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Segmentation Analysis of Consumer Perception Towards Seaweed Incorporated Functional Foods — A case study of Kerala

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Title Segmentation Analysis of Consumer Perception Towards Seaweed Incorporated Functional Foods — A case study of Kerala
Not Available
 
Creator Geethalakshmi, V.
Mohanty, A. K.
Suseela Mathew
 
Subject Cluster analysis
Consumer characteristics
Consumer purchase behavior
Consumer segmentation
Innovativeness
 
Description Not Available
The influence of consumer perception on acceptability of new seaweed incorporated functional foods was studied by
collecting responses from consumers across Kerala. The factors influencing consumers to try novel functional foods based
on seaweed were identified through a survey of respondents frequenting popular shopping malls, super markets, discount
stores and traditional retail shops in Ernakulam and Palakkad districts of Kerala. Respondents belonged to Low ₹1 million (13%) annual income groups. Factor
analysis performed to examine the existence of relationship between study variables and consumer acceptance of new
seaweed based functional foods indicated scores above 0.6 for each of dimensions tested. The study pointed out that
marketing strategy should concentrate on consumer’s focus on health, purchase habits, interest in novel products and
knowledge of functional foods in general and seaweed products in particular. Popularization efforts through exhibitions and
news coverage will widen the consumer base for the seaweed products. Consumer segmentation performed using cluster
analysis revealed that, although Kerala consumers were divided on the acceptance of seaweed products, they have exhibited
perception of linking their diet with health which can be useful in promoting demand for these food products. Segmentation
analysis underscores existence of consumer groups characterized by distinct outlook towards food products with seaweed as
functional ingredients. The results of this study highlights that immense opportunities exists for establishment of seaweed
based small scale food processing industry.
Not Available
 
Date 2021-12-17T07:49:50Z
2021-12-17T07:49:50Z
2021-11
 
Type Research Paper
 
Identifier Geethalakshmi, V., Mohanty, A. K. and Suseela Mathew (2021) Segmentation Analysis of Consumer Perception Towards Seaweed Incorporated Functional Foods — A case study of Kerala. J Sci Ind Res 80: 1008-1016.
0022-4456
http://krishi.icar.gov.in/jspui/handle/123456789/68243
 
Language English
 
Relation Not Available;
 
Publisher CSIR