ICTACT Journal on Management Studies

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Consumer Perception towards Instant Food Products - A Study of Youngsters in India


Affiliations
1 Department of Commerce, Jagannath International Management School, India
2 Department of Commerce, Chanderprabhu Jain College of Higher Studies and School of Law, India
     

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Food is an essential part of any living being. Food is the substance consumed to provide nutritional value and support to all the living organisms. In the present scenario, the consumer habits and buying behaviour has changed dramatically. With an increase in urbanization, moving from joint families to nuclear families, changing nature of jobs and businesses, paucity of time, convenience and change in lifestyle, have led consumer’s preferences shift from fresh and healthy food to the food which is ready to use/instant food. Instant food requires less time and energy to cook. The instant food products are prepared and packed in such a way that there is a very little or no need for preparations before consumption. Therefore, it can be used any time by slight heating. This is also the reason why these instant food items are very popular among the young generation. This paper provides an insight about the perception of youngsters of India towards the instant food products. It also encompasses the factors which influence the buying decision of instant food products among the youngsters in India.

Keywords

Consumer Perception, Instant Food, Buying Decision, Demographics.
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  • G. Goindi, B. Binod Sinha and V. Bhatt, “A Study on Consumer Perception towards Ready-To-Eat Food with Special Reference to Pune”, Shodh Sarita, Vol. 7, No. 28, pp. 1-12, 2020.

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  • Consumer Perception towards Instant Food Products - A Study of Youngsters in India

Abstract Views: 325  |  PDF Views: 0

Authors

Nitya Khurana
Department of Commerce, Jagannath International Management School, India
Prachi Goyal
Department of Commerce, Chanderprabhu Jain College of Higher Studies and School of Law, India

Abstract


Food is an essential part of any living being. Food is the substance consumed to provide nutritional value and support to all the living organisms. In the present scenario, the consumer habits and buying behaviour has changed dramatically. With an increase in urbanization, moving from joint families to nuclear families, changing nature of jobs and businesses, paucity of time, convenience and change in lifestyle, have led consumer’s preferences shift from fresh and healthy food to the food which is ready to use/instant food. Instant food requires less time and energy to cook. The instant food products are prepared and packed in such a way that there is a very little or no need for preparations before consumption. Therefore, it can be used any time by slight heating. This is also the reason why these instant food items are very popular among the young generation. This paper provides an insight about the perception of youngsters of India towards the instant food products. It also encompasses the factors which influence the buying decision of instant food products among the youngsters in India.

Keywords


Consumer Perception, Instant Food, Buying Decision, Demographics.

References