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

in Jammu, driven by convenience and time-saving attributes. Rathee et al. (2018) explored

the perspectives of working women on RTE products in Sonipat, revealing varying levels of
awareness and preferences influenced by busy schedules. Munjal (2019) investigated

consumer expectations towards RTE food in Delhi/NCR, highlighting health and
convenience as primary factors influencing purchase behavior. Prasad (2019) studied

consumer perception towards RTE foods in Anantapuram, identifying convenience and time-
saving as primary drivers of purchase decisions.

D'Souza and Shringarpure (2019) analyzed consumer buying behavior towards RTE food in
Palghar district, emphasizing the need for improved quality and nutritional value to boost

market capture. Raj and Mishra (2020) investigated socio-demographic factors influencing
buying behavior for convenience foods in Bhubaneshwar, revealing varying preferences

based on education and income levels. Ahmed et al. (2020) explored the effects of

demographic variables on consumer buying behavior towards frozen foods in Karachi,
highlighting cultural norms and family size as influential factors. Khurana and Goyal (2021)

studied consumer perception towards instant food products among youngsters in Delhi/NCR,
revealing a positive outlook driven by convenience and time-saving attributes.

Saxena (2021) investigated consumer buying behavior towards instant food products in

Bhopal, highlighting changing urbanization and food habits as drivers of demand. Sasmal and

Ghodeswar (2022) explored consumer perception towards RTE food products, emphasizing
taste, safety, and trust as key factors influencing purchase decisions among undergraduate

students and hotel employees.

These studies collectively provide comprehensive insights into the multifaceted nature of
consumer behavior towards RTE food products in India, underscoring the importance of

understanding regional variations, demographic characteristics, and consumer preferences in

shaping market strategies and policy interventions.

Research gap
After an extensive review of existing literature both within India and internationally, it

became evident that there exists a significant research gap regarding the consumer behavior

towards ready-to-eat (RTE) food products, particularly in the context of Jabalpur, Madhya
Pradesh (M.P). Despite numerous studies conducted on RTE food preferences, a specific

investigation into the relationship between age demographics and consumer preferences,

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