Title: Analysis of frozen food adoption by the consumer in Uttarakhand, a state of India: an inferential statistics approach

Authors: Madhu Arora; Rupesh Kumar; Neeraj Anand

Addresses: Department of Transportation Management, School of Business, University of Petroleum and Energy Studies, Energy Acres, Kandoli, Dehradun, Uttarakhand, India ' Department of Transportation Management, School of Business, University of Petroleum and Energy Studies, Energy Acres, Kandoli, Dehradun, Uttarakhand, India ' Department of Transportation Management, School of Business, University of Petroleum and Energy Studies, Energy Acres, Kandoli, Dehradun, Uttarakhand, India

Abstract: The aim of paper is to outline socio-economic profile of consumer readily adopting frozen food products and to identify relevant factors influencing consumer adoption. The paper attempts to analyse the influence of identified factors on frozen food product adoption and thus understand the level of consumer adoption towards frozen food products. Chi-square test for independence has been employed to examine the relationships and determine the degree of association between the adoption and demographic variables/factors. The binary logistic regression model permits evaluation of dependence of the dichotomous variable on the identified factors. Chi-square test of independence revealed significant association between demographic variables and the dependent variable, consumer adoption. The analysis carried out has shown that all the variables have significant impact on consumer adoption. Analysis carried out could be indicative of a shift in consumer perception related to frozen food products. The study will help manufacturers and marketers to focus their efforts towards increasing consumer adoption of frozen food.

Keywords: consumer perception; unhealthy; frozen food; consumer adoption; consumer convenience; India.

DOI: 10.1504/IJVCM.2022.122164

International Journal of Value Chain Management, 2022 Vol.13 No.1, pp.88 - 111

Received: 03 Nov 2020
Accepted: 16 May 2021
Published online: 11 Apr 2022 *