Early adopters valued quality, safety, and taste, while 46% remained non-adopters of frozen food products.
Authors
Madhu Arora, Symbiosis Institute of Computer Studies and Research, Symbiosis International (Deemed University), Pune, India
Rupesh Kumar, Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India
Pradeep Chauhan, School of Business, University of Petroleum and Energy Studies, Kandoli Campus, Uttarakhand, Dehradun, India
Muddassar Sarfraz, School of Management, Zhejiang Shuren University, China
Summary
Safety and quality are of extreme importance along with abundance of time availability owing to work-from-home scenario. Consumers are now ready to experiment with the new types of food products. Authors have attempted to determine percentage of consumers with respect to adoption of frozen food products in this work. The study analyses socio-demographic characteristics and understand perception with respect to adoption of frozen food products. The findings of study indicate that of the respondents, 31% were categorised as early adopters, 23% as late adopters and 46% as non-adopters of frozen food products. Early adopters perceived frozen food products to be value for money, had trust on quality, safety and brand, and also found it tasty. The overall analysis leads to a better understanding of consumer adoption towards frozen food with special reference to quality and safety.
Published in: International Journal of Business Performance Management
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