Consumer behaviour towards Healthy Nutrition

Abstract

Consumer buying behavior towards packaged fruit juices has seen a sea change over the years. With rising concerns regarding health and fitness, people have become more conscious about their diet and the quality of food and beverages they consume. The study aims to understand consumer buying behavior towards packaged fruit juices for demographic and purchase-related variables such as gender, age groups, and preferred place of purchase, based on twenty parameters classified under six groups- Advertisement form of promotion, Non-advertisement form of promotion, Product attributes, Health & Nutrition, Price & Location and Packaging of the product. The study found several differences in how some of these buying behavior parameters significantly varied across the demographic and purchase-related variables tested. The study opens many opportunities for researchers and marketers to understand several product development nuances and conduct further studies for this product with findings from this research as a foundation.