Purchasing intentions of women toward processed food

The growing urbanization, breaking up of the traditional joint family system, desire for quality, time which translates into an increased need for convenience, increasing level of affluence in the middle income group, availability of varieties of products in several categories, changing role of women, easy lifestyles and evolving preferential options portray the food market in India as promising multifaceted, competitive and aggressive one and all these had brought about changes in food habits. The consumers’ relationship with food and other everyday goods has changed dramatically, not only in the way products are purchased, but also in the way they are consumed. With the changing lifestyles of the consumers, quick and easy to prepare food has become more of a necessity than a luxury. The motivation behind this investigation is to investigate the statistic and psychographic factors influencing purchaser purchasing of processed food products.
The response from consumers clearly indicates that taste, cleanliness, manufacturing and expiry date, vegetarian and non-vegetarian information, nutritional information possess priority in their purchase decision making. Majority of the respondents reported that changing lifestyles, external influence, health and quality concern are the major factors affecting their purchasing intentions toward processed food.