Your SlideShare is downloading. ×
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Capstone spiral binding (2)for pdf
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Capstone spiral binding (2)for pdf

773

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
773
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. INTRODUCTIONThe agro and food industry in the modern era has been well influenced by the rise inconsumerism, changing lifestyles and increasing competition which is evident through the rangeof food items available for any consumer. At any retail outlet for food products be it from theorganized or unorganized sector we have a range of products available where almost all of themhave the labeling information indicating the different detailed nutritional values as well asingredients which can be well compared. Comparison can be both qualitative as well asquantitative.The term “preferences” is used in a variety of related, but not identical, ways in the scientificliterature. This makes it necessary to make explicit the sense in which the term is used indifferent social sciences.All marketing starts with the consumer. So consumer is a very important person to a marketer.Consumer decides what to purchase, for whom to purchase, why to purchase, from where topurchase, and how much to purchase. In order to become a successful marketer, he must knowthe liking or disliking of the customers. He must also know the time and the quantity of goodsand services, a consumer may purchase, so that he may store the goods or provide the servicesaccording to the likings of the consumers. Now the whole concept of consumer’s sovereigntyprevails. The manufacturers produce and the sellers sell whatever the consumer likes. In thissense, “consumer is the supreme in the market”.As consumers, we play a very vital role in the health of the economy local, national orinternational. The decision we make concerning our consumption behavior affect the demand forthe basic raw materials, for the transportation, for the banking, for the production; they affect theemployment of workers and deployment of resources and success of some industries and failuresof others. Thus marketer must understand this.Preference (or "taste") is a concept, used in the social sciences, particularly economics. Itassumes a real or imagined "choice" between alternatives and the possibility of rank ordering ofthese alternatives, based on happiness, satisfaction, gratification, enjoyment, utility theyprovide. More generally, it can be seen as a source of motivation. In cognitive sciences,individual preferences enable choice of objectives/goals. [1]
  • 2. The study of the consumer preference not only focuses on how and why consumers make buyingdecision, but also focuses on how and why consumers make choice of the goods they buy andtheir evaluation of these goods after use. So for success of any company or product promotion itis very necessary to depart its concentration towards consumer preference.In psychology, preferences could be conceived of as an individual’s attitude towards a set ofobjects, typically reflected in an explicit decision-making process. Alternatively, one couldinterpret the term “preference” to mean evaluative judgment in the sense of liking or disliking anobject which is the most typical definition employed in psychology. However, it does not meanthat a preference is necessarily stable over time. Preference can be notably modified by decision-making processes, such as choices, even in an unconscious way"Preference" may also refer to non-choices, such as genetic and biological explanations for onespreference. Sexual orientation, for example, is considered a sexual preference.Marketers defined consumer preference as the way in which consumers in a free market chooseto divide their total expenditure in purchasing goods and services.NEED OF THE STUDYFood products have become a business worth trillions of dollars worldwide. Rise in competition,consumerism and consumer rights awareness also gives rise to the need for this research. Food [2]
  • 3. item sector is growing very fast as their demand is touching zenith due to the increase indisposable income of consumers in India. Further due to the increase in health awareness,consumers in the present scenario has become cautious about the food items that they select, sothe need of our study is to find out what consumers prefer and why they prefer a particularproduct of food item.SCOPE OF THE STUDYThe growth of the system of quality food items in developed countries has opened upopportunities in India as well and it has been seen that many players entered in this sector and thenumber is increasing very fast day by day. Hence, the present study focuses its attention onconsumer preference towards the attributes (nutrition) of products while selecting food items.The companies making food items can sustain their market only if they understand the attitudeand behavior of their customers. There is a stiff competition from other players especially inurban areas. The present study, therefore, is conducted in Jalandhar. This city, like any other cityis a mix of rich and poor, and is influenced by the rapid growth of urban population. Many havebeen set up in and around the city, and this conducting the present study was found suitable.OBJECTIVES OF THE STUDYThe following are the specific objectives of the study.(i) To find out the consumer preferences towards various nutritional attributes of food items. [3]
  • 4. (ii) To examine the main factors which influence consumer preference towards the product (fooditems)LIMITATIONS OF THE STUDY • Our study was conducted within a limited period of time. • Limited resources were accessible including money.REVIEW OF LITERATUREShine, Angela et al., (1997), This study presented, a high level of awareness of nutrition labelingis evident among consumers, with just over half of the sample using nutrition labels. The results [4]
  • 5. show that nutrition labels have a positive impact on consumer purchase decision making. Ofthose consumers who use nutrition labels, 88 per cent of them use these labels in their evaluationof food products.The survey results indicate that many consumers merely use nutrition labeling to avoid particularnutrients and are therefore not obtaining the maximum benefit from nutrition labeling. It appearsthat the aims of nutrition labeling legislation have not been fulfilled, since nutrition labeling onfood products is not easily understood by consumers. A number of important issues have beenrevealed in this study. Consumers are very much aware of the concept of nutrition and nutritionlabeling. However, nutrition information must be presented in a format that can be easilyunderstood by the consumer. As observed, consumers often refer to food products/ nutrients as“good” or “bad” and search out information on nutrients they wish to avoid, for example fat andsugar.Subratry, A.H, et al, (2002) focused on the assessment of the practical knowledge of cardiacpatients and health care professionals of a heart-healthy diet. Based on their findings theyproposed that patients in Mauritius should be referred to dieticians on a more routine basis ifeffective dietary change is to be successfully implemented. Huang, Chien et al., (2006), Thestudy is based on the two conflicting perspectives of the existing literature: whether large varietywill weaken or strengthen consumer preferences. This research identifies need for cognition(NFC) as a key factor moderating the effect of variety on consumer preferences and examinesthe role that recommended alternatives play. Goyal, Anita and Singh, N.P., (2007), this paperseeks to estimate importance of various factors affecting the choice of fast food outlets by Indianyoung consumers. Results indicate that the young Indian consumer has passion for visiting fastfood outlets for fun and change but home food is their first choice. They feel homemade food ismuch better than food served at fast food outlets. They have the highest value for taste andquality (nutritional values) followed by ambience and hygiene. Three dimensions (service anddelivery dimension, product dimension, and quality dimension) of fast food outlets attributes areidentified based on factor analysis results. The two fast food outlets rating differs significantlyon the seven attributes. McDonalds scores are higher on all attributes except “variety”. Further,consumers feel that fast food outlets must provide additional information on nutritional valuesand hygiene conditions inside kitchen. Harris, Judy and Blair, Edward A., (2007), the mostprior research on bundling from a consumer perspective has focused on how bundles are [5]
  • 6. processed, particularly from a prospect theory or mental accounting perspective. In contrast,relatively little research has examined the factors that might drive consumer preference forbundles versus individual items. This article addresses one such factor: the potential to reducesearch and assembly costs. Through exploratory interviews and two laboratory experiments, theauthors show that preference for a bundle is greater when bundle choice will reduce search effortthan when it will not, particularly among consumers who are less motivated to processinformation. Günden, Cihat et al., (2008), the main objective of this study is to measureconsumer preferences for information sources on food safety along with the factors influencingthe degree of consumer preferences. The information source hierarchies of consumers wereestablished and ranked from most to least importance. The results show that the most importantinformation sources of consumers are “doctors/experts” and “television programmes”. Theconsumer preferences from the first stage were regressed upon the consumer specific variablesby using seemingly unrelated regression in the second stage. The preferences for informationsources are mainly influenced by education and level of income. Yoon, Song-Oh andSimonson, Itamar (2008), The researchers found that the choice process and the configurationof the choice set have long-term effects on the strength, stability, and attribution of the resultingpreferences and can even influence product satisfaction. They found that the configuration of thechoice set mattered greatly when it came to creating consumer preference. In the studies,participants were presented with products (food processors, lawn mowers, portable grills,binoculars, cars, cordless phones, etc.). The products were presented in three types of choicesets: asymmetric dominance (where one choice was clearly superior to the other two),compromise (where one choice was intermediate to the other two), or control (two options thatwere somewhat equivalent). After participants made choices, they rated the products and theirsatisfaction with their choices. In five different studies that shifted the products and choice sets,the researchers found that the strength of preference for one option over another can be affectedby the context of the choice in ways people dont realize. Palo Alto,(2008), The researchersuggested that people seem to inherit tendencies to choose a compromise option and avoidextremes; select sure gains over gambles; prefer an easy but non-rewarding task over anenjoyable challenging one; look for the best option available; and prefer utilitarian, clearlyneeded options (like batteries) over more indulgent ones (gourmet chocolate).The study found [6]
  • 7. that likings for specific products - such as chocolate, mustard, hybrid cars, science fiction moviesand jazz seemed to be genetically related. Researcher examined a wide range of consumerjudgment and decision-making phenomenon and discover that many though not all of them are infact heritable or influenced by genetic factors. Smeesters, Dirk and Mandel, Naomi (2009), theauthors examined situations that lead people to prefer nostalgic products (products that remindthem of the past) over more contemporary products. They conducted a series of five experimentsin which they found that the key to preferring nostalgic products is the need to belong."Whenever a situation arises in which people feel a heightened need to belong to a group, orgenerally need to feel socially connected, they will show a corresponding higher preference fornostalgic products. Ozimek Irena, et al (2011), The purpose of this paper is to reveal factorsunderlying Polish consumers food choices and particularly their perception of food qualityattributes in relation to selected food products and points of sale and to reflect on the implicationof shifting consumers expectation towards food for the national food industry. The paperprovides a review of previous research results relevant for the problem analyzed – emphasizingthe results from the authors own research conducted in the years 2000-2007 with the use ofquantitative approach on representative in terms of gender, level of education, place of residencesamples of Polish consumers. Polish consumers are more and more concerned with various foodquality attributes and particularly sensory properties, healthiness and safety. They differentiatebetween qualities of foodstuffs offered in various points of sale and have favourable opinionsabout specialized shops and tend to perceive the quality of food bought in super andhypermarkets as inferior. Perception of food quality is dependent on the product being assessed,and foodstuffs addressed to particular groups such has infants and people facing health problemswere perceived as having high quality, while food with additives, highly processed andgenetically modified was assessed as having low quality. H. Roland, (2011), Despite a well-established corporate identity construct there is still ambiguity and disorientation regarding thecorporate visual identity construct. The purpose of this paper is to investigate the inconsistent useof terminologies such as “symbolism” and “corporate design” as well as pointing towards aninsufficient conceptualization of the corporate identity and visual identity construct vis-à-vis other sensory dimensions. A review of existing categorizations and conceptualizations of thecorporate identity and visual identity construct is provided. The paper presents a remodeledcorporate visual identity construct that takes a holistic sensory perspective and proposes the [7]
  • 8. corporate sensory identity construct as a more adequate and flexible reflection of currentbusiness reality. The paper offers fundamental guidance for managers regarding the integratedand holistic utilization of a set of sensory communication activities as part of their corporateidentity management. Zick Andrea et al, (2010), The food standards agency recentlyencouraged catering companies in the UK to introduce calorie labeling on menus or at the pointof purchase. The purpose of this paper is to report the feasibility of implementing such a schemein a restaurant in the UK. A practical case study approach was adopted whereby all foods on themenu of a London-based five star hotel restaurant were analyzed nutritionally. The menupresented the amount of calories, saturated fat, polyunsaturated fat, fiber and sodium each dishcontained. The issues surrounding the display of nutritional information on restaurant menus,perceived difficulties or barriers and resistance to the scheme by staff were documentedqualitatively. Time constraints, and the consequential financial costs, were identified as beingbarriers that need to be surmounted if the scheme is to operate successfully. The scheme was alsoviewed as being of low priority by the restaurant operational team.RESEARCH METHODOLOGYRESEARCH DESIGNIn the study the Consumer Preference towards the attributes (nutritional) of products whileselecting the food items, the problem and objectives are clearly defined, so the DescriptiveResearch particularly cross-sectional design has been used here. It involves the collection ofinformation from any given sample of population elements only once. [8]
  • 9. POPULATIONThe proposed study is to find out the Consumer Preference towards the attributes (nutritional) ofproducts while selecting the food items, for research purpose the population will be all thosepersons who are the residents of Jalandhar.SAMPLING METHODIn this research, we will use the convenient sampling. The convenient sampling is one in whichthe researcher according to his convenience collects the data regarding to his research fromvarious respondent.SAMPLING ELEMENTThe sampling element refers to the ultimate unit or individual from whom information will becollected in the survey and who therefore will be the focus of the analysis.So in our study all the respondents who have filled our questionnaire are the sampling elementfor the research.SAMPLE SIZESampling size refers to the number of items to be selected from the population to constitute asample. This is the major problem before the researcher. The size of the sample should neither beexcessively large nor too small; it should be and must be the true representatives of thepopulation. In our research the sample size is 100.AREA OF STUDY:Due to the cost and time constraint the area of the study is confined to Jalandhar only.SOURCES OF DATA COLLECTION [9]
  • 10. The data should be collected both from primary as well as secondary source. Primary Source forcollecting the data is Questionnaire and the secondary Sources are the journals, ResearchPapers, Articles, internet, magazines, and newspapers.DATA ANALYSIS TECHNIQUEThe data collected should be analyzed with the help of following tools; • Graphical methods • The SPSS plays a key role in the analysis and interpretation of data.DATA ANALYSIS AND INTERPRETATION GARPHICAL REPRESENTATION [10]
  • 11. Interpretation: From the above graph it can be inferred that approx.70% of the respondentsare the main food shopper of the house hold and 30% of respondents are not the main foodshoppers. [11]
  • 12. Interpretation: The above graph clearly shows that majority of the respondents are consciousabout their health, which is why they are taking special diet. [12]
  • 13. Interpretation: from the above graph we can conclude that majority of the respondents thinkthat information of the nutritional value of the food items is important. [13]
  • 14. Interpretation: majority of the respondents responded that information about the nutritionalattributes should be provided on the packed food items, which shows that people are becomingconscious about the nutritional aspects and prefer only selected food items. [14]
  • 15. Interpretation: the above graph shows that, respondents always read the nutritional labelsbefore purchasing the food items. How will you rate the following nutritional attributes on the scale of 1 – 5? (1-mostimportant, 5- not important at all) [15]
  • 16. Interpretation: the graph shows that carbohydrates are important nutritional attributes of fooditems. [16]
  • 17. Interpretation: most of the respondents perceive that proteins are important attribute of the fooditem. [17]
  • 18. Interpretation: from the above graph it can be inferred that most of the respondents are awarethat fats are not the beneficial attributes of their food items. [18]
  • 19. Interpretation: from the above graph we can conclude that most of the respondents considervitamins as an important attribute of their food items. [19]
  • 20. [20]
  • 21. Interpretation: some respondents think that roughage should be there in their food items whilesome others don’t consider it as an important attribute. [21]
  • 22. Interpretation: the above graph clearly shows that water is considered as an important factor asmajority of the respondents responded that water should be there in the food items which theypurchase.7. Rate the following factors which influence you to buy particular products (food items).(1-most important, 5- not important at all) [22]
  • 23. Interpretation: from this graph we can easily say that majority of the respondents are influencedby the nutritional value of the food items, in other words we can say that consumers first checkthe nutritional characteristics of the food items and only after then they prefer to buy anyparticular item. [23]
  • 24. Interpretation: the above given graph depicts that advertisement is also influencing manycustomers in buying of a particular food item, no doubt some of the respondents are not gettinginfluenced from the advertisement (ratios given in the graph). [24]
  • 25. Interpretation: the above given graph depicts that some percentage of the customers don’t getattracted towards the appearance of the food items while approx 49% of the consumers alsoprefer aesthetics as an important influential factor. [25]
  • 26. Interpretation: this graph clearly shows that about 50% of the consumers refer to their friendsbefore purchasing the food items. Also there are some consumers which don’t think that friendsinfluence in their decision making. [26]
  • 27. Interpretation: from the above graph we can easily conclude that majority of the respondentsget highly influenced by the brand name of food items and their decision about a particular fooditem is mainly based on the brand name of that product. [27]
  • 28. Interpretation: the graph shows that most of the respondents like get knowledge about theproduct and go for its previous experience and thus think a lot before buying a particular fooditem, while a small fraction of respondents don’t go for the process of cognition. [28]
  • 29. Interpretation: the graph shows that majority of the respondents are very sensitive about theprice of the products and get influenced about the price of product while some respondentsdoesn’t care about the price. [29]
  • 30. Interpretation: taste of the food items was also considered to be important factors whichinfluence the consumers to buy a particular food item.FINDINGS [30]
  • 31. The findings are stated below 1. The overall interpretation shows that the respondents are aware as well as sensitive towards the nutritional attributes of packed food items. 2. Printed information on the nutritional values has been advocated by a clear majority. 3. Although all nutrients are duly recognized, the importance of proteins, vitamins and carbohydrates have been well voted, which satisfies our first objective, also consumers seem to be very much attracted with the nutritional attribute like minerals. 4. Mostly respondent given average or say low response to fats. 5. We also found that majority of consumers are reading the nutritional labels. 6. From the analysis we came to know brand name, price, advertisement and appearance of the products are the important factors which customers consider before purchasing that particular product, which satisfies our second objective. 7. It was also found that consumers are well affected by the past experience and knowledge of the food items and thus impacts their buying behavior. [31]
  • 32. RECOMMENDATIONS • The companies should realize that the consumers have become health conscious and also the awareness level among the consumers about the food items has been increased. So the companies should offer the products keeping in the mind the proper nutritional contents. • The packed food items must clearly indicate the detailed nutritional values as well as ingredients. • Efforts are required in the direction of providing healthy food rather than fast food. • Real fruit juices have a range of products which have been quite successful in building the positive perception in the minds of consumers. So, the industry is expected to emulate this as an example.CONCLUSION [32]
  • 33. The youth as well as general public have become aware and educated towards the need andimportance of proper nutrition. This is a healthy sign in our society.With modernization and sophistication our lifestyle has changed. We depend on packed foodmany times. Hence the corporations producing packed food items have the responsibility ofinforming or educating the consumers of the included nutritional attributes as we came toconclusion as per one of our objective that there are some nutritional attributes which impactthe consumer preference while selecting a particular food item.This study make us realize that there are many factors which impact the buying behaviour ofconsumers like brand name showing that creating a distinctive brand image in the mind ofconsumers will be beneficial for the company. Also we came to conclusion that consumers areprice sensitive as price was also found as an important factor.Doing promotions will help the companies to get the positive points as it will create theawareness of the food items among the consumers that is why our study showed advertisementas important factor.REFERENCES [33]
  • 34. • Subratry, A.H, Nicon Fawe, 2002, Nutritional knowledge of a heart-healthy diet among care professionals and cardiac patients in Maurius, Nutrition & Food Science, volume 32, no.-5, 2002, 184-189.• Lin, Chien-Huang; Wu, Pei-Hsun, January 1, 2006 Social Behavior and Personality, journal of consumer research, (35-66)• Goyal Anita, Singh N. P., 2007, Consumer preference about fast food in India: an exploratory stud, British Food Journal, Vol. 109 Iss: 2, pp.182 – 195• Judy Harris , Edward A. Blair ,2007,preference of consumers in bundles, journal of consumer research, pp 78-84• Cihat Günden, Bülent Miran, Özlem Karahan Uysal, Özlem Karahan UysalAn TX February 2-6, 2008, Analysis of Consumer Preferences for Information Sources on Food Safety, Southern Agricultural Economics, pp123-40• Palo Alto, Calif., Sept. 20,2008, (UPI) “ Genes might influence consumer behaviors and choices”, U.S. researchers ,34-55• Katherine E. Loveland, Dirk Smeeters and Naomi Mandel, Feeling it out- Why consumers prefer nostalgic products, journal of consumer research, pp 45-63• Bholah R. et al, (2004), Influence of home economics on the nutrition knowledge and food skills of Mauritian school adolescents, Nutrition & Food Science Volume: 34 Issue: 6• Fine G., (1995), What is the British Nutrition Foundation doing to improve food education in school?, Nutrition & Food Science Volume: 95 Issue: 3• Sumar S., et al, (1994), An Analysis of Macronutrients in the Diet, Nutrition & Food Science Volume: 94, Issue: 6• Ozimek Irena, et al, (2011), Determinants of Polish consumers food choices and their implication for the national food industry, British Food Journal Volume: 113 Issue: 1 [34]
  • 35. • H. Roland, (2011), T. C. Bartholmé, Remodelling the corporate visual identity construct: A reference to the sensory and auditory dimension, Corporate Communications: An International Journal Volume: 16 Issue: 1 2011• Zick Andrea et al, (2010) Nutrition labeling in restaurants: a UK-based case study, Nutrition & Food Science Volume: 40 Issue: 6Websites:• http://www.spss.com/media/collateral/spss-for-instruction-books.pdf• http://books.google.co.in/books? id=hZ9wSHysQDYC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onep age&q&f=false• http://vlex.in/vid/preference-sellers-ready-food-items-62691067• http://www.tnsinfratest.com/presse/pdf/autorenbeitraege/32_07_TNS_Infratest_Sparke_T he_Influence_of_Eating_Habits_Global_issues_in_food_science_and_technology.pdf• http://www.cyberessays.com/lists/customer-preference-toward.../page0.html• http://www.sciencedaily.com/releases/2006/07/060715104358.html• http://www.mcc.cmu.ac.th/agbus/isam/poster/Consumer• http://books.google.co.in/books? id=37x8afFN0FYC&printsec=frontcover&dq=research+methodology&hl=en&ei=plFfTd 2vBoLKrAed0KnXAg&sa=X&oi=book_result&ct=result&resnum=3&sqi=2&ved=0CEI Q6AEwAg#v=onepage&q&f=false REVIEW OF ARTICLE [35]
  • 36. With the changing lifestyle of the common people in their hectic schedule they are buying moreand more packed food items. At the same time the consumers of these food items have becomehealth conscious which has resulted in developing preferences for the nutritional attributes ofproducts (food items). So we began our endeavor with the following objectives to find outthe consumer preferences towards various nutritional attributes of food items & to examine themain factors which influences consumer preference towards the product (food items)The youth as well as general public have become aware and educated towards the need andimportance of proper nutrition. This is a healthy sign in our society. The overall research articleoutlines that the respondents are aware as well as sensitive towards the nutritional attributes ofpacked food items. We were able to identify certain factors which influence the consumer buyingbehavior while purchasing the food items. Further we were also able to reach to conclusion aswell as recommendations or suggestions for the industry.INTRODUCTIONThe Nutrition market in India is going to be the largest growing industry. It is increasing to alarge extends due to the growing popularity of fitness products and their implications on healthfor long term bases. An important aspect of nutrition is the daily intake of nutrients. Nutrientsplay a very important role in a persons diet. Many nutrients are essential for life, and anadequate amount of nutrients in the diet is necessary for providing energy, building andmaintaining.With the increasing population, the demand for healthy and nutritional food products has alsoincreased. Various nutritional diet plans are available in India based on different categories likeage, sex etc. Many diseases have been increased due to unhealthy balanced diet. Most of thepeople are now shifting to nutritional food products because of healthy and long standard ofliving. The amount of calories intake by each person plays an important role in the overallnutritional capacity of the country.A healthy nutritional diet plan should always include proteins as research have shown thatprotein rich food products tends to satisfy our hungry needs more than any other diet plan. High [36]
  • 37. protein diet meals are thus required for the maintaining, repairing and even producing hair, skin,bones and other organs in the body. Choose your diet plan wisely and try to stick to high-protein food products for diet rich in nutrition. Right amount of proteins should be taken in ourdaily life for better results. High protein diet plan should contain 10 to 15 percent of proteins.About 56 grams of proteins should be consumed everyday by a person.High calories and proteins should be consumed by people who perform high physical activitiessuch as working with heavy weights, doing heavy exercises or extensive outdoor field work. Thiswill result in a better nutritional country thus by maintaining a healthy standard of living. Withthis increasing cost of medicines and medical treatments, it is always advisable to gofor healthy food products with lots of fruits and green vegetables for high proteins, calories andlow in oily, fatty, and sugary products to stay healthy.NEED AND SCOPERise in competition, consumerism and consumer rights awareness also gives rise to the need forthis research. Food item sector is growing very fast as their demand is touching zenith due to theincrease in disposable income of consumers in India so the need of our study is to find out whatconsumers prefer and why they prefer a particular product of food item.The companies making food items can sustain their market only if they understand the attitudeand behavior of their customers. There is a stiff competition from other players especially inurban areas.REVIEW OF LITERATUREThen we included the ‘review of literature’ where past but related research works studied by uswere summarized. This was important in guiding our direction for the study. We included theresearch work done by both the Indian as well as foreign researchers as suggested by therespected panel members.Shine, Angela et al., (1997), This study presented, a high level of awareness of nutrition labelingis evident among consumers, with just over half of the sample using nutrition labels. The resultsshow that nutrition labels have a positive impact on consumer purchase decision making. Of [37]
  • 38. those consumers who use nutrition labels, 88 per cent of them use these labels in their evaluationof food products.The survey results indicate that many consumers merely use nutrition labeling to avoid particularnutrients and are therefore not obtaining the maximum benefit from nutrition labeling. It appearsthat the aims of nutrition labeling legislation have not been fulfilled, since nutrition labeling onfood products is not easily understood by consumers. A number of important issues have beenrevealed in this study. Consumers are very much aware of the concept of nutrition and nutritionlabeling. However, nutrition information must be presented in a format that can be easilyunderstood by the consumer. As observed, consumers often refer to food products/ nutrients as“good” or “bad” and search out information on nutrients they wish to avoid, for example fat andsugar. Subratry, A.H, et al, (2002) focused on the assessment of the practical knowledge of cardiacpatients and health care professionals of a heart-healthy diet. Based on their findings they proposedthat patients in Mauritius should be referred to dieticians on a more routine basis if effective dietarychange is to be successfully implemented.OBJECTIVESObjectives of our study are as follows:(I) To find out the consumer preferences towards various nutritional attributes of food items.(II) To examine the main factors which influence consumer preference towards the product (fooditems).RESEARCH METHODOLOGYDescriptive Research particularly cross-sectional design has been used here. In researchmethodology we have defined the research design, population, sampling method, samplingelement, sample size, area of study, sources of data collection and data analysis technique for ourstudy. All the respondents who have filled our questionnaire are the sampling element for theresearch.For the purpose of primary data collection we designed a respondent friendly and acomprehensive questionnaire to assess our survey participants with reference to their preferencestowards the food products and the factors which affect their preferences while selecting food [38]
  • 39. items. This too was corrected and approved during the panel presentation. Persons who are theresidents of Jalandhar or nearby area are our population.Convenient sampling has been done here to gather the primary data from a hundred respondents.Secondary sources for data collection here are the journals, Research Papers, Articles, internet,magazines etc.After collecting the filled in questionnaires we recorded the data in a software tool called SPSSfor analysis and interpretation in a scientific and accurate manner.The various references have been presented which include the websites and online books also.FINDINGSThe findings are stated below 1. The overall interpretation shows that the respondents are aware as well as sensitive towards the nutritional attributes of packed food items. 2. Printed information on the nutritional values has been advocated by a clear majority. 3. Although all nutrients are duly recognized, the importance of carbohydrate, vitamins and proteins have been well voted, which satisfies our first objective and consumers seem to be very much attracted with the nutritional attributes like and minerals and roughage. 4. Mostly respondent given average or say low response to fats and water. 5. We also found that majority of consumers are reading the nutritional labels. 6. From the analysis we came to know brand name, price, advertisement and appearance of the products are the important factors which customers consider before purchasing that particular product, which satisfies our second objective. 7. It was also found that consumers are well affected by the past experience and knowledge of the food items and thus impacts their buying behavior.CONCLUSION [39]
  • 40. The following was concluded at the end of the study.The youth as well as general public have become aware and educated towards the need andimportance of proper nutrition. This is a healthy sign in our society.With modernization and sophistication our lifestyle has changed. We depend on packed foodmany times. Hence the corporations producing packed food items have the responsibility ofinforming or educating the consumers of the included nutritional attributes.BIBLIOGRAPHY • Subratry, A.H, Nicon Fawe, 2002, Nutritional knowledge of a heart-healthy diet among care professionals and cardiac patients in Maurius, Nutrition & Food Science, volume 32, no.-5, 2002, 184-189. • Lin, Chien-Huang; Wu, Pei-Hsun, January 1, 2006 Social Behavior and Personality, journal of consumer research, (35-66) • Goyal Anita, Singh N. P., 2007, Consumer preference about fast food in India: an exploratory stud, British Food Journal, Vol. 109 Iss: 2, pp.182 – 195 • http://www.spss.com/media/collateral/spss-for-instruction-books.pdf • http://books.google.co.in/books? id=hZ9wSHysQDYC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onep age&q&f=false • http://books.google.co.in/books? id=37x8afFN0FYC&printsec=frontcover&dq=research+methodology&hl=en&ei=plFfTd 2vBoLKrAed0KnXAg&sa=X&oi=book_result&ct=result&resnum=3&sqi=2&ved=0CEI Q6AEwAg#v=onepage&q&f=falseANNEXURE [40]
  • 41. QUESTIONNAIREAge ……………………………..Gender ………………………..Occupation ………………….1. Are you the main food shopper of the household?a. Yes ( ) b. No ( )2. Do you take any special diet?a. Yes ( ) b. No ( )3. How important is the information about nutritional value of food items?a. Very important ( ) b. important ( )c. Average ( ) d. Least important ( )e. Not important at all ( )4. Should the information about the nutritional attributes be provided on packed food items?a. Yes ( ) b. No ( )5. How often do you read nutritional food labels while grocery shopping?a. Never ( ) b. Sometimes ( ) c. Always ( )6. Rate the following factors which influence you to buy particular products (food items).(1-most important, 5- not important at all)Factors 1 2 3 4 5Nutritionalvalue [41]
  • 42. AdvertisementAestheticsReference fromfriends/relativesBrand nameCognitionPriceTasteAny other,specify7. How will you rate the following nutritional attributes on the scale of 1 – 5?(1-most important, 5- not important at all)Attributes 1 2 3 4 5CarbohydratesProteinsFatsVitaminsMineralsRoughageAny Others,specify………….8. Any suggestions [42]
  • 43. ……………………………………………………………………………………………………………………………………………………………………………………………………………… [43]

×