in monthly income. The monthly average expenditure by all the three income groups
together for items like cereals (Rs.1,198.49 with the percentage of 45.53 to the total expenditure of
other food items), pulses (Rs.376.55 with the percentage of 14.30), fats and oils (Rs.311.56 with the
percentage of 11.83), fruits and vegetables (Rs.374.88 with the percentage of 14.24), milk and milk
products (Rs.370.40 with the percentage of 14.07). In case of high income group, they spent on
cereals (Rs.1,300.86), pulses (Rs.430.00), fats and oils (Rs.334.31), fruits and vegetables
(Rs.396.19), milk and milk products (Rs.404.76). In case of medium income group, they spent on
cereals (Rs.1,228.57), pulses (Rs.376.19), fats and oils (Rs.316.19), fruits and vegetables
(Rs.394.14), milk and milk products (Rs.364.48). In case of low income group, they spent on cereals
(Rs.1066.05), pulses (Rs.323.46), fats and oils (Rs.284.20), fruits and vegetables (Rs.334.32), milk
and milk products (Rs.341.98). Total expenditure by high, medium and low income groups is
Rs.2,866.12, Rs. 2,679.57, and Rs.2,350.00 respectively.
4.2.4 Share of ready-to-eat food items in total expenditure on all food items
Table 4.10 and figure 2.shows the share of selected ready-to-eat food items in total
expenditure on all food items by the family. It could be seen from the table that, share of ready-to-eat
food products increases with increase in monthly income. The average share of ready-to-eat food
items by all the three income groups is 15.64 per cent. In case of low income group share of ready-to-
eat food items was 13.90 per cent, in case of medium income group it was 15.78 per cent, in case of
high income group it was 16.89 per cent of their total expenditure on all food items.
4.2.5 Frequency of purchase of ready-to-eat food products
Table 4.11 shows the frequency of purchase of ready-to-eat food products by the
respondents. It could be seen from the table that, majority of the respondents purchased biscuits
twice in a week (27.50 %), this was followed by fortnightly (24.38), occasionally (23.13 %), once a
week (21.25 %) and daily (3.75 %). In case of bread majority of the respondents purchased bread
twice in a week (31.88 %), this was followed by once in a week (24.38 %), fortnightly (22.50 %) and
occasionally (21.25%). And no respondents purchased bread on daily.
Table 4.8: Monthly expenditure of households on ready-to-eat food products
(Rs./Month)
Sl. High Medium Low
Particulars Average
No. Income (n=58) Income (n=21) Income (n=81)
65.77 50.00 47.77 54.51
1 Biscuits
(11.28) (9.39) (12.58) (11.16)
65.25 55.23 53.20 56.89

2 Bread
(11.20) (10.37) (14.02) (11.65)
77.16 75.95 50.12 67.74

3 Chips
(13.24) (14.26) (13.20) (13.87)
67.24 64.28 44.44 58.65

4 Pickles
(11.54) (12.07) (11.71) (12.01)
97.58 83.76 50.12 77.15

5 Fruit Juice
(16.75) (15.73) (13.12) (15.80)
51.72 43.57 35.74 43.47

6 Fruit Jam
(8.87) (8.18) (9.41) (8.90)
98.53 83.33 60.55 80.80
7 Ice cream
(16.91) (15.65) (15.95) (16.55)
59.31 46.19 37.51 47.80

8 Kunda
(10.18) (8.67) (9.88) (9.79)
582.56 502.31 379.45 488.10
Total
(100.00%) (100.00%) (100.00%) (100.00.)
Note: Figures in parentheses indicate the percentages to the total

Low income – Below Rs.12,259.62 per month.
Middle income – Between Rs.12,259.62 to Rs.1,7046.63 per month.
High income – Above Rs.17,046.63 per month.
Table 4.9: Monthly expenditure of households on other food items
(Rs./month)
Sl.
Particulars High Income Medium Income Low Income Average
No.
1300.86 1228.57 1066.05 1198.49

1 Cereals
(45.38) (45.84) (45.36) (45.53)
430.00 376.19 323.46 376.55

2 Pulses
(15.00) (14.03) (13.76) (14.30)
334.31 316.19 284.20 311.56

3 Fats and oils
(11.66) (11.80) (12.09) (11.83)
Fruits and 396.19 394.14 334.32 374.88

4
Vegetables (13.82) (14.70) (14.22) (14.24)
Milk and Milk 404.76 364.48 341.98 370.40

5
products (14.12) (13.60) (14.55) (14.07)
2866.12 2679.57 2350.00 2631.89

Total
(100.00) (100.00) (100.00) (100.00)
Table 4.10: Share of ready-to-eat food items in total expenditure on all food
items
(Rs./Month)
Sl. High Medium Low

Particulars Average
No. Income Income Income
582.56 502.31 379.45 488.10

1 Ready-to-eat food products
(16.89) (15.78) (13.90) (15.64)
2866.12 2679.57 2350.00 2631.89

Other household food
2
products
(83.11) (84.22) (86.10) (84.36)
3448.68 3181.88 2729.45 3119.99

Total expenditure
(100.00) (100.00) (100.00) (100.00)

Ready-to-eat food products Other household food products Total expenditure
3500
3000
2500
2000
Rs/months
1500
1000
500
0
High Income Medium Income Low Income
Particulars
Fig. 2: Share of ready-to-eat food items in total expenditure on all food items
Most of the respondents purchased chips occasionally (29.80 %), this was followed by once
in a week (26.49 %), twice in a week (24.50 %) and fortnightly (18.54 %). In case of pickles majority of
the respondents purchased occasionally (74.32 %), this was followed by fortnightly (20.27 %), once in
a week (5.41 %) and none of the respondent purchased twice in a week or daily.
Majority of them purchased fruit juice occasionally (34.00 %), this was followed by fortnightly
(30.00 %), once in a week (23.33 %), twice in a week (11.33 %) and daily (1.33 %). In case of fruit
jam most of the respondents purchased fortnightly (47.26 %), this was followed by occasionally (26.71
%), once in a week (19.18 %), twice in a week (6.85 %) and none of the respondents purchased daily.
In case of ice cream, most of the respondents purchased occasionally (31.79 %), this was
followed by once in a week (27.81 %), fortnightly (26.49 %), twice in a week (13.91 %) and none of
the respondents purchased daily. In case of kunda majority of the respondents purchased
occasionally (38.16 %), this was followed by fortnightly (35.53 %), once in week (20.39 %), twice in a
week (5.92 %) and none of the respondents purchased daily. Most of the respondents opined that
their frequencies of purchase of all ready-to-eat food products were based on need.
4.2.6 Place of purchase of ready-to-eat food products
Table 4.12 shows the place of purchase of ready–to–eat food products by consumers in
Belgaum city. In case of biscuits maximum number of respondents purchase from retail outlet (43.75
%), this was followed by department stores (35.00 %), bakery (15.00%) and ice parlour (6.25 %). In
case of bread majority of the buyer purchase from bakery (49.38 %), this was followed by department
store, retail outlet (21.88 %) and ice parlour (6.88 %). While in case of chips, more number of
respondents use to buy from bakery (34.44 %), this was followed by retail outlet and department store
(29.80 %), and ice parlour (5.96 %). In case of pickles, maximum number of respondents buys from
retail outlet (48.65 %), this was followed by department store (36.49 %) and non of the respondents
buy from ice parlour. While in case of fruit juice, maximum number of respondents buy from bakery
(33.33 %), this was followed by department store (26.67 %), and retail outlet, ice parlour (20.00 %). In
case of fruit jam, majority of the respondents buy from retail outlet (35.62 %), this was followed by
bakery (29.45 %), department store (27.40 %) and ice parlour (7.53 %). While in case of ice cream,
maximum of respondents buy from ice parlour (29.80 %), this was followed by bakery (26.49 %),
department store (23.18 %) and retail outlet (20.53 %). In case of kunda majority of the respondents
buy from bakery (85.52 %), this was followed by retail outlet (8.55 %), department store (5.92 %) and
none of the respondents purchased from ice parlour.
4.2.7 Nature of purchase decision in ready-to-eat food products
Nature of purchase decision of ready-to-eat food products among respondents is presented in
Table 4.13. In case of biscuits, maximum number of the respondents did a planned purchase (84.38
%) and only 15.63 per cent did unplanned buying. About 86.25 per cent of the bread buyers did
planned buying and remaining 13.75 per cent of them did go for unplanned purchases.
Among the chips buyers, 73.51 per cent of them unplanned the purchase of chips and
remaining 26.49 per cent of them did go for planned buying. In case of pickles among the pickles
buyers, 91.22 per cent of the buyers did planned buying and remaining 8.78 per cent did unplanned
buying.
In case of fruit juice maximum respondents did unplanned buying (76.00 %), remaining 24.00
per cent did planned buying. Among fruit jam buyers 95.89 per cent of them planned the purchase of
fruit jam and remaining 4.11 per cent of them did go for unplanned buying.
In the case of ice creams, maximum respondents unplanned purchased of ice creams (80.79
%) and remaining 19.21 per cent did planned buying. Among kunda buyers 86.84 per cent of them
planned the purchase of kunda and remaining 12.50 per cent of them did go for unplanned buying.
4.2.8 Influence of income on purchase decisions on ready-to-eat food products
Table 4.14 shows the influence of income on purchase decisions of ready-to-eat food
products. It could be noticed from the results that majority of the respondents took self decision while
purchasing biscuits (33.33, 52.38 and 27.59 % of low, middle and high income groups, respectively),
In case of bread majority of the respondents took self decision (50.62, 38.10 and 44.83 % of low,
middle and high income groups respectively). In case of chips majority of the respondents took self
decision while purchasing (41.89, 36.84 and 44.83 %, respectively). In case of pickles parents are
major influencing persons in the family for decision making (53.33, 47.06 and 33.93 % low, middle
Table 4.11: Frequency of purchase of ready-to-eat food products by the
respondents
Sl. Twice Once
Product Daily Fortnightly Occasionally
No. a week a week
6 44 34 39 37
1 Biscuits (n=160)
(3.75) (27.50) (21.25) (24.38) (23.13)
0 51 39 36 34
2 Bread (n=160)
(0.00) (31.88) (24.38) (22.50) (21.25)
1 37 40 28 45
3 Chips (n=151)
(0.66) (24.50) (26.49) (18.54) (29.80)
0 0 8 30 110
4 Pickles (n=148)
(0.00) (0.00) (5.41) (20.27) (74.32)
2 17 35 45 51
5 Fruit juice (n=150)
(1.33) (11.33) (23.33) (30.00) (34.00)
0 10 28 69 39
6 Fruit Jam (n=146)
(0.00) (6.85) (19.18) (47.26) (26.71)
0 21 42 40 48
7 Ice cream (n=151)
(0.00) (13.91) (27.81) (26.49) (31.79)
0 9 31 54 58
8 Kunda (n=152)
(0.00) (5.92) (20.39) (35.53) (38.16)
Note: Figures in parentheses indicate the percentages to the total number of users of the respective
product.
Table 4.12: Place of purchase of ready-to-eat food products by the
respondents in Belgaum city
Department
Sl. No. Particulars Retail outlet Bakery Ice Parlour
store
Biscuits 70 56 24 10
1
(n=160) (43.75) (35.00) (15.00) (6.25)
Bread 35 35 79 11
2
(n=160) (21.88) (21.88) (49.38) (6.88)
Chips 45 45 52 9
3
(n=151) (29.80) (29.80) (34.44) (5.96)
Pickles 72 54 22 0
4
(n=148) (48.65) (36.49) (14.86) (0.00)
Fruit juice 30 40 50 30
5
(n=150) (20.00) (26.67) (33.33) (20.00)
Fruit Jam 52 40 43 11
6
(n=146) (35.62) (27.40) (29.45) (7.53)
Ice cream 31 35 40 45
7
(n=151) (20.53) (23.18) (26.49) (29.80)
Kunda 13 9 130 0
8
(n=152) (8.55) (5.92) (85.52) (0.00)
product.
Table 4.13: Nature of purchase decision in ready-to-eat food products among
the respondents
Sl. No. Particulars Planned Unplanned
135 25
1 Biscuits (n=160)
(84.38) (15.63)
138 22
2 Bread (n=160)
(86.25) (13.75)
40 111
3 Chips (n=151)
(26.49) (73.51)
135 13
4 Pickles (n=148)
(91.22) (8.78)
36 114
(24.00) (76.00)
140 6
6 Fruit Jam (n=146)
(95.89) (4.11)
29 122
7 Ice cream (n=151)
(19.21) (80.79)
132 19
8 Kunda (n=152)
(86.84) (12.50)
product.
and high income groups respectively). In case of fruit juice majority of the respondents took self
decision while purchasing (44.44, 40.00 and 37.93 %, respectively). In case of fruit jam majority of the
respondents took self decision while purchasing (38.57, 52.63 and 22.81 %, respectively). In case of
ice cream self decision is major influencer for decision making (47.95, 40.00 and 43.10 %,
respectively). In case of kunda majority of the respondents took self decision while purchasing (47.95,
57.14 and 43.10 %, respectively).
4.3 Brand preference of the consumers

Table 4.15 to 4.18 shows the rank matrix of common brands preferred among the products.
The brands have been considered based on mean scores of preferential order of brands considered
by the consumers. Preferential order of brands were obtained based on Garrett’s ranking test.
4.3.1 Brand preference for cereal based products
Brand preference of the respondents for biscuits is presented in Table 4.15. Fig.3. Maximum
of the respondents preferred Good day biscuits, it ranks first (mean score of 78.94) followed by Hide
and Seek (mean score of 74.84), Krack jack (mean Garret’s score of 72.96), Parle-G (mean score of
59.66), Tiger biscuits (mean score of 59.51), Britannia tiger (mean score of 54.46), Sunfeast Snaky
(mean score of 53.98), Sunfeast Glucose(mean score of 51.09), Parle Monaco (mean score of 47.58)
and Britania Little Hearts (mean score of 36.50). And least mean score with respect to chocolate
chips.
Brand preference of the respondents for bread is also presented in table Maximum of the
respondents preferred Big bread and it ranked first (mean score of 71.47) followed by Iyengar (mean
score of 66.88), Vishal bakers (mean score of 54.21), Hot breads (mean score of 44.59), Teasty
bread (mean score of 38.50), and Richi ranked sixth (mean score of 26.33)
4.3.2 Brand preference for vegetable based products
Table 4.16 and Fig.4, presents brand preference for chips. It could be seen from the table that
majority of the respondents preferred Bingo brand in chips, it ranked first (mean score of 69.73)
followed by Lays chips (mean score of 65.34), Haldiram chips (mean score of 53.71), Diamond chips
(mean score of 33.34), and Uncle Chips ranked fifth (mean score of 31.65).
Table 4.16 also presents brand preference for pickles. It could be seen from the table that
majority of the respondents preferred MTR brand in pickles, it ranked first (mean score of 71.88)
followed by Mother’s Recipe (mean score of 57.25), More choice (mean score of 53.31), Kitchen
promise (mean score of 45.20), Priya pickles (mean score of 43.15), MN Pickles ranked sixth (mean
score of 32.20)
4.3.3 Brand preference for fruit based products
Table 4.17 and Fig.5, showed brand preference for fruit juice. It was observed from the table
that maximum number of the respondents preferred Maaza brand, it ranked first (mean score of
71.93), followed by Frooti (mean score of 62.08), Appy (mean score of 54.89), Pulpy Orange (mean
score of 52.43), Slice (mean score of 45.52) and Tropicana Twister (mean score of 41.68) and Real
Fresh ranked seventh (mean score of 24.43).
Table 4.17 also showed brand preference for fruit jam. It was observed from the table that
maximum of the respondents preferred Kissan brand, it ranked first (mean score of 70.80), followed
by Reliance Select Mixed Fruit Jam (mean score of 48.64), Feasters (mean score of 47.63) and Sil
Mix Fruit Jam ranked fourth (mean score of 35.00).
4.3.4 Brand preference for milk based products
Table 4.18 presents brand preference for ice creams. It could be noticed from the table that
maximum of the respondents preferred Amul brand of ice creams, it ranked first (mean score of
77.77), followed by Kwality walls (mean score of 72.22), MTR (mean score of 59.07), Arun (mean
score of 56.06), Dairy day (mean score of 46.73), Nandini (mean score of 42.31), Dairy day (39.35),
Dinshaws (mean score of 39.35) and Hangya ranked ninth (mean score of 27.10).
Again Table 4.18 also presents brand preference for kunda. It could be noticed from the table
that maximum of the respondents preferred Purohith brand, it ranked first (mean score of 70.01).
Table 4.14: Influence of income on purchase decisions of respondents on
ready-to-eat food products
Sl.
Particulars Income groups Parents Children Friends Neighbour Shopkeeper Self decision
No.
7 14 8 4 9 16
High (n=58)
(12.07) (24.14) (13.79) (6.90) (15.52) (27.59)
2 3 2 2 1 11
1 Biscuits (n=160) Medium (n=21)
(9.52) (14.29) (9.52) (9.52) (4.76) (52.38)
10 15 12 5 12 27
Low (n=81)
(12.35) (18.52) (14.81) (6.17) (14.81) (33.33)
9 10 6 3 4 26
High(n=58)
(15.52) (17.24) (10.34) (5.17) (6.90) (44.83)
2 4 1 2 4 8
2 Bread (n=160) Medium(n=21)
(9.52) (19.05) (4.76) (9.52) (19.05) (38.10)
8 10 6 6 10 41
Low (n=81)
(9.88) (12.35) (7.41) (7.41) (12.35) (50.62)
9 10 6 3 4 26
High (n=58)
(15.52) (17.24) (10.34) (5.17) (6.90) (44.83)
3 3 3 2 1 7
3 Chips (n=151) Medium (n=19)
(15.79) (15.79) (15.79) (10.53) (5.26) (36.84)
5 15 8 6 9 31
Low (n=74)
(6.76) (20.27) (10.81) (8.11) (12.16) (41.89)
19 6 6 8 7 10
High (n=56)
(33.93) (10.71) (10.71) (14.29) (12.50) (17.86)
8 1 2 2 1 3
4 Pickles (n=148) Medium (n=17)
(47.06) (5.88) (11.76) (11.76) (5.88) (17.65)
40 4 9 6 4 12
Low (n=75)
(53.33) (5.33) (12.00) (8.00) (5.33) (16.00)
6 22 5 4 7 14
High (n=58)
(10.34) (37.93) (8.62) (6.90) (12.07) (24.14)
2 4 3 2 1 8
5 Fruit Juice (n=150) Medium (n=20)
(10.00) (20.00) (15.00) (10.00) (5.00) (40.00)
4 21 8 5 2 32
Low (n=72)
(5.56) (29.17) (11.11) (6.94) (2.78) (44.44)
4 17 8 4 11 13
High (n=57)
(7.02) (29.82) (14.04) (7.02) (19.30) (22.81)
5 2 1 1 0 10
6 Fruit Jam (n=146) Medium (n=19)
(26.32) (10.53) (5.26) (5.26) (0.00) (52.63)
20 17 3 2 1 27
Low (n=70)
(28.57) (24.29) (4.29) (2.86) (1.43) (38.57)
4 16 6 4 3 25
High (n=58)
(6.90) (27.59) (10.34) (6.90) (5.17) (43.10)
0 6 2 0 4 8
7 Ice cream (n=151) Medium (n=20)
(0.00) (30.00) (10.00) (0.00) (20.00) (40.00)
2 22 7 2 5 35
Low (n=73)
(2.74) (30.14) (9.59) (2.74) (6.85) (47.95)
14 16 2 0 1 25
High (n=58)
(24.14) (27.59) (3.45) (0.00) (1.72) (43.10)
3 4 2 0 0 12
8 Kunda (n=152) Medium (n=21)
(14.29) (19.05) (9.52) (0.00) (0.00) (57.14)
10 18 5 3 2 35
Low (n=73)
(13.70) (24.66) (6.85) (4.11) (2.74) (47.95)
Note: Figures in parentheses indicate percentages to the total number of users in each income
group.
Table 4.15: Brand preference for cereal based products by consumers in
Belgaum city
Sl. No. Brand names Mean Score Ranking
Biscuits
1 Good Day 78.94 I
2 Hide & Seek 74.84 II

3 Krack Jack 72.96 III
4 Parle-g 59.66 IV
5 Tiger Biscuit 59.51 V

6 Britannia Tiger 54.46 VI
7 Sunfeast Snacky 53.98 VII
8 Sunfeast Glucose 51.09 VIII

9 Parle Monaco 47.58 IX
10 Britannia Little Hearts 36.50 X
11 Marie Gold 32.08 XI

12 Britania 50-50 30.43 XII
13 Glucose 27.96 XIII
14 Chocolate Chips 27.14 XIV

Bread
1 Big Bread 71.47 I
2 Iyengar 66.88 II
3 Vishal Bakers 54.21 III
4 Hot Breads 44.59 IV
5 Teasty Breads 38.50 V

6 Richi 26.33 VI
90
80
70
60
50
Mean Score
40
30
20
10
0
Good Day Hide & Seek Krack Jack Parle-g Tiger Biscuit Britannia Tiger Sunfeast Sunfeast Parle Monaco Britannia Little Marie Gold Britania 50-50 Glucose Chocolate
Snacky Glucose Hearts Chips
Brand names
Biscuits
Fig. 3a: Brand preference for cereal based products by consumers in Belgaum city
80
70
60
50
Mean Score
40
30
20
10
Big Bread Iyengar Vishal Bakers Hot Breads Teasty Breads Richi
Bread Brand names
Fig. 3b: Brand preference for cereal based products by consumers in Belgaum city
Table 4.16: Brand preference for vegetable based products by consumers in
Belgaum city

Chips
1 Bingo 67.93 I
2 Lays 65.34 II
3 Haldirams 53.71 III
4 Diamond Chips 33.34 IV
5 Uncle Chips 31.65 V
6 Lip Chips 27.56 VI
Pickles
1 MTR 71.88 I
2 Mother's Recipe 57.25 II
3 More Choice 53.31 III
4 Kitchen Promise 45.20 IV
5 Priya Pickles 43.15 V
6 M N Pickles 32.20 VI
Table 4.17: Brand preference for fruit based products by consumers in

Belgaum city
Fruit juice
1 Maaza 71.93 I
2 Frooti 62.08 II
3 Appy 54.89 III
4 Pulpy Orange 52.43 IV
5 Slice 45.52 V
6 Tropicana Twister 41.68 VI
7 Real Fresh 24.43 VII
Fruit jam
1 Kissan 70.80 I
2 Reliance Select Mixed Fruit Jam 48.64 II
3 Feasters 47.63 III
4 Sil Mix Fruit Jam 35.00 IV
80
70
60
50
Mean Score
40
30
20
10
0
Bingo Lays Haldirams Diamond Chips Uncle Chips Lip Chips
Brand names
Chips
Fig. 4a: Brand preference for vegetable based products by consumers in Belgaum city
80
70
60
50
Mean Score
40
30
20
10
0
Maaza Frooti Appy Pulpy Orange Slice Tropicana Twister Real Fresh
Fruit juice Brand names
Fig. 5a: Brand preference for fruit based products by consumers in Belgaum city
80
70
60
50
Mean Score
40
30
20
10
Kissan Reliance Select Mixed Fruit Jam Feasters Sil Mix Fruit Jam
Fruit jam Brand names
Fig. 5b: Brand preference for fruit based products by consumers in Belgaum
Table 4.18: Brand preference for milk based products by consumers in
Belgaum city
Ice creams
1 Amul 77.77 I
2 Kwality Walls 72.22 II
3 MTR 59.07 III
4 Arun 56.06 IV
5 Dairy Day 46.73 V
6 Nandini 42.31 VI
7 Dinshaws 39.35 VII
8 Vadilal 31.35 VIII
9 Hangya 27.10 IX
Kunda
1 Purohith 70.01 I
2 Nandini 65.25 II
3 Upadyaya 58.69 III
4 A-1 40.38 IV
90
80
70
60
50
Mean Score
40
30
20
10
0
Amul Kwality Walls MTR Arun Dairy Day Nandini Dinshaws Vadilal Hangya
Ice creams Brand names
Fig. 6a: Brand preference for milk based products by consumers in Belgaum city
80
70
60
50
Mean Score
40
30
20
10
Purohith Nandini Upadyaya A-1

Kunda Brand names
Fig. 6b: Brand preference for milk based products by consumers in Belgaum city
Table 4.19: Factors influencing brand preference of consumer of ready-to- eat food products in Belgaum city
Biscuits Bread Chips Pickles Fruit juice Fruit Jam Ice cream Kunda
Sl.
Factors
No. Mean Mean Mean Mean Mean Mean Mean
Rank Rank Rank Rank Rank Rank Rank Mean Rank
Score Score Score Score Score Score Score
Score
1 Reasonable price 69.71 IV 51.97 VIII 55.42 VI 69.00 III 66.03 IV 51.89 VII 68.21 III 54.98 VI
2 Taste 74.65 II 71.96 III 80.56 I 82.93 I 79.06 I 78.68 II 83.43 I 80.06 I
3 Quality 79.93 I 72.03 II 76.93 II 77.06 II 75.53 II 81.31 I 76.56 II 79.93 II
4 Quantity 72.69 III 55.48 VI 34.93 XII 53.82 VII 66.96 III 51.10 VIII 64.78 IV 66.93 III
5 Brand image 58.97 V 61.97 V 64.69 III 56.17 VI 58.21 VI 65.84 IV 59.53 V 44.97 IX
6 Availability 56.58 VI 62.02 IV 60.53 IV 49.38 VIII 58.78 V 45.52 IX 57.46 VI 66.46 IV
7 Advertisement 53.87 VII 37.97 XII 54.25 VII 47.61 IX 51.21 VIII 58.10 VI 52.53 VII 20.06 XV
8 Packaging design 33.68 XII 45.02 IX 46.19 IX 32.03 XIII 42.19 X 41.89 X 43.62 X 44.50 X
9 Friends 36.98 XI 39.54 XI 29.20 XIII 34.96 XII 33.03 XIII 38.52 XII 36.62 XII 39.72 XI
1 Labeling 23.07 XV 15.00 XV 23.39 XIV 22.93 XIV 33.96 XII 27.21 XIII 30.06 XIII 31.54 XIII
10 Offers 31.82 XIV 28.03 XIII 20.56 XV 17.06 XV 41.78 XI 25.10 XIV 23.43 XIV 20.98 XIV
11 Freshness 44.49 IX 85.00 I 53.73 VIII 60.82 V 51.78 VII 67.15 III 50.46 VIII 58.51 V
12 Retailers influence 39.51 X 43.45 X 40.23 XI 40.61 XI 20.93 XIV 40.05 XI 17.50 XV 37.65 XII
Long shelf life of the

13 product 47.66 VIII 53.54 VII 59.74 V 63.17 IV 46.02 IX 58.89 V 39.37 XI 49.06 VIII
Availability of range of
14 products 33.56 XIII 27.96 XIV 45.38 X 42.38 X 19.06 XV 18.68 XV 46.37 IX 51.48 VII
4.3.5 Factors influencing brand preference
Table 4.19 shows the rank matrix of common factors influencing the brand preference of
consumers among the ready-to-eat food products.
While preferring a particular brand in biscuits, quality was considered as the foremost factor
(mean score of 79.93). Second important factor was taste with a mean score of 74.65. Quantity was
ranked as third factor (mean score of 72.69). Reasonable price and brand image were ranked fourth
and fifth, respectively (mean score of 69.71 and 58.97, respectively).
While preferring a particular brand in bread, freshness was considered as the foremost factor
(mean score of 85.00). Second important factor was quality with a mean score of 72.03. Taste was
ranked as third factor (mean score of 71.96). Availability and brand image were ranked fourth and
fifth, respectively (mean score of 62.02 and 61.97, respectively).
While preferring a particular brand in chips, taste was considered as the foremost factor
(mean score of 80.56). Second important factor was quality with a mean score of 76.93. Brand image
was ranked as third factor (mean score of 64.69). Availability and long shelf life of the product were
ranked fourth and fifth, respectively (mean score of 60.53 and 59.74, respectively).
While preferring a particular brand in pickles, taste was considered as the foremost factor
(mean score of 82.93). Second important factor was quality with a mean score of 77.06. Reasonable
price was ranked as third factor (mean score of 69.00). Long shelf life of the product and freshness
were ranked fourth and fifth, respectively (mean score of 63.17 and 60.82, respectively).
While preferring a particular brand in fruit juice, taste was considered as the foremost factor
(mean score of 79.06.). Second important factor was quality with a mean score of 75.53. Quantity was
ranked as third factor (mean score of 66.96). Reasonable price and availability were ranked fourth
and fifth ranks respectively (mean score of 66.03 and 58.78, respectively).
While preferring a particular brand in fruit jam, quality was considered as the foremost factor
(mean score of 81.31). Second important factor was taste with a mean score of 78.68. Freshness was
ranked as third factor (mean score of 67.15). Brand image and long shelf life of product were ranked
fourth and fifth, respectively (mean score of 65.84 and 58.89, respectively).
While preferring a particular brand in ice cream, taste was considered as the foremost factor
(mean score of 83.43). Second important factor was quality with a mean score of 76.56. Reasonable
price was ranked as third factor (mean score of 68.21). Quantity and brand image were ranked fourth
and fifth, respectively (mean score of 64.78 and 59.53, respectively).
While preferring a particular brand in kunda, taste was considered as the foremost factor
(mean score of 80.06). Second important factor was quality with a mean score of 79.93. Quantity was
ranked as third factor (mean score of 66.93). Availability and freshness were ranked fourth and fifth,
respectively (mean score of 66.46 and 58.51, respectively).
In case of biscuits and bread labeling was the last criteria for preference of particular brand
(mean score of 15.00 and 23.07 respectively). In case of chips and pickles offers were the last criteria
for preference of particular brand (mean score of 17.06 and 20.56, respectively). In case of fruit juice
and fruit jam availability of range of products was the last criteria for preference of particular brand
(mean score of 19.06 and 18.68 respectively). In case of ice cream and kunda retailers influence and
advertisement are the last criteria for preference of particular brand (mean score of 17.50 and 20.06
respectively).
4.4 Alternative purchase plans of ready-to-eat food products

Table 4.20 reveals alternative purchase plans of ready-to-eat food products by the
respondents in Belgaum city. Majority of the respondents in case of biscuits (68.75 %), bread (78.75
%), chips (72.18 %), pickles (66.21 %), fruit juice (77.33 %), fruit jam (80.82 %), ice creams (86.75 %)
and Belgaum Kunda (65.13 %) would go to other shops if preferred brand was not available In the
case of biscuits consumers, 21.87 per cent of the respondents would postpone their purchase
decision if their preferred brand was not available, 6.25 per cent of them bought other brand and 3.12
per cent of the respondents placed order to get required brand. In the case of bread consumers,
12.50 per cent of them bought other brand, 6.25 per cent of the respondents would postpone their
purchase decision if their preferred brand was not available, and 2.50 per cent of the respondents
placed order to get required brand.
In case of chips, 21.85 per cent of the respondents opined to buy other brand if their favourite
brand was not available, 5.29 per cent of them would postpone the purchase decision and only 0.66
per cent of the respondents planned to place order to get their required brand. In case of pickles,
23.64 per cent of the respondents opined to buy other brand if their favourite brand was not available,
6.75 per cent of them would postpone the purchase decision and only 2.02 per cent of the
respondents planned to place order to get their required brand.
In case of fruit juice, if required brand was not available in the market 13.33 per cent of the
respondents opined that they would buy other brand, 9.33 per cent of the respondents were ready to
postpone their purchase decision and none of them said they would place order to get their required
brand. In case of fruit jam, if required brand was not available in the market 13.69 per cent of the
respondents were ready to postpone their purchase decision, 5.47 per cent of the respondents opined
that they would buy other brand and none of them said they would place order to get their required
brand.
In case of ice creams, 10.59 per cent of them would buy some other brands, 2.64 per cent of
the respondents opined that they would postpone the purchase decision if their preferred brand was
not available in the market, and none of the respondents said that they would place order to get
required brand. In case of Belgaum kunda, 21.71 per cent of the respondents opined that they would
postpone the purchase decision if their preferred brand was not available in the market, 13.15 per
cent of them would buy some other brands and 0.00 per cent of the respondents said they would
place order to get required brand.
Table 4.20: Alternative purchase plans of ready-to-eat food products by the

respondents in Belgaum city
Alternative purchase plans

Sl. No. Particulars Go to Will buy
Place the
other Postpone other Any other
order
shop brand
Biscuits 110 35 10 5 0
1
(n=160) (68.75) (21.87) (6.25) (3.12) (0.00)
Bread 126 10 20 4 0
2
(n=160) (78.75) (6.25) (12.50) (2.50) (0.00)
Chips 109 8 33 1 0
3
(n=151) (72.18) (5.29) (21.85) (0.66) (0.00)
Pickles 98 35 10 3 2
4
(n=148) (66.21) (23.65) (6.75) (2.02) (1.35)
116 14 20 0 0
(77.33) (9.33) (13.33) (0.00) (0.00)
Fruit Jam 118 20 8 0 0

6
(n=146) (80.82) (13.69) (5.47) (0.00) (0.00)
131 4 16 0 0
7 Ice cream (n=151)
(86.75) (2.64) (10.59) (0.00) (0.00)
Kunda 99 33 20 0 0
8
(n=152) (65.13) (21.71) (13.15) (0.00) (0.00)
Note: Figures in the parentheses indicate percentages to the total number of users of the respective
products.
DISCUSSION
The results of the investigation presented in the previous chapter are discussed in this
chapter under the following heads.
5.2 Purchase behaviour of consumers towards ready-to-eat food products.
5.3 Brand preference and Factors influencing brand preference of the consumers.

products
5.1.1 General information about the selected samples
From the Table 4.1, it was evident that the age of the majority of the respondents was
between 21-40 years, age group and most of them were female. The higher percentage of the
respondents was degree holders and none of the selected respondents were illiterates. Since the
study was undertaken in Belgaum city limits it was quite obvious for the respondents to have at least
minimum education, as the city is known as the education centre. In the present study majority of the
respondents belonged to nuclear families with small family size (<5 members) and most of them were
vegetarians. Higher percentage of the respondents belonged to low income group (<Rs.12259.62)
and majority of them were students.
5.1.2 Brand awareness of consumers of cereal based products
It was noticed from Table 4.2 that among the age groups, the AG2 respondents more than 90
per cent of the respondents were aware of all the brands, cent per cent of the respondents were
aware of Parle-G and Good day brands. Hide and Seek, Britania little Hearts brands were known to
98.97 per cent and 97.94 per cent of the respondents, respectively. Marie Gold, Britania Time Pass
and Parle Monaco brand were familiar with the 96.91 per cent each of the respondents. Krack Jack
brand is known to 95.88 per cent of the respondents. Britania 50-50 and Glucose were aware by
94.88 per cent of each of the respondents. Tiger Biscuits, Sunfeat Snacky, Sunfeast Glucose brands
were familiar to 93.81 per cent of each of the respondents. chocolate Chip Cookies were known to
91.75 per cent of the respondents, because this age group respondents (AG2) were well exposed for
both past and present brands of biscuits, also these respondents were having good education level,
and also most of the brands like Parle-G, Hide and seek, Good Day and Krack Jack were more
advertisement is seen in different media.
Under the AG2 the brand awareness of biscuits was more compare to AG1 and AG3. In
case of AG1, among age group one (AG1) cent per cent each of the respondents were aware of
Parle-G, and Good Day brands, while Hide and Seek brand is known by 97.22 per cent of the
respondents. Mari gold, Krack Jack, Glucose and Parle Monaco were known to 91.67 per cent each
of the respondents. Sunfeast glucose, Britania 50-50, Sunfeast Snacky, Tiger biscuit, Britania little
and Herats, Britania Time Pass brands were known to 88.89 per cent, 86.11 per cent,83.33 per cent,
77.78 per cent, 69.67 per cent and 69.44 per cent brands were familiar among the respondents,
respectively. Only 58.33 per cent of them were aware of Chocolate Chip Cookies, because this AG1
respondents were aware of all the present brands of biscuits and more number of respondents were
students they all are well aware of present leading and recent brands.
In case of AG3, Parle-G brand is known to cent per cent of the respondents. Krack Jack and
Glucose were known to 74.07 per cent of the respondents. Hide and Seek and Chocolate Chip
Cookies were familiar to 70.37 per cent of the respondents. Britania 50-50 and Britania Time Pass
brands were familiar to 66.67 per cent of each of the respondents. Tiger Biscuits, Sunfeast Snacky
and Parle Monaco brands were known to 62.96 per cent of each of the respondents. Good day and
Britania Little Herats brands were familiar to 59.26 per cent of the respondents. Only 51.85 and 48.15
per cent of the respondents familiar with Sunfeast Glucose and Marie Gold respectively, because
Parle-G and glucose are age old and familiar brands and also locally available in all petty shops.
It was also noticed from Table 4.2 that among the AG1, Big Bread, Iyengar, Hot Bread and
Richi brands were well known to 94.44, 75.00, 61.11 and 55.56 per cent of the respondents
respectively and about 63.89 per cent each were aware of Vishal Bakers and Tastey Bread brands
because Big bread brand is local brand and its available in all shops, advertisement through window
display is more hence consumer were more aware of this brand. In case of AG2, Big Bread, Iyengar,
Vishal Bakers and Richi Bread brands were familiar to 98.97, 97.94, 95.88 and 92.78 per cent of the
respondents, respectively and about 94.85 per cent of respondents were aware of Hot Bread and
Tastey Bread brands because big bread is local brand and Iyengar is very old brand therefore
majority of the people aware of these two brands very well. In case of AG3, Iyengar, Hot Bread,
Tastey Bread and Richi Brands were familiar to 86.87, 44.44, 51.85, and 37.14 per cent of the
respondents and about 55.56 per cent of the respondents were familiar to Big Bread and Vishal
Bakers brands because Iyengar is the oldest brand and its very familiar for all the age group
respondents and also this brand is famous for its brand image due to advertisement.
5.1.3 Brand awareness of consumers of vegetable based products
From Table 4.3 it was observed that in Chips Lays brand was familiar among the different age
groups, Where 100.00 per cent, each in AG1 and AG2 and 51.52 per cent of the consumers in and
AG3 were aware of the brand. In case of AG1 Bingo, Haldiram, Diamond chips, Uncle Chips and Lip
Chips were well known to 100.00, 75.00, 38.89, 25.00 and 22.22 per cent of the respondents. More
than half of the respondents of AG2 were conscious of lip chips and diamond chips brand. Bingo
brand was familiar among more than 95.00 per cent of the AG2 respondents. In addition to these
brands, Uncle Chips was known to 44.33 per cent of AG2 respondents. In case of AG3, 51.85 per
cent of the respondents aware about lays brand. Haldiram and bingo brands were known to 22.22 and
18.52 per cent of the respondents respectively. It could also be seen from the table that, none of the
respondents of this age group were familiar with Lip chips, Diamond chips and Uncle chips brands.
Haldiram is the oldest brand hence it is known to more among the age old people in AG3, and in case
of AG1 and AG2 lays and bingo brands are known to cent per cent of the respondents, as these two
are the new and popular brands. Ready-to-eat food products because of delicacy were known among
lower age groups as compared to the old age people, who usually do not consume them much. Chips
were no exception to this. The younger generations are the innovators of various brands in the market
due to varied taste, attractive packing, and advertisements through different media or influence by
friends. Hence, the brands like Lays, Bingo, Haldiram Chips, Diamond chips and Lip chips were more
known to young age group.
It was also noticed from Table 4.3 itself that among the pickles brand, MTR brand was very
popular contributing to high awareness among 90.62 per cent of respondents, followed by Mother
Choice brand (83.75 %) and Priya pickles (80.62 %), Kitchen Promise (73.12 %), Mother Recipies
(68.12 %)and MN Pickles (65.62 %) of respondents. All the respondents of AG1 and AG2 were
conscious of MTR brand. Among first age group Mother Choice, Mother Recipies, Kitchen Promise
and Priya Pickles brands were well known to more than 70.00 per cent of the respondents. Among
AG2, cent per cent of the respondents were familiar with MTR and Mother Choice brand. Kitchen
promise, Priya Pickle, M N Pickles and Mother Recipies brands were familiar among 92.78, 84.54,
81.44 and 80.41 per cent of the respondents, respectively. In case of AG3 majority of the respondents
were familiar with MN pickle (62.96 %), this was followed by MTR (44.44 %), Priya Pickles (40.74 %)
and Mother Recipies, Mother Choice (11.11 %). In case of AG1, AG2 MTR is most familiar because it
is national brand and majority of the food items are branded in this group and also major reason is
advertisement through television and window display. In case of AG3 MN pickle is more familiar
among majority of the respondents because it is an oldest brand and local brand and its availability is
more in all shops.
5.1.4 Brand awareness of consumers of fruit based products
It was noticed from Table 4.4 that among the fruit juice Frooti and Maaza brands were very
popular among 86.25 per cent of respondents, followed by Appy brand (85.62%) and Slice by 85.00
per cent of respondents. All the respondents of AG1 and AG2 were conscious of Frooti, Appy, and
Maaza brands. Among first age group, slice, Tropicona Twister, Pulpy Orange brands were familiar
with more than 80.00 per cent of the respondents. In case of AG2, Slice brand is well known by all the
respondents. This was followed by more than 85.00 per cent of the respondents were aware of
Tropicona Twister and Pulpy Orange. Only 67.01 per cent of the respondents were aware of Real
Fresh. In case of AG3 Frooti, Maaza slice brands were known to 18.52 per cent of the respondents.
This was followed by Tropicona Twister and Appy (14.81 %), and Pulpy Orange (3.70 %). None of the
respondents were aware of Real fresh brand. Because of the reasons discussed in earlier section, all
the brands were popular among the younger age group as they were brand innovators.
It was also noticed from table 4.4 that it was observed that in Kissan jam brand was more
aware among 91.25 per cent of the respondents. This was followed by feasters (69.37 %), Sil mixed
fruit jam (61.87 %) and Reliance mixed fruit jam (50.62 %). In case of AG1 and AG2 Kissan brand
was well known to all the respondents. In age group one, more than 75.00 per cent of the
respondents aware of Feasters and Sill mixed fruit jam. 63.89 per cent of the respondents were aware
of reliance mixed fruit jam. In case of age group two, more than 70.00 per cent of the respondents
were familiar with Feasters and Sill mixed fruit jam. About 59.79 per cent of the respondents were
aware of Reliance mixed fruit jam. In case of age group three, 48.15 per cent of the respondents were
aware of Kissan jam. None of the respondents were aware of Feasters, Sil mixed fruit jam and
reliance mixed fruit jam. Reason for familiarity of Kissan Jam brand in AG1, AG2 and AG3 is that it is
an oldest and national brand. Advertising was more through television and quality of the product was
maintained since its origin.
5.1.5 Brand awareness of consumers of milk based products
It was noticed from the Table 4.5. Amul brand is one of the popular brands for milk products in
the country. Because of its quality products brand is very well known to almost all the people in the
country. Similarly, it was observed that the respondents of AG1, AG2 and AG3 were aware of Amul
barnd 94.44, 97.94 and 44.44 per cent, respectively. More than 50.00 per cent of the respondents in
AG1 were aware of Arun, Nandini, dairy day, and MTR brands. Kawlity wall, Hangya and Vadilal were
known by 33.33, 16.67 and 5.56 per cent of the respondents. In case of AG2 More than 75.00 per
cent of the respondents were aware of MTR, Nandini, Dairy Day, Kwality Walls, Arun. and Dinswas
(48.45 %), Vadilal (45.36 %) and Hangya (37.11 %). AG3 were conscious of the brands like Amul,
MTR, and Dairy Day. Among all the age groups Amul is the famous and well aware by all the
consumers because it is a national brand and well advertised continuously through mass media. More
brands of all the products were known among the first two age groups, when compared to the last age
group. More exposure to the media and also interest in ready-to-eat food products among the younger
generations had promoted them to know about different brands of ice creams.
It was also noticed from results that the awareness about the Kunda brand was Purohith
brand was very familiar to 100.00 per cent of the consumers among all the age groups because in
Belgaum this brand is oldest and famous brand and also it has got the geographical indication mark.
Hence, the persons of all the age groups were aware about the kunda brand sweet.
5.1.6 Influence of media to create awareness about the brands
It was observed from the Table 4.6 that, in case of all the four products i.e., bread, pickles, ice
cream and Kunda majority of the respondents said television as the major source of information
(80.63, 71.25, 70.00 and 69.38 % of the respondents of bread, pickles, ice cream and Kunda
respectively), In case of biscuits (newspaper, 85.63 %), chips (newspaper, 93.75 %), fruit jam
(newspaper, 73.13 %), fruit juice (newspaper, 98.13 %), were the major source of brand awareness.
Overall, 17.91 per cent of the respondents were influenced by television for getting information
regarding various brands. Television is one of the important mass media in today’s world. Television
is attractive and advantageous because of its audio-visual effect, which renders the clear picturization
about the information on different products and services. This intern persuades the audience in
influencing their brand awareness. In addition, the product manufacturers also go for promoting their
products through television advertisements which highly attracts the audience/consumers. Apart from
this, newspapers (17.11 %) and friends/relatives (15.82 %) were also the major sources of information
for brand awareness. This is because newspapers are the cheapest and easily available means of
getting information regarding various brands. Friends/relatives were considered as important source
may be because, the respondents easily get information through word of mouth from this informal
source.
Radio and magazine was the least preferred media for brand awareness of all the products
(such as Biscuits, Bread, Chips, Pickles, Fruit Juice, Fruit Jam and Ice Creams, Kunda).
The study conducted by Yee and Young (2001) on food industry awareness of the high fat
content of pies showed that the major sources of brand awareness were word of mouth followed by
advertisements, family members and relatives and friends.
5.2 Purchase behaviours of consumers
5.2.1 Reasons for purchasing ready-to-eat food products
It was noticed from the Table 4.7 that the major factors considered while purchasing biscuits
were convenience to use as snack (83.13 %) and taste (78.13 %) While, in case of bread ready
availability (86.25 %) was the major factor, Convenience for snacks (96.03 %) was the main reason
for purchasing chips, while in case of pickles taste (94.70 %) was the main reason. In case of fruit jam
(100.00 %) and kunda (96.71 %) ready availability is the major factor. In case of fruit juice (94.67 %)
and ice creams (98.01 %) it save the time of preparational was the major factor. Here major reasons
are ready availability and convenience for snacks because time is the major constrained for the urban
consumer due to busy life style.
5.2.2 Monthly expenditure of households on ready-to-eat food products
It could be seen from the Table 4.8 that the average monthly expenditure on biscuits, bread,
chips, pickles, fruit juice, fruit jam, ice creams and kunda increased as income increased. High income
group spent Rs. 65.77 on biscuits followed by middle income group (Rs. 50.00) and low income group
(Rs. 47.77). Similar trend was noticed with respect to other products like chips, fruit juice and ice
creams. On average Belgaum consumers spend Rs. 54.51 on biscuits, Rs. 56.89 on bread, Rs. 67.74
on chips, Rs. 58.65 on pickles Rs. 77.15 on fruit juice, Rs. 43.47 on fruit jam, Rs.80.80 on ice creams
and Rs. 47.80 on kunda out of their monthly expenditure on ready-to-eat food products.
In percentage terms, ice cream found the prominent place in the total consumption basket of
ready-to-eat food products of Belgaum consumers. Ice cream is such a food product which is liked by
young generation and all sections of the society.
5.2.3 Monthly expenditure of households on food items
It could be seen from the Table 4.9 that, there exist a positive relationship between
household’s monthly expenditure and monthly income. As the monthly income increased, the
household’s monthly expenditure also increased and the same trend was noticed in the case of ready-
to-eat food products also. These results coincide with the results obtained by the Kubendran and
Vanniarajan (2005) while studying the change in consumption pattern due to changes in food habits.
They found that if income and urbanization increases among consumers, the percentage of income
spent on consumption increases. The amount spent on ready-to-eat food products was found to be
highest in case of high income group (Rs. 582.56) followed by middle income group (Rs. 502.31) and
low income group (Rs.379.45). Similar trend was noticed with respect to total monthly expenditure,
wherein the expenditure was Rs. 2866.12 in high income group, Rs. 2679.57 in middle income group
and Rs. 2350.00 in low income group.
High income group people are usually doubled salaried where both husband and wife work
outside. Obviously they will have less time to prepare food at house. Hence, they have to necessarily
go for ready-to-eat food products from outside. Even in the business class people also find less time
to prepare the food at home.
5.2.4 Share of ready-to-eat food items in total expenditure on all food items
It could be seen from the Table 4.10 that, there exist a positive relationship between monthly
expenditure on selected ready-to-eat food products and monthly income. As the monthly income
increased, the share of monthly expenditure on ready-to-eat food items also increased.
5.2.5 Frequency of purchase by the consumers
Table 4.11 depicts that frequency of purchase by the respondent. It could be observed from
the table that, majority of the respondents purchased biscuits twice in a week (27.50 %). People
frequently use biscuits along with in snacks hence they need biscuits very frequently and the point is
why they do not purchase the requirement at a time. Probably, the people want to use the fresh
installment of the biscuits to enjoy its crispy nature, the stored biscuits loose that. While in case of
bread, majority of the consumers purchased twice in a week (31.88 %), because as readymade food,
people can manage with the time so they use to preserve it safer always at home.
Most of the respondents purchased chips (29.80 %), pickles (74.32 %), fruit juice (34.00 %),
ice cream (31.79 %) and kunda (38.16) whenever needed. These products are generally fun eat and
also these are impulse purchase products, except in case of pickles because consumers purchased
pickles occasionally, reason is that people always prefer to have fresh products and if the product is
fresh it will influence on its taste and quality.
5.2.6 Place of purchase by the consumers
Place of purchase decision among the consumers is presented in Table 4.12. It could be
observed from the results that, majority of the respondents purchased biscuits from retail outlet (43.75
%). Most of the respondents purchased bread from bakery (49.38 %), reason is that in bakeries they
prepare regularly and consumers get fresh products.
Most of the respondents purchased chips from bakeries (34.44 %), followed by department
store (29.80 %) ,because most of the consumers of chips are students, most of all the schools and
colleges there is facility of bakeries and department stores. Majority of the consumers purchased
pickles from retail outlet (48.65 %), because they prefer particular brand, taste and quality. And it is
invariably available in retail outlets.
In case of fruit juice (33.33 %) and Kunda (85.52 %) majority of the consumers purchased
from bakeries. As already mentioned in case of chips these products are also frequently consumed by
students. In case of ice cream majority of the consumers purchased from ice parlour (29.80 %). These
ice parlours also located near to colleges and schools because this product is consumed in majority
by students and young generation people. While in case of fruit jam, most of the respondents
purchased from retail outlet (35.62), because the consumer while they went to get the other required
household food items with those they used to purchase.
5.2.7 Nature of purchase decision
Nature of purchase decision among the consumers, is presented in Table 4.13 Among the
total respondents majority of them unplanned and purchased chips (73.51%), fruit juice (76.00 %),
and ice cream (80.79 %). and remaining 24.00 per cent of fruit juice purchasers, and 19.21 per cent of
ice cream purchasers did impulsive buying. In case of other products like biscuits, bread, pickles fruit
jam and kunda, maximum of the respondents (84.38, 86.25, 91.22, 86.84 and 95.89 %, respectively)
did go for planned buying. These results further support our earlier findings that biscuits are the
common man tea time snack. Hence, they always find a place in the purchase list of the consumers.
But chips, fruit juice, and ice creams are generally impulse purchase products. Especially younger
generations are more attracted by these products. The children, when they are out with elders usually
demand for these products whenever they see the shops displaying them.
5.2.8 Influence of income on purchase decisions on ready-to-eat food products
Table 4.14 reveals that influence of income on purchase decisions of ready-to-eat food
products. It was observed from the table that majority of the respondents took self decision while
purchasing biscuits(33.33, 52.38 and 27.59 % of low, middle and high income groups respectively),
bread (50.62, 38.10 and 44.83 % respectively), chips (41.89, 36.84 and 44.83 %, respectively), fruit
juice (44.44, 40.00 and 24.14 %), fruit jam (38.57, 52.63 and 22.81 %), ice cream (47.95, 40.00 and
43.10 %) and kunda (47.95, 57.14 and 43.10 %, receptively). This is because the purchasers have
more faith and belief about their decisions. But in case if pickles parents are major influencer for
decision making (53.33, 47.06 and 33.93 % respectively), this is because they are the most
consuming age group of pickles.
5.3 Brand preference of the consumers

5.3.1 Brand preference for cereal based products
It could be inferred from Table 4.15 that, Good Day brand in bisuicts and Big Bread were the
most popular and preferred brands among majority of the respondents. Since it is an new brand in
biscuits and it is continuously rendering a very good quality product, it is highly acceptable by the
consumers. In addition, comparatively, the price of this brand is low .In case of bread it was known for
its brand image, taste and for its quality. In accordance with this result, Padmanabhan and
shankaranarayanan (1999) study on brand loyalty revealed that only when price of the particular
brand is comparatively lower to prices of other brand in the market the consumers will be brand loyal.
The consumers would naturally prefer to low priced brand and they would naturally continue to
purchase the same brand as long as the price and quality of the brand is unaltered. Any violation to
this would lead to brand switching. Hide and Seek and Krack Jack biscuits were also popular among
the respondents.
5.3.2 Brand preference for vegetable based products
It could be seen from Table 4.16 that, Bingo was the most popular brand in chips and MTR
was most popular and preferred brand among maximum number of respondents in pickles. It may be
because of its taste, flavour and quality of the product. Advertisements also play a very crucial role in
brand preference. The product promotional strategies adopted by a producer would also strengthen
the brand preference.
5.3.3 Brand preference for fruit based products
It could be inferred from Table 4.17 that, maximum of the respondents preferred Maaza brand
(mean score of 71.93), followed by Frooti (mean score of 62.08) and Appy (mean score of 54.89).
These are the commonly available brands in the study area. Another interesting thing to note here
that top two brands in the order of preference had mango as the base material. The taste
acquaintance of the people to mango might have prompted them to prefer these brands. In case of
fruit jam that, maximum number of the respondents preferred Kissan jam brand (mean score of
70.80), this was the oldest and most familiar brand among the respondents.
5.3.4 Brand preference for milk based products
It was noticed from Table 4.18 that, maximum number of respondents preferred Amul brand.
Amul is one of the well known brands for milk products in the country. The Amul is known for quality
products and hence, it is very much popular among the consumers all over the country. The
promotional strategies adopted by Amul, Kwality walls and MTR brands might have made them top
three preferred brands. Many a times brand name established in some other product of the same
brand would also influence the brand preference for the given product. In case of kunda maximum
number of respondents preferred Purohith brand because this was the only one brand which is very
old and famous for its taste and quality.
5.3.5 Factors influencing brand preference
Table 4.19 presents the factors influencing brand preference. While, preferring a particular
brand in biscuits, quality was considered as the foremost factor (mean score of 79.93). While
preferring a particular brand in bread freshness was considered as the foremost factor (mean score of
85.00). While in case of chips, pickles, fruits juice, ice cream, and kunda taste was considered as the
foremost factor in all the products (mean score of 80.56, 82.93, 79.06, 83.43 and 80.06 respectively).
But in case of fruit jam quality was the foremost factor (mean score of 81.31), because in some other
brands the keeping quality of the product is less, taste is also not satisfied and also some consumers
responded that after some time the jam will become little watery. Similar to this study, the study
undertaken by Sheeja (1998) in Coimbatore district inferred that consumers considered the quality
aspects like aroma, taste, freshness and purity as the major factors deciding the preference for a
particular brand of processed spices. In the same line, the study conducted by Nandagopal and
Chinnaiyan (2003) on brand preference of soft drinks in rural Tamil Nadu revealed that the product
quality followed by retail price were the deciding factors of brand preference.
The study was conducted on an elite group of respondents, who were the residents of
Belgaum city. Taste of the product will definitely be the prime factor for preference to a brand and
quality would become secondary for a elite group.
It does not mean that all other factors like quantity, brand image, advertisements, packing
design, offers etc. would not have any influence on brand preference. These factors coupled with the
above three prime factors would influence the brand preference.
5.4 Alternative purchase plans of ready-to-eat food products

Table 4.20 depicts alternative purchase plans of ready-to-eat food products. Majority of the
respondents in case of biscuits (68.75 %), bread (78.75 %), chips (72.18%), pickles (66.21 %), fruit
juice (77.33 %), fruit jam (80.82 %), ice creams (86.75 %) and kunda (65.13 %) would go to other
shops if their preferred brand was not available. This was because the consumers were more loyal to
their preferred brands. In case of biscuits and pickles brand loyalty was expressed by 21.87 per cent
and 23.64 per cent of the respondents, respectively would postpone their purchase decision if their
preferred brand was not available. This shows the extent of brand loyalty of the consumers to a
particular brand. About 6.25, 21.85, 13.33 and 10.59 per cent of the respondents of bread, chips, fruit
juice and ice cream buyers would buy other brands, if preferred brand was not available. This
indicated that consumers try to resist the postponement of purchase of these two products as these
are fun eat products. Similar to this study, the study undertaken by Hirekenchanagoudar (2007) in her
study on alternative purchase plans of ready-to-eat food products in Hubli-Dharwad city found that the
majority of the respondents in case of biscuits (80.00 %), chips (60.86 %), fruit juice (58.06 %) and ice
creams (56.38 %) would go to other shops if their preferred brand was not available. This was
because the consumers were more loyal to their preferred brands. In case of biscuits and ice creams,
27.00 per cent and 40.42 per cent of the respondents respectively would postpone their purchase
decision if their preferred brand was not available. This shows the extent of brand loyalty of the
consumers to a particular brand. About 40.21 and 38.70 per cent of the respondents of chips and fruit
juice buyers would buy other brands, if preferred brand was not available. This indicates that
consumers try to resist the postponement of purchase of these two products as these are fun eat
products.
SUMMARY AND POLICY IMPLICATIONS
There is nobody in the world that is left out of the class of consumers. The consumer-hood
continues till one’s last breath in the world. The consumer purchases a variety of goods and services
to satisfy his wants and he is always influenced in his purchasing activities by some considerations
which lead him to select a particular commodity or a particular retail store in preference to others. So,
consumer buying is more complex. Consumer purchases are likely to be influenced by physiological,
psychological and sociological factors. The commodities and services are brought by the consumer to
satisfy his basic needs, for comfort, pleasure, recreation and happiness. Every individual has
physiological need such as hunger, shelter, thirst, etc., which have to be satisfied for survival. The
psychological factors like status, prestige and social factors like friends, neighbors, job and relatives
influence their purchasing activities.
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. Food accounts for the largest share of
consumer spending. In the rural sector, average share of food at the state level was 57 % or more in
five states - Assam (61 %), Bihar (59 %), Jharkhand and West Bengal (58 %) and Odisha (57 %).
Kerala (43 %) and Punjab (44 %) are the major states with the lowest food shares for the rural sector.
State-level averages of share of cereals in consumer expenditure varied from 5 to 20 per cent in rural
India and from under 4 to 18 per cent in urban India. Except for the southern states, the share is
higher in states where rice is the major cereal consumed (Shivakumar, 2013).
In India, majority of food consumption is still at home. Nevertheless, out of home food
consumption is increasing due to increase in urbanization, breaking up of the traditional joint family
system, desire for quality, time which translates into an increased need for convenience, increasing
number of working women, rise in per capita income, changing lifestyles and increasing level of
affluence in the middle income group had brought about changes in food habits.
“Ready-to-eat food is a food offered or exposed for sale without additional cooking or
preparation, which is packed on the premises where it is sold and is ready for consumption”.
Unlike olden days where man used to have his food lavishly and slowly, the present trend
changed the habits of foods, which are simple and easy to digest. Hence, the existence of these foods
fulfilled all the needs of modern human being. Canned foods, convenience foods, fast foods, frozen
foods, dried foods, preserved foods, etc. all comes under ready-to-eat foods.
Ready-to-eat foods are widely used in catering industries as well as at homes. There are
varieties of ready-to-eat foods available in the market to choose as per their desire. Now-a-days they
have become a part of everyday life.
As double income nuclear families have become the norm in urban India, everyone who is in
the food business has been eyeing on the ready-to-eat food sector with considerable hunger.
Several firms are engaged in production and marketing of ready-to-eat food products. Hence,
the consumers have greater option to choose their products. In this context, a study on consumer
behaviour was seemed to be important to understand the buying behaviour and preferences of
different consumers. Understanding the consumer behaviour would help the firms in formulating
strategies to cater to the needs of the consumer and thereby increase their market share. Consumer’s
taste and preference were found to change rapidly especially in a dynamic environment of the current
days. Keeping in view the importance of consumer behaviour and consumption pattern, an attempt
was made to study the buying behaviour of consumers towards ready-to-eat food products, brand
preference of the consumers, factors influencing brand preference and alternative purchase plans of
the consumers.
The specific objectives of the study were
1. To ascertain the awareness of consumers towards branded ready-to-eat food products.
2. To study the purchase behaviour of ready-to-eat food products.
3. To evaluate brand preference and examine the factors influencing on ready-to-eat
products.
4. To evaluate alternative purchase plans of the consumers.
The study was carried out in the Belgaum city. One hundred and sixty respondents were
selected randomly. Required data were collected from the respondents with the help of pre-structured
and pre-tested schedules through personal interview method. Data was coded, tabulated, analysed
and interpreted using suitable statistical techniques viz., Garrett’s ranking technique and also worked
out averages and percentages.
Findings of the study
The important findings of the study are summarized and suitable conclusions are drawn and
presented below.
1. Majority of the respondents were between 21-40 years age group two and most of them were
female. The higher percentage of the respondents was degree holders and none of the selected
respondents were illiterates. Since the study was undertaken in Belgaum city limits and it was
quite obvious for the respondents to have at least minimum of the education, as the Belgaum city
is known as the education centre. In the present study majority of the respondents belonged to
nuclear families with small family size (<5 members) and most of them were vegetarians. Higher
percentage of the respondents belonged to low income group (<Rs.12,259.62) and majority of
them were students.
2. The brand awareness of consumers about biscuits among different age groups revealed that, the
AG2 respondents more than 90 per cent of were aware of all the brands, cent per cent of the
respondents were aware of Parle-G and Good day brands. Hide and Seek, Britania little Hearts
brands were known to 98.97 per cent and 97.94 per cent of the respondents respectively. Marie
Gold, Britania Time Pass and Parle Monaco brand were familiar with the 96.91 per cent each of
the respondents. Krack Jack brand is known to 95.88 per cent of the respondents. Britania 50-50
and Glucose were aware by 94.88 per cent of each of the respondents. Tiger Biscuits, Sunfeat
Snacky, Sunfeast Glucose brands were familiar to 93.81 per cent of each of the respondents.
Chocolate Chip Cookies were known to 91.75 per cent of the respondents. Because this AG2 is
well exposed to past and present brand which were there in the market. In case of AG3 Parle-G
brand is known to cent per cent of the respondents. Krack Jack and Glucose were known to 74.07
per cent of each of the respondents. Hide and Seek and Chocolate Chip Cookies were familiar to
70.37 per cent of each of the respondents. Britania 50-50 and Britania Time Pass brands were
aware to 66.67 per cent of each of the respondents. Tiger Biscuits, Sunfeast Snacky and Parle
Monaco brands were known to 62.96 per cent of each of the respondents. Good day and Britania
Little Herats brands were familiar to 59.26 per cent of each of the respondents. Only 51.85 per
cent and 48.15 per cent of the respondents aware Sunfeast Glucose and Marie Gold respectively,
because this age group is not much aware about present brands in the market.
The brand awareness of consumers about bread among different age groups revealed that In
case of AG2, Big Bread, Iyengar, Vishal Bakers and Richi Bread brands were familiar to 98.97, 97.94,
95.88 and 92.78 per cent of each of the respondents respectively and about 94.85 per cent of
respondents were aware to Hot Bread and Tastey Bread brands, this age group is well known of all
the brand and also well educated, and also they much concentrate about the brand image in the
market.
3. The brand awareness of consumers about chips, among different age groups revealed that, Lays
brand was familiar amongst cent per cent of the consumers of AG1, AG2. In case of AG1 Bingo,
Haldiram, Diamond Chips, Uncle Chips and Lip Chips were well known to 100.00, 75.00, 38.89,
25.00 and 22.22 per cent of the respondents. More than half of the respondents of AG2 were
conscious of lip chips and diamond chips brand. Bingo and brands were familiar among more
than 95.00 per cent of the AG2 respondents. In addition to these brands, uncle chips were known
to 44.33 per cent of AG2 respondents. In case of AG3 51.85 per cent of the respondents aware
about lays brand. It could also be seen from the table that, none of the respondents of this age
group were familiar with Lip chips, Diamond chips and Uncle chips brands.
The brand awareness of consumers about pickles among different age groups revealed that,
all the respondents of AG1 and AG2 were conscious of MTR brand. Among first age group mother
choice, Mother Recipies, Kitchen Promise and Priya pickles brands were well known to more than
70.00 per cent of the respondents. Among AG2, cent per cent of the respondents were familiar with
MTR and Mother Choice brand. Kitchen Promise, Priya Pickle, MN pickles and Mother Recipies
brands were familiar among 92.78, 84.54, 81.44 and 80.41 per cent of the respondents. In case of
AG3 majority of the respondents were familiar with M N pickle (62.96 %), this was followed by MTR
(44.44 %), Priya pickles (40.74 %) and mother recipies , mother choice(11.11 %).
4. Brand awareness of consumers about fruit juice among different age groups showed that, all the
respondents of AG1 and AG2 were conscious of Frooti, Appy and Maaza brands. Among first age
group slice, Tropicana Twister, Pulpy Orange brands were familiar with more than 80.00 per cent
of the respondents. In case of AG2 Slice brand is well known by cent per cent of the respondents.
This was followed by more than 85.00 per cent of the respondents were aware of Tropicana
Twister and Pulpy Orange. Only 67.01 per cent of the respondents were aware of real fresh. In
case of AG3 Frooti, Maaza and Slice brands were known to 18.52 per cent of the respondents.
This was followed by Tropicana Twister and Appy (14.81%), and Pulpy Orange (3.70 %). None of
the respondents were aware of Real fresh brand.
Brand awareness of consumers about fruit jam among different age groups showed that, The
Kissan jam brand is more aware by 91.25 per cent of the respondents. This was followed by Feasters
(69.37 %), sil mixed fruit jam (61.87 %) and Reliance mixed fruit jam (50.62 %). by AG1 and AG2
Kissan brand is well known to 100.00 per cent of the respondents. In age group one more than 75.00
per cent of the respondents aware of Feasters and Sil mixed fruit jam. 63.89 per cent of the
respondents were aware of Reliance mixed fruit jam. In case of age group two more than 70.00 per
cent of the respondents were Feasters and Sil mixed fruit jam. About 59.79 per cent of the
respondents were aware of reliance mixed fruit jam. In case of age group three 48.15 per cent of the
respondents were aware of kissan jam. None of the respondents were aware of Feasters, Sil mixed
fruit jam and Reliance mixed fruit jam.
5. Brand awareness of consumers about ice creams among different age groups showed that, Amul
brand is one of the popular brands for milk products in our country. Because of its quality products
this brand is very well known to almost all the people in our country. Similarly, it was observed in
the study that the respondents of AG1, AG2 and AG3 were aware of this Amul barnd. More than
50.00 per cent of the respondents in AG1 were aware of Arun, Nandini, Dairy day, and MTR
brands. Kawlity wall, Hangya and Vadilal were known by 33.33, 16.67 and 5.56 per cent of the
respondents. In case of AG2 More than 75.00 per cent of the respondents were aware of MTR,
Nandini, Dairy Day, Kwality Walls, Arun. Brand awareness of consumers about kunda among
different age groups showed that,it was noticed that the awareness about the kunda brand was
Purohith was the most familiar brand, aware by 100.00 per cent of the respondents in all age
groups.
6. Influence of media to create awareness about the brands in the study area showed that,
Television is one of the important mass media in today’s world. Television is attractive and
advantageous because of its audio-visual effect, which renders the clear picturization about the
information on different products and its services. This inturn persuades the audience in
influencing their brand awareness. In addition, the product manufacturers also go for promoting
their products through television advertisements which highly attracts the audience/consumers.
Overall, 17.91 per cent of the respondents were influenced by television for getting information
regarding various brands. Apart from this, newspapers (17.11 %) and friends/relatives (15.82 %)
were also the major sources of information for brand awareness.
7. The major factors considered while purchasing biscuits were convenience to use as snacks
(83.13 %), taste (78.13 %) and save the time of preparation (65.63 %). While in case of bread
readily available (86.25 %) is the major factor, convenience for snacks (96.03 %) was the main
reason for purchasing chips, while in case of pickles taste (94.70 %) was the main reason. In
case of fruit jam (100.00 %) and kunda (96.71 %) readily available is the major factor. In case of
fruit juice (94.67 %) and ice creams (98.01 %) it save the time of preparation was the major factor
for purchasing.
8. The average monthly expenditure on ready-to-eat food products was found to be highest in case
of high income group Rs.582.56 it accounts with the share of 16.89%, followed by middle income
group Rs. 502.31 it accounts with the share of 15.78 % and low income group Rs.379.45 it
accounts with the share of 13.90%.
9. It was inferred that majority of the respondents purchased biscuits twice in a week (27.50 %).
People use biscuits in snacks time so they need biscuits very frequently and the point is why they
do not purchase the requirement at a time is they want to have fresh one not the stock.
While in case of bread majority of the consumers purchased twice in a week (31.88 %), Most
of the respondents purchased chips (29.80 %), pickles (74.32 %), fruit juice (34.00 %), ice cream
(31.79 %) and kunda (38.16 %) occasionally.
10. Majority of the respondents purchased biscuits from retail outlet (43.75 %) and bread from bakery
(49.38 %), Most of the respondents purchased chips from bakeries (34.44 %), Fruit juice (33.33
%), ice creams (29.80 %) and kunda (85.52 %) majority of the consumers purchased from
bakeries. Hence these products are more consumed but young generation and bakaries almost
located near to schools and colleges. Majority of the consumers purchased pickles from retail
outlet (48.65 %). While in case of fruit jam most of the respondents purchased from retail outlet
(35.62 %).
11. Among the total respondents majority of them are purchased chips (73.51 %) as unplanned,
followed by fruit juice (76.00 %), and ice cream (80.79 %) and remaining 26.49 per cent of chips
purchasers, 24.00 per cent of fruit juice purchasers and 19.21 per cent of ice cream purchasers
purchasers did planned buying. In case of other products like biscuits, bread, pickles, fruit jam
and kunda, maximum of the respondents (84.38 %, 86.25 %, 91.22 %, 95.89 % and 86.84%
respectively) did go for planned buying.
12. Influence of income on purchase decisions on ready-to-eat food products showed that, in case of
biscuits, bread, chips, fruit juice, fruit jam, ice cream and kunda majority of the respondents of all
the three income groups took their own decision while purchasing the products. In case of ice
creams, majority of the respondents of low, medium and high income groups took self decision.
13. In the case of biscuits, Good day, hide and seek and Marie gold biscuits were highly preferred
brands among the respondents. Most of the respondent’s preferred Big Bread, Iyengar and Vishal
Bakers in case of bread. Most of the respondents preferred Bingo, Lays and Haldirams brands in
the case of chips. In case of pickles MTR, Mother’s Recipe and More choice. In case of fruit juice
Maaza, Frooti and Appy were highly preferred brands. In case of fruit jam Kissan, Reliance Select
Mixed Fruit jam and Feasters were highly preferred brands. In case of ice creams majority of the
respondents preferred Amula brand followed by Kwality walls and MTR. In case of kunda
Purohith highly preferred brand.
14. The factors that influenced brand preference of biscuits were quality, taste and quantity. In case
of bread freshness, quality and taste. In case of chips, pickles fruit juice, ice creams and kunda
the major factors influenced brand preference were taste and quality. In case of fruit jam taste and
quality.
15. Maximum number of respondents in case of all the eight products viz, biscuits, bread, chips,
pickles, fruit juice, fruit jam, ice cream and kunda would go to other shops if preferred brand was
not available.
Policy implications
1. Majority of the residents of Belgaum city purchased these ready-to-eat products viz., biscuits,
bread, chips, pickles, fruit juice, fruit jam, ice creams and kunda. This indicates that there is a
wide scope for all the intermediaries who are involved in this business. Since, Belgaum is a fast
growing city, there is ample scope for this type of business. Hence there is financial support and
constant encouragement from government.
2. The study also indicated that those firms which resorted to advertisements through mass media,
particularly television and newspapers could get better share in the market. This calls for the
attention of other competing firms in the business to improve their sales promotion activities by
making use of such mass media to improve their business.
3. The cosmopolitan people of Belgaum were found more health and quality conscious while
choosing a ready-to-eat food product. Price was less important to them. This sends a message to
the manufacturers of ready-to-eat food products, that they cannot compromise on quality of the
products in view to offer the products at cheaper prices, particularly to such cosmopolitan
consumers.
4. The study also indicated that the lower age groups, particularly children and teens consume them
the most. Taste and other organoleptic quality aspects count more while preparation of the
products. Hence, manufacturers, planning for marketing strategy by attaching nutritive value for
the products have to think seriously before launching such products.
5. Brand loyalty is an important factor in such ready-to-eat food products. It is very difficult to induce
the consumers for brand switching. Any new firm entering into the market should study these
things very critically. The quality, taste aspects coupled with competitive price may lead to change
of brands. The innovative firms should keep these points in mind while entering into such type of
business.
6. Study of alternative purchase plans of ready-to-eat food products suggested that majority of the
residents of Belgaum are brand loyal as they either go to other shops in search of the particular
brand or they postpone their purchases until they get their required brands. Hence, supply chain
management of the popular brands should be such that the product of these brands should be
readily available in all the retail outlets.
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APPENDIX – I
INTERVIEW SCHEDULE
“CONSUMER PREFERENCE FOR READY TO-EAT-FOOD PRODUCTS”
QUESTIONNAIRE FOR CONSUMERS

(The Data will be used for research purpose only)
I. General Information
1. Name of the respondent :
2. Address :
3. Age :
4. Gender
5. Education : Illiterate/Primary/High/PUC/Degree/PG
6. Occupation :
7. City : Belgaum
8. Monthly income of the family (Rs.) :
9. Food habit : Vegetarians/Non vegetarians
10. Type of family : Joint/Nuclear
11. Family :
Family members Number
Adult males
Adult females
Children
Total
12. Monthly expenditure on food items
Items Expenditures (Amount in Rs.)
Cereals
Pulses
Fats and oils
Fruits and vegetables
Milk and milk products
Total
13. Monthly expenditure on ready-to-eat foods
Ready-to-eat products Expenditure (Amount in Rs.)
Bread Biscuits
Chips Pickles
Fruit juice Fruit Jam
Ice creams Kunda

II. Specific Information
1. Do you purchase ready-to-eat food products ? Yes/No.

-If yes.
2. What are the reasons for purchasing ready-to-eat food products ?
Fruit Fruit Ice

Reasons Biscuits Bread Chips Pickles Kundha
juice Jam creams
Readly
available
Taste
Liked by the
family
members
Influence of
friends of
relatives
Convenient to
use for snacks
Satisfaction
Save time of
preparation
others
3. What are the reasons for not purchasing ready-to-eat food products ? if no.
Ice
Biscuit Pickle Fruit Fruit
Reasons Bread Chips cream Kunda
s s juice Jam
s
Lack of awareness of
products available in
the market
Dislike the product
High price
Low quality
Not available in the

shops
Health conscious
Others
4. Are you aware of the following brands?
Brands
Products Yes No
preferred(ranks)
Biscuits
Parle-G
Tiger biscuits
Marie gold
Britannia 50-50
Sunfeast snacky
Sunfeast glucose
Good day
Krack jack
Hide and seek
Glucose
Chocolate chip cookies
Britannia Time pass
Parle Monaco
Britannia little hearts
Bread
Big bread
Ayangar
Vishal bakers
Hot breads
Tastey bread
Richi
Chips
Uncle chips
Bingo
Lays
Haldiram chips
Lip chips
Diamond chips
Pickles
MTR
Kitchen promise
Mothers recipe
More choice
Priya pickles
M N Pickles
Brands
Products Yes No
preferred(ranks)
Fruit juice
Real fresh
Frooti
Appy
Maaza
Tropicana twister
Pulpy orange
Slice
Jam
Kissan
Feasters
Sil mixed fruit jam
Reliance select mixed fruit jam
Ice creams
Amul
Arun
MTR
Nandini
Kwality walls
Hangya
Vadilal
Dairy day
Dinshaws
Kunda
Purohith
Nandini
Upadyaya
A-1
5. Source of information for brand awareness
Fruit Fruit Ice

Source Biscuits Bread Chips Pickles Kunda
juice Jam creams
Television
Radio
Newspapers
Magazines
Friends/relatives
Shopkeeper/retailer
Sales person
Window display
Others
6. Frequency of purchase
Fruit Fruit Ice

Frequency Biscuits Bread Chips Pickles Kunda
juice Jam creams
Daily
Twice a week
Once a week
Fortnightly
Occasionally
7. Nature of purchase decision
Nature of purchase Fruit Fruit Ice

Biscuits Bread Chips Pickles Kunda
decision juice Jam creams
Impulsive buying
Planned purchase
8. Place of purchase
Fruit Fruit Ice

Place Biscuits Bread Chips Pickles Kunda
juice jam creams
Retail outlets
Departmental stores
Bakeries
Ice parlors
9. Influencers of purchase decision
Fruit Fruit Ice

Influencers Biscuits Bread Chips Pickles Kunda
juice Jam creams
Parents
Children
Friends
Neighbours
Shopkeeper
Self decision
10. What are the factors influencing to prefer a particular brand ? (Give rankings)
Fruits Fruit Ice

Factors Biscuits Bread Chips Pickles Kunda
juice Jam creams
Reasonable price
Taste
Quality
Quantity
Brand image
Availability
Advertisements
Packaging design
Friends
Labeling
Offers
Freshness
Retailers influence
Long shelf life of

the products
Availability of
range products
11. What are the alternative purchase plans, if preferred brand is not available?
Alternative Fruits Fruit Ice

Biscuits Bread Chips Pickles Kunda
purchase plans juice Jam creams
a. Go to other shop
b. Postpone the
purchase
c. Will buy other
brand
d. Place order to get
required brand
e. Others
CONSUMER PREFERENCE FOR READY-TO-EAT FOOD
PRODUCTS- A CASE STUDY IN BELGAUM CITY
CHAITRA G. B. 2014 Dr. N.M. KERUR

Major Advisor
ABSTRACT
Ready-to-eat foods are widely used in catering industries as well as at homes. There are
varieties of ready-to-eat foods available in the market to choose as per their desire. Now-a-days they
have become a part of everyday life. The present investigation made an attempt to analyze the buying
behaviour of ready-to-eat food products by consumers of Belgaum. A total sample of 160 respondents
was selected for the study. Majority of the respondents were aware of Parle-G, Big bread, Lays, MTR,
Frooti, Kissan jam, Amul and Purohith brands in cases of biscuits, bread, chips, pickles, fruit juice,
fruit jam, ice creams and kunda respectively. Television was the major source for getting information
about various brands in all the four products.
The major factors considered while purchasing biscuits was convenience to use as snacks
(83.13 per cent), bread, fruit jam and kunda (86.25 per cent, 100 per cent and 96.71 per cent) readily
available is the major factor, for chips convenience as snacks (96.03 per cent), In case of pickles taste
(94.70 per cent), fruit juice (94.67 per cent) and ice creams (98.01 per cent) save the time of
preparation was major factor. The average monthly expenditure on ready-to-eat food products was
found to be highest in case of high income group. Planned purchase was common among majority of
the respondents for biscuits, bread, pickles, fruit jam, and kunda. Most of the respondents did
impulsive buying for chips, fruit juice and ice creams. Majority of the products purchased by
consumers from bakeries. The main factors influencing brand preference for biscuits, bread, chips,
pickles, fruit juice, fruit jam, ice creams and kunda were quality, taste and freshness. The study
revealed that the younger generation preferred more ready-to-eat food products than the other age
groups. The consumer behaviour also varies from product to product.

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CONSUMER PREFERENCE FOR READY-TO-EAT FOOD

PRODUCTS- A CASE STUDY IN BELGAUM CITY

Thesis submitted to the

Master of Business Administration

DEPARTMENT OF AGRIBUSINESS MANAGEMENT

Sl. No. Chapter Particulars

5.2 Purchase behaviour of consumers towards ready to eat food products.

Brand awareness of consumers of cereal based products among different

Brand awareness of consumers of vegetable based products among

Brand awareness of consumers of fruit based products among different age

Brand awareness of consumers of milk based products among different age

4.6 Influence of media to create awareness about the brands

4.8 Monthly expenditure of households on ready-to-eat food products

4.9 Monthly expenditure of households on food items

4.11 Frequency of purchase by the respondents

4.12 Place of purchase by the respondents

4.13 Nature of purchase decision among different age groups

4.14 Influence of income on purchase decisions on ready to eat food products

4.15 Brand preference for Cereal based products

4.16 Brand preference for Vegetable based products

4.17 Brand preference for Fruit based products

4.18 Brand preference for Milk based products

4.19 Factors influencing brand preference

4.20 Alternative purchase plans of ready to eat food products

1 Map showing the study area

2 Share of ready-to-eat food items in total expenditure on all food

3 Brand preference for cereal based products by consumers in

4 Brand preference for vegetable based products by consumers in

5 Brand preference for fruit based products by consumers in Belgaum

6 Brand preference for milk based products by consumers in

2.1 Awareness of consumers towards branded products

2.2 Purchase behaviour of consumers

2.3 Brand preference and factors influencing brand preference

2.4 Alternative purchase plans

3.1 Description of study area

3.2 Sampling design and data collection

Fig. 1: Map showing study area

3.3 Analytical tools used

Σ 126 169 124 107 48 36 47 127 221 63 79 67 30 196 104

4.1 Awareness of consumers towards branded ready-to-eat food

Note: AG1 – Age group 1 (Below 20 years)

Sl. Particulars Age Group-1 Age Group-2 Age Group-3 Overall

Sl. Particulars Age Group-1 Age Group-2 Age Group-3 Overall

4.2 Purchase behaviour of consumers

1 Television 108(67.50) 129(80.63) 104(65.00) 114(71.25) 95(59.38) 91(56.88) 112(70.00) 111(69.38)

2 Radio 6(3.75) 18(11.25) 1(0.63) 1(0.63) 0(0.00) 12(7.50) 56(35.00) 41(25.63)

3 Newspaper 137(85.63) 36(22.50) 150(93.75) 91(56.88) 157(98.13) 117(73.13) 100(62.50) 37(23.13)

4 Magazine 71(44.38) 6(3.75) 5(3.13) 18(11.25) 73(45.63) 65(40.63) 77(48.13) 2(1.25)

5 Friends/Relatives 59(36.88) 86(53.75) 96(60.00) 113(70.63) 86(53.75) 99(61.88) 108(67.50) 116(72.50)

6 Shopkeeper 87(54.38) 31(19.38) 10(6.25) 47(29.38) 72(45.00) 92(57.50) 61(38.13) 15(9.38)

7 Salesperson 36(22.50) 123(76.88) 62(38.75) 95(59.38) 11(6.88) 58(36.25) 95(59.38) 34(21.25)

9 Others 28(17.50) 15(9.38) 1(0.63) 12(7.50) 9(5.63) 61(38.13) 88(55.00) 66(41.25)

65.25 55.23 53.20 56.89

77.16 75.95 50.12 67.74

67.24 64.28 44.44 58.65

97.58 83.76 50.12 77.15

51.72 43.57 35.74 43.47

59.31 46.19 37.51 47.80

Note: Figures in parentheses indicate the percentages to the total

1300.86 1228.57 1066.05 1198.49

430.00 376.19 323.46 376.55

334.31 316.19 284.20 311.56

Fruits and 396.19 394.14 334.32 374.88