Frozen Food Case Study

Frozen food is one of the categories of ready to eat food. Ready-to-Eat food is food that is exposed for sale without additional cooking or preparation, Canned foods, convenience foods, fast foods, frozen foods, instant products, dried foods, preserved foods, etc. all come under Ready-to-Eat foods. (P. Selvarajn, 2012)

Socio-economic characteristics of the consumers and demographic variables are important, which decide the consumption pattern of food products in the family. Factors influencing the consumer’s choice of Frozen food are, advertising, a reduction in traditional cooking and nuclear families. Other important factors influencing the use of frozen food are globalization, rising income level, influence of western countries, convenience

There is lack of maid servants and housewives prefer frozen food as it saves time. Modernization and increase in literacy rate has more and more women working with lack of time so they have started using frozen food. Earlier there was a system of joint families and hence large quantity of food was prepared in one kitchen. But as these joint families started disappearing due to various reasons, each single family started using these readymade food in order to save time and energy. (P. Selvarajn, 2012) It is easy to use and convenient. Ready-to-Eat food products are the preferred by young generation as compared to the old age people. (Nielsen, 2006) Non-preference for Ready-to-Eat food was due to various reasons like low cost of home preparation, differences in taste, non-preference of Ready-to-Eat food by other family members, higher prices, lack of awareness of the products that are available in the market and non-availability of Ready-to-Eat food. (Dr. C. Arjunan, 2012) Difference in taste between homemade food and purchased frozen food product was found to be one of the most important reasons for not using frozen food. Also the lack of awareness of the products, disliking towards the products, relatively high price and health consciousness of the people are the reasons for not purchasing Readymade food

A comparison is drawn to indicate that the biggest factor contributing to buying behavior in grocery stores was the price and convenience of frozen foods that were preferred over traditional forms of grocery purchase. Even though where prices were lower in those neighbor hoods people would tend to buy frozen foods as to the ease of cooking and handling of the product. After seeing this change in buying behavior a theoretical model to identify conditions under which price and packaging changes are mostly to change the buying intention was developed (Tyner 2007). Although it is intuitive that raising the price of frozen foods people would still tend to buy them as of the ease and convenience of packaged foods which is not affected by price and other macroeconomic