Evaluating the Consumer Buying Behaviour towards Indian Food in the UK Food Market

Master's Thesis from the year 2012 in the subject Business economics - Business Management, Corporate Governance, grade: A, Oxford University, language: English, abstract: The following research is based on the evaluation of consumer buying behaviour towards Indian food in the UK food market. The researcher has mainly focussed on the perception of people of UK on Indian food. The factors identified by the analyst are low price, taste, quality and reliability of products which drives a large number of food lovers towards the Indian food brand. Besides these aspects, the researcher has also illustrated theories based on market segmentation and the buying decision of consumers, in general. The factors that affect the buying decision of customers about Indian food have also been analysed along with incorporation of Integrated Marketing Communication tool to promote the Indian food products in UK. The author has used Interpretive philosophy in research methodology and quantitative analysis to analyse the accumulated data. Relevant information has been collected from 175 customers as the sample size. From the analysis of the available data, it can be evaluated that food lovers in UK tend to have Indian food since these are available at affordable price and reflect the rich heritage and ethnicity of India. People in UK are also fond of the zesty and spicy flavour of Indian food which is available at restaurants and eating joints.