Article 2 (2)

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Article 2 (2)

  1. 1. Article review<br />Consumer learning is the process by which individuals acquire the purchase and consumption experience and knowledge that they apply to future related behaviour. In marketing terms, learning is defined as the experience and knowledge acquired through the purchase and consumption through a process form that becomes applicable to future related behaviour. This descriptive study aims to identify factors which influence consumers’ learning after reading the packaging information on the food product in Punjab. The study shows that the Punjab people are health conscious, they are checking the information which is given on packed food product at the time of purchasing and that information is really effect on their learning because study shows most of consumer check the content detail, nutritional facts and the way of using means how they can use that particular product. It is also found that the impact of packaging information is greater on consumer learning with respect to food products. Today consumers are more educated than previous 20 year as unifem (a survey organization) survey results shows the literacy rate of Punjab is increased hence the awareness of consumer about packaging information has increased. Thus the study is very useful for food industry to understand the consumer buying behavior related to food products. Because the literacy rate of Punjab in 1991 was 58.51% which increases in 2001 to 74.19% which is showing there are great development of Punjab during census 1991 t0 2001 in education because it leads the whole development that’s why we feel the need of this study means people how much become and what effect came due to literacy about their right and responsibility with respect to purchasing of any food products. Practical implications of this research could aware the consumer of Punjab about the packaging information which include content and composition of products, in order to protect their health and their interests. Other information may provide details on a particular aspect of the product, such as its origin or production method. Some foodstuffs, such as genetically modified organisms, allergenic foods, foods intended for infants or even various beverages, are also subject to specific regulations. Information could be presented in a larger format, thereby assisting a wider range of consumers to make healthy and informed dietary choices: both outcomes have positive health implications for the population. Another outcome is the formal classification of label information elements thereby enabling clearer comparisons to be made between consumers' food label interactions.<br /> The objective of foodstuff labelling is to guarantee that consumers have access to complete information on the content and composition of products, in order to protect their health and their interests. Other information may provide details on a particular aspect of the product, such as its origin or production method. Some foodstuffs, such as genetically modified organisms, allergenic foods, foods intended for infants or even various beverages, are also subject to specific regulations.In 1990, the Nutrition Packaging and Education Act went into effect. The USDA and the FDA designed the requirements so that consumers would have useful information about the food they eat. According to the Nutrition Packaging and Education Act, all food labels must contain the following information:<br />Common name of the product<br />Name and address of the product’s manufacturer<br />Net contents in terms of weight, measure or count, and:<br /> Lists the ingredients in descending order of predominance and weight. In Crispy Crunches, the ingredients are listed at the bottom of the label. As you can see, the predominant ingredient is corn, next is oil, then cheese, etc. Each package must identify the size of a serving. In Crispy Crunches, one package contains one serving. The nutritional information given on the label is based on one serving of the food. Each package must identify the quantities of specified nutrients and food constituents for one serving. From this information, you can gleam some very useful information. Thus Information given on the label of food product helps consumer to make cognitive learning in their mind. The cognitive learning may influence the consumer buying behavior and make different perceptions about product. <br />Methodology<br />The study was descriptive in nature with survey method being used to complete the study because this research is the most commonly used and the basic reason for carrying out descriptive research is to identify the consumer learning through the information given on food products. Population of research will be the people of various city of Punjab. A sample size of “500” consumers of Punjab (100 respondent from Ludhiana, 200 respondent from Jalandhar and 200 respondent from Phagwara) are taken for the purpose of study and analysis.We have used the Simple random sampling technique for choosing the various city of Punjab that is Ludhiana, Phagwara, and julandhar. We have used quota sampling for dividing the number of respondent in the selected city (Ludhiana, Phagwara, and jullundhar) 100 respondent from Ludhiana, 200 respondents from Jalandhar and 200 respondents from Phagwara. Convenience sampling technique used for collecting the data conveniently from the mall of selected cities of Punjab for the survey.Primary data was collected with the help of structured questionnaire and personal interview with consumers and for analysis of collected data we will use SPSS, Microsoft excel.<br /> Result: For getting the result about the effect of food product information on consumer learning in Punjab we have conduct a survey on 500 people in the different cities of Punjab that is Ludhiana, Phagwara, and jullundhar. For our study we have taken 21 variables which is given on food product and questionnaire were designed on the form of likert scale and get filled by respondent after that we have tested our data by factor analysis in which we got the six factors which have heavy load that is 62% and 32% data has been lost. The factor which extracted that is manufacturing attribute identifies with variables like (batch no, content detail, contact no. & website, tax detail and manufacturing address). The second factor which named is standardized product identifies with variable like (ISI mark, exp. date, manufacturing date).third factor which name is product detail identifies with variable like (nutritional fact, food grade, veg or non-veg segment and way of using). Fourth factor which name is brand detail identifies with variable like (product name and company name). Fifth factor which named is legal attributes identifies with variable like (logo of the brand, trade mark and term & condition). And six factors that named is product value identifies with variable like (weight and price).<br />Research limitations: – The small sample size precludes generalization.<br /><ul><li>Conclusion:-
  2. 2. This study was carrying out with the objective of to know the effect of packaging information on consumer learning with respect to food product. On the basis of survey it it can be say that packaging information plays a vital role for get learn the consumer about the food product related information. Now today’s consumer are more health conscious that’s why they check the mostly information which is very necessary in the case of food products like nutritional facts, packaging date, expire date, and using method that’s why it can be say that really food packet information effect on consumer learning. </li></ul>References<br /><ul><li>Drichoutis, Andreas C.et.al (2006) “Consumers’ Use of Nutritional Labels: A Review of Research Studies and Issues” Academy of Marketing Science Review; Vol. 5 pg. 1 ISSN 15261794.
  3. 3. Petra Tenbült, Nanne De Vries, et.al (2007) “Effects of packaging on information processing” British Food Journal; Vol.109, Iss. 4; pg. 305.
  4. 4. Hilary Oliver (2008) “Nutrition labels get more attention” Natural Foods Merchandiser; Vol. 29, Iss. 9; pg. 1, 1 pgs
  5. 5. Alan Osborn (2009) “EU pushes ahead with additives and packaging legislation for food and drinks sectors” Management briefing: Food information, just - Drinks. Bromsgrove; pg. 7, 6 pgs
  6. 6. Jennie Feight, Nashat Zuraikat (2009) “Cloned food packaging: history, issues, and bills”; International Journal of Pharmaceutical and Healthcare Marketing; Vol. 3, Iss.2; pg. 149
  7. 7. Devson.c (2010)”Health Care, Hospitals; Nutritional Packaging and Point-of-Purchase Signs Influence Healthy Food Choices” Biotech Business Week; vol.4 pg. 1069.
  8. 8. Kala Vijayraghavan, Ratna Bhushan (2009) “Food cos have a label solution” Tribune Business News Washington.
  9. 9. Jennie Feight, Nashat Zuraikat (2009) “Cloned food packaging: history, issues, and bill S” International Journal of Pharmaceutical and Healthcare Marketing. Vol. 3, Iss. 2; pg. 149
  10. 10. Hawkes, Mintel (2004) “Food and nutrition information: a study of sources, uses, and understanding", British Food Journal; Vol. 99 No.2, pp.43-99.</li></ul>Dimara Efthalia,Skuras Dimitris (2005) “Consumer demand for informative packaging of quality food and drink products: a European Union case study” Journal of Consumer Marketing, vol. 22 No:2, pp:90-100 ISSN 0736-3761.<br />Singla Manisha (2010) “Usage and understanding of food and nutritional labels among Indian consumers”, British Food Journal; Vol. 112,No:1, pp:83-92.<br />Stuart Stephen (2010) “The relationship between mandatory and other food label information”, British Food Journal; Vol: 112, No:1, pp:21-31.<br />Borin Norm, Obispo San Luis, Cerf C. Douglas (2011) “Consumer effects of environmental impact in product packaging”, Journal of Consumer Marketing, Vol. 28, Number:1, pp:76-86, ISSN:0736-376.<br />

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