Mindset of People Regarding Ready to Eat Goods and Stigmas Attached to It

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2013
Research By:
Shailja Pathak
Shrunga Mehta
Vandana Sharma
Department: Fashion Design
Semester: VIth
National Institute of Fashion Technology, Gandhinagar, India.

To find out the mindset of people regarding Ready To Eat goods and Stigmas attached to it and the reason behind such stigmas.

Index

Executive Summary:
We are all moving into a modern convenient “push-button” era, where traditions give way to convenience. In the modern India, both the men and women are working to make ends meet. Owing to excessive workloads and stifling deadlines, our modern Indians are left wanting for time. Today fresh homemade foods have become a thing of the past. Most women today do not have the culinary skills, time and inclination to chop vegetables and cook fresh food. That’s when the need to depend on Ready-to-Eat meals seeps in. Moreover, Indian food being either rare or expensive or both abroad, most Indians carry cartons and cartons of such products abroad. The single most important reason for the popularity of these products is that preparing these meals does not require any special culinary expertise and can be easily prepared in few minutes. Moderate pricing adds to the attraction. Growing number of supermarkets and hyper markets that showcase packaged food has added to the popularity of ready to eat meals. Today we have a huge market of ready to eat goods nationally as well as internationally were a large no. of companies are coming up with a variety of products which is largely accepted by the international market as compared to the national market. Even though the national market can accept these goods as they are available at cheap rates i.e. one is capable of buying these goods, these goods are not readily accepted by masses. In the following research we have adapted the mode of Exploratory and Descriptive research methodologies in order to know the reason as why these goods are not accepted by masses despite of their low cost and promotion. The target population will comprise of students, working men and women and paying guests of Ahmedabad and Gandhinagar city. Through the research we will try to find the mindset and approach of our target population towards these Ready to Eat goods. The instruments used by us for conducting the research are well structured questionnaire, group discussions among the target population and personal interviews. The tools used for statistical data analysis and interpretations are: Bar Graphs

Pie Charts
Mean & Modes
The expected outcome of the proposed research is:
Percentage of individuals willing to Buy Ready To Eat Goods. Also to Know the mindset of the people about certain stigmas attached to Ready to eat goods, like How safe these ready to eat goods are, How fresh these are, How nutritious these goods are?

Introduction to the problem Statement:
Brief:
In developed countries people are self-dependent and they respect every change, but in India the population looks down upon certain set of goods. Today we have a huge market of ready to eat goods nationally as well as internationally were a large no. of companies are coming up with a variety of products which is largely accepted by the international market as compared to the national market. Even though the national market can accept these goods as they are available at cheap rates i.e. one is capable of buying these goods, these goods are not readily accepted by masses. While buying Ready To Eat meals, there are a lot many questions in the Consumer’s mind regarding such goods.

Back ground:
There are many leading brands like ITC Kitchens of India, MTR, Kohinoor, Ashirwad , Deep Food , McCain Frozen Foods ,Maggie, milkmaid, Al-Kabeer, Raasoi magic, Kitchens of india, tasty bites, Kellogg’s etc. who offer galore of ready to eat options. One can choose from north Indian food to south Indian food ranging from ones breakfast to dinner.

Problem Statement:
Today the food industry is offering a...
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