Paper Contents
Abstract
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 consumers preferences shift from fresh and healthy food to the food which is ready to useinstant 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.I. INTRODUCTIONConsumers are the actors in the marketplace. Because of consumers market of food runs. If you talk about consumer, consumers are those who purchases goods and services for their personal consumption. Consumer behaves according to their taste and preferences and sometimes according to the occasions. Consumer behaviour is different for consumer to consumer. It depends of the status, standard of living, the price of product, and many more. Marketers knows the demand of customers by their behavior and the wants towards any of the product. You can say that the behaviour of a consumer is the action which is taken by the consumer before buying the product. Organizations have recognized the importance of consumer satisfaction is now a days. Every organization knows that if they satisfy the consumer then only, they can gain the market share and profit, which is the prime objective of the organizations. Food and nutrition are most important for all the living species. Food contains all the important elements for living organism. Some foods are mouth-watering, when it is of perfect shape, texture and also when it is mouth-watering fragrance. To keep the body healthy and active every living being consumed a chemical substance called food. Instant food means the food which is ready to eat just in few minutes. Now a days, everyone is busy in their day-to-day life and if they get some time then they want to enjoy so, every nine out of ten people prefer ready to make food. Especially in metropolitan city, people dont have time to cook delightful food. Ready to cook food is a food which takes less time and efforts in preparation. Everyone wants to live a comfortable lifestyle. The demand of processed food is increased in this changing demography and lifestyle of people. The number of working women is increased this is one of the reasons which changed the demand of the processed food in societies and lifestyle. It also changed the mindset of consumers towards the habit of their eating. Packed frozen foods, pickles, juices, packet dosa, and many more are the examples of instant foods which people are buying in their day-to-day life. This study will investigate the multifaceted aspects that influence consumer preferences towards instant food. It will explore not only the role of taste and flavor in driving purchasing decisions but also delve into the significance of nutritional concerns and health considerations. The perception of convenience, a pivotal factor in the popularity of instant food, will be analyzed alongside the impact of branding and packaging on consumer choices. By examining these dimensions, the study aims to contribute valuable insights to the food industry, assisting manufacturers in tailoring their offerings to align with evolving consumer preferences.
Copyright
Copyright © 2023 Bhoomi H K. This is an open access article distributed under the Creative Commons Attribution License.
