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IntroductionIn the modern era, a person without consumerism feels like a nest without eggs. The
consumer grasps a number of goods and services to fulfill his wants and he is always inclined by his purchasing actions by some deliberations which lead him to select a specific commodity or a specific retail store in priority to others. In the present era, it becomes important for consumer to select a commodity from different alternative of consumer goods in the market. Before the
Amity Journal of Marketing3 (1), (97–111)
©2018 ADMAA
Behaviour of Adolescents towards Ready-to-Eat Products (A Survey of Malwa Region of Punjab)
Leena Kakkar & Anju B NandrajogDev Samaj College for Women, Ferozepur, Punjab, India
AbstractConsumer behavior is one of the most challenging areas in marketing focused on the purchasing,
consuming and using of the products and services. Consumer behavior is directly affected by social, psychological, cultural, and personal factors. People who diverge in these factors are apt to have a dissimilarity in the choices and consumption patterns and when choice comes to food it becomes inseparable from buying behavior. With rising industrialization and urbanization the average Indian’s food choice has undergone dramatic change. Food processing sector, on the whole Ready to Eat (RTE) food segment is one of the speedily growing sectors in the Indian economy. So the present paper focused on Behavior of Adolescents towards Ready-to-Eat Products and survey was conducted at Malwa Region of Punjab. A total of 200 adolescents’ consumers were recruited from schools and colleges of Malwa region in Punjab randomly selected during the month of July to September 2017. The responses were analyzed through descriptive statistics, chi-square test and Garrett Ranking score. The result displayed insignificant difference regarding the awareness and demographic profile of the respondents. It was also found that taste, quantity & reasonable price were the main factors influence the buying behavior of adolescents’ buyers in Malwa region of Punjab.
Key Words: Ready-to- Eat, Consumption Pattern, Consumer Behaviour, Brand, InfluenceJEL Classification: M30, M31Paper Classification: Research Paper
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purchasing decision, a consumer requires information about different bases of supply of the product, its brands, its pros and cons, consumptions and worth of their features and services provided.
As we know that most of the food consumption in India still runs from home. However, the food consumption away from home is increasing due to increase in urbanization, nuclear families system, status symbol, desire for quality, time which decodes into an augmented need for convenience, rise in education, rise in the number of working women, growth in per capita income, rising level of richness in the middle income group and change in life style, had fetched about changes in habits of food.
As per the Hindu Business Line dated 6th Jan. 2017 “The per capita income of India, a device for calculating living standard, is projected to cross Rs. 1 lakh in 2016-17, increased from Rs. 93,293 in the past fiscal year”. According to the ‘First Advance Estimates of National Income, published by the Central Statistics Office (CSO), during 2016-17 the per capita net national income is “assessed to be Rs. 103,007” at current prices. It is increased by 10.4 per cent compared to Rs. 93,293 with previous year 2015-16. So, with the increase in the per capita income of individual the demand for the ready to eat products is rising.
In addition, eating habits among adolescents have altered severely and speedily over the years. Presently, the number of obese or overweight children and adults in the population has risen while the numbers of lifestyle allied deaths have also increased. So, the objective of the present paper is to study the consumer behavior towards ready-to- eat food products among adolescents.
Review of LiteratureSabeson (1992) in his study revealed that, high quality, taste and price of the products were
the major factors used by the consumers for the selection of a brand of processed fruits and vegetable products. Ashalatha (1998) studied the factors affecting the performance of AMUL milk and revealed that the factors such as door delivery, quality, clean packing, hygienic preparation, good value for money, time saving and reliability, freshness and preferred flavour were important in the order for influencing the decision of consumers for AMUL milk. Sheeja (1998) in Coimbatore district reflected that the quality aspects like purity, aroma, taste and freshness are the major factors for considering the preference for a precise brand of processed spices. Reddy and Pruthviraju (1999) studied about buying motives of rural consumers and different sources of information about seeds. During study it was found that factors inducing brand loyalty of farmers were co-farmers, dealer’s suggestions and quality product. John & Chen (2001) in their article analyzed that the association was found non-linear between customer satisfaction and customer loyalty. 564 completed surveys have been undertaken in the study from hotel guests and the data is used to develop internal benchmarks that were representative of loyal customers for the hotel based on scores. The study, conducted by Sarwade (2002) revealed that the price was the most prominent factor, which influenced the buying decision as against the product quality and it was very interesting to find out that the brand and company image were irrelevant factors for consideration by the households. Nandagopal and Chinnaiyan (2003) analysed in a study on brand preference of soft drinks in rural Tamil Nadu, to rank factors affecting the soft drinks favored by rural consumers using Garrets ranking technique. It is found that the quality of product was ranked first, monitored by its retail price. Quality of goods and its availability were the main factors which inclined the rural consumers about particular brand of a product. Kumar (2003) conducted the study on brand preference of soft drinks in the rural areas of Telangana
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and urban areas of Andhra Pradesh. To understand the behavior of consumers towards brand preference of soft drinks, a simple non-probabilistic convenience sampling method was used consisting of the study of 400 respondents, out of which 200 were from rural areas. It was found that more than 65% of urban and rural consumers desired Thums-up and Coco-cola. Kumar (2004) analysed that the consumer, regardless of income groups, was mainly inclined by the views of their family members to purchase. They were also prejudiced by the dealer’s reference, which was followed by advertisement.
Kubendran and Vanniarajan (2005) found that, the consumption pattern changes due to changes in food habits of consumers. Branded products are mostly preferred by the urban consumers as compared to rural consumers. The most prominent factors that influence the buying decisions were regular supply, acceptability, quality, door delivery and the way of payment. Ramasamy et al. (2005) studied the behaviour of consumer towards instant food products in Madurai and found that majority of respondents emphasis on quality and pricing, whereas image of the manufacturer, packaging and longer shelf life are also found the considerable factors that influence the buyers’ decision. Banumathy and Hemameena (2006), during studying consumer brand preference with respect to soft drinks found that due to the globalization most of the consumers prefer the international brands such as Pepsi and Coco-cola. Their preference for a certain brand or a particular drink is mainly because of its taste and refreshment. Vincent (2006) elicited that quality was the main factor that pulls consumer towards branded products. These were accepted as good quality products and people do not mind to pay extra for them, as they get value for money. Media plays an important role in promoting and influencing particular brand. A child’s assertion regarding products choice also affects family’s buying behaviour. They were found highly aware and conscious about branded items. During study it was also found that unbranded products sometimes give same satisfaction as branded one, still customers would prefer to buy a branded product. Islam & Ullah (2010) in their study found that the consumers give most preference to reputation of brand in the food item followed by nearness to receive, similarity of taste with previous experience and accessibility, cost and quality of the food, cleanliness and hygiene, discount and taste, salesmanship and decoration, fat and cholesterol level, and self-service factors.
Quoquab, Zakaria (2011) revealed that the consumer preference relating to the fast food in Malaysian market and suggested that consumer expenditure for fast food mostly goes to fried chicken, whereas instant noodles are found least. Moreover, food taste, suitability, food safety, and speed in delivery has been found as the main influential factors for purchasing the fast food. On the contrary, cleanliness, quality, freshness and easy to cook were found in less priority.
Singh J. (2011) conducted a study on Comparison of Rural and Urban Buying of Consumer Durables. The descriptive study was conducted in Punjab state with a sample of 411 households for three durable goods viz. Television, Refrigerator and Motorcycle. The primary aim of this study was to differentiate the buying behavior of rural households and urban. No significant difference was observed between rural and urban customers in their buying pattern, buying the same brand of other durable, timing of purchase, duration of planning before buying the consumer durable products and number of items. Further, concluded that rural and urban customers prefer to buy automobile at festive season or on any other specific occasion. Nandamuri and Gowthami (2011) in their research paper analyzed the influence of demographic factors viz. Age, Gender, Occupations, Income & Education etc. on attitude of customers towards branded product in rural market at Warangal district of Andhra Pradesh. Study revealed that all demographic factors studied except gender proved significant in defining the attitude for
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branded products at Warangal district. Bashar, Ahmad, Wasi (2012) has highlighted the influence of demographic factors on consumer impulse buying behavior. This research was conducted with an objective to analyse the relationship of consumers’ demographic factors viz. income group, age, gender, educational qualification, profession with the impulse buying behavior. The research was conducted through descriptive method and primary data was collected from 250 customers of Delhi & NCR with the help of structured questionnaire. It was concluded that impulsive buying behavior of customer is positively affected by the demographic factors. More specifically customers having reasonable disposable income and from medium age group are found more likely to show impulsive buying behavior. Further, individuals having enough money and good earnings are likely to spend on shopping to display Impulsive-buying behaviour.
Sangvikar and Katole(2012) in their research article titled on a study of consumer purchase behaviour in organised retail outlets attempted to study the purchase behaviour of consumers in different store formats and its preference on the basis of availability of product spending pattern, salesman services, consumers’ preferred store, and the layout of stores. Snowball Sampling and Convenience sampling were used for data collection. The study mainly focused on the consumer behaviour, purchase parameters and their satisfaction level which included reasons for visiting the retail stores. It also focused on type of retail format for visit and spending patterns as per different products. It concluded that customers’ purchase behaviour varied with availability and price of products and also found that due to poor quality of products customers spending pattern shrunk. Kazmi (2012) studied the factors that affect consumer perception, popularity and unawareness about pasta products in different areas and social classes and concluded that awareness about different methods of cooking largely effects the sale of the product and its popularity whereas availability of product does not strongly effects the popularity of product as well as its sale. Hasan (2014) in his paper on “Consumer brand preference for consumer durable goods with reference to Lucknow Distt.” revealed that quality, crowd of brands across different prices for price sensitive consumers and technological innovations are the main dominant factors that influence the consumer choices for consumer durable brands.
Kumar, John (2014) in their paper titled on a study on factors influencing consumer buying behavior in cosmetic product attempted to know internal and external factors that influence on consumers buying decision of cosmetic products in Kerala and Tamil Nadu of 500 respondents using cosmetics. It is concluded that there is statistically significant difference in income level with different brand like social and culture whereas there is statistically insignificant difference in psychological and personal dimensions. Kaur & Singh (2016) in their research revealed that the health, external influence, quality and brand consciousness are the major factors that affect people to eat processed cereal food. Sharma and Kumar (2017) in their article used an array of six choices sets from 6 to 36 options to study all the situations faced by customer at the time of purchase. They concluded that the probability of switching was almost a linearly increasing function of assortment size from 6 to 36 options and the graph showed a sharp increase in switching behaviour initially and subsequent flattening of the curve when options became very large.
Objectives of the Study• Todeterminetheawarenessofconsumerstowardsbrandedready-to-eat(RTE)foodproducts.• Toevaluatefactorsinfluencingbrandpreferenceoftheconsumers.
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Scope and MethodologyThe study is taken out to know the attentiveness of consumers towards branded ready-to-eat
(R-T-E) food products i.e. fast food, chips, fruit juice/cold drinks, ice-cream and chocolates and factors influencing brand preference of the consumers. This research covered Malwa region in the state of Punjab, because of the presence of various religious, linguistic and ethnic groups. It has also been seen as a very good marketing center for beginning new products particularly for adolescents. The sample of 200 adolescents respondents are undertaken in the study. To study the above objectives, data is collected from primary and secondary sources. The classification of the respondents is done on the basis of sex and age of Adolescents between 10-19 years (According to WHO). The data collected for the study is processed and analyzed by using suitable statistical techniques--frequency, percentage, means, chi-square test and Garret’s ranking.
Data Analysis and InterpretationTable 1: Demographical Characteristics of the Respondents
Sr. No. Demographic Factors Frequency Percent
1 Gender Male 77 38.5Female 123 61.5Total 200 100.0
2 Age 13.00 3 1.514.00 19 9.515.00 16 8.016.00 8 4.017.00 4 2.018.00 31 15.519.00 118 59.023.00 1 .5Total 200 100.0
3 Monthly Expenditure Rs. 0-250 37 18.5Rs.250-500 62 31.0Rs. 500-750 52 26.0Rs. 750-1000 27 13.5above Rs. 1000 22 11.0Total 200 100.0
4 Education Secondary 56 28.0Higher Secondary 49 24.5Graduation 95 47.5Total 200 100.0
5 Awareness Level Aware and Using 200 100.0Aware but not using 0 0.0
It is seen from the Table 1 that majority 38.5% of the adolescents respondents are male where as 61.5% of them are female. According to variable age, respondents age range between 13 to 19 years old. Most of the respondents are 18 and 19 years old, respectively with 15.5% and 59.5%.
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While studying the spending habits of the adolescents’, it is found that 57% of the respondents fell in to the category of Rs. 250-750 as the qualification of the respondents are concerned, 47.5% of the respondents found graduate whereas 28% and 24.5% are having school level education. During study, 99% of the respondents are found aware of ready to eat (R-T-E) food products. Chi-square analysis has been used to find the relationship between demographical variables and awareness level of ready to eat food products of the respondents.
Ho: There is no significant relationship between demographical variables and awareness level towards ready to eat selected food products.
H1: There is a significant relationship between demographical variables and awareness level towards ready to eat selected food products.
Table 2: Chi-Square Analysis
Sr. No. Particular Value DF Asymp. Sig. (two sided) Remarks
1 Gender 3.227 1 0.072 Not- Significant2 Monthly Expenditure 8.9 4 0.064 Not- Significant3 Qualification 5.195 2 0.074 Not- Significant
Source: Primary Data
From the Table 2, it is clear that there is no significant relationship between gender, monthly expenditure and qualification of the adolescents’ respondents with awareness level of ready to eat food products.
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Tab
le 3
: Fac
tor
Aff
ecti
ng
Pre
fere
nce
for
Fas
t Foo
ds
(Fre
qu
enci
es a
s P
er H
enry
Gar
rett
Ran
kin
g M
odel
)
Sr.
N
o.R
ank
s S
cale
Fact
ors
I II
III
1VV
VI
VII
VII
I1X
XX
IX
IIX
III
XIV
XV
Tot
al
Freq
uen
-ci
es
Tot
al
Sco
re (F
re-
qu
enci
es
* G
arre
tt’s
S
core
)
Mea
n
Sco
reR
ank
1Re
ason
able
pric
e14
6223
2514
4912
8012
0045
647
730
042
343
024
032
415
521
628
020
011
017
55.0
93
2Ta
ste
6880
1575
1311
1024
840
285
265
100
188
430
360
7218
672
5620
013
644
68.2
21
3Q
ualit
y 12
9037
5018
6314
0884
062
726
525
037
638
732
021
631
014
456
200
1210
260
.51
24
Qua
ntity
516
1500
1587
1600
840
513
689
1050
235
731
640
540
217
7284
200
1081
454
.07
55
Bran
d im
age
516
750
1518
1984
1560
969
1166
300
564
516
320
216
6233
684
200
1086
154
.31
46
Ava
ilabi
lity
602
900
966
960
1200
969
1219
1050
705
516
520
180
434
120
9820
010
439
52.2
87
Adv
ertis
emen
ts68
897
548
30
720
1197
795
1350
940
602
440
540
434
264
168
200
9596
47.9
810
8Pa
ckag
ing
desi
gn43
097
515
1810
2472
039
984
813
5098
730
164
046
812
421
616
820
010
168
50.8
49
9Fr
iend
s15
4882
582
870
478
011
9774
210
0070
568
852
032
446
516
870
200
1056
452
.82
610
Labe
lling
015
013
838
454
068
490
150
079
998
984
011
8874
445
670
200
8383
41.9
211
11O
ffers
00
552
640
840
1596
5360
056
455
976
082
849
636
040
620
082
5441
.27
1212
Fres
hnes
s24
0852
541
457
666
014
2595
420
061
181
756
079
218
624
011
220
010
480
52.4
713
Reta
ilers
influ
ence
516
041
425
642
039
979
545
098
764
572
057
610
5464
821
020
080
9040
.45
1314
Long
she
lf lif
e of
the
pr
oduc
ts0
300
345
320
840
228
742
750
893
430
520
324
899
864
322
200
7777
38.8
914
15A
vaila
bilit
y of
ra
nge
prod
ucts
344
450
414
640
045
668
975
042
355
960
061
243
462
461
620
076
1138
.06
15
To
tal F
requ
enci
es20
020
020
020
020
020
020
020
020
020
020
020
020
020
020
0
Sour
ce: P
rim
ary
Dat
a
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The results from Table 3 indicate the various factors experienced by the adolescents regarding fast food in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for fast food among adolescents. The study revealed that the major factors experienced by the respondents are taste (68.22), quality (60.51), reasonable price (55.09), brand image (54.31), quantity (54.07) and friends (52.82), are ranked as 1 to 6 through Garrett’s Ranking method.
Tab
le 4
: Fac
tor
Aff
ecti
ng
Pre
fere
nce
For
Ch
ips
(Fre
qu
enci
es A
s P
er H
enry
Gar
rett
Ran
kin
g M
odel
)
Sr.
N
o.R
ank
s S
cale Fa
ctor
s
I II
III
1VV
VI
VII
VII
I1X
XX
IX
IIX
III
XIV
XV
Tot
al
Fre-
qu
en-
cies
Tot
al
Sco
re
(Fre
-q
uen
-ci
es*
Gar
rett
’s
Sco
re)
Mea
n
Sco
reR
ank
1Re
ason
able
pr
ice
3354
3000
1242
1920
900
456
371
100
141
8624
014
421
716
816
820
012
507
62.5
42
2Ta
ste
6880
2175
1863
320
240
399
265
350
423
172
8014
40
264
8420
013
659
68.3
1
3Q
ualit
y 14
6235
2520
0114
7213
8039
968
915
014
138
712
018
027
972
8420
012
341
61.7
13
4Q
uant
ity77
412
0015
8724
3290
012
5437
150
028
238
736
043
224
821
698
200
1104
155
.21
4
5Br
and
imag
e86
060
012
4210
2421
6011
4013
2550
051
743
044
025
224
812
070
200
1092
854
.64
5
6A
vaila
bilit
y51
697
513
8051
212
0018
2474
265
047
060
260
032
437
214
411
220
010
423
52.1
26
7A
dver
tisem
ents
688
7527
638
410
8010
2618
0211
5084
660
260
068
462
264
126
200
9665
48.3
39
8Pa
ckag
ing
desi
gn43
067
548
376
842
062
784
816
5019
2786
036
028
837
272
9820
098
7849
.39
7
9Fr
iend
s86
1125
276
1024
480
798
689
1200
1504
946
680
144
372
264
9820
096
8648
.43
8
10La
belli
ng86
225
276
704
660
684
530
1100
799
1806
880
396
403
216
168
200
8933
44.6
711
11O
ffers
172
225
414
192
600
684
636
850
423
516
2000
792
434
264
238
200
8440
42.2
12
12Fr
eshn
ess
860
300
1173
832
420
912
477
250
658
387
440
1296
775
336
140
200
9256
46.2
810
13Re
taile
rs in
flu-
ence
8622
596
632
054
034
263
620
051
777
432
097
210
2374
425
220
079
1739
.59
13
14Lo
ng sh
elf l
ife
of th
e pr
oduc
ts86
675
6938
460
034
247
765
047
034
448
068
499
288
837
820
075
1937
.615
15A
vaila
bilit
y of
ra
nge
prod
ucts
860
055
251
242
051
374
270
028
230
140
046
840
376
868
620
076
0738
.04
14
To
tal F
requ
en-
cies
200
200
200
200
200
200
200
200
200
200
200
200
200
200
200
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105Amity Journal of Marketing ADMAA
Whereas the results from Table 4 indicate the various factors experienced by the adolescents’ regarding chips in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for chips among adolescents. The study revealed that, the major factors experienced by the respondents are taste (68.3), reasonable price (62.54), quality (61.71), quantity (55.21), brand image (55.64), and availability (52.12) are ranked as 1 to 6 through Garrett’s Ranking method.
Tab
le 5
: Fac
tor
Aff
ecti
ng
Pre
fere
nce
for
Fru
it J
uic
e/C
old
Dri
nk
s (F
req
uen
cies
as
Per
Hen
ry G
arre
tt R
ank
ing
Mod
el)
Sr.
N
o.R
ank
s S
cale Fa
ctor
s
I II
III
1VV
VI
VII
VII
I1X
XX
IX
IIX
III
XIV
XV
Tot
al
Fre-
qu
en-
cies
Tot
al
Sco
re
(Fre
qu
en-
cies
* G
arre
tt’s
S
core
)
Mea
n
Sco
reR
ank
1Re
ason
able
pric
e21
5032
2517
9496
084
091
221
220
028
221
512
072
9314
439
220
011
611
58.0
63
2Ta
ste
7224
2100
1863
768
300
513
530
300
00
240
7212
416
80
200
1420
271
.01
1
3Q
ualit
y 15
4846
5024
1576
878
057
021
240
032
986
8028
827
948
112
200
1256
562
.83
2
4Q
uant
ity34
490
015
1827
5290
051
374
210
032
951
632
043
243
452
856
200
1038
451
.92
6
5Br
and
imag
e11
1852
596
619
8418
0045
647
765
037
647
392
010
874
496
2820
010
721
53.6
14
6A
vaila
bilit
y17
260
013
8044
896
015
9615
3765
032
977
444
028
824
831
216
820
099
0249
.51
8
7A
dver
tisem
ents
516
150
414
768
660
1254
1484
1050
987
387
360
1080
155
144
168
200
9577
47.8
99
8Pa
ckag
ing
desi
gn17
230
089
770
410
2057
011
1317
5011
2816
3424
021
662
4812
620
099
8049
.97
9Fr
iend
s34
40
483
1024
660
1026
583
900
1692
774
480
648
248
192
210
200
9264
46.3
210
10La
belli
ng0
150
138
256
900
570
689
750
611
1419
1120
756
620
456
7020
085
0542
.53
12
11O
ffers
344
041
438
442
079
821
285
010
3430
113
6075
631
052
836
420
080
7540
.38
13
12Fr
eshn
ess
2064
1275
483
832
1320
627
689
100
235
559
680
1044
403
216
7020
010
597
52.9
95
13Re
taile
rs in
flu-
ence
344
300
483
128
480
627
689
1100
752
860
720
576
1333
192
112
200
8696
43.4
811
14Lo
ng sh
elf l
ife o
f th
e pr
oduc
ts86
525
276
576
420
912
265
750
611
344
680
468
713
1080
238
200
7944
39.7
214
15A
vaila
bilit
y of
ra
nge
prod
ucts
774
300
276
448
540
456
1166
450
705
258
240
396
434
648
686
200
7777
38.8
915
To
tal F
requ
enci
es20
020
020
020
020
020
020
020
020
020
020
020
020
020
020
0
Volume 3 Issue 1 2018AJM
106 Amity Journal of MarketingADMAA
Whereas the results from Table 5 indicate the various factors experienced by the adolescents’ regarding fruit juice/cold drinks in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for this product among adolescents. The study revealed that, the major factors experienced by the respondents are taste (71.01), quality (62.83), reasonable price (58.06), brand image (53.61), and freshness (52.99) are ranked as 1 to 5 through Garrett’s Ranking method.
Tab
le 6
: Fac
tor
Aff
ecti
ng
Pre
fere
nce
for
Ice
-Cre
am (F
req
uen
cies
as
Per
Hen
ry G
arre
tt R
ank
ing
Mod
el)
Sr.
N
o.R
ank
s S
cale
Fact
ors
I II
III
1VV
VI
VII
VII
I1X
XX
IX
IIX
III
XIV
XV
Tot
al
Fre-
qu
en-
cies
Tot
al
Sco
re
(Fre
qu
en-
cies
* G
arre
tt’s
S
core
)
Mea
n
Sco
reR
ank
1Re
ason
able
pr
ice
2150
2475
3105
1024
780
741
689
250
282
4324
072
6219
216
820
012
273
61.3
73
2Ta
ste
5504
2250
1035
2112
900
570
150
611
172
8014
412
414
484
200
1336
766
.84
1
3Q
ualit
y 16
3444
2522
0870
484
014
2526
530
00
516
8072
217
9628
200
1281
064
.05
2
4Q
uant
ity17
297
512
4217
9215
6068
410
6065
056
455
936
054
012
421
684
200
1058
252
.91
5
5Br
and
imag
e19
7897
510
3596
019
8068
484
825
032
921
564
046
824
821
614
020
010
966
54.8
34
6A
vaila
bilit
y94
645
055
264
010
8014
8274
210
5047
081
724
025
215
531
236
420
095
5247
.76
9
7A
dver
tisem
ents
8667
569
070
472
079
822
7985
056
430
168
061
227
931
211
220
096
6248
.31
8
8Pa
ckag
ing
desi
gn68
815
082
896
012
6016
5374
211
5094
055
940
039
640
396
7020
010
295
51.4
86
9Fr
iend
s34
460
055
283
260
741
742
750
1222
559
600
1440
403
216
112
200
9173
45.8
710
10La
belli
ng60
252
513
838
460
074
137
180
011
2810
7556
028
811
4728
816
820
088
1544
.08
11
11O
ffers
344
048
338
460
045
658
315
5047
073
110
4079
249
626
429
420
084
8742
.44
12
12Fr
eshn
ess
1720
600
1104
1600
360
285
424
350
188
473
720
684
403
624
196
200
9731
48.6
67
13Re
taile
rs in
flu-
ence
172
300
621
448
480
456
477
550
1551
602
560
648
961
456
182
200
8464
42.3
213
14Lo
ng sh
elf l
ife
of th
e pr
oduc
ts0
525
138
072
045
663
655
089
360
214
0032
465
184
021
020
079
4539
.73
14
15A
vaila
bilit
y of
ra
nge
prod
ucts
860
7569
256
6074
174
280
018
813
7640
046
852
752
858
820
076
7838
.39
15
To
tal F
requ
en-
cies
200
200
200
200
200
200
200
200
200
200
200
200
200
200
200
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107Amity Journal of Marketing ADMAA
Whereas the results from Table 6 indicate the various factors experienced by the adolescents regarding ice-creams in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference for this product among adolescents. The study revealed that, the major factors experienced by the respondents are taste (66.84), quality (64.05), reasonable price (61.37), brand image (54.83), and quantity (52.91) are ranked as 1 to 5 through Garrett’s Ranking method.
Tab
le 7
: Fac
tor
Aff
ecti
ng
Pre
fere
nce
for
Ch
ocol
ates
(Fre
qu
enci
es a
s P
er H
enry
Gar
rett
Ran
kin
g M
odel
)
Sr.
N
o.R
ank
s S
cale Fa
ctor
s
I II
III
1VV
VI
VII
VII
I1X
XX
IX
IIX
III
XIV
XV
Tot
al
Fre-
qu
en-
cies
Tot
al
Sco
re (F
re-
qu
enci
es*
Gar
rett
’s
Sco
re)
Mea
n
Sco
reR
ank
1Re
ason
able
pric
e14
6220
2520
7012
8010
2091
221
215
015
5143
160
216
186
120
154
200
1156
157
.81
3
2Ta
ste
4988
3450
414
832
840
912
477
200
329
129
280
216
9396
5620
013
312
66.5
61
3Q
ualit
y 36
1227
0020
7070
442
011
9779
555
014
117
216
014
421
772
2820
012
982
64.9
12
4Q
uant
ity51
652
511
7314
7212
6045
684
835
037
651
644
054
062
816
182
200
9532
47.6
69
5Br
and
imag
e60
212
0026
9115
3614
4068
453
040
042
351
668
010
824
819
242
200
1129
256
.46
4
6A
vaila
bilit
y86
045
010
3570
448
023
3779
535
070
560
252
046
849
624
084
200
1012
650
.63
6
7A
dver
tisem
ents
688
750
759
512
2160
570
848
800
940
645
600
324
217
240
126
200
1017
950
.95
8Pa
ckag
ing
desi
gn68
890
020
796
096
057
1855
1550
846
688
440
468
9316
815
420
010
034
50.1
77
9Fr
iend
s11
1875
345
704
900
684
371
700
1034
817
400
540
1426
120
7020
093
0446
.52
10
10La
belli
ng0
7548
317
9272
057
047
711
0070
513
3336
079
237
219
219
620
091
6745
.84
11
11O
ffers
075
552
320
900
1311
371
600
658
387
1000
432
496
240
602
200
7944
39.7
214
12Fr
eshn
ess
774
975
897
896
360
456
954
1500
470
344
400
864
403
432
8420
098
0949
.05
8
13Re
taile
rs in
fluen
ce77
415
089
719
218
062
784
860
037
614
6248
043
210
8557
684
200
8763
43.8
212
14Lo
ng sh
elf l
ife o
f th
e pr
oduc
ts51
611
2520
712
818
034
231
870
056
438
756
015
1240
379
230
820
080
4240
.21
13
15A
vaila
bilit
y of
ra
nge
prod
ucts
602
525
076
818
028
590
145
028
255
915
2014
440
350
463
020
077
5338
.77
15
To
tal F
requ
enci
es20
020
020
020
020
020
020
020
020
020
020
020
020
020
020
0
Volume 3 Issue 1 2018AJM
108 Amity Journal of MarketingADMAA
Whereas the results from Table 7 indicate the various factors experienced by the adolescents’ regarding chocolates in the study area. Garrett’s Ranking technique is employed to analyse the factors that influence preference this product among adolescents. The study revealed that, the major factors experienced by the respondents are taste (66.56), quality (64.91), reasonable price (57.81), brand image (56.46), and advertisement (50.9), are ranked as 1 to 5 through Garrett’s Ranking method.
Figure 1: Ranking of factors influencing preference for fast food and chips
Figure -1 also explains about the mean score of factors responsible for the eating habits of respondents regarding ready to eat food products i.e. fast food, chips, fruit juice/cold drinks, ice-creams and chocolates. It revealed that taste, quality and reasonable pricing are the most influencing factors for buying behavior of the respondents.
ConclusionConsumer behavior is one of the most inspiring areas in today’s world focusing on the
purchasing, consuming and using of the products and services. In the present era, the main attention of the producers has shifted from product to the consumer. Now the companies’ research departments are focusing to portrait the consumer first and to find out how the consumers would react for any future changes in product and services or for any choices offered. In the company’s marketing conferences and board rooms, consumers are always a topic of discussion more than products. Building a brand with good image is the need of the hour as today’s consumer is more engaged and dedicates lesser time in making decisions. So, the present study focused on the buying behavior of adolescent respondents regarding ready to eat food products. During the study it was found that majority of the respondents are aware regarding the selected products and
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their average monthly spending was found between Rs.250 to Rs.750. On the basis of chi-square test, no significant difference was found regarding awareness and demographic profile i.e. age, gender, monthly expenditure and education of the respondents. In the category of ready to eat food products; taste, quality and reasonable pricing are found to be the major three factors that influence the buying behavior of adolescent buyers which justify the works of Sabeson (1992), Ramasamy (2005), Ullah (2010) and Sangvikar (2012).
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Authors’ Profile
Leena Kakkar is M.Com, M.A (Eco.) from Guru Nanak Dev University, Amritsar, Punjab, India. She is pursuing Ph.D in the area of marketing. She is actively involved in the academic field and in teaching profession for over more than twenty years. Currently, she is working as Head & Assistant Professor at Dev Samaj College for Women, Ferozepur City, Punjab, India and handling advanced and basic courses in Business Administration, Marketing and Accounting. She has contributed handful of publications in national and international journal in the area of her research. She has also presented various research papers in national and international conferences.
Anju B Nandrajog is a Ph.D in Finance from MDU Rohtak, Haryana, India and MBA (Finance) from Guru Jambheshwar University, Hisar, India. She also holds M.Phil, M.Com, MA (Eco.), UGC-NET degrees. She is actively involved in the academic field and in teaching profession for over more than thirteen years. Currently, she is working as an Assistant Professor at Dev Samaj College for Women, Ferozepur City, Punjab, India and handling advanced and basic courses in Finance and Accounting. She has contributed handful of publications in national and international journal in the area of her research. She has also presented various research papers in national and international conferences.
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