1Research Scholar, Bharthiar University
4Assistant Professor, Alliance University, Bangalore, India
2Research Guide, Bharthiar University
5Associate Professor, Vijay College, Bangalore University, Bangalore, India
3Professor, Christ University, Bangalore, India
The purpose of this study is to understand the perception of consumers about RTE foods and to find the factors which influence the purchase intention of them towards RTE foods. Diversification of food habits, rapid changes in lifestyle, adoption of western culture creates opportunity for the growth of RTE food habits. The popularity of ready-to-eat packed food no longer marks a special occasion. Consumers appreciate value for time, money in terms of quality and variety. Hence the main focus of the study is to find thefactors affecting consumer purchase intention towards the ready to eat products in India. Logistic regression approach was carried out to find the applicability of the best fit of the factors. This study creates an alternative for manufacturing firms to concentrate on the influencing factors and to frame strategies for the growth of RTE foods in India.
Purchase-intention, Diversified-food-habits, logistic regression, Perception
