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Significance of Consumer Culture and Lifestyle for Consumption of Ready Meals

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Introduction:
Ready meals are fully cooked and ready to eat with a shelf life that ranges from few months to 3 years. They are one of the fastest growing areas of the food market in both developed and developing countries. A demand of ready meals is growing continuously everywhere including U.K. Especially the popularity of Indian restaurant dishes - chicken tikka masala, chicken korma etc provides most of the inspiration for the ready meals that form the bulk of the retail market, as well as for cooking sauces. Though the demand for the ready meals is increasing in the global market, the supply is still not satisfactory. Just to given an example, there are more than 500 units in the City of London, which are into ready meals. Exports as well as the domestic market offer a vast scope for the Indian producers to excel in this sector.
The Indian meal sector in U.K. is being challenged by other cuisine’s, which will probably show faster growth. Therefore, Indian suppliers will have to meet the needs and demands of various types of consumer, some wanting new dishes and others preferring to stick with the familiar. The ethnic food market also continues to grow in U.K. as consumers demand more diverse flavors as a result of travel and the abundance of ethnic restaurants. To quote an example: Waitrose has collaborated with renowned London Indian restaurant Quilon to launch a new range of ready meals to compete with Sainsbury's Bombay Brasserie range.
Thus, as there is a great potential for the packaged ready meals, the main relevance of conducting this research is to study the changing U.K. consumers’ attitude and behavior towards ready meals and measure the growth opportunities by evaluating the various factors leading to their growth. The research will be helpful in understanding the consumer’s preferences and perceptions with regard to ready meals as home meal replacement. The result of the study will also provide the companies dealing in Ready meals as to what consumers actually want and what changes suggested by consumers, if adopted seriously, can help in gaining a competitive edge on its competitors. Through this research it is possible to know whether ready meals is actually a convenient substitute to home fresh cooked meals or the manufactures are producing it for the profit motive and ignoring the health of their consumers.
The study indicates that the strategy of the marketer in ready meals is to inform and educate consumers regarding the absence of preservatives in their food, price reduction keeping quality intact and increasing variety of ready meals along with increasing the quantity for different cuisines.

Number of Pages of Project Report: 112
Package Includes: Project Report
Synopsis Available: No
Project Format: Document (.doc)

Table of Contents of Project Report:
Abstract
Contents
Table Contents

CHAPTER 1 INTRODUCTION
1.1 Overview
1.2 Research Objectives
1.3 Description of Proposed Chapters

CHAPTER 2 LITERATURE REVIEW
2.1 Introduction of Ready Meals
2.2 Consumers buying decision regarding ready meals
2.3 Consumers’ attitude affected by social trends
2.3.1 Growing market of Ethnic Food
2.3.2 Role of Culture
2.3.3 Changing Lifestyle of consumers’
2.4 Growth of Indian Ready Meals
2.5 Importance of Other Factors
2.6 Conclusion
2.7 Relevance of the current Research

CHAPTER 3 CONCEPTUAL FRAMEWORK
3.1 Consumer decision-making model
3.2 Issues related to purchase and post purchase activities

CHAPTER 4 METHODOLOGY
4.1 Introduction
4.2 Research Method
4.3 Selection Of research Method
4.4 Data Collection
4.4.1 Secondary Data
4.4.2 Primary Data
4.4.3 Statistical data analysis
4.5 Sampling
4.6 Questionnaire Design
4.6.1 Pilot Interview
4.7 Summary
4.8 Ethical Concerns

CHAPTER 5 DATA ANALYSIS AND DISCUSSION
5.1 Introduction
5.2 Descriptive Statistics
5.3 Results
5.3.1 Changing Consumer buying behavior in U.K.
5.3.2 Role of Culture and Changing Lifestyle
5.3.3 Factors leading to the growth of Ready Meals
5.4 Discussion

CHAPTER 6 CONCLUSION AND RECOMMENDATIONS
6.1 Key Findings
6.2 Limitations
6.3 Marketing Implications
6.4 Further Academic Research


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