CONSUMER PERCEPTION TOWARDS INSTANT FOOD PRODUCTS - A STUDY OF YOUNGSTERS IN INDIA

Abstract
Food is an essential part of any living being. Food is the substance consumed to provide nutritional value and support to all the living organisms. In the present scenario, the consumer habits and buying behaviour has changed dramatically. With an increase in urbanization, moving from joint families to nuclear families, changing nature of jobs and businesses, paucity of time, convenience and change in lifestyle, have led consumer’s preferences shift from fresh and healthy food to the food which is ready to use/instant food. Instant food requires less time and energy to cook. The instant food products are prepared and packed in such a way that there is a very little or no need for preparations before consumption. Therefore, it can be used any time by slight heating. This is also the reason why these instant food items are very popular among the young generation. This paper provides an insight about the perception of youngsters of India towards the instant food products. It also encompasses the factors which influence the buying decision of instant food products among the youngsters in India.

Authors
Nitya Khurana1, Prachi Goyal2
Jagannath International Management School, India 1, Chanderprabhu Jain college of Higher Studies and School of Law, India 2

Keywords
Consumer Perception, Instant food, Buying Decision, Demographics
Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 7 , Issue: 4 )
Date of Publication :
November 2021
DOI :

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.