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3, August 2018 1
IV. PREFERENCE GIVEN BY THE SAMPLE RESPONDENTS Table 1.4: Distribution of Sample Respondents according to
ON THE PURCHASE OF INSTANT FOOD BRANDS their Frequency of Purchasing Instant Food Products
Consumer may choose a particular brand because of S.No Frequency Number of Respondents Percentage
1 Weekly Once 29 29
various reasons. A preference for a particular brand indicates 2 Fortnightly 22 22
the consumers’ attitude towards their purchase. This has been 3 Monthly 36 36
explained in table 1.2. 4 Occasionally 13 13
Total 100 100
Table 1.2: Distribution of Sample Respondents according to The table 1.4 shows that 36 per cent of the sample
their Favourite Brand of Instant Foods respondents buy the instant foods for monthly once, 29 per
S.No Brands Preference given by no. of Respondents Percentage cent of the sample respondents buy the instant foods for
1 Maggie 25 25 weekly once, 22 per cent of the sample respondents buy the
2 Top Raman 8 8
3 Swastiks 4 4
instant foods for fortnightly and 13 per cent of the sample
4 Aachi 9 9 respondents buy the instant foods for Occasionally.
5 Sakthi 12 12
6 Anil 15 15 Hence, it can be concluded that 36 per cent of the sample
7 Pooja 5 5 respondents buy the instant foods for monthly once.
8 Bambino 4 4
9 Marutham 5 5
10 Sri Balaji 13 13 VII. SUMMARY
Total 100 100
This chapter is devoted to ascertain the level of awareness
The table 1.2 shows that 25 per cent of the sample
of consumers about branded instant food products. For this
respondents preferred Maggie, 15 per cent of the sample
purpose interview schedule method was used to gather the
respondents preferred Anil brand, 13 per cent of the sample
required information from 100 respondents.
respondents preferred Sri balaji, 12 per cent of the sample
respondents preferred Sakthi and other brands like that Top Out of 100 sample respondents, 72 per cent (Score >15)
Raman, Swastiks, Aachi, Pooja, Bambino, Marutham are are highly aware about branded instant foods.
preferred by minimum number of respondents. Hence, it can Further to examine the relationship between the personal
be concluded that 25 per cent of the sample respondents profile and their level of awareness, chi-square test was
preferred Maggie as their favorite brand. applied.
V. REASON FOR PURCHASING THE INSTANT FOOD Age and Awareness
PRODUCTS BY THE SAMPLE RESPONDENTS Among these three age groups, 85 per cent of the sample
The table 1.3 displays the reason for purchasing instant respondents belonging to age group of above 50 years are
food products by the sample respondents. Reason for having high level of awareness.
purchasing instant food products are classified into four Gender and Awareness
groups’ viz., (a) Time Saving (b) Taste (c) Low cost and (d)
Between the gender groups, 80 per cent of the sample
Easily Available.
respondents belonging to male group have high awareness.
Table 1.3: Distribution of Sample Respondents
Educational Status and Awareness
According to the Reason for Purchasing Instant Food Products
S.No Reasons for purchase Number of Respondents Percentage Among these three groups, 81 per cent of the sample
1 Time Saving 37 37 respondents belonging to school level education are having
2 Taste 49 49 high level of awareness.
3 Low cost 6 6
4 Easily Available 8 8 Occupation and Awareness
Total 100 100
The table 1.3 shows that 49 per cent of the sample Among these four groups, 88 per cent are highly aware
respondents have purchased instant food for taste, 37 per cent about instant food products they belong to business and
of the sample respondents have purchased instant food for profession.
time saving, 8 per cent of the sample respondents have Marital Status and Awareness
purchased instant food for Easy available and 6 per cent of the
sample respondents have purchased instant food for Low cost. Between these two marital statuses, 74 per cent
respondents are highly aware about instant food products and
It is concluded that 49 per cent of the sample respondents they belong to unmarried category.
have purchased instant food for taste.
Type of Family and Awareness
VI. FREQUENCY OF PURCHASE OF INSTANT FOODS Between these two types of family, 73 per cent of the
sample respondents belonging to individual have high
Normally, frequency of purchase of any product depends
awareness.
upon consumers’ consumption, quantity, availability, etc.,
.Instant foods are a mass consumption and frequency of Number of Members in the Family and Awareness
purchase of instant foods vary from other products. In this Among these three groups, 85 per cent of the sample
regard, sample respondents were asked to reveal frequency of respondents belonging up to 3 members in the family have
purchase. high awareness.
REFERENCES
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“Consumer Buying behaviour of processed Spice products”, Indian
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products”, Indian Journal of Marketing, 2000.
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case study of Belgaum Market”, Indian Journal of Marketing, 1987.
[5] D. Murali and M.S. Kulkarni, “Awareness of housewives regarding food
adulteration”, Indian Journal of Marketing, 1990.
[6] R. Nandagopal and P. Chinnaiyan, “Impact of media: A case analysis in
food products”, Indian Journal of Marketing, 2003.
[7] K. Ramasamy, G. Kalaivanan and S. Sukumar, “Consumer behavior
towards instant food products”, Indian Journal of Marketing, 2005.