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CONSUMER AWARENESS, PERCEPTION AND ACCEPTABILITY OF FORTIFIED FOODS – A CASE STUDY OF HYDERABAD METRO CONSUMERS

KrishiKosh

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Title CONSUMER AWARENESS, PERCEPTION AND ACCEPTABILITY OF FORTIFIED FOODS – A CASE STUDY OF HYDERABAD METRO CONSUMERS
 
Creator MADHAVI LATHA, M
 
Contributor SEEMA
 
Subject productivity, biological phenomena, economics, markets, beverages, oils, marketing, fruits, retail marketing, sales
Fortified foods, Awareness, Acceptance, Perception, Brands, Constraints, Purchase decisions
 
Description Food fortification is the practice of deliberately increasing content of an essential
micronutrient in a food, so as to improvise the nutritional quality of the food supply and provide
a public health benefit with minimal risk to health. The fortified market today largely consists of
health food drinks, iodised salt, iron fortified biscuits and fortified edible oils. Health food drinks
have been focused on general nutritional needs of growing children while iodized salt and ironfortified
biscuits have become mass product segments driven by nutrient deficiencies and support
through various government policies. Some of the major companies operating in the global
market for vitamin fortified and mineral enriched foods and beverages include The Coca Cola
Company, H.J Heinz Company, Kellogg Company, PepsiCo/Tropicana, and The Proctor &
Gamble Company and so on. The present study entitled “Consumer awareness, perception and
acceptability of fortified foods – a case study of Hyderabad metro consumers” was studied with
the following objectives:
1. To study the level of consumer awareness and acceptability of the fortified foods in the
selected market.
2. To analyze the perception of the consumers about fortified products vis-à-vis the
available brands in Hyderabad metro region.
3. To find out the factors influencing the consumers purchase decisions for fortified
products in the selected area.
4. To identify the constraints in purchasing and marketing of fortified foods.
This study plays an important role in assessing the consumers awareness, acceptance and
perception of the fortified foods. About 200 consumers and 20 retailers were selected from 10
different areas of Hyderabad metro. Data was collected from the consumers about their
perception, pricing, spending decisions, frequency and quantum of purchase, brand preference
etc., was collected. Rajendranagar, Attapur, Malakpet, Santhoshnagar, Banjara hills, Ameerpet,
Bowenpally, Kukatpally, Chikkadpally and Dilshukhnagar were purposively selected
representing different regions of Hyderabad. Similarly, data on the nature and trend of sales of
fortified food products, brands available, product variety, constraints faced etc were collected
from the retailers. Secondary data on CAGR was collected from International Markets Bureau,
Schieber Research, Euromonitor International, Leatherhead and Nutritional Outlook. The data
collected was analyzed by using simple averages, frequencies. Garrett ranking technique was
used to study the opinion of the retailers on sale of fortified food products.
The results showed that almost all the consumers were aware of the fortified food
products available in the market. Due to the higher education levels, increasing disposable
income and health conscious of the customers they are purchasing these products.
TV/Radio and hoardings and other display materials are more eye catching and attractive
therefore they are highly influencing in generating customers awareness. It is observed that most
of the customer’s stock purchases are monthly. Daily & bi weekly purchases are rare in most of
the products. As in the present days, most of the consumers are aware of fortified foods and
becoming health conscious, consumers prefer a particular brand mainly because of its quality,
advertisements and the health benefits. It is observed that the Kellogs, Ashirvaad, Fortune and
Amul were the highest preferred brands in the product category of fortified foods.
It is observed that the consumers purchase decisions influencing factors for almost all the
product categories have been the health benefits, nutritive value and quality.
Lack of right publicity to generate awareness among the consumers and the competition
from traditional food preparations is acting as a major marketing constraint. High price and
misconception about fortified food is regarded as minor constraint by majority of the retailers.
 
Date 2016-09-14T13:50:49Z
2016-09-14T13:50:49Z
2014
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/76691
 
Language en
 
Relation D9733;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD