Drivers of ready-to-eat meals consumption: empirical evidence from an emerging country

Abstract

Emerging countries offer many opportunities to the food marketers of the world. With changes taking place in demographics and socio-cultural vales, the present study aimed at analysing the consumer attitude towards ready-to-eat meals, and exploring the factors influencing the purchase of ready-to-eat meals among the consumers. Based on a consumer (n = 210) survey from three large cities of India, the data were collected through a structured questionnaire. Statistical tools like ANOVA, principal component method and logistic regression were applied for data analysis. Consumers perceive quality, adulterants, nutrition, trans fats, and artificial colour and flavour, availability, preservatives, convenience, brand image, and price as important parameters as important parameters. The principal component method highlighted six factors as nutrition and quality, convenience, price discount, variety and taste, creativity and enjoyment, and content information influencing the purchase of ready-to-eat meals. Nutrition and quality, price discount, and creativity and enjoyment are likely to influence the willingness of consumers to increase the consumption of ready-to-eat meals. The study offers strategies for the marketers of ready-to-eat food products.