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STUDY ON PERCEPTION OF PEOPLE TOWARDS CONSUMING FROZEN FOODS

IN CHENNAI

BYAARTHI PREMCHAND

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INTRODUCTION TO THE INDUSTRY

• Food Processing Industry (FPI) in India is a sunrise sector that has gained prominence in the recent years.

• India has a population of one hundred crore plus and feeding this large population calls for a strong FPI

• The industry also assumes importance in the national economy due to the immense employment generation opportunities it offers and the export revenue it earns.

• Sources: (MOFPI, Ministry of food processing of India)

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The food based industries encompass canning, dairy and food processing, specialty processing, packaging, frozen food / refrigeration.

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Products which come under the frozen food industry are fruits, vegetables, fisheries, milk products, meat, poultry and other packaged and convenience foods

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INTRODUCTION TO THE INDUSTRY

• The Indian food processing industry is still in its nascent stage and contributes 1.49% to the total Gross Domestic Product (GDP) of the economy.(Source: MOFPI)

• Government of India is continually striving to provide the required infrastructural support to the industry.(Source: MOFPI)

• Among the different reasons for the popularity of frozen foods in India, the improving standard of living of the middle-income grouped people in India has also contributed towards the development of companies in the frozen food industry in India.

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BACKGROUND OF THE COMPANY

• Hatsun often called Hatsun Agro Products is one of the largest private sector dairy Companies in India based in Chennai.

• Founded in 1970 by R.G.Chandramogan

• Dairy ingredients are exported to 38 countries in the American, Middle East and South East Asian Markets.

MOTTO:• Care doesn't stop with just our consumers, through. We've built a strong

relationship with our trade partners, marketing associates and even with our dairy farmers; it shows in the level of customer satisfaction that our products bring.

•

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BRANDS

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MANAGEMENT TEAM

R.G CHANDRAMOGANCHAIRMAN AND MANAGING DIRECTOR,HATSUN

R.S.THANARAJANJOINT MANAGING DIRECTOR

G.SATYANEXECUTIVE DIRECTOR

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FINANCIAL STATUS

• The company registered a total income of Rs.3,44,859.18 Lakh(2015-2016), an increase of 17.33% over that of the previous year.

• Net profit – Rs.6049.70 Lakhs• The company has been continuously declared and paid the

interim dividends.• CSR Expenditure-Rs.1.29 crores (2 % of average net profit for

the preceding three financial years)

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OYALO

• Oyalo is a range of deep frozen ready to cook snacks and a sumptuous spread of frozen ready to eat food.

• They are absolutely free of trans-fat, do not contain artificial colors and have no added preservatives. And it takes all of 3 minutes to prepare.

• COMPETITORS:1. Venky’s (V.H. Group) 2. Al-Kabeer (Al-Kabeer Group) 3. Sumeru (Innovative Foods) 4. Everfresh (Temptations Foods) 5. McCain Foods (McCain Foods India). 6. Meatzza (Darshan Foods)

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OBJECTIVES OF THE STUDY

• To observe the general perception of people towards consuming frozen foods in Chennai.

• To find out the kind of frozen foods that people would like to buy, if sold in current market which might enable the company to introduce various frozen food products into the company’s product line and make avenues with regards to the same.

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RESEARCH METHEDOLOGY

• The study is restricted only to people in Chennai.• The sample size - 200, segregating Chennai into 4 zones as

north Chennai ,south Chennai, west Chennai and central Chennai.

• Sampling Frame - The survey was conducted among consumers from different zones of Chennai in retail shops and super market

• Descriptive Research was conducted, in which researcher interacts with the participant, may involve surveys or interviews to collect the necessary information.

• Data Collection tool used is a Structured Questionnaire.

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RESEARCH METHEDOLOGY

• Data sources - primary sources - collected by personal visit to major super markets and retail chains in Chennai circle and through online survey for other people who cannot be reached in Rest of Chennai circle.

• Secondary sources - available within the company records, books, journals, websites, and paper publications.

• Sampling Design – Simple random sampling since the sample size was less

• Target respondents - People in Chennai (Both who consume/do not consume frozen foods), mostly middle aged people, working population and adults.

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ANALYSIS & INTERPRETATION

About 68.3% of the people preferred eating frozen foods.

31.7% of people check the nutritional value on frozen foods while 15.8% never check it.

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33.7 % of people perceive lot of preservatives are added to frozen foods and hence do not consume it.

38% of people consume frozen foods few times/month while only 4 % never consume.

About 61.9% of kids prefer eating frozen foods in a family.

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64% of people think frozen foods are expensive.

86% of people give importance to brand value in choosing frozen foods.

McCain is the mostly preferred frozen food brand by people(22.1%).

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Most of the people are only tempted to buy frozen foods(91.8%)

85.9% of people give importance to packaging of frozen foods.

47% of people think freezing affects the quality/taste of the food.

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ANALYSIS & INTERPRETATION

• Do you think you get less nutrition from frozen foods than fresh foods? if so, why?

80% of people said Yes because they think preservatives or additives might be added to it or simply refrigerating itself makes the food loose its nutrients• What type of food do you wish to be sold in the current market?(the

kind of food that you will definitely buy if they are sold)Meat & Beef, Frozen breakfast, Ancient Indian food items etc..

• Your general perception towards consuming frozen foods?60%- Completely Unhealthy20%- Unhealthy still recommend consuming it20%- Healthy and proper awareness is needed

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FINDINGS

• People (60 percent) perceive frozen foods as unhealthy because they think lot of preservatives were added to it and they restrict themselves from consuming it.

• They think freezing the food for a long duration makes them unhealthy.

• Almost everyone give importance to the brand value while choosing frozen foods.

• When asked about their preferred brand in frozen foods, many were not aware of the brands that are available in market but on an average many preferred McCain and venky’s products.

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RECOMMENDATION

• Proper awareness must be provided to eradicate the wrong notion of the people

• Frozen products do not require any added preservatives because micro-organisms do not grow when the temperature of the food is below −9.5 °C (15 °F).

• Pathogens that cause food spoilage are killed or do not grow very rapidly at reduced temperatures.

• Then brand awareness can be created.

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CONCLUSION

• Research was conducted to understand and find out the general perception of Chennai people towards frozen foods

• Consumption pattern of people were studied and analyzed.• The needs and wants of people in relation to frozen food

consumption were studied.• To initiate awareness among people about the nutritional

values of frozen foods were recommended.

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THANK YOU