Customer Segmentation and Demographic Influences on Frozen Food Purchase Behavior: An Empirical Analysis

Ready-Made Frozen Food (RMFF) is increasingly perceived by consumers as a wholesome, healthier, and flavorful alternative, contributing to a shift in preferences and a greater willingness to pay a premium. This study investigates the key factors influencing consumer purchasing behavior related to RMFF. Prior research suggests that changing dietary habits are closely linked to the growing economic participation of women. Various socio-demographic variables—including age, gen- der, education, income, marital status, personal values, attitudes, and beliefs—play a crucial role in shaping consumer decisions. In addition, product-related attributes such as convenience, taste, accessibility, quality, and affordability significantly im- pact consumer choices. The study collected data from 219 respondents through a structured question- naire, and the responses were analyzed using Factor Analysis. Findings reveal that working professionals represent a major consumer segment for RMFF, with purchase behavior positively associated with gender, age, education, income, and occupation. The results also highlight the growing popularity of RMFF due to its convenience and ease of preparation. The majority of respondents were female (61.2%), aged between 22–24 years (50.2%), held a university or college degree (85.8%), resided in urban areas (84%), and were currently unemployed (59.8%). These insights reflect the increasing demand for RMFF, driven by evolving lifestyles and socio-economic dynamics.