A STUDY OF BREAKFAST HABITS OF URBAN INDIAN CONSUMERS

Lakshmi Shankar Iyer, Nishanth P Kumar

Abstract


Breakfast, an essential part of any household, is turning out to be more tempting with quick fix and tasty options which are creating a wave in the Indian market. Being strapped for time and having the need for fast and nutritious breakfast, the Indian urban household is moving away from traditional breakfast as it consumes more time for preparation. The Indian consumer is waking up to the need of a healthier lifestyle and also to the need to start the day with a King’s breakfast. The affluent urban consumer looks for convenient options to have quick, nutritious and tasty breakfast. The shift to low fat and healthy options, the awareness to keep weight in control and maintain healthy lifestyle is another trend that could make the segment change to top gear. The current study focuses on change in the breakfast pattern of Urban Indians from traditional to modern methods. The study also tries to understand the brand positioning and marketing strategies of companies in the evolving breakfast segment.

Keywords: Breakfast pattern, Ready to eat foods, Traditional and modern breakfast, Urban Indian consumers


References


Anandan, P. M. (2007). A study on brand preferences of washing soaps in rural areas. India.

APEDA. (n.d.). The Agricultural and Processed Food Products Export Development Authority. Retrieved from http://www.apeda.gov.in/: http://www.apeda.gov.in/apedawebsite/index.asp

B.JAYACHITRA, D. &. (2011). BRAND LOYALTY AMONG CONSUMPTION OF PICKLE. INTERNATIONAL JOURNAL OF MANAGEMENT, Volume 2, Number 1.

BALASUBRAMANIAM, G. (1976). Ohio: The Ohio State University.

BASCH, C. E. (2011). Journal of School Health, American School Health Association.

CORPORATION, P. R. (June 2007). Hot Sauce Study. Overland Park, KS: PERSUADABLE RESEARCH CORPORATION.

DESHMUKH-TASKAR, P. (MAY, 2010). Texas: Texas Women's University, College of Health Science.

HIREKENCHANAGOUDAR, R. (2008). Dharward: Department of Agribusiness Management.

HIREKENCHANAGOUDAR, R. (AUGUST, 2008). CONSUMER BEHAVIOUR TOWARDS READY-TO-EAT. DHARWAD: DEPARTMENT OF AGRIBUSINESS MANAGEMENT.

(2012). IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOR OF FMCG IN LAHORE CITY. LAHORE: Academic Research International.

JAYASANKER, L. K. (2008). Austin: University of Texas.

KRISHNA, S. A. (2004). Rural brand preference in India. Ahmedabad: IIMK.

MELLIN-OLSEN, T. (2005). Oslo, Norway: Ethinicity and Health.

Ministry of Food processing Industries. (n.d.). Retrieved from http://mofpi.nic.in/: http://mofpi.nic.in/

Palkar, A. &. (2004). Consumer preference in purchase of ready-to-eat snacks – Branded potato chips.

Racki, E. M. (2007). Kansas: Kansas State University.

RAJMOHAN. P, P. N. (2005). Consumer Preference Towards the Sellers of Ready-made Food Items. South Asian Journal of Management.

SCHROEDER, N. M. (December, 2009). Minnesota: UNIVERSITY OF MINNESOTA.

SHU-SHIAN-LING. (2004). Adopters of new food products in India. Seoul: Marketing Intelligence & Planning.

TheMarketingWhiteBook. (n.d.). The Marketing White Book 2012- 2013: One Stop Guide For Marketers. In B. World, Marketing Whitebook 2012-2013. Business World.

VIJAY, N. (2013, August 16, Friday). FnB news. Retrieved from http://fnbnews.com/article/detnew.asp?articleid=34265§ionid=32


پاراگلایدر Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN : 2251-1555