Convenience Food Lifestyle Segments – A Study of Delhi - NCR

Authors

  •   Supriya Dhillon Kedarnath Aggarwal Institute of Management, Charkhi Dadri, Bhiwani - 127 306, Haryana
  •   Neetu Munjal Hierank Business School, Noida - 201 301, Uttar Pradesh

DOI:

https://doi.org/10.17010/ijom/2022/v52/i7/170539

Keywords:

Ready-To-Cook

, Convenience, Food-Related Lifestyle, Segmentation.

Paper Submission Date

, April 30, 2021, Paper sent back for Revision, December 31, Paper Acceptance Date, March 30, 2022, Paper Published Online, July 15, 2022.

Abstract

Over the past few decades, several socio-cultural, demographic, economic, and lifestyle changes have occurred, which in turn have modified the food-related lifestyles of people. Convenience foods such as ready-to-eat and ready-to-cook products are the outcome of this shift from hunter-gatherers to convenience-seeking customers. The present study aimed at segmenting the convenience food market, particularly ready-to-cook food, based on food-related lifestyles. A segmentation study based on cluster analysis was applied to 16 identified food-related lifestyle factors resulting in four convenience food lifestyle segments – adventurous consumers (38.6%), uninvolved consumers (28.60%), relaxed consumers (25.23%), and convenience seekers (7.67%). In particular, convenience seekers and adventurous consumers can be treated as a target market for convenience food in India. The current study will assist food marketers in identifying the target segments for RTC food by profiling the RTC food consumer lifestyle segments.

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Published

2022-07-01

How to Cite

Dhillon, S., & Munjal, N. (2022). Convenience Food Lifestyle Segments – A Study of Delhi - NCR. Indian Journal of Marketing, 52(7), 56–63. https://doi.org/10.17010/ijom/2022/v52/i7/170539

Issue

Volume 52, Issue 7, July 2022

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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