Abstract

The objective of this paper is to evaluate the consumer perception of branded and non-branded processed food. More precisely, the purpose is to assess the consumer satisfaction level with branded process food. Findings in this study found that Customers prioritize freshness, quality and packaged products above all other variables, followed closely by Price and then Convenience. The time-saving factor is one of the undeniable factors for preferring processed foods, individuals or groups who do not possess ample time for cooking meals go for processed food. Majority of the consumers are satisfied with their branded processed food. The study highlighted various factors which influence consumers to buy instant food products. It is also aimed at analyzing the consumer purchasing frequency of instant food products.

Authors

L. Mahalakshmi, K. Senthilkumar
Government Arts College-Karur, Bharathidasan University, India

Keywords

Age, Education, Income, Opinion and Satisfaction Factors