ANSWER 1

Factors influencing the consumer behavior towards RTC and RTE products:
Cultural factors
 Culture – the culture is the most common and the basic cause of the changing wants
and behavior of any consumer. It is basically defined as learned values, perceptions,
etc from the family and other important institutions. For example, the Indian
cultured people prefer buying Indian food rather than any foreign food item.
 Subculture - are groups of people within a culture with
shared value systems based on common life encounters and situations. Subculture
generally include religions, nationalities, geographic regions, etc. for example the South
Indian people prefer food items like Idli, Dosa, etc for breakfast rather than Paratha, oats,
etc.
 Social class – are the permanent divisions of the society and the members of a
particular social class share common beliefs, values, etc.
The consumer behavior is affected by the group of the people he belongs to. It also
depends upon the word of mouth that is being spread. These societal considerations
drive the consumer’s choice and is a very powerful weapon in the marketing of food.
The consumer behavior depends upon the family he is living in.

Personal factors
 Age and life cycle – the consumer buying behaviour is influence by his age and life
cycle to a great extent. People also change their preferences over the goods and
services over their lifetime. For example, the consumers that belong to small age
group prefer exotic meals like pizza whereas the consumers belong to teenage group
prefer oats, muesli for breakfast.
 Occupation – the occupation of a person affects the gods and services purchased by
any consumer. For example, white collar people prefer buying more RTE and RTC
food items rather than the blue collar people.
 Lifestyle – is the pattern of living that a consumer follows. This concept is quite
important for the marketers as it helps them in understanding the buying pattern
and behaviour. For example, the consumers with a busy lifestyle would prefer more
RTC products rather than the people with a simple lifestyle.
Psychographical factors
 Motivation – the motives behind the consumers to cosnume the RTE and RTC
products would be healthy food option, easily available, good taste, hrealth
benefits, etc. since the consumers value the helath properties of the food
therefore health concerns play a very important role in influencing the buying
behaviour.
  Beliefs and attitude – consumers generally perceive a thought about any brand
and develop a particular tendency towards it. When the consumers buy the RTC
and RTE food items they tend to look for greater satisfaction. A new brand
should try to come up with innovative and healthy options to capture the
market.
Based on the consumer behavior, illustrate the bases that can be used to segment the market for
RTE & RTC products would be
 Geographic segmentation – under this segmentation the market for RTE and RTC
products would be segmented on the basis of nations, cities
 Demographic segmentation – under this type of segmentation the market could be
segmented on the basis of age, income, occupation, ethnicity. For example, for children
the flavours of RTC items like muesli could be black current whereas the flavours for
adults would be kesar badam etc.
 Psychographic segmentation - under this type of segmentation the market could be
segmented on the basis of the social class. Personality, lifestyle etc.

Answer 2
The new products that the Britannia industries limited can launch considering its current line of
products could be
Ready to cook Jeera rice
Ready to eat millet and bajra chapattis
Millet bread
Millet breakfast bars
Ready to eat sprouts
Diabetic rice
Ready to eat veggie millet and Atta noodles

Appropriate STP Strategies

SEGMENTATION
1) Geographic segmentation - this type of segmentation basically divides the
market into various other geographical units like cities, states, towns,
countries. BIL has come up with ready to cook Jeera rice for especially the
people living in southern areas. BIL has launched products which are quite
healthy and are consumed by people all over the world.
2)Demographic Segmentation –
a) Gender –these products launched would be consumed by both males as well
as by females.
b) Life – cycle stage - Our brand will cater to the young generation, teenagers,
as well as to the adult people.
c) Occupation - Our brand will cater people who are working As-Students,
employees, professionals. RTC and RTE are basically consumed largely by
the working professionals but since BIL would launch healthier options like
ready to eat sprouts, millet bread it can be used om a regular basis by
households as well.
d) Age group - BIL has launched different products for children. The parents
generally look towards purchasing a healthy chocolate bar for their kids that
is good for their health and also tastes good so BIL has launched a millet
chocolate bar for them. For working professionals and middle aged people
BIL has launched ready to eat sprouts and for elderly people the company
has launched diabetic rice.
3) Psychographic segmentation - basically divides the market on the basis of the social class,
lifestyle and also on the personality characteristic of the consumers.
The products launched by BIL would target the middle class as well as the upper middle class
people who generally have busy lifestyle and look for healthy eating options. For example, the
ready to eat millet and bajra chapattis would be healthy as well as would save the time of the
people. The products that BIL has decided to launch can also be consumed by people living a
normal lifestyle and are not working like millet bread, etc.

TARGETING
Under the demographic segment the target market that the BIL would target for its new products
would be kids whose parents are in search of healthy as well as delicious chocolate bars, working
professionals who do not have much time for preparing their breakfast and lunch and also
looking for a healthy option. The other target segment would be diabetic patients who are rice
lovers and prefer consuming rice. Health conscious people is the main target group of the BIL.
The target market of BIL would also comprise busy young people, price conscious people as
well as the health conscious people. For price conscious people the packaging shall be small,
flavours would be simple. For busy young professionals there would be variety of flavours and
the preparation time would be very less.
POSITIONING
BIL would position its products in the market as
 Tasty, delicious and healthy option
 Rapid preparation and very less time consuming
 Handy and great packaging
 Longer shelf life
 No added preservatives and artificial colour
 Totally organic and natural
 The packaging would represent the nutritional attributes and also scientifically proven
health benefits.