Page 273 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

dishes, so they prefer to go to restaurants or use ready to eat food products which help them

as it provides homely taste, do not need much preparation beforehand and are easy to prepare,
take less times and diverse cuisines are also available. The results of the study can be used to

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develop a proper ready-to-eat food product market in 3 tier cities as the targeted
area.Preparation meals like Ready-To-Eat (RTE) foods and frozen food prepared mixes like

dosa, upma, chutney mixes, ready to eat poha are examples of convenience foods. There are
numerous causes for this. This change is the result of many reasons. Globalization, couples

living apart, couples earning two incomes, the media's influence, marketing pressure, easy to

cook, lack of time, etc are a few of these. Due to pressure from their way of life, individuals
today people favour quick, simple culinary methods over lengthy, intricate ones. People pick

such ready-to-eat items since it is difficult to make masala and there aren't any raw materials

available for it. The market potential and categorization for these products are not defined.

Many global corporations that spur, develop, and take advantage of the rapid change in our
lifestyles have made India their base of operations. For jobs and education, a lot of people are

moving to cities. They consider Ready-to-eat items to be a more comfortable alternative. Due
to a lack of time, the majority of dual-income families prefer to avoid the inconveniences of

cooking. The weekends are when people want to spend time with their family and go out to
dine, whereas the grueling workdays during the week push them to go shopping.

Problem statement
In today's fast-paced world, where a significant portion of the population, including young

adults, are actively engaged in the workforce or pursuing higher education away from home,
the demand for convenient meal options is on the rise. Ready-to-eat (RTE) foods have

emerged as a practical solution, allowing individuals to save time and bypass the

complexities of cooking.

However, consumer buying behavior varies significantly based on geographic location,
psychographic profiles, and socioeconomic factors. Understanding consumer attitudes,

perceptions, awareness, and purchasing patterns is crucial for businesses aiming to cater to
this diverse market effectively.

To address this need, our study was conducted in Jabalpur, India, serving as a microcosm
reflecting broader trends in consumer behavior. By exploring the intersection of tradition and

convenience, our research endeavors to shed light on India's rich culinary heritage while

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