Consumer behaviour towards frozen foods in Nagpur city

Abstract

This research investigates the purchasing behaviour of consumers regarding frozen foods in Nagpur City, Maharashtra. Amidst rapid urbanization and evolving lifestyles, consumer preferences are shifting towards convenience-based food products. A sample of 100 respondents was surveyed using stratified random sampling across various socio-economic categories. The study highlights that younger age groups, nuclear families, and middle-income consumers are more inclined to purchase frozen food, primarily for its convenience and time-saving attributes. Regression analysis reveals that occupation and family type significantly influence consumption patterns. Findings suggest actionable insights for marketers and policymakers aiming to enhance distribution and tailor marketing strategies in emerging frozen food markets.