See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/372629734

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS

WITH SPECIAL REFERENCE TO KISSAN FRESH TOMATO KETCHUP

Article · July 2023

CITATIONS READS

0 1,009

3 authors:

Dr-Ganesh S. Shinde Vikas V Pawar

Dr. D. Y. Patil Vidyapeeth, Pune Dr. D. Y. Patil Vidyapeeth
18 PUBLICATIONS 12 CITATIONS 27 PUBLICATIONS 5 CITATIONS

SEE PROFILE SEE PROFILE

Anand suresh Irabatti

Dr. D. Y. Patil Institute of Management Studies
4 PUBLICATIONS 1 CITATION

SEE PROFILE

All content following this page was uploaded by Vikas V Pawar on 26 July 2023.

The user has requested enhancement of the downloaded file.

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

ISSN 2063-5346 A STUDY IN TO TOMATO KETCHUP

CONSUMPTION PATTERNS OF INDIANS
WITH SPECIAL REFERENCET TO KISSAN
FRESH TOMATO KETCHUP

1
Ganesh S. Shinde, 2Vikas V. Pawar, 3Anand Irabatti
Article History: Received: 01.02.2023 Revised: 07.03.2023 Accepted: 10.04.2023
Abstract
Tomato processing is the process of taking raw tomatoes and transforming them into products such as
tomato paste, canned tomatoes, tomato juice, ketchup, and sauce. In the today’s busy life of every
person’s needs some breakfast most of the job holders prefer fast food to consume with in short period
of time with tasty supplement and they prefer Kissan Fresh Tomato Ketchup for their taste and good
quality. In this regard our research is focus on consumption pattern, consumer fulfilment level, brand
preferences, and its qualities. The perception and consumer satisfaction level is most.
The study aims to find out Tomato Ketchup consumption patterns of Indians with special reference to
Kissan Fresh Tomato Ketchup. The majority of times that Kissan fresh tomato ketchup is consumed at
the time of fast food consumptions. Products' taste and attributes, the majority of consumer’s
preference given to Kissan fresh. Product attributes like flavour, convenience, and availability affect
how satisfied customers are with their purchases. The easy accessibility of Kissan fresh tomato
ketchup with superb taste and attributes made the majority of consumers happy.

Key Words: Brand Preference, Perceptions, fulfilment level, food consumption, food processing.
1
Assistant Professor, Dr. D. Y. Patil Vidyapeeth, Centre for Online Learning, Pune, Maharashtra,
India Email- ganesh.shinde.col@dpu.edu.in
2
Vikas Pawar Assistant Professor, Dr. D. Y. Patil Vidyapeeth, Centre for Online Learning, Pune,
Maharashtra, India Email- vikas.pawar.col@dpu.edu.in
3
Anand Irabatti Assistant Professor, Dr. D. Y. Patil Vidyapeeth, Centre for Online Learning, Pune,
Maharashtra, India Email- anand.irabatti.col@dpu.edu.in

DOI: 10.31838/ecb/2023.12.s1.113

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1083

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

1. INTRODUCTION on the market and the low consumption of

Food Processing: sugar-containing foods. Nonetheless, there are
positive chances for ketchup in the food
The food processing industry is a large and business, including the popularity of quick-
diverse sector of the economy. It includes the service restaurants growing and the release of
processing of raw agricultural products into creative ketchup produced with organic
food products, as well as the production of ingredients.
prepared and packaged foods. The industry is
one of the most important sectors of the Tomato ketchup consumption in India:
economy, as it provides a large amount of Tomato ketchup is widely used as a condiment
employment and contributes significantly to in India, mainly as a dip for snacks such as
economic growth. The food processing French fries, samosa, and pakodas. It is also
industry includes a range of activities, used as a topping for various dishes like
including food packaging, food preservation, burgers, sandwiches, cutlets, and rolls.
food processing and food distribution. The According to a survey conducted by the
industry is highly regulated and is subject to National Institute of Nutrition (NIN), around
various regulations and standards, including 70% of the households in India use tomato
food safety and quality assurance. The ketchup regularly. It is also estimated that the
industry is highly competitive, with a wide average Indian consumes around 5.5 kg of
range of companies operating in the sector. tomato ketchup annually.
Companies in the food processing industry are Kissan Tomato ketch up is a popular brand of
typically large, multinational corporations that tomato ketchup. This ketchup is made from
have a global presence. These companies are ripe, juicy tomatoes, which are cooked and
involved in a variety of activities, including then blended to create a smooth, delicious
research and development, marketing, condiment. It has a slightly tangy taste, with a
production, and distribution. food processing hint of sweetness. The ketchup is free from
industry is a key driver of economic added preservatives and is 100% natural.
development and growth in many countries. It Kisan Tomato Ketchup is a great
is responsible for providing employment and accompaniment to burgers, fries, sandwiches,
income for millions of people, and contributes and other snacks.
to a country’s overall economic health. The
industry is also a major contributor to global In India, ketchup is regarded as one of the
trade, as food products are exported to many most crucial snacking partners. Although it
countries around the world. isn't really an ingredient in Indian cuisine, the
country has long used it. Dry nibbles taste
Tomato Processing: better with ketchup. Ketchup is occasionally
The vegetable crop that is most widely grown used to add flavours of one are choosing.
and used commercially is the tomato. In an Currently, ketchup options on the market are
area of around 0.458 million hectares, India not limited to tomato-based varieties. As
produces tomatoes in an estimated 7.277 Indian consumers' incomes have grown, their
million tons per annum. Since it is crucial palates have become increasingly used to
from an economic perspective, the production flavours other than those found in traditional
of tomatoes has expanded by 300% globally ketchups. Ketchup is a table condiment or
over the past forty years, with temperate and sauce. Tomato ketchup is a sweet and tangy
tropical regions producing the majority of the condiment made from tomatoes, sugar, and
crop. Tomatoes are regarded as a significant vinegar, with seasonings and spices.
agricultural crop and a crucial component of 2. COMPANY PROFILE:
the human diet all over the world. A few key
factors, such as shifting dietary patterns, a Kissan Fresh Tomato Ketchup is a leading
preference for western lifestyles and cultures, brand of tomato ketchup in India. The
and the use of unique ketchup varieties, are company was established in 1968 and is part
what propel the ketchup business. Although of the Hindustan Unilever Limited portfolio of
though the ketchup market is expanding brands. It is one of the oldest and most trusted
quickly, a few issues are limiting its growth, ketchup brands in India. The company offers a
including the abundance of ketchup substitutes variety of ketchups in different sizes and

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1084

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

flavours, including original, hot and sweet. It positive effect for consumers by stabilizing
is available in different packaging options tomato market prices. As an advantage of
such as bottles, squeezable tubes, and sachets. participating in the cooperative groups,
The company has a wide distribution network members of the suggested cooperative
across India, including supermarkets, organizations might obtain timely loans.
hypermarkets, convenience stores, and even
online stores. It is also available in other
countries such as the United States, Canada, Dr. Belur Baxi and Dr. Shailja Tiwari :
and the United Kingdom. The company's Ketchup is regarded as one of the key
products are made from high-quality components in Indian snacks. In the current
ingredients and are free from preservatives, study, an effort was made to understand the
artificial colours, and flavours. variables influencing customer choice of
The ketchup is made from fresh tomatoes and ketchup brand. Ketchup consumer behaviour
is blended with a unique blend of spices. It is has been researched. The Indian ketchup
available in a range of sizes and flavours market is expanding, and the Kissan brand has
including mild, hot, and extra hot. Kissan dominated it for a while. Customers take taste
Tomato Ketchup is widely available in retail into account in addition to price, size, and
stores and supermarkets across the country. availability of a specific packing size. With the
Kissan Fresh Tomato Ketchup is made with help of a straightforward random sample
100% real, naturally ripened Tomatoes. The technique, we spoke with 100 inhabitants of
Tangy Tomato Ketchup can either be paired Ahmedabad to learn about their preferences
with or complemented with almost every dish for ketchup. The process of choosing a brand
to make them so much tastier. Whether you has been looked at.
are in the mood for crispy pakodas or looking
for something to pair your veggies. Kissan
story of pioneering innovation began with the IIFPT Report: Since consumers desire a
launch of new formats of food, such as canned larger selection of innovative, value-added
fruits and vegetables, baked beans, and the goods, tomato output is rising globally. As a
like. result, production and processing require a lot
of mixing technology. The tomato processing
HUL continued its practice of giving a buy- sector is enormous. The majority of the tomato
back guarantee of produce to farmers. HUL crop grown worldwide is converted into
provides vital support by imparting farmers tomato paste or puree, which is then used as an
with knowledge and expertise in sustainable ingredient in numerous foods, mostly soups,
agriculture practices for Tomato cultivation. sauces, and ketchup. India exports processed
This includes the latest agricultural techniques, tomatoes in the form of ketchup and tomato
irrigation practices, and the recommendation paste. With appetizers like rolls, cutlets,
of the right type of seeds. In one such practice, samosas, chops, soup, fried rice, and other
a new Tomato varietal developed was continental as well as Chinese cuisine, tomato
employed by farmers which take lesser time sauce is frequently used. All contemporary
(90 days) to harvest versus traditional varieties foods and snacks use a colour tomato-based
(150 to 180 days). These Tomatoes had a blend as essential ingredients.
brighter red colour which would fetch farmers’
better prices and helps enhance their returns on
yields. Britt Burton Freeman and Kristin Reimers:
Lycopene and antioxidant activity were the
main topics of the early investigations on
3. REVIEW OF LITERATURE: tomato eating and illness risk reduction. Most
Oladejo, J. A. and Oladiran, J.O.: To current theories take into account the benefits
increase their effectiveness, tomato marketers of the entire tomato; as a result, research on
should create cooperative groups so that tomato products' contribution to lowering
tomatoes can be bought in large quantities on disease risk goes beyond their antioxidant
their behalf. Members can join for less effects to take into account additional
money, which lowers average transaction costs protective mechanisms like antithrombotic and
to the benefit of marketers. This could have a anti-inflammatory effects. Raising the amount

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1085

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

of vegetables consumed each day in the RESEARCH QUESTIONS:

American diet has the potential to have a large 1. What are the different flavours of Kissan
positive impact on health. Because of their fresh tomato ketchup consumed?
widespread availability, established 2. What kinds of Product quality and taste
acceptability, cost-effectiveness, and improvement should bring in to improve
convenience of many forms, tomatoes and the fulfilment level of consumers?
tomato-related products may help boost 3. What is certification getting company to
overall vegetable intake in addition to their manufacture and export of products?
specific benefits. Using new research on
tomatoes and tomato-related items may be a
quick and easy way to help people eat more RESEARCH METHODOLOGY:
tomatoes.
Research Design: The research study is a
Bharathi Murugesan, K. B. Sivakami: descriptive one. The study's research design
Increased yield, uniform and healthy water and would try to focus on the study's objectives.
land conservation, superior products, reduced
labour costs, and control of environmental
contamination is only a few benefits of The primary data: Sources for the survey
hydroponic farming. We create soilless culture were questionnaires filled out by respondents
equipment for future food requirements. during direct interviews. Observations of
Despite being artificial, it will result in consumers in Pune city areas.
improved growth, strong yields, and high-
quality food. The device includes a water
source, nutrients solvent, and light source. It Secondary data: This is usually a collection
can be used inside the house itself and doesn't of published sources that were originally
require a lot of room. We can achieve good gathered for another purpose. Company
growth by using fewer nutrients and water records, government publications, reports, and
resources. Plants are protected from illnesses journals.
and are not harmed by insecticides. We can
swiftly obtain wholesome foods using this
Sampling Method Techniques used: simple
equipment, and there are no negative side
random sampling.
effects.

Sample Size: Sample size of study was 295

OBJECTIVES:
consumers in India.
 To study the awareness of Kissan Tomato
Ketchup.
 To understand the Product usage pattern Scope of the Research:
in the identified area. Focus was consumption patterns and people’s
 To know consumption patterns of tomato reactions after consumption of snakes or fast
ketchup. food.
 To study fulfilment levels.

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1086

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

RESULTS AND DISCUSSIONS:

Age group:

Most of the consumers consume tomato ketchup in 25 to 35 years because they are job seekers. 64.1%
peoples are in age group of 25 to 35 years was given preferences. Age group of 19 to 24 years
consume tomato ketchup mostly in fast food. 24.1% peoples consume tomato ketchup in the age
group of 19-24.

Q.1. Do you know about Tomato Ketchup?

Out of 295 respondents it was found that the maximum 98.3% of the respondents was aware of
tomato ketchup, sauce and various brands involved in manufacturing of tomato ketchup.

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1087

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

Q.2. Which KISSAN Sauce you may like?

Varieties of Kissan sauce available in market such as sweet and spicy, chilli, no onion and garlic and
Kissan fresh tomato sauce. 38.1% consumers were given preferences to consume fresh Kissan fresh
tomato sauce. 37.8% peoples was given preference to consume sweet and spicy sauce. 21.1%
consume chilli tomato sauce and remaining low population consumes no onion and no garlic sauce.

Q.3. how often do you consume tomato ketchup?

Most of the consumers having job seekers they consume mostly fast food they want Kissan tomato
fresh ketchup additionally for consumptions for improving taste of the foods. 35.8% consumers
demanded to fast food companies given Kissan fresh tomato ketchup. 19.1% consumers rarely
consume tomato ketchup. 24.9% peoples was given greater preference to consume tomato ketchup
occasionally. 13% consumer consume ketchup frequently depends on their mood and quality of
food items. 7.2% consumers are regular consumers to consume tomato ketchup.

Q.4. what is your preferred brand of tomato ketchup?

Consumer prefers that brand which is having good quality, taste and strong reputation in to the
market. As per our findings Kissan fresh tomato ketchup is the preferred brand of majority of the
peoples. 80.1% consumers were given preferences to consume only Kissan fresh tomato ketch up.
9.2% peoples was given preferences to consume Hunts and Maggi sweet tomato brands remaining
consumer chosen del monte, tops ketchup, chemical ketchup and other brands.

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1088

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

Q.5. how would you rate the taste of tomato ketchup?

Tomato ketchup consumptions are increasing day to day along with fast foods and snacks. Based on
the responses of 295 consumers, 35.6% consumers were given better rating in terms of qualities and
taste. 31.2% consumers were given excellent rating. 28.5% consumers were given better rating as per
their taste and qualities.

Q.6. how do you think Kissan Tomato Ketchup is priced?

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1089

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

Consumer will favour that product which is having good quality as well as having affordable in
nature. In Kissan fresh tomato ketch up which is having good quality and It is having affordable in
nature 35.3% of the peoples were given preferences to Kissan fresh tomato ketchup is an affordable in
nature. 50.2% peoples were given preference to it is average cost, 13.9% consumer were given
preference’s to it is higher cost.

Q. 7. What do think about quality?

Product quality is most important because of excellent quality, consumers were mostly trust on your
brand. According to our research findings 55.9% peoples were given response that Kissan fresh
tomato ketchup it sis better quality products. 32.2% consumers was said it is having excellent quality
and taste. 11.5% peoples was given response that having fair quality. Overall it is having better
quality of products in terms of taste.

Q.8. On what basis do you prefer this product?

Preferences were given to consumer which is having good taste and quality. Based on 295 responses
of consumers, 33.2 % consumer was given preferences to Kissan fresh tomato ketchup because of its
good quality nature. 43.1% consumer was given preference to buy products because of its taste and
qualities. 16.9% consumer was given preferences to buy Kissan fresh tomato ketchup because of its
quantity and taste.

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1090

A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

Q.9. In what form do you usually buy?

Kissan fresh tomato ketchup mostly consumers are consumed at the time of fast food consumptions.
Consumer buy and order Ketch up in the form of pouches, sachets, glass bottles, squeeze bottles.
When consumer consumes fast food that time generally he orders in pouches. 41.8% peoples are
usually buy tomato ketchup in the form of pouches. 40.1% peoples were given preferences to buy
Kissan fresh tomato ketch up in the form of glass bottles but generally in the time of shopping. 14.3%
consumer was given preference’s to buy products in the form of squeeze bottles.

Q.10. Are you satisfied?

Consumer fulfilment level depends on products qualities, taste, services, convenience and
availability. Most of the consumer were satisfied because easy availability of Kissan fresh tomato
ketchup with excellent taste and qualities. 82% peoples were given response they are completely
satisfied after the consumptions of Kissan Fresh Tomato Ketchup. Whereas 16.6 % consumers are
maybe satisfied

TOOLS USED FOR ANALYSIS: RESEARCH FINDINGS:

Descriptive statistical measures of central 1. Total 295 consumers were surveyed and
tendency and dispersion note down their responses in this
research.
2. It is found that most of the consumers
were mostly trust on Kissan Fresh
Tomato Ketchup . Research findings

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1091

 A STUDY IN TO TOMATO KETCHUP CONSUMPTION PATTERNS OF INDIANS WITH SPECIAL REFERENCET
TO KISSAN FRESH TOMATO KETCHUP Section A-Research paper

55.9% peoples were given response that REFERENCES:

Kissan fresh tomato ketchup which
 Oladejo, J. A. and Oladiran, J.O.. (2014),
having better quality products.
Marketing Analysis and Consumption
3. It is observed that quality and taste is
Pattern of Tomato in Oyo State, Nigeria,
most important factor that having directly
International Journal of Agriculture
influence on consumer fulfilment level.
Innovations and Research Volume 2,
55.9% peoples were given response that
Issue 5, ISSN (Online) 2319-1473 .
Kissan fresh tomato ketchup it sis better
 Dr. Belur Baxi and Dr. Shailja Tiwari,
quality products.
Consumer preference for Ketchup Brand
4. Consumer fulfilment level depends on
in Ahmedabad City,GAP GYAN
products qualities, taste, services,
http://www.gapjournals.org An
convenience and availability. Most of
International Peer-Reviewed Open
the consumer were satisfied because
Access Journal of Social Sciences ISSN:
easy availability of Kissan fresh tomato
2581-5830.
ketchup with excellent taste and
qualities. 82% peoples were given  IIFPT Annual report, Ministry of food
response they are completely satisfied processing industries government of India
after the consumptions of Kissan Fresh  Britt Burton Freeman and Kristin
Tomato Ketchup. Reimers, Tomato Consumption and
Health, American journal of lifestyle
medicine, 2010.
CONCLUSIONS:  Bharathi Murugesan, K.B.Sivakami, The
Future of Indoor Gardening Hydroponics
In Summary of Study in to Tomato Ketchup
in Tomato Plants, International Journal of
Consumption Patterns of Indians with Special
Emerging Technologies and Innovative
Reference to Kissan Fresh Tomato Ketchup
Research (www.jetir.org), ISSN:2349-
checks the most important factors such as
5162, Vol.7, Issue 11, page no.417-419,
qualities, taste, service and availability which
November-2020.
effect on consumer fulfilment level. Kissan
fresh tomato ketchup mostly consumers are  Acharya S.S & N. L. Agrawal:
consumed at the time of fast food Agriculture Marketing in India, Oxford
consumptions. Consumer buy and order Ketch and IBH Publishing Company, 1987.
up in the form of pouches, sachets, glass  Nagapure & Deshmukh: Agri Business
bottles, squeeze bottles. When consumer Management, Agromet Publisher.
consumes fast food that time generally he  Business Correspondence & Report
orders in pouches. Based on responses. Most Writing by R. C. Sharma & Krishna
of the consumer was given preference to buy Mohan, Tata McGraw Hill, 4th Edition,
products because of its taste and qualities. 2011.
Tomato ketchup consumptions are increasing  Managerial Economics by G.S. Gupta, T
day to day along with fast foods and snacks. M H, New Delhi.
Majority of the consumers were given better  Managerial Economics by Varshney and
rating in terms of qualities and taste. Maheshwari, Sultan Chand and Sons,
New Delhi.
 Economic Survey report 2022-2023.
 https://www.kissan.in/products/ketchup-
sauces/fresh-tomato-ketchup.html
 www.msamb.com
 https://www.fssai.gov.in/

Eur. Chem. Bull. 2023,12(Special Issue 1), 1083-1092 1092

View publication stats