An appeal of the consumers for ready to eat-RTE products is forecasted to grow fast in next five years because consumers are demanding more because of its convenient availability, premium quality, along with textural properties and exciting flavours (FMI, 2016). This sector achieves many milestones in recent years, for example, an extrusion technology was extensively used in producing RTE snacks or cereals because of operating ease and also the ability to create different shapes and texture that appeal to the eyes of consumers. However, several existing products of RTE are relatively higher in salt and sugar, hence, is considered as energy dense yet lack of nutrients in food. Nevertheless, some potential for manipulating exists in the nutritional status of RTEs through altering the potential of digestion of protein and starch, and also through the incorporation of some bioactive elements like dietary fibre. Thus, current observation and review of articles have explored many new types of research and studies in this area and illustrates many opportunities through which global industry of food could react actively to the requirements of consumers for the healthful snack of RTE products in future years. The consumer perceptions about the impact of advertisements on purchase behaviour are the vital field of research. The analysis will disclose the extent to which manipulative advertising is successful in portraying RTE foods as a healthy replacement of the home-cooked meal.
Table of Contents
Executive Summary
Chapter I- Introduction
1.1 Introduction
1.2 Background
1.3 Problem Statement
1.4 Research Aim and Objectives
Research Questions
1.5 Significance of the study
1.6 structure of the Thesis
Chapter II- Literature Review
2.1 The importance of Advertising
2.2 Manipulative Advertising
2.2.1 Characteristics of manipulative Advertising
2.2.2 Manipulation in Food Advertising
2.3 Consumer perceptions of Advertising
2.4 The Consumer Buying Decision Process
2.4.1 Impact of Advertising on Consumer perceptions
2.5 Ready to Eat (RTE) market in UK
2.5.1 Key RTE Consumers’ trends
2.5.2 Competitive Landscape
2.5.3 Prospects of RTE in UK
Chapter 3: Methodology
3.1 Research Design
3.2 Research Philosophy
3.3 Research Approach
3.4 Research Strategy
3.5 Sampling
3.5.1 Respondents of the study
3.5.2 Sample Size
3.6 Data Collection
3.6.1 Secondary data
3.6.2 Primary Data
3.6.3 Questionnaire
3.7 Analysis of Data
3.8 Ethical Considerations
Chapter IV- Data Analysis
4.1 Analysis of collected data
4.2 Consumers Personal Information
4.3 Consumer trends of RTE Foods
4.4 Perceptions of RTE Advertisements
4.5 Summary of Research Findings
Chapter V- Conclusion and Recommendations
5.1 Conclusion
5.2 Recommendations
References
Appendix - QUESTIONNAIRE
A. Reflective Statement
B. Contextualisation Statement
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