Consumers’ buying behaviour towards ready to eat food items in Bhatinda city of Punjab, India

Priya Upadhyay, Surjeet Singh Dhaka and Urmila

Indian Journal of Agricultural Marketing, 2024, vol. 38, issue 1

Abstract: This study aims to investigate the ready-to-eat food market in Bathinda City, India, focusing on consumer demographics, market overview, consumer perception, and factors influencing their preference for ready-to-eat food. Data were collected from 100 consumers and 20 retail stores (10 organized and 10 unorganized) using a structured questionnaire. Results indicate that ready-toeat food is increasingly popular among consumers in Bathinda City, with high demand for quick and convenient food options. Consumers were mainly young, unmarried, and attained at least a graduate degree, with diverse occupations and joint family backgrounds. The market was highly competitive, with North Indian food being the most preferred cuisine. Consumers positively perceived ready-to-eat food, with taste, convenience, price, packaging, nutritional value, and safety significantly influencing their preference. Convenience and quality were the most significant factors. These findings can help food companies develop and market their products accordingly. Further research is needed to understand the relationship between these factors and consumer behaviour towards ready-to-eat food.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:399970

DOI: 10.22004/ag.econ.399970

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