A Project Report On

Consumer Behaviour for Ready to Eat Meals

Submitted By:

Mithun Vora
Marketing Specialisation Batch: 2004-2006

UNIVERSITY OF MUMBAI
IN PARTIAL FULFILLMENT FOR THE DEGREE OF MASTRS OF MANAGEMENT STUDIES

Prof. Nikhil Rao

Under Guidance of:

Vivekananda Institute of Management Studies and Research

Chembur, Mumbai

CERTIFICATE
This is to certify that the project titled Consumer Behaviour for Ready to Eat Meals, Submitted by Mithun Vora of Vivekananda Institute
of Management studies and Research, in partial

fulfilment

of

the

M.M.S

Course

(Master

of

Management Studies) of the Mumbai University, is

original and was conducted under my guidance and supervision.

Date: 29th March2006 Place: Signature of Guide:

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DECLARATION
I, the undersigned Mithun Vora hereby declare that the project title Consumer Behaviour for Ready to Eat Meals submitted in partial completion of the Mater of Management Studies Degree course under the guidance of Prof. Nikhil Rao is original.
Date: Place: 57 29th March2006 Roll No-

Mithun Vora

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ACKNOWLEDGEMENT
I would like to thank my guide Prof. Nikhil Rao under whose guidance I have made this project successfully. His cooperation and guidance gave me a good insight into the subject of Consumer behaviour. I would also like to thanks all people I interviewed during this project and without their cooperation the project would never be completed. I also thank all other people who directly or indirectly helped me for my project.

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EXECUTIVE SUMMARY
The Convenience food Industry which includes the Ready to Eat Meals Segment is rapidly growing in the urban areas of India as a result of a busy & fast paced lifestyle. Though the Ready to Eat Meals segment has been a niche over the past 3 years since its inception it is fast transforming into a Mass Market worth Rs. 300 corer currently, with an expected growth rate of 35%. The purpose of this project is to study the Ready to Eat Meals market with the help of a Consumer Behaviour Research. The Project would provide insight about the Industry Structure, the number of players in the market, the strategies adopted by the players and the Consumers attitude towards Ready to Eat Meals. The project will also analyse the Competition among the leading Brands and

compare the strategies adopted by each in terms of Product, Promotion, Pricing and Place -Distribution.

INDEX

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Sr. No 1. 2. 3. 4. 5. 6. 7. 8 9. 10. 11. 12.

Topic Introduction: Food Industry In India The Ready to Eat Meal Segment of the Food Industry The Research Plan The Research Methodology Data Collection Analysis of the Data Findings of the Survey Annexure 1 Questionnaire Annexure 2 Advertisement Annexure 3 Product Variants Press Articles on the Ready to Eat Meals Bibliography

Pg. No 1 2 7 11 12 13 40 42 46 50 52 55

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