Factors influencing consumers’ to Take Ready-made Frozen Food

Abstract

Consumers perceive the Ready-made Frozen Food (RMFF) as nourishing, healthier and delicious. Consumers, therefore, are switching to this substance item and willing to pay the premium cost. The investigation had been coordinated to know the most affecting factors that affect purchasers to purchase Ready-made Frozen Food. Literature reviews are available that the food habits of the people are promptly being changed in the way women are being involved in the economic activities of our society. Individual habits, attitudes, beliefs and values, age, education, income, marital status, etc. are some socio-demographic factors that influence a consumer in the time of buying RMFF. Besides these social demographic influencing factors, results have confirmed that consumers are interested in buying this food as it is easy to cook, delicious, easy to find, quality product, low price, etc. This examination concluded by gathering data from 150 respondents through a questionnaire. The collected data were analyzed through the Factor Analysis Process. It had also been detected that working individuals are essential clients of this sustenance. In addition, gender; age; education level; family income; profession demonstrate a positive impact on purchasing RMFF. It had also been identified that RMFF is currently very expanding because it is easy to cook (as indicated by 94% respondents) and safe (as indicated by 73% respondents). Moreover, the brand image (indicated by 84% respondents), quality (68%), low pricing (77%), advertising (64%), appearance (69%), availability (59%), and taste (78%), likewise influence clients to purchase this kind of food. Through this research, an interesting topic had been found that “time-saving (according to 38% respondents)” and “packaging (indicated by 49% respondents)” factors do not have any significant impact on the purpose of buying RMFF.