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Findings of Market Research on Household Commodities

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Findings of Market Research on Household Commodities
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Findings of Market Research on Household Commodities - September 25th, 2010

Summary of Findings


1. The Ready-to-Cook food market, the size of which is estimated at Rs 500 crore is slowly finding its way into people's kitchens.


2. The processed food Industry ranks 5th in size in the country, accounting for 14% of total industry output and 5.5% of GDP. The industry employs 16 lakh workers , which constitute 19% of the country's industrial labor force.


3. Although the present consumption of these ready-to-eat mixes is about 0.2 percent in the entire country, there will be a situation where in the next few years, there would be a 50 percent increase in demand is foreseen.


4. The ready meal has undergone a change of image from being deemed as unhealthy, lazy food to being repositioned as a premium, indulgent option.


5. Players like Nestle with Maggie 2-minute noodles, Venky's Chicken, Gits, Tasty Bite and MTR Foods dominate this market.


6. All these companies are getting into typically Indian cuisine, which appeals to Indian taste buds.


7. The factors pushing demand in this market are convenience, rising income of households, reduced cooking time and good taste.


8. More working bachelors staying away from home, Growing population of NRI’s and the rising penetration of consumer durables are also a few other reasons for increasing demand.


9. Education was found to have a positive effect on the consumption of prepared food.


10. Wth families eating apart more often, ready-meals allow people to eat what they want when they want.


11. Some of the reasons given by consumers for opting these RTC & RTE products were:


• Time saving factor / Time savvy

• Different Taste

• Ease of use / Saves efforts

• Convenience

• No pre cooking preparations required

• Unique recipe

• Trial basis / Product looks attractive

• Good to carry along during short holidays / Picnics

• Convenient to carry when one flies abroad


9. The reasons given for not opting these products were as follows:

• Freshness is more important

• Not a habit

• Prefer home made food

• Held back by hesitation

• Doubt on the quality

• Use of harmful preservatives

• Not feasible for daily use

• Not affordable / Not cost effective

• Do not like the taste / Not authentic



12. Most women in India are housewives and do not work for their livelihood. They therefore cook food at home and have guilt feeling in buying semi-processed/ processed food products.


13. Traditionally and culturally, Indians like home made and freshly cooked foods. This is a deterrent for ready-to-cook/ ready-to-eat foods.


14. Most of middle/ higher income consumers, who are target segments for value added food products, typically have servants and therefore there is no incentive to buy convenience foods, like their western counterparts do.


15. India ready-to-cook food mixes are a big hit, while ready-to-serve packs are ok. Indian women are willing to bring some convenience into their kitchens, but they are not willing to forgo their traditional role as homemakers and providers.


16. Low income levels make processed/ branded foods unaffordable by a vast majority of population.


17. One of the factors for the consumers not going in for these products is quality problem and the health factor due to the use of harmful preservatives.
18. There is a strong perception that outside food is not good for health.


This perception is a result of the dominance of small, unorganized players, who can not maintain quality hygiene standards.


19. The households preferred more of freshly cooked home food. But they were open to the e concept of Ready to Cook. They did try the items once in a while.


20. Though awareness of most of the ROI and ROE is high, a lot of the consumers are held back by hesitation and doubts.


21. By and large, current purchasers are satisfied with what they get and are likely to consume more of these products in the future.


22. Brand consciousness of is rather low. Respondents could readily mention then product category of products but not the brand names. However there were a few who were very particular about the brand they used. A very small, infact a negligible percent was very ‘Brand Loyal’ and would not switch to any other brand that came to the market.


23. The study highlighted the importance of time for the increase in the demand for ready to cook and ready to eat food.


24. Purchasers of ROI and ROE products look for lower prices yet not so willing to compromise on quality. Quality is the most important factor for purchase.


25. Results indicated that in case of ready to cook and eat food, family income, employment of wife, family size, children of all ages were all positively significant.


26. Caste is not a very important influencing factor.


27. Demographic profile-wise, purchasers tend to come from younger and mature age groups, and of higher education and income groups. There is no sex difference between purchasers and non-purchasers.


28. Promotional and marketing activities are emerging. Spartanian packaging and labeling have been replaced by more sophisticated ones.


29. There is a promising market for Noodles followed by Soups, Punjabi Sabzi, South Indian Delicacies, Mithai, Gujarathi delicacies, Pizza/Pav Bhaji Mix and Frozen food.


30. Further one important factor that was noted in this category was that word of mouth played a very important factor. People had tried out products because their friends or relatives have suggested, and they ended up liking them.


31. Recommendations from friends/peers are a very important driving factor. Many of the respondents tried out products because their friends and relatives recommended them.


32. It was seen that ‘Unique recipe’ was also one of the important initiators. For e.g., a South Indian would not have the recipe of ‘Gujrathi - Dhokla’ or may not have the knack to prepare a ‘Punjabi – Sabji’…! In such a case they were excited buying a product that would enable them to prepare the same at home.


33. Packing or look of the product also influenced the customer’s purchase. “I felt like trying it…it looked good”...! This is one answer given by a number of respondents, specially the younger group.


This goes to show that packing is a very important factor which influences people in making purchases. In this regard it must be noticed that the sales for MTR range of products have seen an increasing trend, after they came out with their new and attractive packing.


34. Advertisement on this category is poor. Not many were influenced by this factor. Of course, it made an impact somewhere because if the product looked appealing in the advertisement, the respondents were willing to try the product. But it didn’t really influence them.


35. This category is not very price sensitive. Price was not an influencing factor. Majority of the people were ready to pay if they got good quality and taste in return. Purchasers of these products look for what they called ‘Right or Reasonable’ prices. They were not willing to compromise on quality.


36. South Indian Delicacies is one category according to them, which is evergreen. In this range almost all the varieties have been doing well, especially the Idli, Dosa and Vada Mix.


37. Frozen food is one category which people are not very aware of. It is more of the upper end segment that purchases this category, because the prices are also a little towards the higher side.


The items doing well in this category are Frozen Parathas, French fries and Peas. Frozen Chicken is also doing well because people find it more convenient to use this, rather than the chicken they get elsewhere which needs a lot of cleaning.


38. Pav Bhaji is going fairly well. Even Pizza is doing fine especially the Pillsbury’s 'Pan Fresh Pizza'.


39. Tarla Dalal’s ‘Khatta Dhokla’ mix was doing very well in the market. Gits ‘Khaman Dhoka mix is equally in demand. It was noticed that the people belonging to other communities often purchased these Instant Dhokla mix for the reason that all were not able to prepare the same at home.


40. It was also noticed that these items being impulse purchases, when the customer came to the store, if he finds something new and attractive, he usually picks it up for trial initially and then if he likes the taste, he purchases it again. However these items do not fall in the regular purchase category. They are once in a month purchases.


41. Cut vegetables and salads is one category, which has been a failure in the Indian Market. A very negligible percentage of people prefer this. More over the prices are also not very feasible. It is the perception factor that is dominant here.


The Indian consumer believes in consuming freshly cut fruits and vegetables because their perception is that vegetables and fruits that are cut and packed loose their nutritive values.
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Re: Findings of Market Research on Household Commodities
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Jitendra Mazee
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Re: Findings of Market Research on Household Commodities - December 28th, 2017

Quote:
Originally Posted by abhishreshthaa View Post
Summary of Findings


1. The Ready-to-Cook food market, the size of which is estimated at Rs 500 crore is slowly finding its way into people's kitchens.


2. The processed food Industry ranks 5th in size in the country, accounting for 14% of total industry output and 5.5% of GDP. The industry employs 16 lakh workers , which constitute 19% of the country's industrial labor force.


3. Although the present consumption of these ready-to-eat mixes is about 0.2 percent in the entire country, there will be a situation where in the next few years, there would be a 50 percent increase in demand is foreseen.


4. The ready meal has undergone a change of image from being deemed as unhealthy, lazy food to being repositioned as a premium, indulgent option.


5. Players like Nestle with Maggie 2-minute noodles, Venky's Chicken, Gits, Tasty Bite and MTR Foods dominate this market.


6. All these companies are getting into typically Indian cuisine, which appeals to Indian taste buds.


7. The factors pushing demand in this market are convenience, rising income of households, reduced cooking time and good taste.


8. More working bachelors staying away from home, Growing population of NRI’s and the rising penetration of consumer durables are also a few other reasons for increasing demand.


9. Education was found to have a positive effect on the consumption of prepared food.


10. Wth families eating apart more often, ready-meals allow people to eat what they want when they want.


11. Some of the reasons given by consumers for opting these RTC & RTE products were:


• Time saving factor / Time savvy

• Different Taste

• Ease of use / Saves efforts

• Convenience

• No pre cooking preparations required

• Unique recipe

• Trial basis / Product looks attractive

• Good to carry along during short holidays / Picnics

• Convenient to carry when one flies abroad


9. The reasons given for not opting these products were as follows:

• Freshness is more important

• Not a habit

• Prefer home made food

• Held back by hesitation

• Doubt on the quality

• Use of harmful preservatives

• Not feasible for daily use

• Not affordable / Not cost effective

• Do not like the taste / Not authentic



12. Most women in India are housewives and do not work for their livelihood. They therefore cook food at home and have guilt feeling in buying semi-processed/ processed food products.


13. Traditionally and culturally, Indians like home made and freshly cooked foods. This is a deterrent for ready-to-cook/ ready-to-eat foods.


14. Most of middle/ higher income consumers, who are target segments for value added food products, typically have servants and therefore there is no incentive to buy convenience foods, like their western counterparts do.


15. India ready-to-cook food mixes are a big hit, while ready-to-serve packs are ok. Indian women are willing to bring some convenience into their kitchens, but they are not willing to forgo their traditional role as homemakers and providers.


16. Low income levels make processed/ branded foods unaffordable by a vast majority of population.


17. One of the factors for the consumers not going in for these products is quality problem and the health factor due to the use of harmful preservatives.
18. There is a strong perception that outside food is not good for health.


This perception is a result of the dominance of small, unorganized players, who can not maintain quality hygiene standards.


19. The households preferred more of freshly cooked home food. But they were open to the e concept of Ready to Cook. They did try the items once in a while.


20. Though awareness of most of the ROI and ROE is high, a lot of the consumers are held back by hesitation and doubts.


21. By and large, current purchasers are satisfied with what they get and are likely to consume more of these products in the future.


22. Brand consciousness of is rather low. Respondents could readily mention then product category of products but not the brand names. However there were a few who were very particular about the brand they used. A very small, infact a negligible percent was very ‘Brand Loyal’ and would not switch to any other brand that came to the market.


23. The study highlighted the importance of time for the increase in the demand for ready to cook and ready to eat food.


24. Purchasers of ROI and ROE products look for lower prices yet not so willing to compromise on quality. Quality is the most important factor for purchase.


25. Results indicated that in case of ready to cook and eat food, family income, employment of wife, family size, children of all ages were all positively significant.


26. Caste is not a very important influencing factor.


27. Demographic profile-wise, purchasers tend to come from younger and mature age groups, and of higher education and income groups. There is no sex difference between purchasers and non-purchasers.


28. Promotional and marketing activities are emerging. Spartanian packaging and labeling have been replaced by more sophisticated ones.


29. There is a promising market for Noodles followed by Soups, Punjabi Sabzi, South Indian Delicacies, Mithai, Gujarathi delicacies, Pizza/Pav Bhaji Mix and Frozen food.


30. Further one important factor that was noted in this category was that word of mouth played a very important factor. People had tried out products because their friends or relatives have suggested, and they ended up liking them.


31. Recommendations from friends/peers are a very important driving factor. Many of the respondents tried out products because their friends and relatives recommended them.


32. It was seen that ‘Unique recipe’ was also one of the important initiators. For e.g., a South Indian would not have the recipe of ‘Gujrathi - Dhokla’ or may not have the knack to prepare a ‘Punjabi – Sabji’…! In such a case they were excited buying a product that would enable them to prepare the same at home.


33. Packing or look of the product also influenced the customer’s purchase. “I felt like trying it…it looked good”...! This is one answer given by a number of respondents, specially the younger group.


This goes to show that packing is a very important factor which influences people in making purchases. In this regard it must be noticed that the sales for MTR range of products have seen an increasing trend, after they came out with their new and attractive packing.


34. Advertisement on this category is poor. Not many were influenced by this factor. Of course, it made an impact somewhere because if the product looked appealing in the advertisement, the respondents were willing to try the product. But it didn’t really influence them.


35. This category is not very price sensitive. Price was not an influencing factor. Majority of the people were ready to pay if they got good quality and taste in return. Purchasers of these products look for what they called ‘Right or Reasonable’ prices. They were not willing to compromise on quality.


36. South Indian Delicacies is one category according to them, which is evergreen. In this range almost all the varieties have been doing well, especially the Idli, Dosa and Vada Mix.


37. Frozen food is one category which people are not very aware of. It is more of the upper end segment that purchases this category, because the prices are also a little towards the higher side.


The items doing well in this category are Frozen Parathas, French fries and Peas. Frozen Chicken is also doing well because people find it more convenient to use this, rather than the chicken they get elsewhere which needs a lot of cleaning.


38. Pav Bhaji is going fairly well. Even Pizza is doing fine especially the Pillsbury’s 'Pan Fresh Pizza'.


39. Tarla Dalal’s ‘Khatta Dhokla’ mix was doing very well in the market. Gits ‘Khaman Dhoka mix is equally in demand. It was noticed that the people belonging to other communities often purchased these Instant Dhokla mix for the reason that all were not able to prepare the same at home.


40. It was also noticed that these items being impulse purchases, when the customer came to the store, if he finds something new and attractive, he usually picks it up for trial initially and then if he likes the taste, he purchases it again. However these items do not fall in the regular purchase category. They are once in a month purchases.


41. Cut vegetables and salads is one category, which has been a failure in the Indian Market. A very negligible percentage of people prefer this. More over the prices are also not very feasible. It is the perception factor that is dominant here.


The Indian consumer believes in consuming freshly cut fruits and vegetables because their perception is that vegetables and fruits that are cut and packed loose their nutritive values.
Hey friend, its nice to see that you are providing such a nice information on Household Commodities. Well, i have also got a document and willing to upload here. So please download my presentation and check it, i hope you and other people would like it.
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