A study on purchasing attitude towards Ready-to-eat/cook products by health conscious consumers in Southern India with respect to Tier-I cities.

The purpose of this study is to explore and study the purchasing attitude towards Ready-to-eat/cook products by health conscious consumers in Southern India. To find out what are all the major factors influences consumers in terms of awareness creation and decision making stages. Many hidden factors influence the consumer to go for healthy Ready-to-eat products based on their accumulated knowledge. These health conscious consumers are all literate and accessing various sources before taking any decision. This study will give insights about the level of awareness, technological implication and decision making process of these niche consumers. Deciding factors are based on Ingredients, brand awareness, packaging etc. The audience are all fall under niche sector and findings reveal these consumers are taking decision on the various technological sources and are all highly aware of the food and its impact on health.