A STUDY OF CONSUMER BEHAVIOR: FROZEN FOOD INDUSTRY IN DELHI/NCR

Growth and acceptability of ready to eat and frozen food,

Perception among the customers

Submitted by:-Akash KaushikRoll No- 26/2014

*Flow of Presentation

Introduction

Objectives

Research Methodology

Significance of the study

Secondary Research Data

Progress

References

* INTRODUCTION

*The rise in the number of women in the workforce, and the resultant time-paucity, or that of young professionals for living alone; the growing acceptance of western food, and the need for on-the-move freshly-cooked food are often cited reasons given by firms while launching frozen ready-to-eat meals (or microwaveable meals).

* The changing Indian lifestyle is creating a multitude of opportunities for market players, across industries.

*Key Players

*Objective

Key objectives of the study would be as follows:

*To identify the consumers brand preferences for the Frozen food.

*To analyse factors influencing the buying behaviour of Frozen Food Products.

*Research Methodology

*Research Design

*The proposed study is of Descriptive.

*Primary Data

*Will be gathered through use of Questionnaires.

*Secondary Data

*Research on the similar products will be serving as a source of secondary data.

*Sampling Design

*All people residing in Delhi/NCR and People existing & potential customer are our population.

*Sample Size

*A sample of 170 respondents from the different locations in Delhi/NCR area.

*(z=1.96, S.D= 4/6, e= .10)

*Research Tools

*MS EXCEL, SPSS

*Scope of the Study

The study on changing perception of customer would help us:-

*To know the change in demand pattern of the customer.

*It would help us understanding the changes in the requirements & preferences.

*Secondary Research Data

*The segment has recorded a healthy growth, at a CAGR of 15-20%, thanks to increasing customer appetite and acceptance.

*Data released by India’s Ministry of Food Processing indicate that the Indian frozen foods market is much smaller than even China’s, which is also not considered a well-developed market.

*It is expected that frozen food market will double to reach $750 million in the next four years.

*Over a period of 2006-2011 Frozen processed vegetables have been the largest category by value sales followed by frozen processed poultry and then frozen processed seafood.

*The major sales of the frozen food products have been through Supermarkets and hypermarkets which account for almost 75% of the value sales.

*Key Inputs

The major disadvantages of frozen foods were that it is:

*Unhealthy due to the presence of preservatives.

*Expensive.

*Once opened, the entire quantity of food has to be consumed.

*Unavailability of a variety of frozen foods in smaller towns.

*Tentative Hypothesis

*Non-Vegetarian Food is preferred over Vegetarian food.

*People prefer full cooked frozen food more over semi-cooked food.

*The main reason for people to buy frozen food is that it is easy to cook and can be prepared quickly.

*People find frozen foods of good quality.

*People do not prefer frozen foods because of presence of preservatives.

*People prefer branded frozen food over non-branded ones.

*Progress

1 Month

• Secondary data collected using research papers, observation from summer internship.

1 Month

• Tentative Hypothesis framed.• After finalization of Hypothesis questionnaire

will be framed and then will proceed with data collection.

2 Weeks

• Data Collection and Analysis.

*References

*http://www.technopak.com/files/Frozen_Foods_and_Snacks_Market_in_India.pdf accessed on July 18,2014

*Ready-to-cook idlis, vegetarian sausages lead India’s frozen food revolution, Sarah Jacob, ET Bureau Sep12, 2011. accessed on

*Food Processing in India, report by CCI accessed on

*The 2009-2014 Outlook for Chilled Food in India-/ accessed on