Professional Documents
Culture Documents
SUBMIITED TO: MR. MR JAIN (programme coordinator )ANSHUL SHERA (39) NITIN SINGHAL (41)
PDGM (IB)
DECLARATION I student of JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL Batch (2011-13) declare that every part of the Project ReportIMPACT OF CULTURE AND RELIGION ON THE PURCHASE OF READY TO EAT FOOD PRODUCTS IN NCR (GURGAON)that I have submitted is original.
ACKNOWLEDGEMENT The making of any report calls for contribution and cooperation from many others, besides the individual alone. It is the result of meticulous efforts put in by the many minds that contribute to the final report formation. I duly acknowledge my gratitude to each one of them. During the perseverance of this project, I was supported by different people, whose names if not mentioned would be inconsiderate on my part. I would like to extend my sincere gratitude and appreciation to my project guide Mr.MR JAIN, for extending valuable guidance and encouragement from time to time, without which it would not have been possible to undertake and complete this project. The Project was an enriching experience and taught me various critical factors that influence Ready-To-Eat Industry. Additionally, this project helped me in understanding that how actual research is conducted and the various challenges that researches face while conducting a research. I would also like to thank my friends and different people for their support and patience in filling up the questionnaires and hence in the successful completion of the project. Above all I would like to thank the divine intervention who backed me at all the time and provided me enough motivation to accomplish this voyage.
Table of Contents a. Acknowledgement b. Executive Summary.. c. Indias Food Processing Industry. d. Background for the Study... e. Motivation for Study. f. Research Methodology..
Executive Summary India has made lot of progress in agriculture & food sectors since independence in terms of growth in output, yields and processing. It has gone through a green revolution, a white revolution, a yellow revolution and a blue revolution. Today, India is the largest producer of milk, fruits, cashew nuts, coconuts and tea in the world, the second largest producer of wheat, vegetables, sugar and fish and the third largest producer of tobacco and rice. Indian Government is providing more infrastructures for this sector. Excise duty is now ZERO % on RTE and 100 % tax deduction for the first 10 years for new units. This allows manufactures to bring down their prices & spreads its flavors to the world. Now the time is to provide better food processing & its marketing infrastructure for Indian industries to serve good quality & safest processed food like ready to eat food. The current project is aimed at gaining a deeper insight of consumer buying behavior towards RTE products, Along with it I consider this project work as the best medium to communicate and share my learning and experiences & constraints faced and learning made during this unforgettable journey.
Indias Food Processing Industry Indias Food Processing industry is one of the largest industries in the country. It has been ranked fifth in terms of production, consumption, export and expected growth. The Indian food industry is estimated to be worth over US$ 200 billion and is expected to grow to US$ 310 billion by 2015. India is one of the worlds major food producers but accounts for only 1.7 per cent (valued at US$ 7.5 billion) of world trade in this sector this share is slated to increase to 3 per cent (US$ 20 billion) by 2015. The Indian food processing industry is estimated at US$ 70 billion. The industry employs 1.6 million workers directly. Food processing is a large sector that covers activities such as agriculture, horticulture, plantation, animal husbandry and fisheries. The Ministry of Food Processing, Government of India has defined the following segments within the Food Processing industry: Dairy, fruits & vegetable processing Grain processing Meat & poultry processing Fisheries Consumer foods including packaged foods, beverages and packaged drinking water. Although the industry is large in terms of size, it is still at a nascent stage in terms of development. Out of the countrys total agriculture and food produce, only 2 per cent is processed. The highest share of processed food is in the Dairy sector, where 37 per cent of the total produce is processed, of which 15 per cent is processed by the organized sector. Primary food processing (packaged fruit and vegetables, milk, milled flour and rice, tea, spices, etc.) constitutes around 60 per cent of processed foods. In comparison, the organized sector is relatively small, with around 516 flour mills, 568 fish processing units, 5,293 fruit and vegetable processing units, 171 meat processing units and numerous dairy processing units at state and district levels.
Research Problem
This Study deals with the Ready to eat Industry in India. The study also aims at understanding the factors influencing buying decision making of the RTE products. The factors under consideration are advertising, price, Product, Value proposition etc.
Research Methodology
Research Design A research design is the arrangement of conditions for collection and analysis of data ina manner that aims to combine relevance to research purpose with economy procedure. Research design is the conceptual structure within which research is conducted. There are three types of research design. The research design adopted here is descriptive. I have made use of secondary data collection and also primary data collection. Steps in the research: Collection of data pertaining to Ready to eat market and identifying the research problem; Collection of data from secondary data related to the research problem; Primary data collection using Questionnaire targeting a sample size of 80 people.
Data collection Methodology: The sources of data used in this project report are both primary and secondary data. Primary data Primary data consists of original information gathered for specific purposes at hand. These are gathered for a specific purpose or for a specific research project. Primary data was collected online as well as manually. A survey questionnaire was made on Google Documents and the link was mailed to the sample. Additionally, to the sample that were not net savvy printouts of the questionnaire was distributed and the result was compiled. Secondary data Secondary data consists of information that already exist and that were being collected in the past for some other purposes. Secondary data used in this study were collected from external sources like books, blogs, wiki etc. Some websites which were really helpful are www.slideshare.com, www.scribd.com. Sample design The sampling technique used for survey was a non-probabilistic convenience sampling. The sample size was chosen keeping in mind the target market for RTE segment, Hostel/paying guest, Individuals working & living in nuclear families and bachelors between the age group of 18-60 which include student, serviceman, business man, housewifeetc
Tools & Techniques Data was collected with the help of questionnaire. The questionnaire is of structured nondisguised type. The questions are of mixed type. It can be found in the Annexure. For survey, questionnaire was prepared and sends to potential respondent and response was collected from each respondent. . Sample Size The total number of respondents was 80. The age group in which the sample lied is 18-60. The occupation of this sample size was a healthy mix of self employed individuals, working people and students. The respondents included some people from Hostel/Paying guest which form a large chunk of the target market for RTE foods.
HYPOTHYSIS
CHI-SQUARE TEST Test 1: Chi- Square Test between income level and food preferences Ho: Income and Food preferences are independent of each other. H1: Income and Food preferences are not independent of each other. The results came out to be as follows: What is the total monthly income of your family? * * food habits Cross tabulation
food habits Vegetarians What is the total monthly income of your family? * < 20000 20001- 30000 30001-50000 Total 15 12 22 49 non vegetarian 10 8 13 31 Total 25 20 35 80
Chi-Square Tests(SIGNIFICANCE BETWEEN EXPECTED FREQUENCY AND OBSERVED FREQUENCY) Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases .068a .068 .054 80 df 2 2 1 Asymp. Sig. (2-sided) .967 .967 .816
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 7.75.
Since Asymp. Sig. Is <0.05, the hypothesis Ho is rejected at 5% level of significance and concludes that income and food preferences are dependent on one another. This shows that a relation between them can be established and effect of Income on food preferences will give a conclusive observation.
Test 2: Chi- Square Test between age and food preferences Ho: Age and Food preferences are independent of each other. H1: Age and Food preferences are not independent of each other. Age * Food Preferences Cross tabulation
food habits Vegetarians age 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 39 52 Total 0 1 2 1 1 5 2 5 0 3 2 3 5 1 3 0 4 3 3 5 0 0 49 non vegetarian 1 0 0 1 3 2 4 1 2 0 0 1 4 1 2 2 2 1 2 0 1 1 31 Total 1 1 2 2 4 7 6 6 2 3 2 4 9 2 5 2 6 4 5 5 1 1 80
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 26.066a 32.893 .001 80 df 21 21 1 Asymp. Sig. (2-sided) .204 .047 .971
a. 43 cells (97.7%) have expected count less than 5. The minimum expected count is .39.
Since Asymp.Sig. Is <0.05, the hypothesis Ho is rejected at 5% level of significance and concludes that age and food preferences are dependent on one another. This shows that a relation between them can be established and effect of different age group on food preferences can be studied.
Test 3: Chi- Square Test between Age and frequency of purchase of ready meals Ho: Age and frequency of purchase of ready meals are independent of each other. H1: Age and frequency of purchase of ready meals are not independent of each other.
How frequently do you consume ready meals? * Once a month Age 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 39 52 0 0 1 0 0 2 1 1 0 2 0 0 0 0 0 0 1 0 0 0 0 1 Once in 15 days 0 0 1 2 1 4 3 5 1 1 1 4 5 0 3 2 1 2 5 4 0 0 Once a week 0 0 0 0 0 1 1 0 0 0 1 0 4 2 2 0 3 1 0 0 1 0 twice a week 1 1 0 0 1 0 1 0 1 0 0 0 0 0 0 0 1 1 0 1 0 0 more than that 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Total 1 1 2 2 4 7 6 6 2 3 2 4 9 2 5 2 6 4 5 5 1 1
How frequently do you consume ready meals? * Once a month Age 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 39 52 Total 0 0 1 0 0 2 1 1 0 2 0 0 0 0 0 0 1 0 0 0 0 1 9 Once in 15 days 0 0 1 2 1 4 3 5 1 1 1 4 5 0 3 2 1 2 5 4 0 0 45 Once a week 0 0 0 0 0 1 1 0 0 0 1 0 4 2 2 0 3 1 0 0 1 0 16 twice a week 1 1 0 0 1 0 1 0 1 0 0 0 0 0 0 0 1 1 0 1 0 0 8 more than that 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 Total 1 1 2 2 4 7 6 6 2 3 2 4 9 2 5 2 6 4 5 5 1 1 80
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 127.582a 92.731 .655 80 df 84 84 1 Asymp. Sig. (2-sided) .002 .241 .418
a. 109 cells (99.1%) have expected count less than 5. The minimum expected count is .03.
Since Asymp. Sig. Is <0.05, the hypothesis Ho is rejected at 5% level of significance and concludes that age and frequency of purchase are dependent on one another. This shows that a relation between them can be established and effect ofDifferent age group on frequency of purchase can be established
Test 4: Chi- Square Test between Occupation and frequency of purchase of ready meals
Ho: Occupation and frequency of purchase of ready meals are independent of each other. H1: Occupation and frequency of purchase of ready meals are not independent of each other.
Occupation * How frequently do you consume ready meals? * Cross tabulation How frequently do you consume ready meals? * Once a month occupati businessma on n teacher housewife serviceman student farmer Total 2 1 2 0 3 1 9 Once in 15 days 8 5 5 7 17 3 45 Once a week 5 3 4 1 2 1 16 twice a week 1 1 2 0 4 0 8 more than that Total 0 0 0 0 2 0 2 16 10 13 8 28 5 80
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 14.830a 17.721 .001 80 df 20 20 1 Asymp. Sig. (2-sided) .786 .606 .976
a. 25 cells (83.3%) have expected count less than 5. The minimum expected count is .13.
Since Asymp.Sig. Is <0.05, the hypothesis Ho is rejected at 5% level of significance and concludes that occupation and frequency of purchase are dependent on one another. This shows that a relation between them can be established and effect ofDifferent age group on frequency of purchase can be established.
The categorization of the sample size according to the different demographic variables will help in understanding the changing attitudes and behaviors of the consumers of ready meals. This will help in depicting the broader picture in terms of response of the target market, and show how the opinion towards ready meals changes along with a change in demographic variable. This will help marketers to direct their strategies and attract the target market, by paying attention to the factors that are given most importance for the purchase of ready meals.
Table 2
Total foodpreferencesintermsofincome
gender 1 What is the total monthly income of your family? * < 20000 20001- 30000 30001-50000 Total 12 14 22 48 2 13 6 13 32 Total 25 20 35 80
food habits Vegetarians What is the total monthly income of your family? * < 20000 20001- 30000 30001-50000 Total 15 12 22 49 non vegetarian 10 8 13 31 Total 25 20 35 80
incomes
purchase
more
a s t h e i n c o m e i n c r e a s e s t h e consumersare nonvegetarianandnon-
exposedtomorevarietyoffoodandshowanincreaseinpurchaseof vegetarianfood.Consumerswithhighlevelsofincomeshowequalpreferencesfor vegetarian foods. Similarly,thechangeinfoodpreferenceswasalsonoticedwithindifferentagegroups. squaretestwasfirstperformedandtheresultshowsthatthereisasignificant relationbetweentheagegrouptherespondentbelongstoandthekindof 2).Thisisillustratedinthefollowingtableandchart. food theyprefer
Thechi-
(test
Table 4
Table 5
Table 6
Table 7 Education * How frequently do you consume ready meals? * Cross tabulation
How frequently do you consume ready meals? * Once a month education Illiterate Primary High Degree PG Total 0 0 1 1 7 9 Once in 15 days 1 1 14 18 11 45 Once a week 0 0 6 2 8 16 twice a week 0 1 1 2 4 8 more than that 0 0 0 0 2 2 Total 1 2 22 23 32 80
Analysis
T-Test
One-Sample Statistics N age 80 Mean 29.06 Std. Deviation 5.973 Std. Error Mean .668
One-Sample Test Test Value = 45 95% Confidence Interval of the Difference t age -23.865 df 79 Sig. (2-tailed) .000 Mean Difference -15.938 Lower -17.27 Upper -14.61
Factor Analysis
Descriptive Statistics
Mean occupation age gender education food habits Type of family Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 Q.13 3.46 29.06 1.40 4.04 1.39 1.31 3.09 1.66 2.13 2.13 2.36 1.90 2.81 1.63 3.34 3.00 1.11 1.23 3.60 Std. Deviation 1.676 5.973 .493 .947 .490 .466 .799 .745 .862 1.195 .903 1.588 .731 .877 1.201 1.232 .318 .420 1.762 Analysis N 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80 80
Correlation Matrix
Type of occupation age gender education Food habits family Q.1 Q.2 Q.3 Q.4 Q.5
Correlat ion
occupation
1.000
.370
-.074
-.051
-.005
.218
.11 6
.005
-.216
-.206
-.003
age
-.370
1.00 0
.021
-.188
-.004
-.116
.01 2
.038
.129
-.038
-.091
gender
-.074
.021
1.000
-.141
-.021
-.055
.12 2
.145
-.119
.021
.011
education
-.051
.188
-.141
1.000
.077
-.056
.13 8
.126
.180
.208
.043
Food habits
-.005
.004
-.021
.077
1.000
-.149
.05 5
.051
-.026
.651
.222
Type of family
.218
.116
-.055
-.056
-.149
1.000
.06 2
.020
.028
-.207
.028
Q.1
-.116
.012
-.122
-.138
-.055
.062
1.0 00
.162
-.163
.055
-.167
Q.2
-.005
.038
-.145
.126
.051
-.020
.16 2
1.00 0
.185
-.009
.109
Q.3
-.216
.129
-.119
.180
-.026
.028
.16 3
.185
1.000
-.052
.234
Q.4
-.206
.038
.021
.208
.651
-.207
.05 5
.009
-.052
1.000
.298
Q.5
-.003
.091
.011
.043
.222
.028
.16 7
.109
.234
.298
1.000
Q.6
-.130
.023
.003
.247
.457
-.128
.31 2
.292
.055
.340
.211
Q.7
.020
.067
-.035
-.118
-.113
.174
.01 5
.254
-.083
-.060
.047
Q.8
-.044
.162
-.117
.048
.136
-.236
.33 2
.269
.146
-.051
.030
Q.9
-.041
.117
.197
-.167
-.225
.103
.18 0
.225
.044
-.145
-.231
Q.10
-.135
.217
.146
-.076
.105
-.132
.09 0
.069
-.131
.095
.159
Q.11
-.075
.037
.032
.238
.204
.016
.08 9
.158
.271
.229
.121
Q.12
-.132
.050
-.012
.106
.124
-.170
.17 3
.043
.061
.069
.083
Q.13
-.250
.107
-.032
.221
-.038
.000
.08 8
.195
.092
-.078
-.186
Sig. (1tailed)
occupation
.000
.258
.327
.482
.026
.15 3
.482
.027
.033
.488
age
.000
.425
.047
.486
.152
.45 8
.369
.128
.368
.211
gender
.258
.425
.106
.427
.314
.14 0
.100
.146
.425
.460
education
.327
.047
.106
.248
.312
.11 1
.133
.055
.032
.352
food habits
.482
.486
.427
.248
.094
.31 3
.328
.409
.000
.024
Type of family
.026
.152
.314
.312
.094
.29 4
.428
.404
.033
.402
Q.1
.153
.458
.140
.111
.313
.294
.075
.074
.315
.069
Q.2
.482
.369
.100
.133
.328
.428
.07 5
.051
.469
.168
Q.3
.027
.128
.146
.055
.409
.404
.07 4
.051
.323
.019
Q.4
.033
.368
.425
.032
.000
.033
.31 5
.469
.323
.004
Q.5
.488
.211
.460
.352
.024
.402
.06 9
.168
.019
.004
Q.6
.125
.419
.489
.014
.000
.129
.00 2
.004
.313
.001
.030
Q.7
.430
.279
.379
.149
.160
.061
.44 8
.011
.232
.299
.340
Q.8
.349
.076
.150
.337
.114
.018
.00 1
.008
.097
.325
.396
Q.9
.360
.151
.040
.069
.022
.181
.05 5
.023
.348
.100
.020
Q.10
.117
.027
.098
.252
.178
.121
.21 4
.272
.123
.202
.079
Q.11
.254
.372
.388
.017
.035
.444
.21 6
.080
.007
.020
.143
Q.12
.122
.330
.457
.175
.136
.066
.06 3
.351
.295
.271
.233
Q.13
.013
.172
.389
.024
.369
.500
.21 8
.042
.209
.245
.049
Correlation Matrix Q.6 Correlati on age gender education food habits type of family Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 Q.13 Sig. (1tailed) age gender .419 .489 .279 .379 .076 .150 .151 .040 .027 .098 .372 .388 .330 .457 .172 .389 occupation .023 .003 .247 .457 -.128 -.312 .292 .055 .340 .211 1.000 .191 .318 -.141 .116 .123 .414 .280 .125 .067 -.035 -.118 -.113 .174 -.015 .254 -.083 -.060 .047 .191 1.000 .007 .160 .084 -.180 .057 .383 .430 .162 -.117 .048 .136 -.236 -.332 .269 .146 -.051 .030 .318 .007 1.000 -.179 .082 .017 .507 .156 .349 .117 .197 -.167 -.225 .103 .180 -.225 .044 -.145 -.231 -.141 .160 -.179 1.000 -.043 -.101 -.203 .178 .360 .217 .146 -.076 .105 -.132 -.090 .069 -.131 .095 .159 .116 .084 .082 -.043 1.000 -.194 .024 .274 .117 -.037 .032 .238 .204 .016 -.089 -.158 .271 .229 .121 .123 -.180 .017 -.101 -.194 1.000 .282 -.099 .254 .050 -.012 .106 .124 -.170 -.173 .043 .061 .069 .083 .414 .057 .507 -.203 .024 .282 1.000 .277 .122 .107 -.032 .221 -.038 .000 .088 .195 .092 -.078 -.186 .280 .383 .156 .178 .274 -.099 .277 1.000 .013 occupation -.130 Q.7 .020 Q.8 -.044 Q.9 -.041 Q.10 -.135 Q.11 -.075 Q.12 -.132 Q.13 -.250
education Food habits Type of family Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 Q.13
.337 .114 .018 .001 .008 .097 .325 .396 .002 .474
.069 .022 .181 .055 .023 .348 .100 .020 .105 .079 .056
.252 .178 .121 .214 .272 .123 .202 .079 .152 .229 .235 .353
.017 .035 .444 .216 .080 .007 .020 .143 .139 .055 .440 .187 .042
.175 .136 .066 .063 .351 .295 .271 .233 .000 .309 .000 .036 .415 .006
.024 .369 .500 .218 .042 .209 .245 .049 .006 .000 .084 .057 .007 .190 .006
.045 .002 .105 .152 .139 .000 .006 .474 .079 .229 .055 .309 .000
.006
Covariance Matrix
a. Determinant = .000
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. a. Based on correlations .535 352.170 171 .000
Our kmo result is more than 0.5, this means we can put factor analysis, this means maximum factors are related to each other and the result is positive.
Communalities Raw Initial occupation age gender education food habits type of family Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 Q.13 2.809 35.680 .243 .897 .240 .218 .638 .556 .744 1.427 .816 2.522 .534 .769 1.442 1.519 .101 .177 3.104 Extraction .977 35.659 .000 .178 .093 .016 .084 .069 .030 .611 .215 1.931 .084 .115 .448 .233 .007 .037 2.897 Rescaled Initial 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .348 .999 .002 .198 .386 .075 .131 .125 .040 .428 .264 .766 .158 .149 .311 .153 .073 .209 .933
Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Component Raw 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Total 36.316 4.417 2.953 2.349 1.548 1.396 1.065 .910 .744 .606 .471 .424 .377 .251 .186 .169 .109 .090 .053 % of Variance 66.716 8.114 5.424 4.315 2.844 2.565 1.956 1.673 1.366 1.114 .866 .779 .692 .461 .341 .310 .200 .166 .098
a
Cumulative % 66.716 74.830 80.254 84.569 87.413 89.978 91.934 93.606 94.973 96.086 96.952 97.730 98.423 98.884 99.226 99.536 99.736 99.902 100.000
Rescaled
36.316
66.716
66.716
1.360
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
4.417 2.953 2.349 1.548 1.396 1.065 .910 .744 .606 .471 .424 .377 .251 .186 .169 .109 .090 .053
8.114 5.424 4.315 2.844 2.565 1.956 1.673 1.366 1.114 .866 .779 .692 .461 .341 .310 .200 .166 .098
74.830 80.254 84.569 87.413 89.978 91.934 93.606 94.973 96.086 96.952 97.730 98.423 98.884 99.226 99.536 99.736 99.902 100.000
2.270 2.119
Total Variance Explained Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Component Raw 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Rescaled
7.160
7.160
2.386
12.558
12.558
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
11.947 11.153
19.107 30.260
1.914 1.449
10.076 7.626
22.634 30.260
Extraction Method: Principal Component Analysis. a. When analyzing a covariance matrix, the initial Eigenvalues are the same across the raw and rescaled solution.
Component Matrix
Raw Component 1 occupation age gender education food habits type of family Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 Q.13 -.668 5.969 .013 -.177 -.002 -.057 .012 -.026 .116 -.041 -.084 .051 .053 .146 .148 .283 -.012 .024 .227 2 -.728 -.156 -.005 .363 .139 -.069 -.098 .247 .124 .359 .089 1.152 .222 .254 -.060 .388 .017 .178 1.363 3 -.005 .060 -.016 .121 .271 -.092 -.271 .087 .034 .693 .447 .776 -.179 .170 -.650 -.047 .083 .067 -.994 1 -.399 .999 .025 -.186 -.005 -.123 .015 -.034 .135 -.034 -.092 .032 .072 .166 .123 .230 -.038 .058 .129 Rescaled Component 2 -.434 -.026 -.011 .384 .283 -.148 -.123 .332 .143 .300 .099 .725 .304 .289 -.050 .315 .054 .425 .773 3 -.003 .010 -.032 .128 .553 -.196 -.340 .117 .039 .580 .495 .489 -.245 .194 -.541 -.038 .261 .160 -.564
Rotated Component Matrix a Raw Component 1 occupation age gender education food habits type of family Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 Q.13 -.069 -.987 -.018 .233 .293 -.095 -.285 .148 .042 .756 .463 1.012 -.126 .200 -.661 .002 .086 .103 -.658 2 -.641 -.682 -.002 .334 .063 -.038 -.025 .217 .100 .169 -.023 .902 .256 .187 .098 .361 -.004 .152 1.549 3 -.749 5.850 .009 -.110 .054 -.078 -.039 .019 .135 .103 -.007 .305 .054 .199 .046 .320 .002 .056 .254 1 -.041 -.165 -.037 .246 .598 -.203 -.357 .198 .049 .633 .513 .637 -.173 .228 -.550 .001 .269 .246 -.374 Rescaled Component 2 -.383 -.114 -.005 .352 .129 -.081 -.032 .292 .116 .142 -.025 .568 .350 .214 .082 .293 -.013 .362 .879 3 -.447 .979 .019 -.117 .109 -.167 -.049 .025 .156 .086 -.008 .192 .075 .227 .038 .260 .006 .133 .144
Extraction Method: Principal Component Analysis. Rotation Method: Varian with Kaiser Normalization.
Rotated Component Matrix a Raw Component 1 occupation age gender education food habits type of family Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 Q.13 -.069 -.987 -.018 .233 .293 -.095 -.285 .148 .042 .756 .463 1.012 -.126 .200 -.661 .002 .086 .103 -.658 2 -.641 -.682 -.002 .334 .063 -.038 -.025 .217 .100 .169 -.023 .902 .256 .187 .098 .361 -.004 .152 1.549 3 -.749 5.850 .009 -.110 .054 -.078 -.039 .019 .135 .103 -.007 .305 .054 .199 .046 .320 .002 .056 .254 1 -.041 -.165 -.037 .246 .598 -.203 -.357 .198 .049 .633 .513 .637 -.173 .228 -.550 .001 .269 .246 -.374 Rescaled Component 2 -.383 -.114 -.005 .352 .129 -.081 -.032 .292 .116 .142 -.025 .568 .350 .214 .082 .293 -.013 .362 .879 3 -.447 .979 .019 -.117 .109 -.167 -.049 .025 .156 .086 -.008 .192 .075 .227 .038 .260 .006 .133 .144
Extraction Method: Principal Component Analysis. Rotation Method: Varian with Kaiser Normalization. a. Rotation converged in 5 iterations.
Component Transformation Matrix Component 1 2 3 1 -.169 .242 .955 2 -.087 .962 -.259 3 .982 .126 .141
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
Regression
Variables Entered/Removed Variables Model 1 Variables Entered age Removed Method . Enter
Model Summary Adjusted R Model 1 R .188a R Square .035 Square .023 Std. Error of the Estimate .936
a. Predictors: (Constant), age variables are more positively related on each other.
ANOVAs Model 1 Regression Residual Total Sum of Squares 2.514 68.373 70.887 df 1 78 79 Mean Square 2.514 .877 F 2.869 Sig. .094a
Coefficients
Standardized Unstandardized Coefficients Model 1 (Constant) age a. Dependent Variable: education B 4.906 -.030 Std. Error .523 .018 -.188 Coefficients Beta t 9.378 -1.694 Sig. .000 .094
One way
ANOVA Sum of Squares age Between Groups Within Groups Total gender Between Groups Within Groups Total 1845.790 972.898 2818.688 5.357 13.843 19.200 df 5 74 79 5 74 79 1.071 .187 5.728 .000 Mean Square 369.158 13.147 F 28.079 Sig. .000
Recommendations As per my study the following recommendations could be utilized by the companys manufacturing and marketing Ready to Eat Meals: As is seen from the survey the major concern for consumers is the health aspect. They have a perception that these RTE meals are not manufactured under good conditions. Secondly, they also feel that Ready to eat meals is not good for health. Hence marketers have to touch upon this point. The advertising, communication and promotion should revolve around this point.. Indian Households are averse to outside food and they feel only home cooked food can provide the taste and quality. This is a big hurdle for the RTE industry and the efforts should be taken to improve the quality of the food by using better manufacturing, and packing methods. The ready to Eat marketers should bank upon its strengths i.e. time saving, effort saving and easily available option. The promotion, Packaging should revolve around these characteristics as we all know in the traditional Indian urban family time is less.. The pricing strategy should be designed in such a way so as to be competent with the restaurants rate. People do not mind spending more if it saves time. However they will spend only a reasonable hike in price. If there is a lot of difference between the restaurant price and RTE price they would go for the former.
BIBLIOGRAPHY BOOKS Kothari, C.R, Research Methodology, Second Edition, New Delhi. WEB-RESOURCES http://www.indianfoodindustry.net/ http://www.thehindu.com/2007/10/24/stories/2007102454651900.htm http://www.oppapers.com/essays/Ready-To-Eat-Food-Industry/198352 www.marketresearch.com www.hindubusinessline.com www.marketingpractice.blogspot.com www.garamchai.com
Annexure QUESTIONNAIRE TITLE:-This Questionnaire is the part of research IMPACT OF CULTURE AND RELIGION ON THE PURCHASE OF READY TO EAT FOOD PRODUCTS IN NCR (GURGAON) undertaken for project for the completion of PGDM(IB) course from JIMS KALKAJI. At no point of time your identity will be revealed. You are requested to fill this Questionnaire. THANK YOU AnshulSehra Suresh Raghav NitinSinghal SOME INFORMATION ABOUT YOU: a. b. c. d. e. f. Occupation Age Gender Education Food Habits Type of Family : : : Male / Female Illiterate / Primary / High / Degree /PG : Vegetarians / Non-vegetarians : Joint / Nuclear
How many adults (people above the age 18) do you have in your family living together? a. 1 c. 3 b. 2 d. above 4 How many children (people below the age 18) do you have in your family living together? a. 1 b. 2 What is the total monthly income of your family? a. < RS. 20000 b. RS. 20001- 30000 Specific Information 1. Whichofthefollowingstatementsbestdescribeyou? a. b. c. d. Ienjoyhavingvegetarianfood. IhavevegetarianfoodbutIpreferNon-vegetarianfoodtovegetarianfood. Ienjoyhavingonlynon-vegetarianfood. Ienjoyvegetarianaswellasnon-vegetarianfood. c. 3 d. above 4
2. Howfrequentlydoyouconsumereadymeals? c. Onceamonth d. Once in 15 days e. Once a week d. twice a week e. more than that
3. Whatisyourfavoritereadymealsfood?(Pleasetickanyone,whichyoupurchase more often) a. b. c. Pasta, macaroni or spaghetti Vegetarian dishes Non-vegetarian dishes d. Dessertslikegulabjamunsorcakesetc. e. Cooking sauces f. Any other, specify.
4. In terms of ready meals, which one out of the following international cuisines does you, purchases the most?
7. Whenyouhaveguestsforameal,whatkindofmealsdoyouprefertoserve? a. b. c. Healthy by preparing fresh food d. traditional Simple cook with the help of ready sauces e. dont entertain Economical f. cook some fresh good and also buy some RTE
c. d. e. f. g. h. i. j.
11. If you have any suggestions for improving ready meals food products please tell us about them.