Nutrition Food Labels on Consumers Purchase Behaviour: A Triangulation Approach

Dr. Anand Shankar Raja M., Anisha N. and Divya
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Dr. Anand Shankar Raja M.: Assistant professor, Department of Commerce, CHRIST (Deemed to be University), Bengaluru
Anisha N.: Post-Graduate scholars, Department of Commerce, CHRIST (Deemed to be University), Bengaluru
Divya: Post-Graduate scholars, Department of Commerce, CHRIST (Deemed to be University), Bengaluru

The Journal of Social Sciences Research, 2019, vol. 5, issue 2, 241-263

Abstract: The research paper is about the efforts taken by the marketers in the new century to market the products with the most attractive term “Nutrition food labels†. Nutritional labeling is the practice of providing nutritional information on the labels of food packages. Since nutrition label introduces the product to the distributor or target consumer by providing them with all the information regarding the product. The main aim of a marketer is to achieve maximum customer satisfaction, because once if a customer is satisfied it automatically increases customer loyalty and has a positive impact on the firm’s profitability position. Our research would help the other researchers to understand the factors that will lead to final purchase identifying the factors that will influence the consumer in making their final purchase decision. The variable matrix proposed with regard to nutritional label would help the researchers in figuring out the measures that would intensely gain the awareness of making use of food labels. Further it would help other researcher to conduct similar studies in different geographical locations across the globe. Other variables can be included along with the variables identified in our study; researchers can also come up with a new study considering this study as a base paper. It is important to assign weights to most discussed variable and then to finalize the variable matrix and hence the researchers have used Dedoose software to analyze the literature review and to find the most promising variable which can be used for the present study. Moreover, lifestyle has a major impact on the consumers brand preference by giving importance to nutritious content. The researchers have concluded that the nutritious labeling descriptions should be considered by the consumers which will help them to maintain a balanced diet but are the consumers aware of the consequences of consuming the wrong product with false information. This mixed approach method has provided insights on quantitative and qualitative approach.

Keywords: Nutritional labelling; Marketing food labels; Purchase behavior; Health consequences. (search for similar items in EconPapers)
Date: 2019
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