Ready to Eat Foods
2011 International Conference on E-business, Management and Economics IPEDR Vol.25 (2011) © (2011) IACSIT Press, Singapore
Managing the Diffusion of innovation in Ready-To-Eat Food Products in India
T.Sarathy1 and Shilpa Gopal2+
2 1
Periyar Institute of Management Studies, Periyar University, Salem University Research Fellow, Periyar Institute of Management Studies, PeriyarUniversity,Salem
Abstract: Food occupies a major purchase amount of the normal consumer. Food consumers have moved up Maslow's hierarchy of needs pyramid from satisfying basic physiological needs. Rapid demographic and socioeconomic changes, such as the massive entrance of women into the workforce and increasing multiethnicity, are fundamental drivers of food- buying and dietary patterns. This has led to the entry of Ready -To-Eat category of Food products. Ready to use food products are those which are prepared in advance and that which can be consumed as it is purchased. The shelf life of such products will be less than 18 months. The present study tries to identify the important factors that determine the buying behavior of Ready-To-Eat food. This study also analyses how the behavior of the customers is getting diffused from an innovative product like Ready-To-Eat Food. The results of the study shows that the consumers are more positively inclined towards Ready-To-Eat Food Products and this is mainly due to the convenience factor and changes in the lifestyle of the people.
Keywords: Brand loyalty, Brand switcher, Food Consumer behavior, Novelty, Organized retail
1. Introduction:
Ready-To-Eat (RTE) foods market in India is currently worth Rs. 130Cr. And it is expected to further expand to Rs 2900 Cr. by 2015. The factors contributing to this growth would be changes like cold chain development, disintermediation, streamlining of taxation, economies of scale on the supply side, coupled with increasing disposable incomes, diminishing culinary skills and the rising need for convenience on the
Managing the Diffusion of innovation in Ready-To-Eat Food Products in India
T.Sarathy1 and Shilpa Gopal2+
2 1
Periyar Institute of Management Studies, Periyar University, Salem University Research Fellow, Periyar Institute of Management Studies, PeriyarUniversity,Salem
Abstract: Food occupies a major purchase amount of the normal consumer. Food consumers have moved up Maslow's hierarchy of needs pyramid from satisfying basic physiological needs. Rapid demographic and socioeconomic changes, such as the massive entrance of women into the workforce and increasing multiethnicity, are fundamental drivers of food- buying and dietary patterns. This has led to the entry of Ready -To-Eat category of Food products. Ready to use food products are those which are prepared in advance and that which can be consumed as it is purchased. The shelf life of such products will be less than 18 months. The present study tries to identify the important factors that determine the buying behavior of Ready-To-Eat food. This study also analyses how the behavior of the customers is getting diffused from an innovative product like Ready-To-Eat Food. The results of the study shows that the consumers are more positively inclined towards Ready-To-Eat Food Products and this is mainly due to the convenience factor and changes in the lifestyle of the people.
Keywords: Brand loyalty, Brand switcher, Food Consumer behavior, Novelty, Organized retail
1. Introduction:
Ready-To-Eat (RTE) foods market in India is currently worth Rs. 130Cr. And it is expected to further expand to Rs 2900 Cr. by 2015. The factors contributing to this growth would be changes like cold chain development, disintermediation, streamlining of taxation, economies of scale on the supply side, coupled with increasing disposable incomes, diminishing culinary skills and the rising need for convenience on the
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