Page 274 - IMDR JOURNAL 2023-24

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

aligning with contemporary demands for efficiency and practicality.

Through our findings, we aim to provide insights relevant to international management

journals, offering valuable implications for businesses seeking to navigate global markets. By
bridging the gap between cultural traditions and modern consumer preferences, we aspire to

contribute to the discourse on responsible and sustainable practices in the food industry,

resonating with readership keen on understanding and leveraging emerging market dynamics
for strategic management decisions.

Review of literature

The literature on consumer behavior towards ready-to-eat (RTE) food products in India offers
valuable insights into the dynamics shaping this rapidly growing market segment.

Vijayabaskar and Sundaram N. (2012) investigated the market potential and attractiveness of
RTE products in Southern India, revealing lifestyle changes and job-related factors as key

drivers for consumption among the middle-class.

Nirmalraj (2012) emphasized the need for promotional efforts to increase awareness and

market penetration of RTE food, highlighting the importance of affordability and quality to
meet consumer expectations. Muktawat and Varma (2013) examined the impact of RTE

foods on single-living individuals in Bhopal, uncovering a preference for convenience

products driven by personal circumstances. Saujanya and Nikitha (2014) identified taste,
convenience, and availability as crucial determinants of consumer perceptions and

satisfaction towards RTE products in Hyderabad. Lilly (2014) explored consumer purchasing
decisions in Coimbatore, highlighting the role of working women and television

advertisements in RTE product adoption.

Hawa et al. (2014) investigated consumer purchase intentions towards RTE food in
Ahmedabad, emphasizing health, quality, and brand image as significant factors influencing

buying behavior. Rajendran and Kapoor (2016) analyzed consumer behavior towards instant

cooking food in Mumbai, revealing a growing demand driven by time constraints and
changing lifestyles. Kowsalya and Sathyapriya (2016) examined patron procurement attitudes

towards RTE foods in Coimbatore, emphasizing taste preferences and brand loyalty as key

drivers. Solanki and Jain (2017) attributed the rise in RTE consumption to hectic schedules
and dual-income families in northern India.

Isher et al. (2018) found a positive outlook and increasing consumption of RTE food products

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