Abstract

Over the last decade the health consciousness of consumers has become an important factor driving the agri-food market .Healthier food products have entered the global markets with force in the past years and rapidly gained market share. Various studies have concluded that better understanding of consumer perception of healthy food its determinants are key success factors for market orientation and development and for successfully negotiating market opportunities .The basic purpose of this research paper is to identify the influence of various factors on the buying decision of consume and also attempts to determine the awareness and perception of the consumers

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