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CONSUMER PREFERENCE OF PROCESSED FOODS - A CASE STUDY ON YOUTH SEGMENT IN METRO REGION OF HYDERABAD, ANDHRA PRADESH

KrishiKosh

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Title CONSUMER PREFERENCE OF PROCESSED FOODS - A CASE STUDY ON YOUTH SEGMENT IN METRO REGION OF HYDERABAD, ANDHRA PRADESH
 
Creator ZAINAB SHARIEF
 
Contributor ALDAS JANAIAH
 
Subject biological phenomena, marketing, economics, economic systems, productivity, selection, beverages, area, imports, manpower
CONSUMER, PREFERENCE, PROCESSED, FOODS, YOUTH, SEGMENT, METRO, REGION, HYDERABAD, ANDHRA PRADESH
 
Description Food processing is any deliberate change in a food that occurs before it’s available
for us to eat, which is as simple as freezing or drying food to preserve nutrients and
freshness, or as complex as formulating a frozen meal with the right balance of nutrients
and ingredients. Everything we eat today is processed as it passes through different levels
of processing. In fact, home food and outside food prepared in quick-service and finedining
restaurants, tiffin centers, canteens, cafeterias, food courts and bakeries are also
processed foods which are in cooked format. Thus, India’s food processing industry is one
of the largest industries in the country.India is home to a largely youthful population,
which is also among the highest contributors in terms of consumption, which makes this
segment an important target for food service players. This is why Indian food requirements
are growing and gaining acceptance primarily from Indian youth as they have choice to
make either in their three times a day meal i.e. breakfast, lunch and dinner for home
cooked food or outside food. In this regard, food service industry is playing an important
role in growth and potential of processed foods, by exploring opportunities and developing
strategies to match the taste buds of Indian youth.
The study was conducted in metro Hyderabad region of Andhra Pradesh with the
following objectives:
1. To study the trend in growth of processed food in Hyderabad region during
specified period.
2. To study the consumption pattern of processed food among various age groups of
selected youth segments.
3. To evaluate the purchasing frequency of processed food products among selected
segments.
4. To study the factors influencing the purchasing behavior of processed food
products among youth.
5. To identify potential of processed foods for the promotion of processing industry.
The study was carried out in five metro regions of Hyderabad and by simple random
sampling method, 500 respondents falling in the age group 16 to 35 years were interviewed
to know their preference about processed foods.
The results of the study showed that food processing industry is growing at 10 per cent
per annum, in which India’s food service industry has 10,78,306 restaurant enterprises
generating revenue of 11,900 crore which includes organsied segment 26,504 (35 per cent)
and unorganised segment is 7,02,178 (65 per cent) and remaining are in hotel industry. In
Andhra Pradesh it is 96,483 in which unorganised are 69,979 (72 per cent) and organised
are 26,504 (28 per cent).
In the consumer profiling of demographic characteristics, most of the consumers are
students (54%), reside at home (54%), and were non vegetarians (86%) prefer to consume
home cooked food (75 %). The monthly income range of majority of consumers of age
group 21-25 years was between Rs.1001-5000.
The study showed that consumers’ expenditure on breakfast meals was less compared
to lunch and dinner meals. Consumers prefer to go food courts and fast food centers for
dinner and lunch meals and tiffin centers for breakfast meals, as these are conveniently
available which are also pocket friendly. Friends are the most influencing factor to prefer
outside food as young people go out more frequently and during the meal time they
consume outside food along with their friends.
It is suggested that government should make effort to bring all the unorganized food
outlets under organsied format. For convenience of consumers, promotional activities in the
form of home delivery, take away, experimentation with existing formats, themes and
menus through the new entrepreneurial venture and social networking to connect with
youth. Encouraging Indian companies to invest in food business and maintain hygiene
standards maintained at places for food consumption. Inclusion of healthier food range, low
cost diets formats to have a wider coverage and suitability to everyone’s pocket.
 
Date 2016-09-12T13:56:53Z
2016-09-12T13:56:53Z
2014
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/76439
 
Language en
 
Relation D9701;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD