Cultural implication on ready to eat foods

Abstract

With this project, we have attempted to understand various levers like cultural and social values, foods goals, involvement, personal and psychological factors which shape the attitude of Users and Non-Users of the Ready to Eat foods category. In this study, we have not focussed on any one brand but have tried to understand the category as a whole, what are the cultural barriers towards adoption of this category which offers a value add of convenience. Despite this, why does it remain under-penetrated amongst the Indian masses? For this we conduct in an in-depth analysis of values which are important to the Target Segment, do they match with those portrayed by RTE brands, what are they food goals of this segment, when are the consumption occasions of RTE foods, are people ready to trust this new category, are there any health concerns? We also try to find out if Ethnocentrism and Consumer Disidentification play a role in adoption of this category since most players in this category are local Indian brands. These are some of the broad questions we have tried answering through this study.