Consumer Perception and Buying Behavior Towards RTE and RTC Foods: A Thematic Analysis

Abstract:

The growing demand for RTE (Ready to Eat) and RTC (Ready to Cook) food products necessitates the need to understand the factors influencing customer perception and buying behavior. This thematic study was conducted to identify key determinants that shape consumer decisions towards RTE and RTC products. 40 studies were analyzed for thematic and bigram analysis. Results revealed six major factors that affect consumer purchase behavior and satisfaction level naming product attributes, convenience factors, health considerations, marketing and communication strategies, sustainability and ethical concerns along with safety and socio-cultural factors. Thematic analysis indicated that food quality, consumer perception, convenience, purchase intentions and sustainability related concerns are most repeating concepts in existing studies. Additionally, the evolving nature of consumer perceptions with respect to food choices is highlighted. Shift from product attributes to ethical, social and environmental concerns can be justified in this study. This paper contributes to existing pool of study through proposed Integrated Consumer Perception and Behavior Framework (ICPBF). It also provides guidance for future empirical research and managerial practice in the RTE and RTC food industry.