Influence of Age and Income on Select Study Variables among the Batter Users in Chennai City

Abstract

Faster lifestyle, long travel for employment, different time schedule of work, nature of life partners employability, changes in work culture all drives the Consumers to prefer ready to cook food category of products. Many Consumers prefer to eat instant and semi-cooked food products too. Food products like readily made Parotta and chappathi, Rava Dosa mix, Upma mix, Vada batter, Idly and Dosa batter, Instant Noodles along with readily available masala mix powders and paste assists the Consumers in preferring ready to cook and eat categories of products. Among these products comes the readymade idly and dosa batter, preferred by different age category and both Genders. This product helps people to save time, in preparing the batter and the time in preparing it. This article highlights the influence of Age and Income on select study variables like Product Perception, Brand Perception, Pricing, Convenience, Promotion and Packaging among the batter users in Chennai city. This survey was conducted at Chennai among the Batter Consumers with the total of 433 Respondents.