Marketing of convenience food in Punjab
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Date
2018
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Publisher
Punjab Agricultural University, Ludhiana
Abstract
The study on marketing of convenience food in Punjab was undertaken with objectives to
study the marketing practices being followed by selected convenience food companies in
Punjab, to understand the major challenges of convenience food marketing and to study and
analyze the prospects of convenience food market in Punjab. The results depicted that the
competition, change in consumer habits and change in technology were often responsible for
changes in the product line. The selected food processing organizations often adopted the
promotional pricing strategy, rarely used the direct channel and preferred to use social media
tools over any other media for promoting their products. While comparing the opinions of
organizations’ representatives and agri-business experts towards the challenges of
convenience food marketing, the significant statements were shortage of raw material,
negative perception of the brand, government regulations and control, lack of distribution
network, high prices of food products, inefficient transportation facilities and availability of
cheap substitutes. The results further showed that manufacturing date, expiry date, quality and
nutritional contents were important attributes before the purchase of convenience food.
According to the respondents, convenience foods often have better taste and flavor; hygienic
and uncontaminated; decrease cooking time and make life comfortable.
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