Page 276 - IMDR JOURNAL 2023-24

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

along with the underlying reasons for purchasing or abstaining from purchasing RTE

products, remains largely unexplored. Therefore, the primary objective of this study is to fill
this gap by examining the behavior of consumers towards RTE food products and identifying

their preferences within the Jabalpur region. Specifically, we seek to elucidate how age
demographics influence consumer preferences for RTE products and delve into the factors

influencing their purchasing decisions. Study aims to contribute valuable insights to the field
of consumer behavior and marketing strategies tailored to the unique context of Viksit Bharat

in 2047. Research endeavors to inform strategic decision-making processes and foster

sustainable growth within the food industry, aligning with the overarching vision of a
prosperous and resilient Viksit Bharat in the year 2047.

Research Methodology

A descriptive research design was used and the study was conducted in Jabalpur (M.P), India.

The population of interest in this study will be consumers who buy ready-to-eat food products
from various retailers in Jabalpur. A snowball sampling Method was issued. A sample of 87

respondents was collected. A subgroup of adults and youngsters was considered as a sample
in this study. The sample size included respondents of different age groups but mostly

included respondents between 18 to above 55 years of age. The statistical test used is chi-
square.

Objectives of the study
The researcher has observed and evaluated consumer opinion and the growing demand for

instant food products. The main objectives of the study are:

1)Investigate the perceptions and attitudes of Jabalpur city residents towards ready-to-eat
products, focusing on factors such as taste, convenience, and health considerations.

2)Analyse the purchasing behavior of consumers in Jabalpur city regarding instant food

products, identifying key influencers and preferred media channels for product selection.

3)Assess the demand potential of ready-to-eat products within the Jabalpur city market,

considering consumer preferences, demographics, and market dynamics.

Hypothesis of the Study
An assumption that illustrates the interpreted correlations between various potential

components is known as a study hypothesis. The predicted correlation coefficients are based

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