Study of Consumer Demographics, Awareness, Perceptions and beliefs as Determinants of Consumer Acceptance of Foods with Health Claims in India

Authors

  • Rajesh. P. Jawajala Assistant Professor (Marketing), Symbiosis Institute of International Business (SIIB), Affiliated to the Symbiosis International University (SIU), Lavale, Pune, India.
  • Dr. Prafulla. A. Pawar Professor and Head of Department (Marketing), Department of Management Sciences (PUMBA), Savitribai Phule Pune University (SPPU), Pune, India.
  • Amruta. R. Jawajala Doctoral Research Scholar, Sinhagad Institute of Management (SIOM), Affiliated to Savitribai Phule Pune University (SPPU), Pune, India.

Keywords:

Consumer Demographics, Consumer Awareness, Knowledge & Beliefs, Sources of Information, Consumer Attitudes

Abstract

Globalization and urbanization have brought about considerable changes in the composition of human diets leading to the consumption of processed foods. The excessive consumption of such foods has resulted in damaging consequences in the form of lifestyle diseases which have grown in epidemic proportions worldwide imposing severe socio-economic costs. It is in such a scenario a category foods termed as “functional foods” have emerged having both nutritive as well as therapeutic properties. The functional foods claim to be the panacea for the consumers helping them achieve their nutritional as well as health objectives. However the consumer acceptance of functional foods is not unconditional. The central aim of this research paper is to analyse which factors drive the consumer acceptance of functional foods in the context of the Indian consumers specifically. The paper one of the first study in the context of the Indian consumer market attempts to investigate how demographic factors such as age, gender, income & educational levels account for the heterogeneity in consumer tastes and preferences that influence the acceptance of functional foods.

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Published

31-10-2021

How to Cite

Rajesh. P. Jawajala, Dr. Prafulla. A. Pawar, & Amruta. R. Jawajala. (2021). Study of Consumer Demographics, Awareness, Perceptions and beliefs as Determinants of Consumer Acceptance of Foods with Health Claims in India. International Journal of Management Studies (IJMS), 5(2(5), 42–57. Retrieved from https://www.researchersworld.com/index.php/ijms/article/view/1841

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