Consumer Perception and Buying Behavior Towards RTE and RTC Foods: A Thematic Analysis

Introduction

RTE (Ready to Eat) and RTC (Ready to Cook) are food items that go through various processing stages, such as cleaning, chopping and pre-cooking. These are packaged appropriately and kept in frozen, refrigerated or ambient settings. These goods can be eaten raw or with a little heating. They are mostly made from agricultural, poultry, cattle and marine raw resources. Worldwide economic development and fast pace of life are leading to rapid growth of Ready to Eat (RTE) goods. (Zhang et al 2025) [35] . Food consumption behavior has been significantly affected by changing lifestyle patterns of consumers. Time Scarcity refers to a situation where time is not enough to complete daily tasks. The more time scarcity, the more likely consumers tend to purchase out of home foods (Oostenbach et al pleasant scent, and appealing texture impacts purchase intentions and satisfaction of consumer (Imtiyaz et al 2023) [13] . Numerous other elements, including the type of food, the contents mentioned on the package, labeling and the packaging design, affect perception regarding food goods (Berthold et al 2024) [2] . Perceived food quality is directly influenced by price fairness and perceived value (Konuk, 2019) [20] . Food industry and governments must understand and analyze the motivations, perceptions, and preferences of customers (Kaya 2016) [18] . It is important for policy makers, marketers and food manufacturers to deeply understand consumer perceptions. It can lead to customer satisfaction, growth and sustainable development of food industry.

Research Problem

RTE and RTC industries are growing due to factors like a rise in disposable income, time scarcity, convenience and changing lifestyles due to urbanization. It is complex to assess consumer behavior towards such products due to various interconnected factors like product attributes, convenience, health, nutrition and marketing related factors. Additionally, sustainability, Corporate social responsibility (CSR) and ethical concerns also affect consumer behavior. Although various studies have examined these factors separately or to a limited extent, no study shows how these factors affect consumer behavior in an integrated manner. So, there is a need to combine existing knowledge to develop conceptual understanding regarding consumer behavior towards RTE and RTC goods.

Need of the Study

This study is going to provide a comprehensive framework which will help to understand the factors that influence consumer behavior towards RTE and RTC goods. Major factors determining consumer perception, satisfaction and acceptance will be determined using existing literature. A comprehensive conceptual framework will be developed, interlinking various factors identified and consumer outcomes. The results of the study will be helpful for food manufacturers, marketers, policymakers and researchers in shaping consumer focused products, effective communication strategies, sustainable food practices and health-oriented marketing strategies in the growing convenience food sector.

Objectives of Study

Main aim to undertake this study is to study the factors influencing consumer perception and buying behavior towards RTE and RTC food products. Under this main objective 6 Research propositions are developed: P1: Product attributes positively influence consumer perception and attitude toward RTE and RTC foods. P2: Convenience factors significantly influence consumer perception and buying behavior toward RTE and RTC foods. P3: Health and nutrition-related factors influence consumers' purchase decisions and satisfaction. P4: Marketing, branding, and communication strategies significantly shape consumer attitudes and purchase intention. P5: Sustainability, ethical concerns, and CSR practices positively affect consumer trust and buying behavior.

P6: Safety perceptions and socio-cultural factors influence consumer acceptance and food consumption behavior.

Research Methodology

The present study is based on qualitative thematic analysis. In this study, existing literature is examined related to consumer perception towards Ready to Eat (RTE) and Ready to Cook (RTC) food products. Thematic analysis is used as a primary analytical tool in this study because of its flexibility and suitability for recognizing themes from qualitative data. Thematic Analysis offers methods for creating codes and themes from qualitative data that are easy to understand. The smallest analytical units that capture significant aspects of the data are called codes. Codes serve as the foundation for themes, which are bigger patterns of meaning supported by a fundamental organizing notion. A framework for arranging and summarizing the researcher's analytical observations is provided by themes. The goal of TA is not only to summarize the data; rather, it is to identify and interpret important aspects of the data. The focus is on generating thorough and superior analysis (Clarke & Braun 2017) [7] . Current work is based on secondary sources of data. Various research papers, review articles, book chapters, conference proceedings etc. were collected from Google Scholar, Semantic Scholar, ReseacrhGate, Scopus, Web of Science and Science Direct. Keywords such as consumer perception, consumer behavior, processed food, ready to eat, ready to cook, health consciousness, sustainability, branding, convenience, food quality and purchasing behavior were used to search for appropriate content.

To maintain the quality of this research, only selected studies were included. The literature selection process included studies related to ready to eat and ready to cook foods. Along with this, studies focusing on consumer perception, attitude, buying behavior, food quality, sustainability or health-related aspects were included for the present study. Only peer-reviewed journal articles and scholarly publications were considered. Empirical, conceptual and review-based studies relevant to the research objectives were incorporated. On the other hand, nonacademic articles, blogs, and news reports were excluded. Studies unrelated to consumer perception or RTE/RTC food products and articles lacking sufficient conceptual or thematic relevance were not considered for this analysis. 67 studies were examined but based on inclusion criteria, 40 studies were comprised. A structured Excel database was created by methodically extracting relevant information from the chosen studies. Author details, publication year, study title, keywords, research methods, variables examined, findings, implications, abstracts, conceptual frameworks, and starting codes were within the data that were extracted. The study used thematic analysis framework for identifying and interpreting themes within the selected literature. Firstly, all selected studies were thoroughly reviewed to gain familiarity with the dataset. Subsequently, initial codes were generated from abstracts, keywords, findings, and conceptual discussions present in the literature. Similar codes and repetitive concepts were grouped together to develop broader thematic categories. These themes were continuously reviewed, refined and reorganized. The final themes identified in the study included Product Attributes, Consumer Buying Behavior, Convenience Factors, Health and Nutrition Factors, Sustainability and Ethics, Consumer Perception and Attitude, Marketing and Communication, Safety and Risk Factors, Socio-Cultural Factors and Food Experience and Satisfaction. Further to strengthen the study, bigram frequency analysis and thematic frequency analysis were conducted using R software. Pairs of continuous text units, such words or characters, are called bigrams. Understanding the frequency and distribution of word or character pairs in a text can reveal relationships between the text units (Webserv 2026) [34] . Theme frequency tables, year-wise thematic distributions and stacked thematic contribution analyses were generated to understand the relevance and evolution of themes across the reviewed literature. The RStudio software was used to analyze dataset. Relevant R packages including readxl, tidytext, dplyr, ggplot2, and tidyverse were used. Software was used to conduct Theme frequency analysis, Bigram extraction and visualization, Year-wise thematic distribution analysis, stacked thematic contribution analysis, Graphical representation of themes and conceptual relationships. Lastly, a conceptual framework was proposed to explain the influence of product attributes, convenience factors, health consciousness, sustainability concerns, marketing communication and socio-cultural factors on consumer perception and buying behavior toward RTE and RTC food products. Research propositions were developed inductively from recurring thematic patterns identified during the thematic analysis process.

Results and Thematic findings

Thematic analysis is a popular technique, which consists of evaluation and analysis of qualitative data. This study is based on principles of thematic analysis including data coding, generating themes, refining themes and reporting the findings (Naeemet al 2023) [26] . Current study undertook systematic analysis of keywords, abstracts, findings and conceptual frameworks to identify reoccurring concepts and patterns. Then coding was done to form broader themes. The entire process gave major themes related to consumer perception and buying behavior towards RTE and RTC food products. Theme frequency analysis was conducted to understand the importance of each theme. Thematic frequency table is presented following. From the above findings, it is clearly visible that 'Sustainability & Ethics' is the most frequent occurring theme. Consumers' awareness of eco-friendly consumption is growing day by day. The customer base of socially conscious attitude is increasing with rise in customer awareness. Concepts like carbon footprint, eco-friendly packaging and green plus sustainable purchasing are gaining importance (Çam et al 2025) [5] . 'Consumer Perception & Attitude', 'Product Attributes' and 'Convenience Factors' also dominate studies related to consumer perception towards RTE and RTC products. The primary factor influencing customers' purchase intention, consumption and satisfaction is sensory appeal. Product attributes such as appealing texture, good taste, pleasant appearance and nice scent impacts consumer's purchase intentions (Imtiyaz et al 2021) [14] . Further, convenience is one of the major drivers of food choice. Convenience is presented as an attribute that saves time and effort, which in turn benefits consumers (Bogard et al 2024) [3] . These are various word pairs that are repeatedly shown in various studies. 'Food quality' and 'Consumer perception' are the most recurring concepts in studies. It can be stated that consumers are strongly influenced by the quality of food. Consumers have a positive perception of sensory attributes of food products. They are considerate about food quality (de Araújo et al 2022) [9] . Other frequently occurring bigrams are 'Consumer behavior', 'Convenience food' and 'Purchase Intention'. This shows how behavior, convenience and intentions influence consumer perception. Word themes like 'Taste preference', 'Consumer attitude' and 'Consumer awareness' depict that sensory characteristic of food products, especially taste, affect consumer attitude and awareness. Furthermore, repetition of 'Sustainable consumption', 'Food safety', 'Healthy eating', 'Social responsibility', 'Product availability' and 'Easy preparation' shows that these are various factors apart from food quality and taste preference, on which consumers evaluate the food product. Overall, existing literature is centered around consumer perception, awareness, behavior and purchase intention. While various factors affecting the same are food quality, convenience, taste, sustainable consumption, food safety, healthy eating, social responsibility and easy preparation. Year-wise theme distribution helps to get an idea of evolution about research focus over the span of time. Distribution of themes across literature was analyzed and the following results were obtained. Consumers place high priority to quality of food products. They consider freshness to be an important attribute of quality (Dolezalová et al 2016) [10] . Favorable perception about food products leads to positive buying behavior and experience along with satisfaction.

P2: Convenience factors significantly influence consumer perception and buying behavior toward RTE and RTC foods. Time scarcity is directly related to consumers' intention to purchase and consume convenience food. Busy lifestyle, hectic work schedule and multiple responsibilities within time scarcity construct were prominent factors which affect consumer perception and attitude towards RTE and RTC products (Imtiyaz et al 2023) [13] . Consumer demand is expanding because of urbanization, dual-income households and time pressures. Purchasing behavior is influenced by a confluence of factors, among which one is time saving (Nature Index n.d.). Convenience leads to positive experience and causes favorable buying behavior towards RTE and RTC products.

P3: Health and nutrition-related factors influence consumers' purchase decisions and satisfaction.

Health is determined as the most important trend in global food and beverage industries. Consumers purchase intentions are influenced by health and nutrition claims of RTE and RTC products (Duarte & Teixeira 2021) [11] .

Health is seen as a factor which makes food attractive to consumers (Meiselman 2016) [24] . Customers encompassing nutritional knowledge, information and claims, assign importance to health information of food (Mogendi et al 2016) [25] . Healthiness of RTE and RTC items is perceived by consumers through FoP (Front of pack) labels and health claims, the ingredients of the product and the organic origin of the product (Plasek et al 2020) [29] . So nutritional information and health-related perceptions shapes consumers decisions, which in turn affects purchase decisions and satisfaction levels.

P4: Marketing, branding, and communication strategies significantly shape consumer attitudes and purchase intention.

Customer satisfaction and purchase intention are significantly influenced by brand identity and brand image (Dash et al 2021) [8] . Purchase intentions are significantly influenced by marketing strategies (Zou 2025) [36] . Brand equity is positively and significantly impacted by communication. Communication creates awareness and attracts consumer attention (Iswati et al 2023) [15] . By creating brand awareness, spreading information, influencing attitudes and perceptions, differentiating brands, using social proof, promoting interaction and engagement, creating emotional connections, and motivating action, marketing communication strategies have a substantial impact on consumer purchasing behavior (Majaliwa et al 2024) [23] .

P5: Sustainability, ethical concerns, and CSR practices positively affect consumer trust and buying behavior. CSR practices and ethical behavior are important factors for consumers to make purchases. When making purchase decisions, most consumers examine the company's social responsibility. They are open to switching to a socially conscious brand, and do not only consider price and quality (Caldeira & Moro 2024) [4] . CSR and ethical concerns are vital factors that shape customers' perception in terms of ethical conduct and sustainable initiatives of RTE and RTC products. Sustainability-oriented initiatives are effective strategic tools to solidify trustworthiness among consumers

International Journal of Agriculture and Food Science https://www.agriculturaljournals.com (Kumar 2025) [21] . Environmental concerns have a significant impact on pro-environmental behavior, which in turn affects attitudes and views of sustainability (Sánchez-Bravo et al 2020) [30] .

P6: Safety perceptions and socio-cultural factors influence consumer acceptance and food consumption behavior. Customers' perceptions of RTE and RTC food are influenced by their cultural background, which has an impact on how much they will utilize and accept the food product (Jeong & Lee 2021) [17] . Food preferences and habits are greatly influenced by cultural variables, such as customs and dietary restrictions. On the other hand, accessibility, cost and nutritional choices are influenced by socioeconomic levels (Ajetunmobi & Laobangdisa 2024) [1] .

Along with socio-cultural factors, safety perceptions also influence purchasing decisions and consecutively satisfaction levels. Since consumers are crucial to food safety, it is critical to analyze the attitudes, behaviors and motivations that influence their choices (Lee et al 2022) [22] . Several food safety problems, including food contamination and adulteration, instances of food poisoning and legal infractions, have prompted consumers to seek guarantees regarding the quality and safety of food (Campos et al 2024) [6] .

Conclusion

Consumer decision making is influenced by multidimensional factors like product attributes, convenience, health, marketing, sustainability, safety and socio-cultural factors. Consumer decision making is a complex phenomenon that cannot be explained solely by a single factor. Customer evaluations are shaped majorly based on product attributes. Reoccurring concepts such as food quality, taste preference, freshness, packaging and nutritional value indicate that these affect consumer perceptions and attitudes. Quality perceptions play a central role in providing poitive food experience and satisfaction. Additionally, time saving and easy preparation also increase demand for RTE and RTC food products. This is because of changing lifestyles, urbanization and reduced time available for meal preparation. Another important observation is that consumers are increasingly becoming more nutrition and health conscious. Gradual shifts have been seen towards health-oriented food consumption patterns. Also, positive customer attitudes and a higher chance of a purchase are facilitated by effective communication and marketing strategies. Moreover, purchase decisions are no longer influenced by personal benefits, but with sustainability, ethical concerns and corporate social responsibility. Likewise, food safety parameters and socio-cultural factors affect consumer perception and behavior. While evaluating RTE and RTC items, consumers perceive safety and hygiene standards. Food preferences and consumption habits are simultaneously shaped by cultural values, familial influence, lifestyle patterns, and demographic traits. Based on identified thematic patterns, integrated conceptual framework named Integrated Consumer Perception and Behavior Framework (ICPBF) is proposed to explain that various factors shape consumer perception and attitude, which in turn affects buying behavior, acceptance and satisfaction towards RTE and RTC products. This framework contributes theoretically to the existing body of literature.

This respective study provides various Implications for policy makers, food manufacturers, government, market personnel and researchers. Food manufacturers are suggested to emphasize food product attributes, quality, convenience, nutritional value, safety assurance and sustainable practices. Marketers must focus on marketing, branding and communication practices. The government should look after execution of law and order related to ethical practices, in order to ensure transparency to consumers. Also, the suggested framework gives researchers a starting point for further investigations into the connections between the characteristics revealed and how they affect consumer behavior. Since this study is based on existing literature, this paves a way to conduct empirical study for more accurate generalizations. Proposed propositions can be tested among various demographics, geographic areas and product types. This will further validate and refine the proposed conceptual framework.

References

1. Ajetunmobi OA, Laobangdisa S. The effect of cultural and socio-economics factors on consumer perception. In: Bogueva D, editor. Consumer perceptions and food. Springer Nature Singapore; 2024. p. 23-44.
2. Berthold A, Guion S, Siegrist M. The influence of material and color of food packaging on consumers' perception and consumption willingness. Food Humanit. 2024;2:100265. https://doi.org/10.1016/j.foohum.2024.100265
3. Bogard JR, Downs S, Casey E, Farrell P, Gupta A, Miachon L, Naughton S, Staromiejska W, Reeve E. Convenience as a dimension of food environments: A systematic scoping review of its definition and measurement. Appetite. 2024;194:107198. https://doi.org/10.1016/j.appet.2023.107198
4. Caldeira R, Moro AI. The influence of the code of ethics and corporate social responsibility on consumer buying behaviour. Rev Gest Soc Ambient. 2024;18(12):e09369. https://doi.org/10.24857/rgsa.v18n12-074
5. Çam S, Tuna MF, Bayır T. Understanding green consumption: Exploring the role of socially responsible attitudes in sustainable buying behavior. Discov Sustain. 2025;6(1):372. https://doi.org/10.1007/s43621025-00372-x
6. Campos RD, Boas LH, Brito MJ. Food safety, consumption behavior, and personal values: An integrative review. Rev Adm UFSM. 2024;17(3):e4. https://doi.org/10.5902/1983465985854
7. Dash G, Kiefer K, Paul J. Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. J Bus Res. 2021;122:608-620. https://doi.org/10.1016/j.jbusres.2020.10.016
8. de Araújo PD, Araújo WM, Patarata L, Fraqueza MJ. Understanding the main factors that influence consumer quality perception and attitude towards meat and processed meat products. Meat Sci. 2022;193:108952. https://doi.org/10.1016/j.meatsci.2022.108952
9. Dolezalová H, Pícha K, Navrátil J, Veselá M, Svec R. Perception of quality in decision making regarding International Journal of Agriculture and Food Science https://www.agriculturaljournals.com purchase of organic food. Calitatea. 2016;17(153):8691.
10. Duarte P, Teixeira M. Healthy eating as a trend: Consumers' perceptions towards products with nutrition and health claims. Rev Bras Gest Neg. 2021;23(3):405421. https://doi.org/10.7819/rbgn.v23i3.4116
11. García-Salirrosas EE, Escobar-Farfán M, VeasGonzález I, Esponda-Perez JA, Gallardo-Canales R, Ruiz-Andia R, Fernandez-Daza VM, Zabalaga-Davila RF. Purchase intention of healthy foods: The determinant role of brand image in the market of a developing country. Foods. 2024;13(20):3242. https://doi.org/10.3390/foods13203242
12. Imtiyaz H, Soni P, Yukongdi V. Assessing the consumers' purchase intention and consumption of convenience food in emerging economy: The role of physical determinants. Sage Open. 2023;13(1):215824402211484. https://doi.org/10.1177/21582440221148434
13. Imtiyaz H, Soni P, Yukongdi V. Role of sensory appeal, nutritional quality, safety, and health determinants on convenience food choice in an academic environment. Foods. 2021;10(2):345. https://doi.org/10.3390/foods10020345
14. Iswati H, Iqbal Mudatsir A, Brabo NA, Meidiyustiani R. How marketing communication affect consumer purchase intention in social media context (case study: Indonesian MSMEs business). Int J Soc Serv Res. 2023;3(1):142-150. https://doi.org/10.53625/ijssr.v3i1.4645
15. Izcue-Gana J, Palmeiro-Silva Y. A systematic review on how environmental sustainability and social responsibility food labels influence consumers' food choices and purchasing decisions. Public Health Nutr. 2026;29(1):e42. https://doi.org/10.1017/S136898002600042X
16. Jeong S, Lee J. Effects of cultural background on consumer perception and acceptability of foods and drinks: A review of latest cross-cultural studies. Curr Opin Food Sci. 2021;42:248-256. https://doi.org/10.1016/j.cofs.2021.07.003
17. Kaya IH. Motivation factors of consumers' food choice. Food Nutr Sci. 2016;7(3):141-154. https://doi.org/10.4236/fns.2016.73016
18. Ketkaew C, Komsing Y. How health, ethical, and environmental claims shape sustainable food consumption: The role of eco-labeling information quality in retail food markets. Future Foods. 2025;11:100831. https://doi.org/10.1016/j.fufo.2025.100831
19. Konuk FA. The influence of perceived food quality, price fairness, perceived value and satisfaction on customers' revisit and word-of-mouth intentions towards organic food restaurants. J Retail Consum Serv. 2019;50:103-110. https://doi.org/10.1016/j.jretconser.2019.05.005
20. Kumar KS. Influence of CSR practices and ethical leadership on consumer trust: Mediating roles of brand image and perceived sustainability. SAIM J Soc Sci Technol. 2025;2(1):93-102.
21. Lee J, Pelto GH, Nordhagen S. Beliefs, values, and sociocultural patterns related to food safety in low-and middle-income countries: A synthesis of the descriptive ethnographic literature. Appetite. 2022;178:106265. https://doi.org/10.1016/j.appet.2022.106265
22. Majaliwa A, Rurema RG, Kwizera N, Urwibutso N. Effect of marketing communication strategies on consumer preferences and purchasing decisions: A case of Huye Complex Market in Huye District, Rwanda. J Res Innov Implic Educ. 2024;8(2):253-262.
23. Meiselman HL. Quality of life, well-being and wellness: Measuring subjective health for foods and other products. Food Qual Prefer. 2016;54:101-109. https://doi.org/10.1016/j.foodqual.2016.05.009
24. Mogendi JB, De Steur H, Gellynck X, Makokha A. Consumer evaluation of food with nutritional benefits: A systematic review and narrative synthesis. Int J Food Sci Nutr. 2016;67(4):355-371. https://doi.org/10.3109/09637486.2016.1170767
25. Naeem M, Ozuem W, Howell K, Ranfagni S. A stepby-step process of thematic analysis to develop a conceptual model in qualitative research. Int J Qual Methods. 2023;22:1-18. https://doi.org/10.1177/16094069231205789
26. Nature Index. Consumer behavior and convenience food consumption [Internet]. London: Springer Nature; 2026 [cited 2026 May 20]. Available from: https://www.nature.com/natureindex/topics/l4/consumer-behavior-and-conveniencefood-consumption
27. Oostenbach LH, Lamb KE, Crawford D, Thornton L. Influence of work hours and commute time on food practices: A longitudinal analysis of the Household, Income and Labour Dynamics in Australia Survey. BMJ Open. 2022;12(5):e056212. https://doi.org/10.1136/bmjopen-2021-056212
28. Plasek B, Lakner Z, Temesi Á. Factors that influence the perceived healthiness of food. Nutrients. 2020;12(6):1881. https://doi.org/10.3390/nu12061881
29. Sánchez-Bravo P, Chambers E 4th, Noguera-Artiaga L, López-Lluch D, Chambers IV E, Carbonell-Barrachina ÁA, Sendra E. Consumers' attitude towards the sustainability of different food categories. Foods. 2020;9(11):1608. https://doi.org/10.3390/foods9111608
30. Sari NT, Yulianto E. A literature review: Unraveling the dimensions of food quality and its influence on consumer satisfaction. KnE Soc Sci. 2024;2024:453467. https://doi.org/10.18502/kss.v9i11.15783
31. Symmank C. Extrinsic and intrinsic food product attributes in consumer and sensory research: Literature review and quantification of the findings. Manag Rev Q. 2019;69(1):39-74. https://doi.org/10.1007/s11301018-0146-6
32. Tobi RC, Harris F, Rana R, Brown KA, Quaife M, Green R. Sustainable diet dimensions. Comparing consumer preference for nutrition, environmental and social responsibility food labelling: A systematic review. Sustainability. 2019;11(23):6575. https://doi.org/10.3390/su11236575
33. San Clemente: Webserv; 2026 [cited 2026 May 07].
34. Zhang Z, Xu G, Hu S. A comprehensive review on the recent technological advancements in the processing, safety, and quality control of Ready-to-Eat meals. International Journal of Agriculture and Food Science https://www.agriculturaljournals.com Processes. 2025;13(3):901. https://doi.org/10.3390/pr13030901
35. Zou Y. The influence of brand marketing strategies and key opinion leaders on consumers' purchase intentions and brand loyalty. Adv Econ Manag Polit Sci. 2025;210(1):195-200.