Main Article Content
Abstract
The study aims to identify the customer preference towards instant food products. The study identified that the majority of the consumers have purchased instant products regularly and they preferred for easy availability and lesser time for preparation. This study conducted based on qualitative data collected through questionnaire from the users of instant food products. The study results identified that majority of the respondents have purchased instant food products regularly. Lesser time taken for preparation is a main reason for purchasing instant food products. The consumers are more satisfied with availability of the instant food products. This study will useful to the manufacturers of instant products for understanding the choices and preferences of consumers and to formulate suitable marketing strategies for improving sales.