Academic journal article ASBM Journal of Management

Consumer Behavior towards Instant Food Products: A Perceptual Study

Academic journal article ASBM Journal of Management

Consumer Behavior towards Instant Food Products: A Perceptual Study

Article excerpt


Collection of data about people, including rural people, for governance and commercial purposes is a well-established activity the world over, including in India. Food is the basic need of human beings. Food is any substance consumed to provide nutritional support for the body. The total food production in India is likely to double in the next ten years. India is one of the world's major food producers but accounts for less than 1.5 per cent of international food trade. Rapid transformation in the lifestyle of Indians, particularly those living in urban India, has resulted in dramatic increase in the demand for processed food. Demand for instant food products is increasing due to increase in urbanization, breaking up of the traditional joint family system, desire for quality, time which translates into an increased need for convenience, increasing number of working women, rise in per capita income, changing lifestyles and increasing level of affluence in the middle income group had brought about changes in food habits. Amount of money spent by Indian on foods outside home has been assessed to have more than doubled over the last ten years to nearly $5 Billion a year and it's likely to double in the five years to come. These trends entail significant growth potential for the food processing industry in future and, as a result, add to the attractiveness of investment in this sector. Processed products like 'chapaties', 'subzies' and portion packs of concentrated curries are fast becoming regular diets, especially for young couples. The product range includes foods like 'puri-bhaji' and 'dosa- vada'. Processed food products like pickles, chutneys, juices and curry powders have made their entry into the kitchens of most middleclass households.

Instant food products

The very term 'instant food' means simple, fast and convenient food which is easy and fast to prepare besides being hygienic, free from microbial contamination and also convenient to eat. Unlike olden days where man used to have his food lavishly and slowly, the present trend has changed the habits to foods which are simple and easy to digest. Hence, the existence of these foods fulfilled all the needs of modern human being.The Instant food products, which originated in Japan with Instant noodles and had its beginning in India in the eighties, are found today in the kitchen shelves of every Indian household. The instant food products are not only easy to cook but also have a significant role and place in the celebration of family and religious functions. Among the processed food segment, instant food products occupied a considerable shelf space in stores and super markets in India. Food companies through instant food products had provided high quality food choices, which would have been inconceivable even some years back. Instant food mixes formed a range of convenience food for households, being easy to use without terminal processing and women found it very convenient to use. It helped them to save time and effort and relieved them of the tedious jobs of collecting various ingredients, cleaning and sorting them and preparing food.

Modem homes also do not offer the facilities necessary for traditional processing and hence these products gained instant acceptance. These instant mixes can be used for preparations of various snack foods, sweets and preparations with rice.

Classification of Instant Foods:

Canned foods which include canned fruits, canned vegetables and other canned products

Instant products which include instant mixes and instant powders

Table relishes which include Mayonnaise, ketchups, sauces, jams, jellies, marmalades etc.,

Dairy products like milk powders, dairy products like curd, cheese, cream, dairy desserts, etc.,

Frozen foods

Baked products like Biscuits, cookies cakes, breads and various other bakery items.

Snack foods


Pasta foods which include Vermicelli, noodles, macaroni, etc. …

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