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 Kaushik
Roll No- 26/2014

*Flow of Presentation

ntroduction

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 readyto-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 Indias Ministry of Food Processing

indicate that the Indian frozen foods market is much
smaller than even Chinas, 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
Secondary data collected using research papers,
1
1 Month
Month observation from summer internship.
Tentative Hypothesis framed.
After finalization of Hypothesis questionnaire will be
1
1 Month
Month framed and then will proceed with data collection.

2
2 Weeks
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 Indias 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