Title: Consumer adoption of frozen food products in Uttarakhand, India during COVID-19 pandemic

Authors: Madhu Arora; Rupesh Kumar; Pradeep Chauhan; Muddassar Sarfraz

Addresses: Symbiosis Institute of Computer Studies and Research, Symbiosis International (Deemed University), Pune, India ' Jindal Global Business School, O P Jindal Global University, Sonipat, Haryana, India ' School of Business, University of Petroleum and Energy Studies, Kandoli Campus, Dehradun, Uttarakhand, India ' School of Management, Zhejiang Shuren University, China

Abstract: 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.

Keywords: consumer; perception; frozen food; socio-demographic; adoption; India.

DOI: 10.1504/IJBPM.2025.148215

International Journal of Business Performance Management, 2025 Vol.26 No.5, pp.598 - 614

Accepted: 20 Sep 2023
Published online: 01 Sep 2025 *

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