Cross-generational Analysis of Consumer Behaviour towards Convenience Foods: A Study of Convenience Foods in Kerala

Aims: From customs dating back thousands of years to contemporary conveniences, food has always played a significant role in our societies. As we travel through history, we can see the tremendous change that has paved the way for the emergence of convenience foods in our lives. The behaviour of various generations is also on the go with time. Considering this, the study emphasises the intricate relationship between consumer behaviour towards convenience foods and age cohorts. Methodology: The data for the study was collected from a total of 180 respondents. Among these, 60 belonged to Gen X, Gen Y, and Gen Z respectively from the central region of Kerala state. Results: The results showed that all the respondents taken for the study irrespective of their generation showed a higher inclination towards home-cooked meals rather than convenience foods regardless of their popularity in today's market. For Gen X and Y, convenience food was a choice because of the little time and effort required for preparation while Gen Z preferred it as it fixes their hunger in a snap of a moment. The majority of the respondents purchased convenience food from the supermarkets. All the generations were moderately satisfied with the convenience foods available. Even though most showed modest satisfaction towards various parameters of satisfaction, the degree of satisfaction toward the availability of convenience food options differed among generations. Conclusion: The results showed the importance of understanding the behavioural differences across generations and how they can impact the acceptance of convenience food. With a comprehensive understanding of the needs and drives of each generation, marketers can adeptly navigate through the complexity of this fast-paced convenience food industry and can be a success.