CONSUMER PREFERENCES AND PERCEPTION TOWARDS READY-TO-EAT FOODS AMONG URBAN CONSUMERS IN BERHAMPUR CITY, ODISHA

CONSUMER PREFERENCES AND PERCEPTION TOWARDS READY-TO-EAT FOODS

Abstract

Rapid urbanization and evolving lifestyles have significantly increased the consumption of
Ready-to-Eat (RTE) food products in developing cities. This cross-sectional study examines the
availability, popularity, nutritional perceptions and consumer preferences regarding RTE foods
in Berhampur City, Odisha. A structured questionnaire was administered to 100 respondents
selected through random sampling from urban and semi-urban areas. Results revealed that 55%
of consumers occasionally consume RTE foods, primarily driven by convenience (50%) and taste
(45-50%). While 45% of respondents perceived RTE food availability as neutral to adequate,
35% considered these products popular in the local market. Notably, 36% of consumers preferred
healthy/organic RTE options, indicating rising health consciousness. However, 46% expressed
skepticism about the balanced nutritional value of RTE foods, with 37% rating nutritional quality
as poor. The study identifies convenience, taste and affordability as primary purchase drivers,
while health benefits and brand reputation exert minimal influence. These findings provide valuable
insights for manufacturers, retailers, and policymakers to balance convenience with nutritional
quality in the growing RTE food sector.