AN EMPIRICAL STUDY ON THE ATTITUDE OF CONSUMERS TOWARDS FROZEN FOOD PRODUCTS

The rapid expansion of the frozen food industry is driven by evolving consumer lifestyles, urbanization, and the increasing demand for convenience. This study investigates consumer attitudes towards frozen food products, analysing key determinants such as quality perception, health concerns, convenience, pricing, and brand preference. The research employs statistical analysis to examine the relationship between demographic variables such as age, gender, and purchasing frequency and consumer preferences. The findings indicate that younger consumers constitute the primary market segment, with convenience and product availability being the most influential factors. However, concerns regarding preservatives, nutritional value, and perceived health risks remain major barriers to adoption. The study underscores the need for frozen food manufacturers and retailers to enhance product innovation, improve labelling transparency, and implement targeted marketing strategies to address consumer concerns. The research concludes that while frozen food products offer convenience and time-saving benefits, companies must focus on quality, transparency, and eco-friendly packaging to enhance consumer satisfaction and loyalty. The findings provide valuable insights for frozen food manufacturers and marketers aiming to align their strategies with consumer preferences and emerging trends in the FMCG sector.