INVESTIGATING INTO CUSTOMER PREFERENCE AND SATISFACTION REGARDING FROZEN AND INSTANT FOOD PRODUCTS

Abstract

This study aims to explore consumer preferences and satisfaction levels regarding frozen and instant food products. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather comprehensive data. The survey will assess factors influencing purchase decisions, such as taste, convenience, price, and perceived healthiness. Additionally, interviews will delve deeper into consumer perceptions, attitudes, and experiences with frozen and instant food items. Findings from this research will provide valuable insights for food manufacturers, retailers, and marketers to better understand customer needs and enhance product offerings to meet evolving consumer demands in the frozen and instant food market segment. KEYWORDS: Customer preference, Satisfaction, Frozen food, Instant food, Consumer behaviour, Purchase decision, Taste, Convenience, Price, Market research, Food industry.