Study of Consumer Demographics on Ready-To-Cook Products in India

Over the years India is experiencing lot of changes in food consumption culture. Changing lifestyle is a main reason for this revolution in food habits. Most of the family members do not have sufficient time to cook the food in traditional way and are living in a separate housing location. Despite of modern cooking devices, consumers still require ready-to-cook (RTC) food as a supplementary food. Family income in India is also growing as most of the families have double income. This definitely has a positive impact on overall food consumption and RTC food consumption also. The paper discusses the demographic factors of the women consumers affecting their purchase pattern of RTC food products. If also aims a comparative analysis of these factors between working women and non-working women. Paper also tries to analyse the increasing trend in demand for these products. The study o f consumer demographic factors will help the marketers to understand the attitude o f consumers. Accordingly the marketer can create products and sen/ices that provide the consumers with more value. And then marketer can market those products and services in ways that the consumers understand. Consumer attitude is a key to analyze the customer preferences, their mind sets and the factors of influence.