Impact of Shelf Life On Fast Moving Consumer Goods

FOOTWEAR DESIGN AND DEVELOPMENT INSTITUTE, NOIDA
DISSERTATION PROJECT
TITLE- IMPACT OF SHELF LIFE ON

FAST MOVING CONSUMER GOODS
Submitted in Partial Fulfillment of The
Requirements for the Degree of
BSC DEGREE IN FASHION MERCHANDISING & RETAIL

MANAGEMENT
TO
FDDI, NOIDA
BY
NAME – PRAGATI SINGH
PROGRAM - BSC RFM
ROLL NO. - 1615020
SUBMITTED TO – SATENDAR SINGH
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ABSTRACT
Consumers always use the different factors to determine the impact of shelf life on FMCG
product and these factors are developed with the passage of time and experience. This study
is totally based on this concept; we tried to explain the impact of these factors.
From different articles we shortlisted the six most important factors. We studied the impact
of these factors in the sale of FMCG product. To conduct the research, we defined the four
factors of shelf life; and their impact on shelf life
A quantitative research was conducted in this study and questionnaires were used to collect
the feedback of respondent’s. These respondents were selected by using the convenient
sampling approach and excel was used to analyze the data.
On the basis of findings we can say that the environmental factor is the most important
factors in the sale of FMCG products.
Keywords: Shelf space, , fast moving consuming goods, consumer behavior
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INDEX
S. No. TOPICS
1. Abstract
2. Acknowledgement
3. Certificate of Originality
4. Executive Summary
5. Introduction
6. Project
7. Research Methodology
8. Literature Review
9. Results and Findings
10. Data Interpretation
11. Discussion
12. Reference
13. Appendix
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ACKNOWLWDGEMENT
I am grateful to Mr. Satendar Singh (Faculty Guide) of FDDI, Sec- 24, Noida
for providing her guidance in completing my report related to “A STUDY ON
IMPACT OF SHELF LIFE ON FAST MOVING CONSUMER GOODS”.
I am also grateful to Footwear Design & Development Institute for providing

me such a platform which helped me in horning my research skills and I am
sure that this study will help me in my future.
PRAGATI SINGH
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CERTIFICATE OF ORIGINALITY
This is to certify that the project work done on “A STUDY ON IMPACT OF

SHELF LIFE ON FAST MOVING CONSUMER GOODS” is a bonafied work
carried out by Ms. PRAGATI SINGH under my supervision & guidance. The
project work is submitted towards fulfillment of B.Sc. Degree in RFM. This
work has not been submitted earlier as for any other degree or diploma.
Name & Sign of Faculty
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EXECUTIVE SUMMARY
Shelf life assessment of fast moving consumer goods derivatives is a complex task due to
the wide number and heterogeneity of products belonging to this food category. For this
reason, shelf life assessment strategy must be carefully designed taking into account the
peculiarity of the product. Shelf life testing of fast moving consumer goods derivatives will
be discussed, focusing initially on the main critical events affecting the shelf life of the
product and factors controlling the deterioration rate.
The main objective of this study is to analyze the impact of various constructs of shelf life
on the buying intention of young consumer. There is one more objective of this study such
as to identify the factors affecting the shelf life of product.
The next step in this study is to considered research methodology, where this research is
based on exploratory research as well as descriptive research. Source of data for the present
study has equal contribution of both primary and secondary data. Secondary data is
collected through review of existing literatures, journals and research theses to understand
the background of the study whereas primary data was carried out with the help of a well-
structured questionnaire and likert scales were used for scaling the questions. Data was
collected from 100 consumers of India and it was reliable for the study.
Data is analyze with help of the different tools in excel for different analysis such as
exploratory factor analysis to find the constructs of shelf life, and then next is multiple
regression analysis to know the impact of shelf life on fast moving consumer goods and
their buying intention and the last one is descriptive analysis for demographic variables was
used.
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INTRODUCTION
1.1 Fast Moving Consuming Goods

Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products
that are sold quickly and at relatively low cost. It includes non-durable goods such as soft
drinks, over-the-counter drugs, processed foods and many other consumables. In contrast,
durable goods or major appliances such as kitchen appliances are generally replaced over a
period of several years. The term was coined by Neil H. Borden in the Concept of the
Marketing Mix in 1965 (1996, Prentice-Hall, Inc.).
FMCG have a short shelf life, either as a result of high consumer demand or because the
product deteriorates rapidly. Some FMCGs, such as meat, fruits and vegetables, dairy
products, and baked goods, are highly perishable. Other goods, such as alcohol, toiletries,
pre-packaged foods, soft drinks, chocolate, candies, and cleaning products, have high
turnover rates. The nature of competition of the Fast Moving Consumer Goods (FMCG)
market has already transferred to a completely new stage of development.
Basically, the corporation's productive activity was the main criteria of evaluation of its
ability to compete for the access to market. Now days the situation has quite changed. The
success of a modern corporation completely depends on the ability to establish connection
of the corporation's dominating business–idea with the customer's values. The nature of
competition requires the corporation's revision of the business logical patterns,
reconsideration of the sales policy, distribution and marketing.
The development of the sales–systems in the manufacturing or distributing companies of

the FMCG market leads to the dynamic processes and perspectives for the companies.
FMCG‘s are extremely important for the market as they make the dominant part of the
consumer's demand and therefore budget. This is relevant for each and every single country
in the world.
The target sector of the market for FMCG is the retail sector and also the wholesale sector.
This is primarily due to the fact that FMCG are always essential products for the consumers.
So the basic role of FMCG for the market is the constant need of the supply of FMCG. This
is the reason one of the defining word combination is fast moving. These goods move fast
through the market system and bring a good profit for the FMCG corporations (Rajanikanth
M 2011).
The FMCG sector is a cornerstone of the Indian economy. This sector touches every aspect
of human life. The term Fast Moving Consumer Goods is essential for the contemporarily
market system. In order to understand the meaning of this type of goods it is necessary to
define this term correctly. FMCG represent the essential goods which have an adequate cost
within a given market and are sold fast. Products which have a quick turnover, and
relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products
are those that get replaced within a year (Rajanikanth M 2011).
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Generally, fast moving consumer goods (FMCG) (also known as repeat-purchase packaged
goods) refer to consumer non-durable goods required for daily or frequent use (Paul 2006).
FMCG companies produce, distribute, and market goods that are usually low in price and
consumed at a regular period. These companies engage in sales, marketing and advertising,
finance, procurement, logistics, etc. of goods. FMCG companies also handle operations,
supply chain, manufacture and general management of goods (Economy Watch 2009). 1.1.1
1.2 Characteristics of FMCG

FMCG refers to consumer non-durable goods required for daily or frequent use. Typically,
a consumer buys these goods at least once a month. Typical characteristics of FMCG
products are:
 Individual items are of small value although all FMCG products put together
account for a significant part of the consumer's budget.
 The consumer keeps limited inventory of these products and prefers to purchase
them frequently, as and when required. Many of these products are perishable.
 The consumer spends little time on the purchase decision. Rarely does he/she
look for technical specifications (in contrast to industrial goods). Brand loyalties or
recommendations of reliable retailer/ dealer drive purchase decisions.
 Trial of a new product i.e. brand switching is often induced by heavy

advertisement, recommendation of the retailer or neighbours/ friends.
 These products cater to necessities, comforts as well as luxuries. They meet the
demands of the entire cross section of population. Price and income elasticity of
demand varies across products and consumers.
1.3 Status of FMCG

India's food industry is expected to grow 11 per cent annually to reach USD 65.4 billion
(about ₹ 4 lakh crores) by 2018, according to a research report. The industry is presently
valued at USD 39.71 billion (Rs 2,476.8 billion).
FMCG market in India is expected to grow at a CAGR of 20.6 per cent and is expected to
reach US$ 103.7 billion by 2020 from US$ 49 billion in 2016. Total consumption
expenditure is set to increase at a CAGR of 22.57 per cent from 2016-2021. Total
consumption expenditure is expected to reach nearly US$ 3600 billion by 2020 from US$
1,595 billion in 2016.
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The rural FMCG market in India is expected to grow to US$ 220 billion by 2025 from US$
29.4 billion in 2016. By 2020, the revenues of the FMCG sector is forecasted to reach US$
104 billion India‘s consumer spending is expected to increase to US$ 3.6 trillion by 2020
and India‘s contribution to global consumption is expected to more than double to 5.8 per
cent by 2020. With an investment of US$254.50 million, Wipro is diversifying and
expanding its product range in energy drinks, detergents and fabric conditioners (IBEF). The
Indian food industry is poised for huge growth, increasing its contribution to world food
trade every year. In India, the food sector has emerged as a high-growth and high-profit
sector due to its immense potential for value addition, particularly within the food
processing industry.
Accounting for about 32 per cent of the country‘s total food market, the government of India
has been instrumental in the growth and development of the food processing industry
(IBEF). The government through the Ministry of Food Processing Industries is making all
efforts to encourage investments in the business. It has approved proposals for joint
ventures, foreign collaborations, industrial licenses, and 100 per cent export oriented units
(IBEF). The Indian food and grocery market is the world‘s sixth largest, with retail
contributing 70 per cent of the sales (IBEF).
The liberalization of the economy in the early 1990s minimized business barriers. The sector
has found more avenues to the market with the development of modern retail systems such
as supermarkets. Meanwhile, transportation and storage logistics have improved. Food
products are the leading segment, accounting for 43 per cent of the overall market The
FMCG sector has grown at an annual average of about 11 per cent over the last decade. The
overall FMCG market is expected to increase at (CAGR) of 14.7 per cent to touch US$
110.4 billion during 2012-2020, with the rural FMCG market anticipated to increase at a
CAGR of 17.7 per cent to reach US$ 100 billion during 2012-2025 (IBEF).
Food products are the leading segment, accounting for 43 per cent of the overall market.
Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market share
(IBEF). India is expected to become the fifth largest consumer market in the world by 2025,
according to a paper prepared by the Confederation of Indian Industry (CII) and Grant
Thornton. Food and beverages is the biggest of the consumption categories. The F&B sector
is supported by the vast agriculture sector: India is the biggest producer of pulses, and the
second biggest producer of rice, wheat, sugarcane, and fruits and vegetables.
It is also the biggest producer of milk and buffalo meat and ranks fifth in poultry
production. The other helpful factors: large extents of arable lands, favorable climate, long
coastline, and low wages. The huge population (1.27 billion in 2015) and the burgeoning
middle class are the other advantages for the industry. Quality-conscious customers have
taken the bottled water market to $50 million. The beverage industry, excluding alcoholic
beverages, is worth about $16 billion. Tea and coffee are the most popular beverages,
followed by soft drinks (carbonated drinks and juices), health drinks, milk based drinks,
flavored drinks, and energy drinks.
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The alcohol beverages market is estimated to be worth about $35 billion, with whiskey,
beer, and wine as the most popular drinks. Investment approval of up to 100 per cent foreign
equity in single brand retail and 51 per cent in multi-brand retail.
1.4 Growth Prospects of FMCG in Rural

India With the presence of 12.2 percent of the world population in the villages of India, the
Indian rural FMCG market is something no one can overlook. Increased focus on farm
sector will boost rural incomes, hence providing better growth prospects to the FMCG
companies. Better infrastructure facilities will improve their supply chain.
The Accenture report goes on to state that rural incomes have been growing at more than 7
percent over the past few years, helping to account for almost 40 percent of India‘s total
consumption of goods and services. FMCG sector is also likely to benefit from growing
demand in the market. Because of the low per capita consumption for almost all the
products in the country, FMCG companies have immense possibilities for growth.
And if the companies are able to change the mind-set of the consumers, i.e. if they are able
to take the consumers to branded products and offer new generation products, they would be
able to generate higher growth in the near future. It is expected that the rural income will
rise in future, boosting purchasing power in the countryside.
However, the demand in urban areas would be the key growth driver over the long term.
Also, increase in the urban population, along with increase in income levels and the
availability of new categories, would help the urban areas maintain their position in terms of
consumption.
At present, urban India accounts for 66 percent of total FMCG consumption, with rural
India accounting for the remaining 34 percent. However, rural India accounts for more than
40 percent consumption in major FMCG categories such as personal care, fabric care, and
hot beverages. In urban areas, home and personal care category, including skin care,
household care and feminine hygiene, will keep growing at relatively attractive rates.
Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-
term growth categories in both rural and urban areas.
1.5 Impact of FMCG Sector in India:
1.5.1 Employment & Fiscal Contribution

Direct employment is estimated at approximately 6 per cent of turnover, i.e. US$ 1.5
billion4 ( ₹7,000 crores). Approximately 12-13 million retail stores in India, out of which 9
million are FMCG kirana stores.
Thus the sector is responsible for the livelihood of almost 13 million people. Cascading
Multiple Taxes by the FMCG sector (Import duty, service tax, GST, income tax). 30 per
cent revenue of the sector goes into both direct and indirect taxes. Estimated size of $25
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billion ( ₹120,000 crores), that would constitute a contribution to the exchequer of

approximately US$ 6.5 billion ( ₹31,000 crores) (IBEF).
1.5.2 Social Contribution

Create employment for people with lower educational qualifications. FMCG firms have also
undertaken some specific projects to integrate with upcountry and rural areas for both inputs
and for distribution as well as to fulfill CSR
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PROJECT
2.1 Food Industry

The food industry of India is poised for huge growth, increasing its contribution to world
food trade every year. In India, the food sector has emerged as a high-growth and high-
profit sector due to its immense potential for value addition, particularly within the food
processing industry.
According to the data provided by the Department of Industrial Policies and Promotion
(DIPP), the food processing sector in India has received around US$ 7.54 billion worth of
Foreign Direct Investment (FDI) during the period April 2000-March 2017.
The Indian food processing industry is one of the largest industries in India and is ranked
fifth in terms of production, consumption, export and expected growth. It contributes around
8.80 and 8.39 per cent of Gross Value Added in Manufacturing and Agriculture
respectively, 13 per cent of India‘s exports and six per cent of total industrial investment.
The Indian gourmet food market is currently valued at US$ 1.3 billion and is growing at a
Compound Annual Growth Rate (CAGR) of 20 per cent. India's organic food market is
expected to increase by three times by 2020. Under the proposed study two major brands i.e.
Patanjali and ITC offering the selected products has been studied for the customer
satisfaction. Patanjali Ayurved Limited is an Indian FMCG company.
Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along with Baba
Ramdev with the objective of establishing science of Ayurveda in accordance and
coordinating with the latest technology and ancient wisdom. ITC Limited is one of India‘s
most admired and valuable companies. ITC branded packaged food business is one of the
fastest growing food business in India.
The food business is today represented in multiple categories in the market – staple, spices,
ready to eat food, snacks foods, bakery and confectionery. The popular brands of ITC are
Ashirvaad, Sun feast, Bingo, B natural, mint-O, Candy man etc.
The fast moving consumer goods (FMCG) segment is the fourth largest sector in the Indian
economy. The market size of FMCG in India is estimated to grow from US$ 30 billion in
2011 to US$ 74 billion in 2018.
2.2 Consumer Perception

Perception is a process by which individuals organize and interpret their sensory
impressions to give meaning to their environment (Robbins & Judge, 2013). In marketing,
perceptions are more important than reality because perceptions affect consumer actual
behaviour (Kotler, Keller, Koshy, & Jha, 2014). Information processing model have four
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major steps or stages. It starts with exposure followed by attention, interpretation and lastly
retention. The first three of these establish perception (Hawkins, Best, Coney, & Mookerjee,
2007). All this takes place inside the mind or black box of the consumers simultaneously,
and it changes from person to person. Perception is highly subjective and therefore easily
distorted.
2.3 Shelf Life

The quality of most foods and beverages decreases with storage or holding time. The shelf
life of a product is best determined as a part of the product development cycle. The Institute
of Food Technologists (IFT) in the United States has defined shelf life as “the period
between the manufacture and the retail purchase of a food product, during which time the
product is in a state of satisfactory quality in terms of nutritional value, taste, texture and
appearance”.
The Institute of Food Science and Technology (IFST) in the United Kingdom has defined
shelf life as “the period of time during which the food product will remain safe; be certain to
retain desired sensory, chemical, physical, microbiological and functional characteristics;
and comply with any label declaration of nutritional data when stored under the
recommended conditions” .
The date of minimum durability is defined as the date until which the food retains its
specific properties when properly stored. It must be indicated by the words “Best before”
followed by the date (or a reference to where the date is given on the labeling). Depending
on how long the food can keep, the date can be expressed by the day and the month, the
month and the year, or the year alone.
2.4 Factors Affecting the Shelf Life of FMCG Product
A. Product characteristics
Product characteristics including formulation and processing parameters i.e. intrinsic
factors. Intrinsic factors are the properties resulting from the make-up of the final product
and include the following:
 Water activity (aw)
 PH/total acidity
 Natural micro flora and surviving microbiological counts in final product
 Availability of oxygen
 Reduction potential (Eh)
 Natural biochemistry/chemistry of the product
 Added preservatives (e.g. salt, spices, antioxidants)
 Product formulation
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B. Environmental factors
Environment to which the product is exposed during distribution and storage i.e. extrinsic
factors. Extrinsic factors are a result of the environment that the product encounters during
life and include the following:
1. Temperature
Temperature is a key factor in determining the rates of deteriorative reactions, and in certain
situations the packaging material can affect the temperature of the food. For packages that
are stored in refrigerated display cabinets, most of the cooling takes place by conduction and
convection. Simultaneously, there is a heat input by radiation from the fluorescent lamps
used for lighting. Under these conditions, aluminum foil offers real advantages because of
its high reflectivity and high conductivity.
2. Relative humidity
The RH of the ambient environment is important and can influence the water activity (aw) of
the food unless the package provides an excellent barrier to water vapor. Many flexible
plastic packaging materials provide good moisture barriers, but none is completely
impermeable.
3. Gas atmosphere
The presence and concentration of gases in the environment surrounding the food have a
considerable influence on the growth of microorganisms, and the atmosphere inside the
package is often modified. The simplest way of modifying the atmosphere is vacuum
packaging, that is, removal of air (and thus O2) from a package prior to sealing; it can have a
beneficial effect by preventing the growth of aerobic microorganisms. Flushing the inside of
the package with a gas such as CO2 or N2 before sealing is the basis of modified atmosphere
packaging (MAP).
For example, increased concentrations of gases such as CO2 are used to retard microbial
growth and thus extend the shelf life of foods. MAP is increasing in importance, especially
with the packaging of fresh fruits and vegetables, fresh foods, and bakery products.
Atmospheric O2 generally has a detrimental effect on the nutritive quality of foods, and it is
therefore desirable to maintain many types of foods at a low O2 tension, or at least prevent a
continuous supply of O2 into the package. Lipid oxidation results in the formation of
hydroperoxides, peroxides, and epoxides, which will, in turn, oxidize or otherwise react
with carotenoids, tocopherols, and ascorbic acid to cause loss of vitamin activity.
With the exception of respiring fruits and vegetables and some fresh foods, changes in the
gas atmosphere of packaged foods depend largely on the nature of the package. Adequately
sealed metal and glass containers effectively prevent the interchange of gases between the
food and the atmosphere. With flexible packaging, however, the diffusion of gases depends
not only on the effectiveness of the closure but also on the permeability of the packaging
material, which depends primarily on the physicochemical structure of the barrier.
4. Light
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Many deteriorative changes in the nutritional quality of foods are initiated or accelerated by
light. Light is, essentially, an electromagnetic vibration in the wavelength range between
4000 and 7000 A, the wavelength of ultraviolet (UV) light ranges between 2000 and 4000
A. The catalytic effects of light are most pronounced in the lower wavelengths of the visible
spectrum and in the UV spectrum. The intensity of light and the length of exposure are
significant factors in the production of discoloration and flavor defects in packaged foods.
There have been many studies demonstrating the effect of packaging materials with
different light-screening properties on the rates of deteriorative reactions in foods. Among
the most commonly studied foods has been fluid milk, the extent of off-flavor development
being related to the exposure interval, strength of light, and amount of milk surface exposed.
C. Enzymic reactions
In food packaging technology, knowledge of enzyme action is essential to a fuller
understanding of the implications of different forms of packaging. The importance of
enzymes to the food processor is often determined by the conditions prevailing within and
outside the food. Control of these conditions is necessary to control enzymic activity during
food processing and storage. The major factors useful in controlling enzyme activity are
temperature, aw, pH, chemicals that can inhibit enzyme action, alteration of substrates,
alteration of products, and preprocessing control.
Three of these factors are particularly relevant in a packaging context. The first is
temperature i.e. the ability of a package to maintain a low product temperature and thus
retard enzyme action will often increase product shelf life. The second important factor is
aw, because the rate of enzyme activity is dependent on the amount of water available, low
levels of water can severely restrict enzymic activities and even alter the pattern of activity.
Finally, alteration of substrate (in particular, the ingress of O2 into a package) is important in
many O2 dependent reactions that are catalyzed by enzymes, for example, enzymic
browning due to oxidation of phenols in fruits and vegetables.
D. Chemical reactions
Many of the chemical reactions that occur in foods can lead to deterioration in food quality
(both nutritional and sensory) or the impairment of food safety. Such reaction classes can
involve different reactants or substrates, depending on the specific food and the particular
conditions for processing or storage. The rates of these chemical reactions are dependent on
a variety of factors amenable to control by packaging, including light, O2 concentration,
temperature, and aw. Therefore, the package can, in certain circumstances, play a major role
in controlling these factors, and thus indirectly the rate of the deteriorative chemical
reactions.
The two major chemical changes that occur during the processing and storage of foods and
lead to deterioration in sensory quality are lipid oxidation and nonenzymic browning (NEB).
Chemical reactions are also responsible for changes in the color and flavor of foods during
processing and storage.
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1. Lipid oxidation
Autoxidation is the reaction of molecular O2 by a free radical mechanism with hydrocarbons
and other compounds. The reaction of free radicals with O2 is extremely rapid, and many
mechanisms for initiation of free radical reactions have been described. The crucial role that
autoxidation plays in the development of undesirable flavors and aromas in foods is well
documented, and autoxidation is a major cause of food deterioration.
2. Non enzymic browning
Nonenzymic browning (NEB) is one of the major deteriorative chemical reactions that occur
during storage of dried and concentrated foods. The NEB or Maillard, reaction can be
divided into following three stages.
(1) Early maillard reactions involving a simple condensation between an aldehyde (usually
a reducing sugar) and an amine (usually a protein or amino acid) without browning.
(2) Advanced maillard reactions that lead to the formation of volatile or soluble substances
(3) Final maillard reactions leading to insoluble brown polymers.
3. Color changes
Acceptability of color in a given food is influenced by many factors, including cultural,
geographical and sociological aspects of the population. However, regardless of these many
factors, certain food groups are acceptable only if they fall within a certain color range. The
color of many foods is due to the presence of natural pigments such as chlorophylls,
anthocyanins, carotenoids, flavonoids, and myoglobin.
4. Flavor changes
In fruits and vegetables, enzymically generated compounds derived from long-chain fatty
acids play an extremely important role in the formation of characteristic flavors. In addition,
these types of reactions can lead to important off-flavors. Enzyme-induced oxidative
breakdown of unsaturated fatty acids occurs extensively in plant tissues, and this yields
characteristic aromas associated with some ripening fruits and disrupted tissues.
Aldehydes and ketones are the main volatiles from autoxidation, and these compounds can
cause painty, fatty, metallic, papery, and candle like flavors in foods when their
concentrations are sufficiently high. However, many of the desirable flavors of cooked and
processed foods derive from modest concentrations of these compounds. The permeability
of packaging materials is of importance in retaining desirable volatile components within
packages and in preventing undesirable components entering the package from the ambient
atmosphere.
5. Nutritional changes
The four major factors that influence nutrient degradation and can be controlled to varying
extents by packaging are light, O2 concentration, temperature, and aw. However, because of
the diverse nature of the various nutrients as well as the chemical heterogeneity within each
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class of compounds and the complex interactions of these variables, generalizations about
nutrient degradation in foods are unhelpful.
E. Physical changes
The physical properties of foods can be defined as those properties that lend themselves to
description and quantification by physical rather than chemical means and include
geometrical, thermal, optical, mechanical, rheological, electrical, and hydrodynamic
properties.
Geometrical properties encompass the parameters of size, shape, volume, density, and
surface area as related to homogeneous food units, as well as geometrical texture
characteristics. Although many of these physical properties are important and must be
considered in the design and operation of a successful packaging system, in the present
context the focus is on undesirable physical changes in packaged foods.
F. Microbiological changes
Microorganisms can make both desirable and undesirable changes to the quality of foods,
depending on whether they are introduced as an essential part of the food preservation
process or arise adventitiously and subsequently grow to produce food spoilage. Every
microorganism has a limiting aw value below which it will not grow, form spores, or
produce toxic metabolites. Water activity can influence each of the four main growths cycle
phases by its effect on the germination time, the length of the lag phase and the growth rate
phase, the size of the stationary population, and the subsequent death rate.
Whether a microorganism survives or dies in a low aw environment is influenced by
intrinsic factors that are also responsible for its growth at higher aw. These factors include
water-binding properties, nutritive potential, pH, Eh, and the presence of antimicrobial
compounds. Microbial growth and survival are not entirely ascribed to reduce aw but are
also attributable to the nature of the solute.
Key extrinsic factors relating to aw that influence microbial deterioration in foods include
temperature, O2, and chemical treatments. These factors can combine in a complex way to
encourage or discourage microbial growth.
2.5 Objectives of the study

Research Objectives
1) To find out the preference level of fmcg product on the basis of shelf life.
2) To identify the factors of affecting the shelf life.
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2. 6Scope of study
The scope of this research is to identify the impact of shelf life on FMCG products. This
research is based on primary data and secondary data. This study only focuses on buying
behavior of consumer on the basis of shelf life. The study does not say anything about rural
buying behavior of customer because rural norms/status/attitude & acceptance of the rural
customers differs with urban customers. It provides help to further the research for FMCG
food sector. It aims to understand the impact of shelf life on selected food products.
2.8 Limitations of the study

1. The study relates only to the consumers of India therefore, the findings cannot be true
representation of all consumers (worldwide).
2. The personal bias of respondents has also been a limitation and respondent‘s ignorance to
certain question also posed as barrier towards certain responses.
3. Since the researcher has used structured schedule, the respondent‘s responses were
immediate and the time taken for deciding was less which led to responses with not much
thought. Therefore time constraint has also been a limitation in this study.
4. Respondents may give biased answers for the required data.
5. Respondents tried to escape some statements by simply answering ―neither agree nor
disagree‖ to most of the statements. This was one of the most important limitations faced, as
it was difficult to analyse and come at a right conclusion.
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RESEARCH METHODOLOGY
The present project entitled “The impact of shelf life on FMCG products : A study of
FMCG ” was carried out during the year 2019. The sampling structure and techniques
adopted during the course of investigation have been described in this chapter.
3.1 Locale of Study

Data have been collected through the survey method, while surveys have been conducted in
different cites of India:
i) Noida
ii) Delhi
iii) Bhopal
iv) Vellore
v) Other cities
3.2 Collection of Data

The data collection is the method to collect important information to keep on record for
further use, to make important decisions about different issues, and will be of vital
significance for others. The study has adopted data collection technique to conduct the
present study.
 Primary data: - The primary data from respondents was collected by survey method, using
pre- tested structured questionnaire/schedule. Collection of the data was done by the
personal interview method of users.
All the data are primary in the nature as they had been collected first and personally. All the
area had segmented according the population of this area. I have considered 100 as sample
size.
 Secondary data is collected through review of existing literatures, journals and research
theses to understand the background of the study
3.3 Research instrument
Here, a Structural Questionnaire was used to collect information from the

respondents.
19
 Structured Questionnaire:
These are based on closed ended questions where a researcher provides a suitable list
of responses.
At first there are questions related to respondents demographic like place of
residence, age, sex, marital status, highest qualification, family monthly income and
there were also some questions related to the respondent’s shelf life of product . In
this questionnaire the researcher has also taken the questions related to factors
affecting shelf life of product celebrity. Where independent factors are
environmental factor, physical and microbiological changes, chemical reaction,
product characteristics and dependent factor is shelf life of product. The respondent
responses are recorded and measured in a likert scale ranging from very low to very
high.
3.4 Sampling Framework

Sampling is an important step in research work. Sampling frame work is data
collection of all those within a population who can be sampled, it may contain
individuals, others. According to Burney and White (2009), “A population is the
entire collection of individuals being considered for a study”. Sampling is a process
of getting information from a large group. Overall it means that sample is 100 a
selection of respondents chosen in such a way that they represent the total
population as feasible as possible.
 Target customers- Target customers for the present study is India.
20
LITERATURE REVIEW
4.1 David Tanner, in Reference Module in Food Science, 2016

Shelf Life after Storage
Shelf life is defined as the length of time a product may be stored without becoming
unsuitable for use or consumption. Shelf life depends on the degradation mechanism of the
specific product. Most can be influenced by several factors: exposure to light, heat, and
moisture; transmission of gases; mechanical stresses; and contamination by things such as
microorganisms.
Freezing foods prevents spoilage and preserves taste, but some frozen foods have a specific
and defined shelf life. Foods that have exceeded their freezer shelf life are usually not
dangerous, but they lack taste, nutrients, or both, or exhibit an unnatural texture when
defrosted.
Shelf life after chill storage of perishable produce is often variable as it depends as much on
the state of the product at harvest, the storage conditions utilized (e.g., air or controlled
atmosphere), packaging, length of storage, and the environmental conditions during the
shelf-life period (IIR, 2000).
4.2Methods for food shelf life determination and prediction

L. Manzocco, ... M.C. Nicoli, in Oxidation in Foods and Beverages and
Antioxidant Applications: Understanding Mechanisms of Oxidation
and Antioxidant Activity, 2010
Shelf life is defined as the time, under defined storage conditions, during which food
remains safe, retains desired sensory, chemical, physical and biological characteristics as
well as complies with any label declaration.
Oxidative reactions are the most frequent event leading to the end of the shelf life of
microbiologically stable foods, such as ambient stable and frozen foods. Since quality is a
dynamic condition, continuously moving to lower levels, the shelf life of these products
depends on the oxidation rate and the acceptability limit. The latter is the oxidation level
above which the product becomes unsuitable for consumption.
In this chapter, shelf life assessment strategies of foods and beverages susceptible to
oxidation during their life. It focus on the definition of the acceptability limit described by
21
the proper oxidative indicator as well as possible methodologies for shelf life testing. In
particular, methods of shelf life evaluation under actual storage conditions and methods
of shelf life prediction based on exploitation of proper environmental factors able to
accelerate oxidation Many foods are becoming more susceptible to oxidative rancidity due
to attempts to make foods healthier by increasing polyunsaturated fatty acids, and more
sustainable by introducing light weight oxygen-permeable and light-penetrating packaging.
Unfortunately, very few new food antioxidants have been made available over the past
several decades and the use of synthetic antioxidants is disfavored by many consumers.
Thus, in order to make natural, more sustainable and healthier foods, the food technologist
must find ways to use existing antioxidants more effectively. This requires a strong
understanding of antioxidant chemistry.
4.3Techniques in Shelf Life Evaluation of Food Products

Yuthana Phimolsiripol, Panuwat Suppakul, in Reference Module in
Food Science, 2016
The shelf life of food products is an important feature for both manufacturers and
consumers. The most important factor for shelf life evaluation of food is safety, followed by
quality including physical, chemical, and sensorial properties. Shelf life studies can provide
important information to manufacturers and consumers to ensure a high-quality product
during the storage period. In general, long-shelf life studies do not fit with the speed
requirement. Fats and oils that are high in polyunsaturated fatty acids are generally regarded
as beneficial to human health yet are extremely liable to oxidative deterioration. The number
of antioxidant intervention strategies available for foods is limited and will likely decline as
the consumer demand for ‘all natural’ products increases. New antioxidant technologies are
clearly needed, especially those based on non-synthetic compounds. Proteins and peptides
have the potential to fill this niche, as they are capable of inhibiting oxidative rancidity by a
number of mechanisms, including radical scavenging, metal chelation, two-electron
peroxide reduction, and aldehyde quenching.
4.4Shelf life of fresh fruit and vegetables

M. Korkmaz, M. Polat, in Improving the Safety of Fresh Fruit and
Vegetables2005
22
The shelf-life of some foods such as potatoes, yams and garlic can be extended by inhibition
of sprouting using relatively low radiation doses (0.05–0.15 kGy). Delaying the ripening
and senescence of some fruits is another method used in the extension of shelf-life. This
method is frequently used to extent shelf-life of some tropic fruits such as bananas, litchis,
avocados, papayas and mangoes by irradiating these fruits at 0.12–0.75 kGy.47 The shelf-life
of beef, poultry and seafood is also prolonged by destroying spoiling microorganisms. The
shelf-life of strawberries and tomatoes can be extended about two to three times when they
are irradiated at low radiation doses. However, these foods should be ripe before irradiation
because ripening and maturation of fruits and vegetables are impeded upon irradiation
owing to inhibition of hormone production and interruption of the biochemical processes of
cell division and growth.45 For prolonged storage, nevertheless, a separate heat treatment is
required to prevent the enzymic spoilage of fruits and vegetables entirely.
23
RESULTS AND FINDINGS
5.1 PRIMARY RESEARCH FINDING:
I did Quantitative research on celebrity endorsement effect on consumer buying behavior by

using primary data. I used to design a questionnaire by using Likert scale ranging from 1 =
very low to 5 = very high, to measure the data and got the sample size of 100 people of age
15-30.The details and responses of survey are as follows:
A. Demographics
Gender
Female Male
41%
59%
24
Highest Qualification
Post Graduate Graduate Student
11%
49%
40%
Marital Status
Married Never Married
6%
94%
25
Occupation
Govt. Service Pvt. Service Self Employeed Student
3%
8%
8%
81%
Family Income
Less than 500000 500000 to 1000000 1000000 to 1500000
9%
52%
39%
26
How often they buy ?

Daily Weekly Monthly
13%
26%
61%
27
B.Question Related to Shelf Life of Product

 Do you buy products with less shelf life ?
Less shelf life Responses

Strongly disagree 1
Disagree 4
Neither agree nor disagree 17
Agree 64
Strongly agree 13
Responses
Strongly disagree Disagree
Neither agree nor disagree Agree
Strongly agree
1% 4%
13%
17%
65%
 Chemical Reaction
1. Impact on nutrient of food when expired ?
Impact on nutrient Responses

Strongly disagree 2
Disagree 6
Agree 64
Strongly agree 13
28
Responses
Strongly agree
11% 2% 6%
17%
64%
2.Flavor of the product changes when expired
Change in flavour Responses

Strongly disagree 2
Disagree 12
Agree 57
Strongly agree 11
Responses
Strongly agree
2%
11% 12%
18%
57%
29
3.Color of food changes when expired
Color of food Responses

Strongly disagree 4
Disagree 10
Agree 55
Strongly agree 9
Responses
Strongly agree
4%
9%
10%
22%
55%
4.Is lipid oxidation a major cause of food deterioration
Lipid oxidation Responses

Strongly disagree 1
Disagree 3
30
Agree 71
Strongly agree 11
Responses
Strongly agree
1% 3%
11%
14%
71%
 Physical and Microbiological Factors
1. Imbalance of preservatives detoriate the food quality
Imbalance of preservatives Responses

detoriate the food quality
Strongly disagree 1
Disagree 3
Agree 70
Strongly agree 18
31
Responses
Strongly agree
1% 3% 8%
18%
70%
2. Have you seen changes in food due to imbalance of preservatives
Changes due to imbalance of Responses

preservatives
Strongly disagree 2
Disagree 2
Agree 66
Strongly agree 21
Responses
Strongly agree
2% 2%
21% 9%
66%
32
3. Does preservatives increases the shelf life
Preservatives increase the Responses

shelf life
Strongly disagree 1
Disagree 23
Agree 41
Strongly agree 12
Responses
Strongly agree
1%
12%
23%
41% 23%
4.Is there any change in texture of the product when expired
Change in texture Responses

Strongly disagree 1
Disagree 4
Agree 63
Strongly agree 28
33
Responses
Strongly agree
1% 4% 4%
28%
63%
5.Have you seen changes in density of the product when expired
Change in density Responses

Strongly disagree 1
Disagree 3
Agree 57
Strongly agree 31
Responses
Strongly agree
1% 3% 8%
31%
57%
34
6.Does the size of the product changes when expired
Change in size Responses

Strongly disagree 1
Disagree 4
Agree 69
Strongly agree 20
Responses
Strongly agree
1% 4% 6%
20%
69%
 Product Characteristics
1.Formulation of product effect the shelf life
Formulation of product Responses

Strongly disagree 4
Disagree 11
Agree 54
Strongly agree 11
35
Responses
Strongly agree
11% 4%
11%
20%
54%
2.Is there any affect of water activities in the shelf life of product?
Affect of water activities in Responses

the shelf life
Strongly disagree 1
Disagree 4
Agree 55
Strongly agree 9
Responses
Strongly agree
9% 1% 4%
31%
55%
36
 Environmental Factors
1. Does the temperature affect the shelf life of product?
Temperature affect the Responses

shelf life
Strongly disagree 1
Disagree 4
Agree 64
Strongly agree 14
Responses
Strongly agree
14% 1% 4%
17%
64%
2. Does the atmosphere affect the shelf life of product
Atmosphere affect the shelf Responses

life
Strongly disagree 1
Disagree 4
Agree 64
Strongly agree 14
37
Responses
Strongly agree
10% 0% 5%
23%
62%
3. Does the packaging affect the shelf life of product
Packaging affect the shelf Responses

life
Strongly disagree 1
Disagree 5
Agree 63
Strongly agree 21
Responses
Strongly agree
1% 5%
10%
21%
63%
38
4. Eco friendly packaging has a positive impact on the shelf life
Eco friendly packaging Responses

Strongly disagree 1
Disagree 4
Agree 64
Strongly agree 14
Responses
Strongly agree
0% 7%
9%
19%
65%
5. Does the light affect the shelf life?
Light affect the shelf life Responses

Strongly disagree 1
Disagree 4
Agree 64
Strongly agree 14
39
Responses
Strongly agree
13% 2% 9%
29%
47%
6. Good packaging of product enhances the shelf life
Eco friendly packaging Responses

Strongly disagree 1
Disagree 4
Agree 64
Strongly agree 14
Responses
Strongly agree
0% 2% 11%
17%
70%
40
DATA INTERPRETATION
6.1 Descriptive Statistics
Factors Mean Standard Deviation

Environmental 4 0.533701
Factors
Product 3.62
0.711095
Characteristics
Physical and 4 0.495124943
Microbiological
Changes
Chemical Reaction 3.705 0.620952
The respondents unanimously rated determinants of consumer buying behavior to a high

extent. More specific environmental factors had a mean rating of 4 and a standard deviation
of . 0.533701, product characteristics had a mean of 3.62 with a standard deviation of
0.711095 while physical and microbiological changes had a mean rating of 4 with standard
deviation of 0.495124943 and chemical reaction had a mean of 3.705 with a standard
deviation 0.620952 of on a scale.
6.2 Summary Output
Regression Statistics
Multiple R 0.740494
R Square 0.548331
Adjusted R Square 0.529314
Standard Error 0.506881
41
Predictors: (Constant), Environmental Factors, Product characteristics, Physical and

Microbiological Changes and Chemical Reaction
Dependent Variable: Shelf life of fast moving consumer goods
Coefficient of determination (R2) equals 0.548331 . This shows that changes in Celebrity
Attractiveness, Trustworthiness, Meaningfulness, Likeability, accounted for 54.83 percent
of the variation in customer satisfaction by celebrity endorsement.
ANOVA
Significance
Df SS MS F F
Regression 4 29.63182 7.407955 28.83278 1.09E-15
Residual 95 24.40818 0.256928
Total 99 54.04
Predictors: (Constant), ), Environmental Factors, Product characteristics, Physical and

Microbiological Changes and Chemical Reaction
Analysis of variance (ANOVA) is used to the overall significance of the model, that is:-
Ho: There is no significant relationship between Environmental Factors, Product

characteristics, Physical and Microbiological Changes and Chemical on shelf life of fast
moving consumer goods
H1: There is significant relationship between environmental factor, product characteristics,

physical and microbiological changes, and chemical reaction on shelf life of fast moving
consumer goods
Significant level = 0.05 Since P- value =0.000 < 0.05, Ho was rejected.
42
6.3Coefficients
Coefficients Standard t Stat P-value Lower 95% Upper Lower Upper 95.0%
Error 95% 95.0%
Intercept -0.21585 0.474661 -0.45475 0.650325 -1.15818 0.726468 -1.15818 0.726468
X Variable 1.030944 0.119289 8.642433 1.31E-13 0.794127 1.267762 0.794127 1.267762
1
X Variable 0.111441 0.076571 1.455407 0.148853 -0.04057 0.263453 -0.04057 0.263453
2
X Variable -0.1254 0.132684 -0.9451 0.347007 -0.38881 0.138011 -0.38881 0.138011
3
X Variable 0.048214 0.093315 0.516678 0.606582 -0.13704 0.233468 -0.13704 0.233468
4
The trend line multiple regression model using the regression coefficient resulted in the
following equation:-
“Shelf life of fast moving consumer goods = -0.21585+1.030944 (Environmental

Factors)”
Environmental Factor had a significant influence on Shelf life of fast moving consumer
goods.
43
DISCUSSION
7.1 Introduction
In this research, the researcher has collected the data from various respondents, at first there
are questions related to respondents demographic like sex where as 59% are male
respondents and 41% are female respondents. Second , is place of residence in which 48%
of respondent are form UP, 8% from MP, 20% from Bihar, 1% from Uttrakhand, 3% from
Maharashtra, 14% from Delhi/NCR, 2% Tamil Nadu, 2% from Rajasthan, 1% from West
Bengal and 1% from Gujarat. Third, is marital status in which 6% respondents are married
and 94% are unmarried. Forth, highest qualification in which 11% respondents are post
graduate, 43% completed their school, 40% are graduated, and there were also some
questions related to the respondent’s awareness on shelf life and their buying pattern. In this
questionnaire the researcher has also taken the questions related to factors affecting the shelf
life of FMCG product . Where independent factors are environmental factor, physical and
microbiological changes, chemical changes, product characteristics and dependent factor is
shelf life of FMCG products. The respondents responses are recorded and measured in a
likert scale ranging from very low to very high and after analyzing the survey data it was
observed that environmental factor has a major influence on shelf life of FMCG products.
7.2 Impact of environmental factor on shelf life
Environmental Factor was studied under following parameters: Packaging, temperature,

atmosphere, light. The finding indicate that 18.8% are very high influenced by
environmental factors on shelf life, 74.2% are highly influenced by environmental factors on
shelf life, 19.8% are neutral and 6.4% consumers are low influenced by environmental
factors on shelf life and remaining 0.8% are not influenced by environmental factors on
shelf life. So it is important to note that environmental factor have a strong influence on
shelf life.
44
7.3 Impact of chemical reaction on shelf life
Chemical Reaction was studied under following parameters: Lipid oxidation, change in
color, change in flavor and impact on nutrient. The finding indicate that 10.5% are very high
influenced by chemical reaction on shelf life, 61.75% are highly influenced by chemical
reaction on shelf life, 17.75% are neutral and 7.75% consumers are low influenced by
chemical reaction on shelf life and remaining 2.25 % are not influenced by chemical
reaction on shelf life.
So it is important to note that chemical reaction does not have a strong influence on shelf
life.
7.4 Impact of physical and microbiological changes on shelf life
Physical and microbiological changes were studied under following parameters: Change in
nutrient, change in size, change in density, effect of preservatives. The finding indicate that
21.6% are very high influenced by physical and microbiological changes on shelf life,
61.14% are highly influenced by physical and microbiological changes on shelf life, 9.6%
are neutral and 6.5% consumers are low influenced by physical and microbiological changes
on shelf life and remaining 1.16 % are not influenced by physical and microbiological
changes on shelf life.
So it is important to note that physical and microbiological changes does not have a strong
influence on shelf life.
7.5 Impact of Product characteristics on shelf life
Product characteristics were studied under following parameters: Formulation of product,

effect of water activities. The finding indicate that 10% are very high influenced by product
characteristics on shelf life, 54.5% are highly influenced by product characteristics on shelf
45
life, 25.5% are neutral and 7.5% consumers are low influenced by product characteristics on
shelf life and remaining 2.5% are not influenced by product characteristics on shelf life.
So it is important to note that a product characteristic does not have a strong influence on
shelf life.
46
REFFERENCE
Oxford English Dictionary, 2nded
http://krishikosh.egranth.ac.in/bitstream/1/5810084242/1/36368%20Marwa%2
0%20Chowdhary%20MSc%20Thesis%20j16m29abm.pdf
https://www.slideshare.net/sanjibpulsar/a-study-on-custmers-preference-
towards-packaged-grocery-produc
http://www.ift.org/knowledge-center/learn-about-food-science/food-facts/food-
storage-and-shelf-life.aspx
https://www.business2community.com/customer-experience/customer-
feedback-survey-expiration-date-01216444
https://www.sciencedirect.com/topics/agricultural-and-biological-
sciences/shelf-life
https://www.sciencedirect.com/science/article/pii/B9781845697013500220
https://www.sciencedirect.com/science/article/pii/B9781845697013500219
https://en.wikipedia.org/wiki/Shelf_life
47
APPENDIX
QUESTIONNAIRE
Respected respondents,
I am student of Retail and Fashion Merchandising at FOOTWEAR DESIGN AND

DEVELOPMENT INSTITUTE noida, conducting survey on Impact of shelf life on FMCG
products. All the data be kept confidential and will be used just for fulfilling the main
objectives of the project. I request you to tick the option which your opinion believes to be
true. Demographics
1. Email ID
2. Name
3. Place of residence
4. Age
5. Gender
a) Male ( )
b) Female ( )
c) Others ( )
6. Marital Status
a) Married ( )
b) Unmarried ( )
c) Widower ( )
7. Occupational
a) Student ( )
b) Private service( )
c) Govt. service ( )
d) Self employed ( )
8. Yearly family Income
a) Less than 500000 ( )
b) 500000-1000000 ( )
c) 1000000-1500000 ( )
9. Highest qualification
a)School
b)Graduate
c) Post graduate
48
10. How often do you buy FMCG products ?

a) Monthly ( )
b) Daily( )
c) Weekly ( )
11 .Do you buy products with less shelf life ?
a) Strongly disagree
b) Disagree
c)Neither agree nor disagree
d)Agree
e)Strongly agree
Strongly disagree=1, Disagree=2, Neither agree nor disagree=3, Agree=4, Strongly

agree=5
s.no Environmental Factors 1 2 3 4 5

1. Does the temperature affect the shelf life of product
2. Does the atmosphere affect the shelf life of product
3. Does the packaging affect the shelf life of product
4. Does the light affect the shelf life
5. Eco friendly packaging has appositive impact on the shelf life
6. Good packaging of product enhances the shelf life
S,no. Product Characteristics

1. Formulation of product effect the shelf life
2. Is there any affect of water activities in the shelf life of
product
s.no Physical and Microbiological Factors 1 2 3 4 5

1. Imbalance of preservatives detoriate the food quality
2. Have you seen changes in food due to imbalance of
preservatives
3. Does preservatives increases the shelf life
4. Is there any change in texture of the product when expired
5. Have you seen changes in density of the product when
expired
6. Does the size of the product changes when expired
49
s.no Chemical Reaction 1 2 3 4 5

1. Is lipid oxidation a major cause of food deterioration
2. Color of food changes when expired
3. Flavor of the product changes when expired
4. Is there any impact on nutrient of food when expired
Thank you for your response
50

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FOOTWEAR DESIGN AND DEVELOPMENT INSTITUTE, NOIDA

TITLE- IMPACT OF SHELF LIFE ON

Submitted in Partial Fulfillment of The

Requirements for the Degree of

BSC DEGREE IN FASHION MERCHANDISING & RETAIL

Keywords: Shelf space, , fast moving consuming goods, consumer behavior

I am also grateful to Footwear Design & Development Institute for providing

This is to certify that the project work done on “A STUDY ON IMPACT OF

Name & Sign of Faculty

1.1 Fast Moving Consuming Goods

The development of the sales–systems in the manufacturing or distributing companies of

1.2 Characteristics of FMCG

 Trial of a new product i.e. brand switching is often induced by heavy

1.3 Status of FMCG

1.4 Growth Prospects of FMCG in Rural

1.5 Impact of FMCG Sector in India:

1.5.1 Employment & Fiscal Contribution

billion ( ₹120,000 crores), that would constitute a contribution to the exchequer of

1.5.2 Social Contribution

2.1 Food Industry

2.2 Consumer Perception

2.3 Shelf Life

2.4 Factors Affecting the Shelf Life of FMCG Product

2.5 Objectives of the study

2.8 Limitations of the study

4. Respondents may give biased answers for the required data.

3.1 Locale of Study

3.2 Collection of Data

3.3 Research instrument

Here, a Structural Questionnaire was used to collect information from the

3.4 Sampling Framework

 Target customers- Target customers for the present study is India.

4.1 David Tanner, in Reference Module in Food Science, 2016

4.2Methods for food shelf life determination and prediction

4.3Techniques in Shelf Life Evaluation of Food Products

4.4Shelf life of fresh fruit and vegetables

RESULTS AND FINDINGS

5.1 PRIMARY RESEARCH FINDING:

I did Quantitative research on celebrity endorsement effect on consumer buying behavior by

How often they buy ?

B.Question Related to Shelf Life of Product

Less shelf life Responses

1. Impact on nutrient of food when expired ?

Impact on nutrient Responses

2.Flavor of the product changes when expired

Change in flavour Responses

3.Color of food changes when expired

Color of food Responses

4.Is lipid oxidation a major cause of food deterioration

Lipid oxidation Responses

 Physical and Microbiological Factors

1. Imbalance of preservatives detoriate the food quality

Imbalance of preservatives Responses

2. Have you seen changes in food due to imbalance of preservatives

Changes due to imbalance of Responses

3. Does preservatives increases the shelf life

Preservatives increase the Responses

4.Is there any change in texture of the product when expired

Change in texture Responses