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Determinants of Consumer Behavior in Buying RTE Foods
| Content Provider | Semantic Scholar |
|---|---|
| Author | Chaudhury, Ranjan |
| Copyright Year | 2012 |
| Abstract | In this article a statistical approach is used to measure the relative importance of consumer motives of buying RTE foods. All items scored between one and five can be computed by averaging (unweighted) item ratings per scale. Mean ratings of each motivation provides a clear picture that some determinants are rated highly by respondents, while others low. For consumers taste is the primary motivation to buy RTE foods. Though the first priority is sensory appeal, convenience has been given relatively more importance. Also, consumers are ready to spend more if the food is available at a convenient place and if it tastes, smells and tastes good. From the study it was found that the motives of purchasing RTE foods are sensory appeal, convenience, mood and price. Apart from this brand also plays a significant role in determining consumer behavior, the more the visibility of the brand more is the buying tendency for that particular brand. Introduction "Ready-to-eat" is defined as the status of the food being ready for immediate consumption at the point of sale. It could be raw or cooked, hot or chilled, and can be consumed without further heat-treatment including re-heating [1]. Ready to eat foods are food products that require no further processing to ensure their safety. They may or may not have been cooked: i.e. Fruits, sushi, some species of shellfish, spices. Foods such as luncheon meats, tuna salad, bakery products and cheeses are also considered RTE foods [2, 3]. Categories within RTE Cereals According to their different ingredients, RTE cereals can be categorized into five types, Corn Flakes, Shredded Wheat, Bran, Oats, and Hybrid. [Source: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/getfile?URN=etd-0114108170634&filename=etd-0114108-170634.pdf] The RTE Industry There are five fundamental processes of producing RTE cereals (Nevo, 1998): granulation, flaking, shredding, puffing and extrusion. With the exception of Nestle, all the major RTE producers have their origins from the United States, and thus forming one of the most concentrated US industries today. Since the 1980’s, the Federal Trade Commission has been investigating and prosecuting the largest three cereals makers on the charge of shared monopoly (Wall Street Journal, 1980). Advertising is the major means of competition in this industry, especially by television advertising (Ippolito & Mathios, 1990). The television advertising expenditure is second only to automobile producers. Advertising ratio to sales is about 13 percent, while the average in food industry is only 2 – 4 percent. Born with the convenience trend, the industry today, however, has undergone changes in customers’ concern. Diet nutrition gradually replaces convenience as one of customers’ most concerned factor when purchasing RTE cereals. More than half of men and women are reported to consider nutritional factors such as fiber, vitamins, and sugar content when purchasing RTE cereals. Women express the most concern about the amount of sugar and fat, while men are more interested in vitamin content. Journal of Business and Retail Management Research (JBRMR) Vol. 5 Issue 1 October 2010 A Journal of The Academy of Business and Retail Management (ABRM) 77 Observation in Indian Context The pioneer introduction of retorting technology in India has made the sale of ‘Ready-to-Eat’ food products commercially viable with great taste [7, 8]. In normal practice, the ready-to-eat food are consumed in a short span of time, but with the advancement in packaging technology, it is now possible to produce these items commercially and to extend the shelf-life up to a few years [10, 11, 12]. Various RTE brands in India |
| File Format | PDF HTM / HTML |
| Volume Number | 05 |
| Alternate Webpage(s) | http://jbrmr.com/cdn/article_file/i-4_c-23.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
