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CONSUMER EATING BEHAVIOUR, Study Guides, Projects, Research of Marketing Research

About the consumer eating preferences and how healthy they like to eat on regular basis.

Typology: Study Guides, Projects, Research

2019/2020

Uploaded on 07/07/2020

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1 | P a g e
“CONSUMER PERCEPTION WITH
REFERENCE TO CHANGE IN THE EATING
HABITS AND CHANGING MARKET TREND”
Submitted to Himachal Pradesh University Business School
In partial fulfillment of the requirements for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by:
Ezaz Sheikh
Roll No-2689
M.B.A- 4th Semester
Supervisor:
Mr.Shyam Lal Kaushal
Professor-Management
Controller Of Examination
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“CONSUMER PERCEPTION WITH

REFERENCE TO CHANGE IN THE EATING

HABITS AND CHANGING MARKET TREND”

Submitted to Himachal Pradesh University Business School In partial fulfillment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted by: Ezaz Sheikh Roll No- M.B.A- 4th^ Semester Supervisor: Mr.Shyam Lal Kaushal Professor-Management Controller Of Examination

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “ CONSUMER PERCEPTION WITH REFERENCE TO CHANGE IN THE EATING HABITS AND CHANGING MARKET TREND” carried out by Ezaz Sheikh has accomplished under my guidance & supervision as a duly registered MBA student of the Himachal Pradesh University Business School , Summer Hill, Shimla. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Himachal Pradesh University Business School. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration.


(Name & Signature of the Faculty Advisor) Date:

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number of people to whom I shall always remain grateful. It gives me immense pleasure to express my deepest gratitude towards Himachal Pradesh University Business School , for providing me with the opportunity to undertake this project. I would like to thank my project guide Prof. Shyam Lal Kaushal without whose able supervision it would have been very difficult to complete this project work. I would like to express my heartfelt appreciation to my Parents, friends and all those people who have in their own way contributed towards compilation of this report with their suggestions, criticism or advice. Last but not the least, I would also like to thank all the respondents for giving me their precious time, relevant information and advice without which I would not be able to complete this project.

**Sr. no. Topic Page No.

Chapter-** Introduction Scope of study

Chapter- Review of literature **14-

Chapter-3 Research Methodology** Objectives of the study Need of information Research methodology 3.3.1 Research design 3.3.2 Sampling technique 3.3.3 Sample size 3.3.4 Methods of collecting data 3.3.5 Tools used

Chapter-4 Data Analysis Questionnaire Analysis of questionnaire

5 Learning And Findings 43 6 Recommendation And Suggestions 44 7 Benefits 45 8 Conclusion 46 Annexure Questionnaire 48- References 52-

Food is any substance consumed to provide nutritional support for the body. It is usually of plant or animal origin, and contains essential nutrients, such as carbohydrates, fats, proteins, vitamins, or minerals. The substance is ingested by an organism and assimilated by the organism's cells in an effort to produce energy, maintain life, or stimulate growth. The term health food is generally used to describe foods that are considered to be beneficial to health, beyond a normal healthy diet required for human nutrition. However, the term is not precisely defined by national regulatory agencies such as the U.S. Food and Drug Administration. "Health food" is sometimes used as an umbrella term encompassing natural foods, organic foods, whole foods, and sometimes nutritional supplements. Such products are sold in health food stores or in the health/organic sections of supermarkets. "Health food" may also refer to functional food: foods for which a specific claim of health benefits is made, such as that consumption of the food may prevent disease. Additionally, "health food" is sometimes used in contrast with "junk food", which may be high in calories but has little other nutritional value. Even before we talk best food choices, think about how much you spend on food. That is money you never see again. Stressful? Cut the stress in half by using proper planning resources. Each one of these keys, by itself, only accounts for a minimal assistance to a healthy blood pressure. Collectively, they can add up to 15% or more lowering of blood pressure levels. Our bodies are designed to maintain optimum performance in a natural environment. Of course most of us are bombarded with unnatural factors daily. Pollution, plastics, carcinogenic sweeteners, noise, stress, over medication, and a plethora of other toxins. The more we can assist our bodies to return to a clean natural state, the better they will perform. Per request, here are some high nutrition, low fat, low sugar healthy food choices to help lower blood pressure. Skim, Soy, or I have just recently enjoyed almond milk. Fortified with calcium and vitamin D that work together. Vitamin D is naturally created while you are outside in the sun. You only need about a half hour day of sunshine for your body to create optimum levels of vitamin D. If you are low on vitamin D, your body will have a challenge using calcium in your skeletal and muscular systems. Vitamin D degrades easily, so the fresher your milk the better. Spinach and other leafy greens. These are loaded with natural phytonutrients, vitamins, minerals, and fiber. The challenge of the modern diet is finding time and quality sources of these body building components. The wellness industry is predicted to be the next trillion dollar industry. In large part, to the fact it is cheaper to be healthy than to be hospitalized. There are many sources for supplementation, and thus, it requires a little research to find the most effective brands. Most of the cheap mineral supplements found on a store shelf are very ineffective. That is why the bottle directs you to take two horse pills two or three times a day. Because our body is not designed to absorb ground up rocks.

Beans the magical fruit, the more you eat, the more you toot. Potassium, magnesium, and fiber help to stabilize blood pressure. While potassium and magnesium work on a biochemical level, fiber aids in proper digestive health. The better your digestive health the less internal stress. As my fans are aware, the more stress in her life (whether you see it as a self creation or from external factors) the less effective our body systems will be. Our thoughts are things and have a direct effect on our health. Take time to destress through exercise, martial arts, painting, prayer, meditation, loving your family, camping, vacations, and healthy nutrition.

Types of Healthy Foods

One of the greatest ways to live a healthy life is through eating healthy foods. The consumption of healthy foods enables our body to combat any potential development of diseases. Although, some diseases are typically genetic and there’s nothing much you can do about it. Nevertheless, ther are other diseases that can be prevented by eating healthy foods and a proper diet such as lung cancer, type II diabetes and heart problems. Below are the following list of types of healthy foods and their efforts in our health. Fruits/vegetables and Vegetables : These varieties of healthy foods are the most dense and full of nutrient contents. Compared to any foods they have the greatest amounts of food nutrients per calorie. Most fruits/vegetables and vegetables are found to be fighters of cancer and heart problems. Vegetables have lesser sugar contents compared to fruits/vegetables, nevertheless, they are healthy fruit groups to be consumed in you daily diet. Dietary Fiber : These type of food groups helps promote balance and regularity in the system’s body. Fiber consumption helps in controlling your calorie intake results to the promotion of weight loss. This healthy fiber may also help in reducing your risk for having cardiovascular diseases and some certain cancers. Blood sugars of diabetic people are also contolled with the help of dietary fibers. Healthy Fats and Carbohydrates : These food groups are essential structural components of healthy living cells and great sources of energy which is a needed diet by our body. This food groups include simple sugars, gums, cellulose and starches. Some certain healthy foods that belong in their corresponding food types can be added to your daily diet which will give you all the needed amount of nutrients that are needed to the overall well-being of your health and body. Below are lists of certain healthy foods and their effects in our health. Apricots : These foods are great sources of potassium, iron, vitamin C and beta carotene or vitamin A. The recommended daily intake (RDI) per serving is provided around 35%. Apricots have low calorie content; you will only get 50% of calories for three of them.

  1. Provide empty calories– typically all fried and sweetened foods
  2. Don't have enough fiber – all bakery and processed foods which are made of refined products.
  3. Take nutrients from your body and leave you more nutritionally deficient than before you ate them – caffeinated or carbonated drinks that draws calcium from bone.
  4. Do damage to your body in one or more ways – foods containing hydrogenated fat like margarine, that converts to trans fat after being heated to a high temperature or re-used, is the culprit for causing obesity, hypertension and heart diseases. Unhealthy Foods to Avoid include canned soups, baked products, refined cereal meals, donuts, vegetable and non-veg fries, fatty and fried snacks, Genetically Modified Foods, hydrogenated fats and Trans-fats, ice cream and frozen desserts, processed and refined foods, processed cheese products, sausages, hot dogs, cured meats, and luncheon meats, soda pop and other artificial beverages, etc. Negative effects of consuming fast food:
  5. Consumption of extra calories much more than the daily recommended quantity due to deep frying of the foods or use of fatty dressings or toppings and also for the heavy portion size being consumed may ultimately lead to obesity and other lifestyle diseases.
  6. Presence of saturated and trans fat in foods like fries, cheese, mayonnaise, etc poses great threat on our heart health and cholesterol profile.
  7. Use of sugar and sodium as salt or other additive in excess may give a risk of high blood pressure or high blood sugar.
  8. Fast foods generally lack fresh fruits/vegetables, vegetables and whole grains and hence are deficient in vitamins and minerals thereby affecting our immunity and endurance to fight lifestyle diseases.
  9. Additives are used liberally in the fast foods to enhance the appearance, texture, flavor and palatability of these foods. But some additives might prove extremely harmful. For instance mono-sodium glutamate, commonly known as ajinomoto, used as flavoring for Chinese recipes is considered carcinogenic.
  10. Fast food costs relatively little and tastes good, but the negative effects on physical health last much longer than these immediate concerns. It's helpful to remember that with fast food, moderation is important and if you're having fast food more than once a week, try to make healthier choices.

1.2 SCOPE OF STUDY

Study is totally moving around the perception of consumers and change in the eating habits and the changing market trend. In today's fast-paced, fast-food culture, it's all too easy to starve your body of the nutrition it requires. Many fruits/vegetables such as banana contain nutrients that are essential to the body. But we all know it's easier to grab a burger, fries(fast food, cold drinks) and have small instant meals(tinned food, packaged food) than sit down and have a spinach salad or stir-fry with rice. However, today’s fast-paced lifestyle cannot assure that people eat right. The lure of fast-food chains, coupled with savvy advertising pointing to these on-the-go options as fashionably practical, adds to the uphill battle of curbing wrong dietary intake. Now a day’s every people have very conscious about healthy related food (Fruits/vegetables). So, all these efforts are contributing to the large amount of consumption of nutrition product in India as well as in world. So, our study will move around the healthy food.

(Review

of literature)

2.1 LITERATURE REVIEWS

1. Anand Ritu has done a study “ of determinants impacting consumers food choice with reference to the fast food consumption in India”. The main purpose of study was to explore and study the determinants (demographics and psychographics) impacting consumers food choice towards fast food in India. And the finding is based on literature reviews and exploratory surveys, the key determinants impacting consumers food choice are passion for eating out, socialize, ambience and taste for school and college goers and convenience for dual- income families in urban India. Findings indicate that fast food companies can no longer rely on convenience as USP in India, unless the implications of same on consumer’s health are given equal importance in the years to come.

  1. Anita Goyal, N.P. Singh (2007 ) have done research on the topic Consumer perception about fast food in India: an exploratory study and concluded that importance of various factors affecting the choice of fast food outlets by Indian young consumers. The study applies multivariate statistical tools to estimate importance of factors affecting the choice of fast food outlets by Indian young consumers. In addition, the authors analysed the consumption patterns, impact of hygiene and nutritional values and rating of various attributes of McDonald’s and Nirula’s. Result indicate that the young Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first choice. They feel homemade food is much better than food served at fast food outlets. They have the highest value for taste and quality followed by ambience and hygiene. Three dimensions (service and delivery dimension, product dimension and quality dimension) of fast food outlet attributes are identified based on factor analysis results. Consumers feel that food outlets must provide additional information on nutritional values and hygiene conditions inside kitchen. 3. Chan, Gerard Prendergast, et al Alice Grønhøj, Tino Bech-Larsen has been done on the topic “ Communicating healthy eating to adolescents”. The purpose of the study was to explore perceptions of healthy/unhealthy eating, and perceptions of various socializing agents encouraging healthy eating, amongst Chinese adolescents. And the Results showed that respondents frequently ate out with friends and frequently consumed a range of relatively unhealthy food (candies, chips, and soft drinks). They perceived that a balanced diet and eating at a regular time were the most important attributes of healthy eating. In terms of situational influences on their consumption, respondents most likely ate unhealthy food at parties, when eating out or with friends. They most likely ate healthy food at home and when they were sick. Looking at socializing agents, respondents claimed that parents and government publicity asked them to eat healthy food and fruits/vegetables more often than teachers or friends. Parents were also perceived as being the most effective source in encouraging them to eat healthy food and fruits/vegetables. In terms of alternative advertising appeals discouraging unhealthy eating, respondents considered news and fear appeals to be the most effective, while popularity and achievement appeals were considered to be relatively less effective.
  2. Dr Barbara Knox, Northern Ireland Center for Diet and Health, The University of Ulster,

potatoes, citrus juices, cereals, and beans had more favorable overall nutrient-to-price ratios than did many vegetables and fruit. Energy-dense grains, sweets, and fats provided most of the calories but fewer nutrients per dollar. Conclusion: One important application of nutrient profile models is to help consumers identify foods that provide optimal nutrition at an affordable cost.

  1. John A. Bower, Jessica Ferguson (2008) have done research on the topic Children's perception of fresh fruit and fruit snacks and the purpose of this research is to ascertain children's perception of fruit and fruit snacks and the influences on their choice. One hundred primary school children (the majority aged 7-11 years), from three schools, were surveyed or interviewed. A quota sample was taken with a balance of age and gender. A questionnaire survey plus a series of focus groups were carried out. The questionnaire results showed that the children perceived fruit as likeable, healthy, convenient, low cost and available. Dried and packed fruits/vegetables were of lower levels on these attributes but newer manufactured snacks were likeable and convenient, but viewed as unhealthy and costly. Focus groups revealed similar perceptions except in the case of fresh fruit which was seen as lacking convenience in terms of poor storage properties and waste.
  2. Karen Brown, Heather McIlveen, Christopher Strugnell, (2000) have done a research on the topic Nutritional awareness and food preferences of young consumers and concluded that the need for effective nutritional education for young consumers has become increasingly apparent given their general food habits and behaviour, particularly during adolescence. Aims to analyse the interaction between young consumers’ food preferences and their nutritional awareness behaviour, within three environments (home, school and social). Preliminary findings in this study would indicate that the perceived dominance of this home, school and social interaction appears to be somewhat overshadowed by the young consumers, developing “independence” trait, particularly during adolescent years. This appears to be reflected in their food preferences within the associated three environments. Suggests that such food preferences are often of a “fast food”-style and consequently the food habits of many young consumers may fuel the consumption of poor nutritionally balanced meals.
  1. Richard Shepherd (2005) has researched as “the factors influencing human food choice and risk perception and communication” is a Fellow of the British Psychological Society and Chartered Health Psychologist. His research has centered on two main themes related to factors influencing human food choice and risk perception and communication. The former has included the application of psychological models of attitude and attitude change to food choice and dietary change, while the latter has included work on trust, attitudes toward genetically modified foods, and risk communication, including the role of uncertainty.
  2. RituAnand, (2011 ) have done a research on the topic A study of determinants impacting consumers food choice with reference to the fast food consumption in India and she concluded the key determinants impacting consumers food choice are passion for eating out, socialize, ambience and taste for school and college goers and convenience for dual-income families in urban India. Findings indicate that fast food companies can no longer rely on convenience as USP in India, unless the implications of same on consumers health is given equal importance in the years to come. This research focused on growing trends towards organic food and green consumerism in view of rising global obesity with fast food consumption in Western countries and significantly very less in India despite obesity being an epidemic in India.
  3. Stuart Price, John Lawson, (1992) have done a research on the topic Nutritional and Environmental Issues in Fast Food and concluded that the fast food industry has become a focus of media criticism for its apparent lack of interest in environmental and nutritional issues. Demonstrates the scale of the industry's response and provides an objective assessment of current initiatives which have been specifically designed to improve the image of fast food companies. The greatest momentum for change has inevitably been associated with the major American fast food chains which are introducing more environmentally-friendly packaging, accessory-recycling and lower fat products. In the process they are gaining a competitive advantage over smaller domestic fast food companies and this fact alone will ensure the introduction of more initiatives in the future

(Research

Methodology)

3.1 RESEARCH OBJECTIVES

  1. To find out the consumer perception towards selecting a food item and change in the eating habits. (Children, Youngsters and Adults).
  2. To find out the most important factor that drives the demand for Fast Food(Meals ,instant meals),Fruits/vegetables, Beverages(Juices, Tea, Coffee, Cold Drinks)

3.2 NEED FOR INFORMATION

  1. How recently the respondents are purchasing/consuming the fruits/vegetables and fast food.
  2. How frequently the respondents are purchasing/consuming any fruits/vegetables and fast food.
  3. The purchase pattern in case of fruits/vegetables and fast food by the consumer.