Drivers of ready-to-eat meals consumption: empirical evidence from an emerging country
by Lalit Mohan Kathuria; Bharti Kalia
International Journal of Business Competition and Growth (IJBCG), Vol. 3, No. 4, 2014

Abstract: Emerging countries offer many opportunities to the food marketers of the world. With changes taking place in demographics and socio-cultural vales, the present study aimed at analysing the consumer attitude towards ready-to-eat meals, and exploring the factors influencing the purchase of ready-to-eat meals among the consumers. Based on a consumer (n = 210) survey from three large cities of India, the data were collected through a structured questionnaire. Statistical tools like ANOVA, principal component method and logistic regression were applied for data analysis. Consumers perceive quality, adulterants, nutrition, trans fats, and artificial colour and flavour, availability, preservatives, convenience, brand image, and price as important parameters as important parameters. The principal component method highlighted six factors as nutrition and quality, convenience, price discount, variety and taste, creativity and enjoyment, and content information influencing the purchase of ready-to-eat meals. Nutrition and quality, price discount, and creativity and enjoyment are likely to influence the willingness of consumers to increase the consumption of ready-to-eat meals. The study offers strategies for the marketers of ready-to-eat food products.

Online publication date: Thu, 27-Nov-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Competition and Growth (IJBCG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com