• Mallieswari R
• Basavanna Y S
• Debolina Gupta

This paper is to analyse the customers’ behaviour towards Ready to Cook (RTC) food products based on quality. The most sought after in the present age are the instant/ready-to-eat foods. Increasing disposable income among young Indian workforce is driving the Ready to Cook food sector in India. India is being influenced by these instant foods. Increasing nuclear families in metros and Tier-2 cities contribute to the major market. The change is most visible in the affluent millennial urban consumers, they want convenience and healthier food options without compromising quality and taste. Quality is an important aspect of food products today. MTR, ITC Nestle and many other MNCs are into Ready to cook food products over the past several decades in India, ID Fresh Food come up with many innovative Indian food products. It took first mover advantage in India started as a small-scale production unit in Bangalore by PC Mustafa and his relatives. Keeping quality as its core value they have invested in technology, packaging and branding to provide best products due to their traditional recopies and high standards of hygiene, ID Fresh Food products well received by the customers and it is still growing at a healthy rate with respect to the Industry. Stating from their advertising and branding strategy they are using bill boards and its own distribution channel (trucks and salesman), maintaining close relationship with retailers and exercising strict control on product quality and service level to enhance productivity and cost effectiveness. Go Natural, Its ID and No Preservative and RO Purified water for preparation to all intents and purposes grab attention of customers Precisely/naturally. Id fresh food Pvt Ltd has planned to expand its business to Dubai, Singapore, Us and UK. Currently the firm has partnered with leading stores in Indian market and established its presence across India and UAE. Investment by Premji Invest and other well known VC Funds has invested thus, driving the company forward. The objective of the study is to understand the significance of promotional campaign, advertising, packaging and quality of the product on customers purchasing decision. The information consists of various inputs taken from customers who are residing in Bangalore. The study indicates that the there is a significant influence of quality of the Ready to cook food products on customer purchasing decision.

Ready to cook food, Go natural, Promotional campaign.

"The Impact of Promotional Campaign on Customer Purchase Decision –Evidence from Id Fresh Food Products, Bangalore, India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.108-113, June 2019, Available :http://www.jetir.org/papers/JETIR1908478.pdf

"The Impact of Promotional Campaign on Customer Purchase Decision –Evidence from Id Fresh Food Products, Bangalore, India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp108-113, June 2019, Available at : http://www.jetir.org/papers/JETIR1908478.pdf