Indian Journal of Marketing

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Convenience Food Lifestyle Segments – A Study of Delhi - NCR


Affiliations
1 Kedarnath Aggarwal Institute of Management, Charkhi Dadri, Bhiwani - 127 306, Haryana, India
2 Hierank Business School, Noida - 201 301, Uttar Pradesh, India
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Over the past few decades, several socio-cultural, demographic, economic, and lifestyle changes have occurred, which in turn have modified the food-related lifestyles of people. Convenience foods such as ready-to-eat and ready-to-cook products are the outcome of this shift from hunter-gatherers to convenience-seeking customers. The present study aimed at segmenting the convenience food market, particularly ready-to-cook food, based on food-related lifestyles. A segmentation study based on cluster analysis was applied to 16 identified food-related lifestyle factors resulting in four convenience food lifestyle segments – adventurous consumers (38.6%), uninvolved consumers (28.60%), relaxed consumers (25.23%), and convenience seekers (7.67%). In particular, convenience seekers and adventurous consumers can be treated as a target market for convenience food in India. The current study will assist food marketers in identifying the target segments for RTC food by profiling the RTC food consumer lifestyle segments.

Keywords

Ready-To-Cook, Convenience, Food-Related Lifestyle, Segmentation.

Paper Submission Date : April 30, 2021 ; Paper sent back for Revision : December 31, 2021 ; Paper Acceptance Date : March 30, 2022 ; Paper Published Online : July 15, 2022.

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  • Convenience Food Lifestyle Segments – A Study of Delhi - NCR

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Authors

Supriya Dhillon
Kedarnath Aggarwal Institute of Management, Charkhi Dadri, Bhiwani - 127 306, Haryana, India
Neetu Munjal
Hierank Business School, Noida - 201 301, Uttar Pradesh, India

Abstract


Over the past few decades, several socio-cultural, demographic, economic, and lifestyle changes have occurred, which in turn have modified the food-related lifestyles of people. Convenience foods such as ready-to-eat and ready-to-cook products are the outcome of this shift from hunter-gatherers to convenience-seeking customers. The present study aimed at segmenting the convenience food market, particularly ready-to-cook food, based on food-related lifestyles. A segmentation study based on cluster analysis was applied to 16 identified food-related lifestyle factors resulting in four convenience food lifestyle segments – adventurous consumers (38.6%), uninvolved consumers (28.60%), relaxed consumers (25.23%), and convenience seekers (7.67%). In particular, convenience seekers and adventurous consumers can be treated as a target market for convenience food in India. The current study will assist food marketers in identifying the target segments for RTC food by profiling the RTC food consumer lifestyle segments.

Keywords


Ready-To-Cook, Convenience, Food-Related Lifestyle, Segmentation.

Paper Submission Date : April 30, 2021 ; Paper sent back for Revision : December 31, 2021 ; Paper Acceptance Date : March 30, 2022 ; Paper Published Online : July 15, 2022.


References