Journal of Applied Business, Economics and Strategic Management ISSN: 3139-1664 (Online)

Authors: C. M. Arunprasad, Shruthi. R

Abstract: During the recent decades, women's participation in the labour market has increased tremendously. This significant rise in employment of women outside the home has attracted the attention of consumer researchers to investigate the effect of women's labour force participation on convenience food consumption. The objective of this research paper is to identify the factors determining the attitudes of working women towards instant food products. For this purpose the present study has been conducted with a sample of 110 working women of various places and their responses were gauged through a structured questionnaire, administered personally. Data have been analyzed with help of weighted average scores, standard deviations and factor analysis. The results from the present study investigating factors  influencing the attitudes of working women towards instant food products indicate that 'convenience' in meal preparation is the major factor which influences the attitudes of working women towards these food products. This is followed by another five factors such as 'sensory variables', 'mood', 'health issues', 'price influence' and 'familiarity'. The findings of the study can be useful for marketers of instant food products as they can use these factors as an effective promotional tool to target consumers and to escalate the sale of these food items in the coming time.