Snacking Habits of Indian Youth Female

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Snacking Habits of Indian Youth Females

2012

Indian Institute of Management, Lucknow

Declaration

We hereby declare that this work entitled, “Snacking Habits of Indian Youth Females” is our work carried under the guidance of our faculty guide, Prof. Devashish Das Gupta at IIM Lucknow.

This research has never before been submitted for any award or degree of either this university or any other by any person. Further, we declare that the entire project has been done by us without resorting to any unfair means. The project has been done through relevant sources of information and whatever is stated therein has been stated by us.

Acknowledgement

We hereby extend our deepest gratitude to our research guide, Prof. Devashish Das Gupta. He has been instrumental in the timely completion of this project. He has been kind enough to go beyond the capacity of just a guide, and has taught us valuable teachings through the course of this project, and given us the opportunity to test theoretical skills.

We are also thankful to all those persons and organizations that were kind enough to spare their time to answer our queries, fill out surveys and help out with our research. We extend a special thank you to our family and well-wishers for all the support extended by them.

Abstract

The purpose of the project is to determine the snacking habits of the Indian female youth in the contemporary context. The project aims to understand the types of food to be qualified as snacks, time of snacking and frequency of snacking to define the snacking habits of the India youth female. A comprehensive research of 105 Indian youth females was carried out to learn the choices of snacks preferred by them, and their opinion of snacking with respect to quality of food, time crunch or price priority. After the data gathering various analyses like cross tab analysis, correlation analysis are carried out to depict their snacking pattern. Such an analysis gave an insight into the success drivers for snacks industry targeting Indian youth females. It also specified the changing trends in the habits of people in the ever changing world.

Table of Contents

1. Introduction …………………………………………………………………………..6 2. Background……………………………………………………………………………6 3. Literature Review…………………………………………………………………......7 4. Research Objectives………………………………………………………………….12 5. Data Analysis ………………………………………………………………………..12 6.1 Cross tab Analysis…………………………………………………………...12 6.2 Correlation Analysis…………………………………………………………18 6. Findings and Implications…………………………………………………………...22 7. Scope for further research…………………………………………………………...24 8. Limitations…………………………………………………………………………...24 9. Bibliography………………………………………………………………………….25

10.

1. Introduction

To snack or not to snack, That’s a silly question!
A snack is a small portion of food or drink eaten in between or in place of meals. A snack may be eaten at any time of the day. Further, it may be eaten at home, on-the-go or at venue outside out home. The lifestyle of the urban youth female in India has undergone changes over time. It is commonly understood that Indian women make more conscious attempts to eat healthy and make a viable diet plan. Snacking was once a concrete meal of the day, but now, at times, it may be associated with guilt, a lack of will power, power eating, etc. While snacking is often seen as the opposite of healthy by a lot of people in the olden times, it is viewed as a healthy food habit in today’s context. Nearly half of consumers are snacking at least twice a day, compared with 25 percent in 2010, according to a survey by food industry researcher Technomic, Inc. The various reasons cited for healthy benefits are that it prevents overeating, ensures one’s nutrients, and keep one’s energy boosted. In this busy life of today, snacking is essential for keeping fit. A view for snacking also exists that snacking between meals keeps you...
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