1MBA Student, Collage of Agribusiness Management, G.B. Pant University of Agriculture & Technology, Pantnagar, Uttarakhand
2UGC: Post Doctoral Fellow, Collage of Agribusiness Management, G.B. Pant University of Agriculture & Technology, Pantnagar, Uttarakhand
3Professor and Incharge, Human Resource and personnel management, Collage of Agribusiness Management, G.B. Pant University of Agriculture & Technology, Pantnagar, Uttarakhand
Online published on 20 April, 2017.
Food has always been an integral part of the society. Over the period, India has been witnessed to be influenced by the Western Culture and so does creeps in ready to cook (RTC). Changing style of food consumption and the benefits availed through the use of RTC products have resulted in a subsequent increase in RTC market. Present research broadly focuses on three aspects viz. satisfaction of consumer, convenient usage, usefulness. Total of 68 respondents were formed as a sample belonging to Udham Singh Nagar district of Uttarakhand. Data was accumulated from various sampling units through well structured questionnaire. Convenienced sampling was adopted to arrive at ultimate respondents. In order to analyze and interpret the data various quantitative techniques viz. Chi-Square test, factor analysis and weightage average were applied. Study elicited that among all attributes easy to cook and times saving have greater influence on consumers to but RTC products. Study has also revealed that price has relatively lower impact while brand name, packaging, availability and advertisement as extrinsic factor and health as a intrinsic factor have greater impact on purchase intention of consumers.
