Consumer Behavior towards Functional Food in Eastern UP - A Study of Market Drivers & Challenges
Journal Title: International Journal of Agriculture Innovations and Research - Year 2018, Vol 7, Issue 1
Abstract
To promote public health and to realize the impact of functional foods on health, understanding consumer behavior is important. Data was collected using both primary and secondary sources. Primary data was collected using a structured questionnaire and in – depth interview. For secondary sources this survey primarily relied on the existing survey work on the survey question and theoretical frame work on consumer behavior in eastern up. A sample of 200 respondents was selected for the research study. In this study survey of different products of functional food has been done. Data from various functional food products collected by the survey has been analyzed on different functional food products such as – Bourn Vita, Horlicks, Complan, Protein X, Enduramass, and Boost. The goal of this research study is to assess to study the functional food market in “EASTERN UP” and understand reason and patterns behind consumer decision to buy foods that could enhance their health. Overall, this study has contributed to understanding of the market drivers & challenges for functional food.
Authors and Affiliations
Mr. Shashikant, et al.
Keywords
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