A STUDY ON ATTITUDE OF RURAL CONSUMERS TOWARDS PACKAGED FOOD

PRODUCTS

CHAPTER 1
INTRODUCTION
People make a decision to buy some product usually from three perspectives. The first one is
those consumers choose something rational because they know much about it. Secondly, they
are forced to choose in different situations. Third one is people buy something because they
enjoy the consumption experience. People show special preference to packaged food because
they get happiness from it. Therefore people choose packaged food.
ATTITUDE
1. The concept attitude has been defined by many researchers and theorists in different ways.
An attitude is lasting, general evaluation of people, objects, advertisements or issues.
2. Attitude as a relatively enduring organization of beliefs around an object or situation
predisposing one to respond in some preferential manner.
3. From Tessers point of view, attitude could change as function of experience
Packaged food
Basically packaged food is food that can be shipped somewhere and the reason that they are
packaged is because so they can be safe and keep out germs.
It is a type of good that is consumed every day by the average consumer. The goods that
comprise this category are ones that need to be replaced frequently, compared to those that are
usable for extended periods of time. While CPGs represent a market that will always
have consumers, it is highly competitive due to high market saturation and low consumer
switching costs.
Historical background

Before World War I, the British army serving in India was supplied rations besides some
allowances. But the Indian soldiers in it used to get only cash allowances. They were to make
arrangements of their own rations themselves. The nutritive value of the food was totally
neglected by them. During the Mesopotamian campaign of world War I (in 1916), Indian
soldiers were suffered by the disease Scurvy whereas the British soldiers were unaffected. The
World War I made to think the authorities of supplying certain food items along with cash
allowance to Indian soldiers.
During World War II, supply of rations became difficult due to rise in the cost of living.
Malnutrition cases were commonly observed among Indian soldiers. The authorities again
recommended the food with higher nutritive values for them. After independence, the Indian
soldiers used to get food which was preserved by traditional methods. But there were
difficulties of protecting the food items from physical and chemical deterioration during
storage, transport, handling and packaging. Indian defense troops include soldiers having
mainly a rural background and they represent a great diversity from the regions, states, clans
and tribes. Many a times they operate in a far-flung mountainous regions and hostile weather
conditions where transportation and communication facilities are not easily available. They use
multiple means of transport including animals and human also. There is a deficiency of fresh
food for survival in such situation. If they get packed food that is simple to cook, preserved for
6 months to 1 year period under varying climatic conditions, gives nutrition and energy, the
morale of soldiers remains high all times.
DFRL The Defense Food Research Laboratory (DFRL), Mysore, was established on 28 th
December 1961 under Defense Research and Development Organization (DRDO) to fulfill the
needs of varied foods of Indian Army, Navy, Air force and paramilitary forces. Their aim is to
design and engineer light weight convenient packed food with longer shelf-life under varying
climatic conditions. Using the self-developed technologies, DRFL has produced many readyto-eat, quick cooking and instant foods with longer shelf-life. Some of them are, long keeping
chapattis (shelf-life 6 months), high protein snacks (shelf-life 9 months), spiced potato
parothas (6 months), fruit bars (9 months), mutton pickle (6 months), stabilized chikki (1 year),
Fruit juice powder (mango, pineapple, mosumbi - 1 year), chicken pulav (1 year), precoocked
dehydrated (PD) dal/curries, PD rice, PD potato peas curry (each 1year); instant pulav mix,
instant curries, dal, instant kheer mix, instant khichadi mix, instant basmati rice, instant upama
mix (each 1 year), instant carrot halwa mix (9 months). Few of the technologies for Food
products/processing and Packaging developed by DFRL are introduced below.

Food products/processing
DFRL has developed various rations, such as meals ready-to-eat ration, one man compo pack
ration, modified (mini) compo pack ration, Main Battle Tank (MBT) ration, submarine ration
and survival ration for Army, Navy and Air Force. Meals ready-to-eat ration is specially
developed for Army and Navy. Besides, DFRL has also designed emergency ration for Army,
emergency flying ration for air crew, survival ration for Navy and Commandos. These rations
are successfully tried and accepted. Meals-Ready-To-Eat [MRE] ration for Indian Army: This
ration does not require any cooking since the contents are thermally processed. It can be
consumed readily after little warming if required. The ration consists of Indian dishes namely,
Chapaties (preserved), Sooji halwa (300 g), Vegetable pulav (300 g), Potato Peas Curry (300 g),
Chocolate bar and Tea (3 servings). Items like spoon, tissue paper, matchbox, specially
designed foldable stove and fuel tablets for warming the food are also included. The products
like sooji halwa, vegetable pulav and potato peas curry are processed in a specially designed
bulk sterilizer. The food products are processed in a special retort to internationally accepted
food standard. After processing their microbiological, its quality is tested. The Indian MRE
supplies adequate calories and nutrition during operation and competes very well with wellknown international rations like MRE of USA and UK in nutritional quality and hygienic. Its
shelflife is 12 months.
Meals-Ready-To-Eat ration for Marine Commandos of Indian Navy: Marine Commandos of
the Indian Navy are expected to land in unknown and hostile territories to carry out specific
duties. Their nature of duties are of very high order and important. Unlike other sailors of the
Navy, they need specialized rations with required calories, easy to carry and of high quality,
safety and the palatability. For this purpose, DFRL developed the retort processing technology
using indigenous food and packaging materials and prepared a food that can be eaten with little
warming. Unlike the foreign rations which are based mostly on pork, ham or beef, the Indian
rations are based on mutton, chicken and a vegetarian food. The ration packet provides
approximately 3300 3800 calories / day and weighs less than a kg. The items in the packet
can be reconstituted by adding hot water. The rations have a shelf life of one year.
Technology
Instantiation of Cereals and Pulses: DFRL developed Freeze-Thaw dehydration technology in
which cooked and dehydrated pulses, whole legumes and cereals are made. These products are
instantly reconstitutable in less than 8 minutes by mere mixing in hot water. In this technology,

before dehydration of the cooked cereals or pulses, a cold shock is given to it. Instant cooking
pulses like Bengal gram, red gram, lentils and whole legumes (whole green gram, whole kabuli
channa and rajma) are developed by this technology. Their shelf-life is 12 to 18 months. DRFL
has successfully used this technology to prepare 6.25 tons of instant khichadi (rice and dal mix)
for supply to victims in Gujarat earthquake. Efforts to develop snacks product using this
technology are going on.
Self-heating Technology: DFRL has recently developed self-heating ready-to-eat food packets.
It has three compartments - one of food and other two of a special liquid and a chemical
powder. By connecting the liquid and the chemical powder compartments, heat is generated
due to chemical reaction. This heat is transferred to the compartment of food and makes it
ready to eat in few minutes. DFRL is going to manufacture food items using non thermal
processing techniques, which help in combating diabetes, high BP and improving memory. The
canned foods supplied to military forces have chances of losing sensitive nutrients. So, DFRL
is planning to introduce food products using ultrasonic, microwave, and infrared technologies
to retain the nutrients in food products for a longer period.
Packaging
All over the world, packaging of the food for defense forces is a very specialized activity.
Although the materials, equipments and methods used here are similar as that of in the normal
commercial packaging, the purpose differs. For military food packing, the factors such as
conditions of usage, modes of transportation and storage are to be taken into account on
priority. The packaging must remain intact during rigorous transportation and varying storage
conditions. The food items inside must sustain during storage, handling, transportation and
different climatic conditions like sub-zero temperature of Siachin glacier, hot and humid northeastern forest, hot dry desert, high sea etc. The things like packed food should preserve for a
longer period, its weight and volume should be less and the food should be readily available,
are also important. The processed food supplied to the defense includes dehydrated food, semi
processed food and ready-to-eat processed food. Each of them requires different storage
facility. So they also need different packaging materials.
Packaging of Dehydrated food
Beyond certain level, residual moisture content in the food causes its damage. So food is
dehydrated by using different technologies like hot air drying, foam-mat drying, freeze drying

etc. As the technology differs, the packaging requirement differs. Temperature, moisture and
oxygen affect the shelf-life of the dehydrated food. High moisture affect crispness of the food,
oxygen causes oxidation thereby affecting rancidity and odour, light causes darkness and
enhances oxidation, aroma causes odour picking from packing material and fragile structure of
the food causes its mechanical damage. The packaging for such food should have high tensile
strength, resistance to shock and vibration, light weight and low price, chemical inertness. It
should be pilfer-proof against substitution and adulteration. It should be clean and hygienic. As
oxygen and moisture accelerates chemical decomposition of dehydrated food products, proper
dehydration technique as well as packing material should be used.
Different types of packaging materials used are:
1. Rigid containers like metal cans and plastic containers, which are air-tight and light proof and
check the entry of moisture and oxygen. They are easy to handle during transportation.
2. Semi-rigid packs, like line carton and bag-in-box, maintains the freshness of the food product
till it is opened. An ideal laminate is made up of layers of paper/low density polyethylene
(LDPE)/Al-foil/ which ensures the shelf life required.
3. Flexible pouches can be handled and opened easily. They keep the food inside fresh and
hygienic. It is moisture-proof and barrier for oxygen and light.
Packaging of Hot AIR Dried products
The food products like dried vegetables, cereals and some ready mixes have very low moisture
content. So they don't need high barrier packaging materials. A single structure polypropylene
of thickness more than 75 microns, laminate of metalized polyester of thickness more than 12
microns and a heat sealable layer of low density polyethylene of thickness 75 microns are
suitable for a shelf-life of at least 6 months. Triple layer laminate of paper/12 micron aluminum
foil/ LDPE offers better quality, but its cost is higher.
Packaging of Freeze Dried Products and Vacuum / Inert Gas Packaging
The food products like pre-cooked mutton chunks have fragile structure with very low moisture
content. Moreover they are prone to lipid oxidation causing off-flavor and rancidity. So it
should be protected against moisture absorption, oxygen and mechanical damage. As with the
decrease in foil thickness, the number of pin-holes increases, the Al foil of thickness more than
30 microns is suitable for lamination of these foods. In case of inert gas packaging, multi-layer
plastic film materials having better barrier against diffusion of inert gas are needed. Nitrogen or

carbon-dioxide is used to flush the inside of packing material to control the internal
atmosphere. Polyester with low density polyethylene is used to retain the inert gas inside the
package. This maintains the quality of the food throughout its shelf-life. Aluminum foil
laminates or tinplate containers are also used for high fat content foods like milk powder and
egg powder.
Packaging of Retort (thermal) processed food
Retort processing is the most acceptable form of food preservation. These are ready to eat food
products. It requires just warming in a microwave oven or water bath before eating. Packaging
of this food should withstand thermal processing. Retort pouch is the flexible laminated food
package having light weight. It maintains the shelf-life, texture and nutritive value of frozen
food. During war, soldiers can easily carry these packages. So they are very popular. The
selection of packing material of retort pouches is very important. It should have high melting
point, physical strength, protect against light degradation, moisture changes, microbial invasion
and oxygen ingress. It should resist penetration of fats, oils and other food components.
Packing material should not contaminate the food inside. Japan and European countries use
multilayer polyester with 7-20 microns thickness aluminium foil and 75 microns thickness
polypropylene for retort pouches. But they are very expensive for our country. DFRL by its
research tried polypropylene and co-extruded material of polypropylene-nylon-polypropylene.
This packaging structure is now successfully used in the packaging of meat, vegetable curries,
rice with meat and vegetables, sweet halwa, beans in sauce, etc.
Packaging of Cereals, Grains, Pulses/Milled Products
The food products like rice, pulses, atta and maida etc. may contain high moisture. They are
prone to attack by insects and fungus. To avoid this, they are packed in jute bags or high
density polythylene woven sacks. Packaging of Shelf-stable High Moisture Products : Besides
fresh fruits, the shelf-stable high moisture products like mango bar, intermediate moisture fruits
and fruits processed by hurdle technology are also supplied to the defense. Oxygen contact
enhances enzymatic browning in the high moisture products. So the packaging material should
be an excellent barrier to oxygen. The hurdle technology preserved fruits are pasteurized in
polypropylene films and covered in aluminum foil lamination. This protects the product against
oxygen. Metalized polyester film with high density and low density polyethylene as inner
sealant layer is also useful here. Flexible packaging materials like low density polyethylene and
linear low density polyethylene when impregnated with potassium permanganate and cinnamic

acid respectively, become ethylene scavengers. Fresh fruit and vegetables like mango, tomato,
banana and papaya get more shelf-life of two-three weeks with such packaging. The addition of
ethylene scavengers improves the strength of the packaging material. The technology is
perfected in the laboratory and the large scale production of this packaging material is now in
progress.
Packaging of Fats, Oils and Fatty Food
Free flowing oil may contaminate sealing surface and so sealing surface is kept free from traces
of oil or it should be coated with an ionomer for proper sealing. For packing of fats and fatty
foods, packaging material should have proper seal strength and barrier against oxygen. Pickle is
required to the defense forces in small quantity. It is supplied in flexible packing material,
instead of glass bottles or plastic containers. But here also there are chances of penetration of
oil through sealed surfaces. Paper coated with polyvinyledene chloride has solved this problem.
For Dried products having very high fat content, packing material which is a good oxygen
barrier (like PVDC or nylon) is required. Multilayer materials like cellophane/low density
LDPE with PVDC/LDPE/Nylon/EAA (Ethylene acrylic acid copolymer) are also proved to be
good. Hydrogenated oil and other oils for defense supply are packed in high density
polyethylene (HDPE) jerry cans. These containers are light in weight, easily available, hygienic
and potable.
Packaging of few Other Products
Peanut Candy is the product rich in proteins and carbohydrates and also provides energy. But it
absorbs moisture readily and is attacked by insects. It is also susceptible to rancidity. To
overcome these problems, it is packed in paper/12 micron aluminum foil/low density
polyethylene. Shelf-life of this packaged product is 6 months. Bread has very short shelf-life as
mould attacks it. Its shelf-life is increased to 20 days by packing it in a fungistatic wrapper.
Grease proof paper is coated with an emulsion containing Sorbic Acid (SA) and Carboxy
Methyl Cellulose (CMC). This emulsion provides proper sorbic acid level. Hot bread removed
from oven is immediately wrapped with this emulsion. Sorbic acid is volatile and due to heat in
the bread, it is dispersed uniformly in the bread. DFRL has also developed a biodegradable
package material for the packaged food as its products were often used in high altitude areas
like Himalayas and the packing material may cause environmental pollution.

CHAPTER 2
REVIEW OF LITRATURE
There are many researches on consumer attitude to food products. Some of them researched
and compared attitude of consumers' of rural and urban. But there is a paucity of focusing on
specific food like branded packaged food to figure out the specific characters affect consumers
attitude.
Food habits are a component or culture that makes an important contribution to the food
decision customers make.
This research is conducted so as to understand how much do the consumer know about the
packed products and their attitude toward the same. This research is being conducted so as to
understand the consumer market to introduce new packed product.
Young and MacCormac (1986) found that the Market research has a major role to play in
defining food technology research in developing countries. It is an essential scientific discipline
and should be recognized by national institutions and merit given for market analysis activities
in development projects. It is an integral part of the research process, not a separate entity.
Brink (2001) found that the people of Canada feel that there is lack of security in food they
consume.
Value Notes (2010) conducted a research on the behalf of Research councils UK to find the
food security in India.
Vijayudu (2011) found that the companys supervision is highly required wherever outdated
products are selling, companies should seize them so companies need to develop the brand trust
in consumers.

Amarnath (2011) found that the companies need to promise through understandable language
to the rural consumers and it is needed to fastrning the distribution services to rural areas which
are far away from towns or cities so companies should think and compete with labelled
products which are local made and develop the interest in rural consumers by highlighting the
manufacturing dat and expire date.

Kornstein and Artiuch (2012) found that the there is lack of food processing in India.
BDB (2012) did a market research on Indian packaging machinery industry for ITALIA, to
study the structure of packaging machineries manufacturing industry in India.

CHAPTER 3
OBJECTIVES
1. To know the factors affecting the choice of consumers while purchasing packaged food
products.
2. To identify the type of packaged food products which are preferred by rural consumers.

CHAPTER 4
RESEARCH METHODOLGY
The research methodology explains the methods followed in carrying out the research, method
of collecting information, research instruments used as well as the limitations of study. It is a
systematic way to solve the research problem.
Scope of the study
The scope of research will be restricted to selected villages (Badhowal village, mullanpur
village, thareke village, jhande village).
Research Design
This present study will be conducted by following a Descriptive design.
Sample unit
Any single consumer who at least once purchased packaged food product.
Sampling technique
Convenience sampling technique will be used.
RESEARCH INSTRUMENT
This research will be conducted through questionnaires and questionnaires will include both
open ended as well as close ended questions.
DATA COLLECTION

PRIMARY DATA: Primary data is collected through questionnaires and personal interview. .
SECONDARY DATA: Secondary data is collected through internet.
DATA ANALYSIS TECHNIQUE
Suitable statistical technique will be used for data analysis.

LIMITATIONS
1. The study is unable to escape the usual limitations due to constraints of time and money.
2. The study is restricted to the four villages.
3. There is possibility that respondents will not give proper response and attention towards the
asked questions.

CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
Table 5.1
(In Numbers):
GENDER
MALE
108

FEMALE
12

Figure 5.1

GENDER

Female

Male

Analysis
According to above Statistics there are more male users as compared to the female users. Out
of 120 respondents only 10% are female users.

Table 5.2
(In Numbers)

Below 20
11

AGEGROUP
20-25
25-35
45
46

35-45
13

Above 45
5

Figure 5.2

AGE GROUP
50
45
40
35
30
25
20
15
10
5
0

Below 20

20-25

25-35

35-45

Above 45

According to the above statistics age group of 20-25 and 25-35 are more likely to buy packaged
food 37.5% and 38.33% respectively. Age group of 35-40 only 10.83% of respondents prefers
to buy packaged food followed by age group of below 20 years 9.16% of respondents prefers to
buy packaged food and in age group of above 45 only 4.16% of respondents prefers to buy
packaged food.

Table 5.3
MARITAL STATUS
UNMARRIED

MARRIED

66

54

Figure 5.3

MARITAL STATUS

Married
Unmarried

Analysis
According to the above statistics, out of 120 respondents 55% of respondents were unmarried
and 45% respondents were married.

Table 5.4: Analysis of

MORE THAN 4

14

21

32

53

Figure 5.4

HOUSE HOLD SIZE

32
21
14

More than 4

Analysis
People with household size i.e. with more than 4 family members prefer packed food, percentage
which being 44.16%.and respondents with household size of two covered only 11.66% of total
number of respondents who prefer packed food.

Table 5.6:
FROM WHERE DO RESPONDENTS PREFER BUYING PACKED FOOD
RETAIL STORES

LOCAL KARYANA SHOPS

47

73

Figure 5.6

FROM WHERE DO RESPONDENTS PREFER BUYING PACKED FOOD

Retail stores
Local karyana shops

Analysis
Majority of the respondents preferred buying packed food from local karyana store rather than
the retails store difference being of 18.33%. the statistics thus show that people still tend to
prefer traditional stores over retail stores.

Table 5.7:
HOW OFTEN RESPONDENTS USE PACKED FOOD
TWICE A
ONCE IN 2
ONCE A WEEK
WEEK
WEEKS
42
17
5

DAILY
39

ONCE A
MONTH
17

Figure 5.7

HOW OFTEN RESPONDENTS USE PACKED FOOD

39

42

17

17
5

Daily

Analysis

Twice a week

Once a week

Once in 2 weeks

Once a month

Around 35% percent of the respondents preferred using packed food twice a week followed by
32.5% of those respondents using packed food daily and least usage was twice in 2 weeks by
4.16% of the total respondents who preferred consuming packed food.Table 5.8
WHO PREFERS USING PACKED FOOD AT HOME:
SELF

SPOUSE

PARENT

SIBLING

KIDS

40

15

19

27

17

OTHER,
SPECIFY
2

Figure 5.8

WHO PREFERS USING PACKED FOOD AT HOME:

17

Kids

27

Sibling
19

Parent
Spouse
Self

Analysis

15

40

33.3% of the packed food purchased consumption was done by the respondents themselves,
followed by 22.5% consumed by siblings of the respondents. And least consumption of 1.66%
was by friends or guests coming at home of the respondents. Table 5.9
WHEN DO YOU PREFER USING PACKED FOOD DURING THE DAY
MORNING

EVENING

ANYTIME OF THE DAY

12

39

69

Figure 5.9

WHEN DO RESPONDENTS PREFER USING PACKED FOOD DURING THE DAY

69

Anytime of the day

39

Evening

Morning

12

Analysis
57.5% of the respondents consumed the packed food any time during the day followed by 32.5%
of respondents who consumed during the evening.

Table5.10
WHICH FACTOR INFLUENCE RESPONDENTS PURCHASE
INTERNET

TV ADVERTISEMENT

MAGAZINES

BILLBOARDS

41

40

19

20

Figure 5.10

WHICH FACTOR INFLUENCE PURCHASE BY REPONDENTS

Billboards
Internet
Magazines

TV advertisement

Analysis
TV advertisements & internet are the factors which had maximum influence on purchase of
packed food by the respondents having percentage around 33% each and minimum percentage
share is with magazine i.e.15.83%

Table 5.11
Rank 1 weight control
Rank 2 mood
Rank 3 Brand name
Rank 4 Nutrition value
Rank 5 Cultrural

Rank 6 Impulse buyingTable 5.12

HIGH IN VITAMINS AND PROTEINS

LOW IN FAT

36

52

32

Figure 5.12

RESPONDENTS CONSIDER PACKED FOOD AS HEALTHY IF IT

Low in fat

It is nutritious

High in vitamins and proteins

Analysis

43.3% of respondents consider packed food as healthy because it is high in vitamins and protein
where as 26.66% feel that packed food low in fat is considered as to be healthy.Table 5.13
RESPONDENTS CONSIDER PACKED FOOD AS CONVENIENT IF IT IS
EASY TO
EASILY
CAN BE BOUGHT FROM SHOP
READY TO
MAKE
20

AVAILABLE
73

NEAR YOUR HOME

EAT
11

Figure 5.13

RESPONDENTS CONSIDER PACKED FOOD AS CONVENIENT IF IT IS

Can be bought from shop near your home

11

16

73

Easily available

Easy to make

20

Analysis
60.83% of the respondents consider packed food as convenient if it is easily available as
compared to other factors like availability in nearby stores or ease in making the food which
were 13.33% &16.66% respectively.

Table 5.14
RESPONDENTS CONSIDER PACKED FOOD AS GOOD IN SENSORY APPEAL IF IT
SMELLS NICE
LOOKS NICE
TASTES GOOD
37
52
31

Figure 5.14

RESPONDENTS CONSIDER PACKED FOOD AS GOOD IN SENSORY APPEAL IF IT

Tastes good
Smells nice

Looks nice

Analysis
41.66% respondents consider packed food as good in sensory appeal if it looks nice i.e. looks is
given consideration before making purchase by the respondent. As compared to 25.83%
respondents consider packed food as good in sensory appeal if it tastes good.

Table 5.15
WHAT DO RESPONDENTS PREFER
PACKED FOOD WITH NATURAL
PACKED FOOD WITH ARTIFICIAL
INGREDIENTS
55

INGREDIENTS
65

Figure 5.15

WHAT DO RESPONDENTS PREFER

Packed food with artificial ingredients

Packed food with natural ingredients

Analysis
54.16% of respondents do not have any problem in consuming packed food with artificial
ingredients with close percentage of 45.83% of respondents who prefer natural ingredients.

Table 5.16

DO YOU FIND INFORMATION ABOUT PACKED FOOD AS

CONFUSE & CONTRADICTORY

76

44

Figure 5.16

DO YOU FIND INFORMATION ABOUT PACKED FOOD AS

44

Truthful & reliable

Analysis

Confuse & contradictory

63.3 % of respondents find the information provided on packed food is truthful and reliable as
compared to 36.66% of respondents who find the same confusing and contradicting.Table 5.17
RESPONDENTS SATIFACTION LEVEL WITH THE QUANTITY OFFERED IN
PACKED FOODS
HIGHLY
SATISFIED
7

SATISFIED

NEUTRAL

DISSATISFIED

53

55

HIGHLY
DISSATISFIED
2

Figure 5.17

RESPONDENTS SATIFACTION LEVEL WITH THE QUANTITY OFFERED IN PACKED FOODS

55

Highly Satisfied

Analysis

Satisfied

Neutral

Dissatisfied Highly Dissatisfied

45.83% of respondents gave neutral response toward satisfaction level Quantity offered in
packed food. Followed by 44.16% of respondents who are satisfied with the same. Table 5.18
RESPONDENTS SATIFACTION LEVEL WITH QUALITY OF PACKED FOOD
HIGHLY
HIGHLY
SATISFIED
NEUTRAL
DISSATISFIED
SATISFIED
DISSATISFIED
11

37

52

19

Figure 5.18

RESPONDENTS SATIFACTION LEVEL WITH QUALITY OF PACKED FOOD

37

19
11
1

Highly Satisfied

Analysis

Satisfied

Neutral

Dissatisfied Highly Dissatisfied

43.33% of respondents gave neutral response toward satisfaction level quality of packed food.
Followed by 30.18% of respondents who are satisfied with the same. Table 5.19
RESPONDENTS SATIFACTION LEVEL WITH PRICE CHARGED ON PACKED
FOOD
HIGHLY
SATISFIED
7

SATISFIED

NEUTRAL

DISSATISFIED

35

53

21

HIGHLY
DISSATISFIED
4

Figure 5.19

RESPONDENTS SATIFACTION LEVEL WITH PRICE CHARGED ON PACKED FOOD

35
21
7

Highly Satisfied

Analysis

Satisfied

Neutral

Dissatisfied Highly Dissatisfied

44.16% of respondents gave neutral response toward satisfaction level toward prices charged on
packed food. Followed by 29.16% of respondents who are satisfied with the same. Table 5.20
RESPONDENTS SATIFACTION LEVEL BY THE NUTRITION FACTS PRINTED ON
THE PACKAGE
HIGHLY
SATISFIED
8

SATISFIED

NEUTRAL

DISSATISFIED

38

54

18

HIGHLY
DISSATISFIED
2

Figure 5.20

RESPONDENTS SATIFACTION LEVEL BY THE NUTRITION FACTS PRINTED ON THE PACKAGE

38

18
8
2

Highly Satisfied

Analysis

Satisfied

Neutral

Dissatisfied Highly Dissatisfied

45% of respondents gave neutral response toward satisfaction level for nutrients found in packed
food. Followed by 31.66% of respondents who are satisfied with the same. Table 5.21
RESPONDENTS FEEL THAT THE PACKED FOOD IS HEALTHY TO CONSUME
HIGHLY
HIGHLY
SATISFIED NEUTRAL
DISSATISFIED
SATISFIED
DISSATISFIED
13
41
49
14
3

Figure 5.21

RESPONDENTS FEEL THAT THE PACKED FOOD IS HEALTHY TO CONSUME

14

13

Highly Satisfied

Analysis

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

40.8% of respondents gave neutral response toward satisfaction level for health benefits related
to packed food. Followed by 34.16% of respondents who are satisfied with the same. Table 5.22
Analysis of satisfaction level of the respondents
RESPONDENTS RECOMMEND WORKING MEN & WOMEN TO PREFER
PACKED FOOD
HIGHLY
SATISFIED
10

SATISFIED

NEUTRAL

DISSATISFIED

42

38

24

HIGHLY
DISSATISFIED
6

Figure 5.22 Graphical presentation of satisfaction level of the respondents

RESPONDENTS RECOMMEND WORKING MEN & WOMEN TO PREFER PACKED FOOD

24

10
6

Highly Satisfied

Satisfied

Neutral

Dissatisfied Highly Dissatisfied

Analysis
35% of respondents are satisfied enough to recommend the packed products to working men and
women .Followed by 31.66%respondents with neutral response.