Behaviour of adolescents towards ready-to-eat products (A survey of malwa region of Punjab)

Consumer behaviour is one of the most challenging areas in marketing focused on the purchasing, consuming and using of the products and services. With rising industrialization and urbanization, the average Indian's food choice has undergone dramatic change. Food processing sector, particularly the Ready to Cook (RTC) and the Ready to Eat (RTE) food segment is one the fastest growing sectors in the Indian economy. So, the present paper focused on Behaviour of Adolescents towards Ready-to-Eat Products i.e. Fast food & chips and survey was conducted at Malwa Region of Punjab with 200 adolescents. The result showed that no significant difference regarding the awareness & demographic profile of the respondents. It was also found that taste, quantity & reasonable price were the main factors that infiuence the buying behaviour of adolescents ’buyers.