AN ANALYSIS OF CONSUMER BUYING BEHAVIOR TOWARDS INSTANT FOOD PRODUCTS IN ERODE DISTRICT

The analytical study on consumer purchasing behaviour for instant food products in Erode District demonstrates that instant foods have become a significant aspect of current consumption patterns as a result of changing lifestyles, time restrictions, and increased work obligations. The data show that convenience and time savings are the key motivators for consumers to choose quick meal products, notably among students, working professionals, and nuclear families. Instant foods are widely used as quick meal options amid hectic schedules and emergency scenarios. The study also found that while purchasing instant meal products, people are becoming more concerned with their health and diet. Although convenience remains a key criterion, respondents are increasingly concerned about nutritional value, preservatives, artificial substances, and overall food quality. Many consumers actively study nutritional labels and are willing to pay a higher price for healthier options, indicating a move toward more informed and health-conscious purchasing behaviour. Brand image, product quality, and social influence all have a big impact on consumer decisions. Recommendations from friends, family, and internet reviews are important in enticing consumers to try new companies, while perceived quality has a big influence on repeat purchases and satisfaction. However, the impact of traditional advertising appears to be limited, implying that customers rely more on trust, experience, and peer recommendations. Overall, the survey found that, while instant meal products are popular due to their convenience, customers demand improvements in nutritional content, ingredient transparency, and product quality. To satisfy changing consumer expectations, manufacturers and marketers should prioritize producing healthier instant food options, improving labelling clarity, and establishing strong brand trust. The findings of this study can assist firms in developing successful marketing strategies, resulting in increased consumer satisfaction and long-term expansion of the instant food market in Erode district.  

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