Analysis of pricing to market behaviour of India’s processed foods and juices exports

Abstract

Globally, the importance of processed food items in the consumer basket has increased. Over the years, food consumption patterns have changed owing to higher income, improved transportation, urbanization, demographic shifts, and changed consumer perceptions regarding quality and safety. India, Malaysia, China, Philippines and Thailand have observed higher demanded food processing industry (FPI) growth because of advertising through mass media/social media. Globally, as compared to sales of fresh food in 2002, retail sales of processed food items were more than three times higher. In Indian scenario, overall per capita sales of processed and packaged foods almost doubled from USD 31.3 to USD 57.7 from 2012 to 2018 (Law et al., 2019). With India as one of the largest exporters of processed foods and drinks and the potential for further growth, Indian exporters' pricing strategy and price-to-market behaviour become quite interesting. In this project, we'll look at how exporters' behaviour changes in response to currency rates and their perceived market presence.