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Agribusiness
By
CHAITRA G. B.
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
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.
Table
Title
No.
4.1 General information of selected samples in Belgaum
4.10 Share of ready-to-eat food items in total expenditure on all food items
Figure
Title
No.
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 multi- national 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.
2.1 Awareness of consumers towards branded products
2.2 Purchase behavior of consumers
2.3 Brand preference and Factors influencing brand preference
2.4 Alternative purchase plans
BELGAUM
DISTRICT
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
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.
4.1 Awareness of consumers towards branded ready-to-eat food products.
4.2 Purchase behaviour of consumers towards ready-to-eat food products.
4.3 Brand preference and factors influencing brand preference by the consumers.
4.4 Alternative purchase plans of the consumers.
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
different age groups in Belgaum city
Note: Figures in parentheses indicate the percentages to the total number of respondents in the
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
different age groups in Belgaum city
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)
Note: Figures in parentheses indicate the percentages to the total number of respondents in the
category.
Table 4.5: Brand awareness of consumers of milk based products among
different age groups in Belgaum city
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)
Note: Figures in parentheses indicate the percentages to the total number of respondents in the
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 %).
Sl. No. Media Biscuits Bread Chips Pickles Fruit juice Fruit jam Ice cream Kunda
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)
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)
Table 4.10: Share of ready-to-eat food items in total expenditure on all food
items
(Rs./Month)
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)
Note: Figures in parentheses indicate the percentages to the total number of users of the respective
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
5 Fruit juice (n=150)
(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)
Note: Figures in parentheses indicate the percentages to the total number of users of the respective
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).
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
4 Parle-g 59.66 IV
2 Iyengar 66.88 II
3 Vishal Bakers 54.21 III
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
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
4 Arun 56.06 IV
6 Nandini 42.31 VI
9 Hangya 27.10 IX
Kunda
1 Purohith 70.01 I
2 Nandini 65.25 II
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
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
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
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).
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
5 Fruit juice (n=150)
(77.33) (9.33) (13.33) (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.
5.1 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 and Factors influencing brand preference of the consumers.
5.4 Alternative purchase plans of the consumers.
INTERVIEW SCHEDULE
I. General Information
2. Address :
3. Age :
4. Gender
5. Education : Illiterate/Primary/High/PUC/Degree/PG
6. Occupation :
7. City : Belgaum
11. Family :
Adult males
Adult females
Children
Total
12. Monthly expenditure on food items
Cereals
Pulses
Total
Bread Biscuits
Chips Pickles
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
High price
Low quality
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
Television
Radio
Newspapers
Magazines
Friends/relatives
Shopkeeper/retailer
Sales person
Window display
Others
6. Frequency of purchase
Daily
Twice a week
Once a week
Fortnightly
Occasionally
Impulsive buying
Planned purchase
8. Place of purchase
Retail outlets
Departmental stores
Bakeries
Ice parlors
Parents
Children
Friends
Neighbours
Shopkeeper
Self decision
10. What are the factors influencing to prefer a particular brand ? (Give rankings)
Reasonable price
Taste
Quality
Quantity
Brand image
Availability
Advertisements
Packaging design
Friends
Labeling
Offers
Freshness
Retailers influence
Availability of
range products
11. What are the alternative purchase plans, if preferred brand is not available?
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.