A study on impact of nutritional labelling on

consumer buying behavior with special

reference to Anil foods

INDUSTRY PROFILE

We regularly talk about things like butter, potato chips,

toothpastes, razors, household care products, packaged food and beverages, etc.
But do we know under which category these things come? They are called
FMCGs. FMCG is an acronym for Fast Moving Consumer Goods which refer
to things that we buy from local supermarkets on daily basis, the things that have
high turnover and are relatively cheaper.

FMCG’s constitute a large part of consumers’ budget in all countries. The

retail sector for FMCG’s in India is in the process of a drastic transformation. The
transformation of the retail market is likely to have a long-lasting impact on
wholesale trade and the distribution of FMCG’s as well. Traditional wholesalers
are the most likely losers, because large retailers tend to buy directly from
suppliers. The Indian FMCG sector is the fourth largest sector in the economy,
with a total market size in excess of US$ 13.1 billion.

It has a strong MNC presence and is characterized by a well-established

distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheaper
labour costs and presence across the entire value chain gives India a competitive
advantage

FMCG are products that have a quick shelf turnover, at

relatively low cost and don't require a lot of thought, time and financial
investment to purchase. The margin of profit on every individual FMCG product
is less. However the huge number of goods sold is what makes the difference.
Hence profit in FMCG goods always translates to number of goods sold.

Fast Moving Consumer Goods is a classification that refers to a wide range

of frequently purchased consumer products including: toiletries, soaps,
cosmetics, teeth cleaning products, shaving products, detergents, and other non-
durables such as glassware, bulbs, batteries, paper products and plastic goods,
such as buckets. ‘Fast Moving’ is in opposition to consumer durables such as
kitchen appliances that are generally replaced less than once a year. The
category may include pharmaceuticals, consumer electronics and packaged food
products and drinks, although these are often categorized separately. The term
Consumer Packaged Goods (CPG) is used interchangeably with Fast Moving
Consumer Goods (FMCG). Three of the largest and best known examples of Fast-
moving Consumer Goods companies are Nestlé, Unilever and Procter & Gamble.
Examples of FMCGs are soft drinks, tissue paper, and chocolate bars. Examples
of FMCG brands are Coca-Cola, Kleenex, Pepsi and Believe.

The FMCG sector represents consumer goods required for daily or frequent
use. The main segments of this sector are personal care (oral care, hair care, soaps,
cosmetics, and toiletries), household care (fabric wash and household cleaners),
branded and packaged food, beverages (health beverages, soft drinks, staples,
cereals, dairy products, chocolates, bakery products) and tobacco. The Indian
FMCG sector is an important contributor to the country’s GDP. It is the fourth
largest sector in the economy and is responsible for 5% of the total factory
employment in India. The industry also creates employment for 3 m people in
downstream activities, much of which is disbursed in small towns and rural India.

This industry has witnessed strong growth in the past decade. This has
been due to liberalization, urbanization, increase in the disposable incomes and
altered lifestyle. Furthermore, the boom has also been fuelled by the reduction in
excise duties, de-reservation from the small-scale sector and the concerted efforts
of personal care companies to attract the burgeoning affluent segment in the
middle-class through product and packaging innovations.

Unlike the perception that the FMCG sector is a producer of luxury items
targeted at the elite, in reality, the sector meets thievery day needs of the masses.
The lower-middle income group accounts for over 60% of the sector's sales. Rural
markets account for 56% of the total domestic FMCG demand. Many of the
global FMCG majors have been present in the country for many decades. But in
the last ten years, many of the smaller rung Indian FMCG companies have gained
in scale. As a result, the unorganized and regional players have witnessed erosion
in market share.

History of FMCG in India

In India, companies like ITC, HLL, Colgate, Cadbury and Nestle have been
a dominant force in the FMCG sector well supported by relatively less
competition and high entry barriers(import duty was high). These companies
were, therefore, able to charge a premium for their products. In this context, the
margins were also on the higher side. With the gradual opening up of the economy
over the last decade, FMCG companies have been forced to fight for a market
share. In the process, margins have been compromised, more so in the last six
years (FMCG sector witnessed decline in demand).

Products and Categories:-

Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps); -
Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper product;
Household care fabric wash including laundry soaps and synthetic detergents,
household cleaners, such as dish/utensil cleaners, floor cleaners, toilet cleaners,
air fresheners, insecticides and mosquito repellents, metal polish and furniture
polish - Food and health beverages, branded flour, branded sugarcane, bakery
products such as bread, biscuits, etc., milk and dairy products, beverages such as
tea, coffee, juices, bottled water etc., snack food, chocolates, etc.

COMPANY PROFILE

ANIL is a leading Indian FMCG company with interests in varieties of healthy

Indian food choices. Our focus is to nourish people’s lives by offering a wide range
of convenient, delicious and affordable food products for the entire family to enjoy
a balanced healthful diet.

ANIL, as the master brand for varieties of vermicelli and flour, has been an ethical
food industry leader since 1984. Presently, we are operating with 49 state of the art
factories located in and around south India producing high quality products. By
delivering best products holding ourselves responsible and accountable, we have
earned the trust of millions of families across generations.

Health is a state of complete harmony of mind, body and soul. Eating nutritious food
is vital to achieve this harmony. Our products have been instrumental in enriching
millions of lives across Tamilnadu, Karnataka, Andhra Pradesh, Kerala, Andaman,
Mumbai, Dubai and Singapore for over three decades.

PRODUCTS

Vermicelli
 Rice Vermicelli (200gm 500gm)
Rice Sevai is a type of rice vermicelli and looks similar to Idiyappam. Rice Sevai,
as the name suggests are made out of Rice. They can however be made using other
food grains like wheat, Ragi and other millets. Rice Sevai is a popular Breakfast
option especially in South India as it needs no oil for cooking and can be steamed
and easily cooked. It is also one of the most easily digestible foods.

 Thinai Vermicelli (280gm)

Thinai vermicelli is an important healthy alternative for rice. When compared to rice,
it has low glycemic index i.e. only gradually increase blood sugar after food intake.
It is high in carbohydrates, dietary fiber, minerals and iron. Thinai builds body
strength and makes one highly immune. The risks of gastric problems and heart
problems can be considerable decreased with regular intake of Thinai in the diet.

 Ragi Vermicelli (280gm 450gm)

Ragi Semia is made from the flour of Ragi extracted during the milling process. The
Indian authentic noodles of Ragi are used in the preparation of many dishes. They
can be prepared in variations just as the normal vermicelli in Indian cuisine like Ragi
Upma with plenty of vegetables. It is best to add it to your morning meal or have it
for lunch. This vermicelli is also used in sweet dishes along with a combination of
sugar or jaggery and grated coconut.

 Lemon Vermicelli (200gm)

Lemon Semia is one of the easiest, least time consuming morning breakfast. Lemon
Semia is made by first boiling the Semia with ample amount of salt and draining
then it completely to let it cool. Squeezing some lemon juice over the boiled Semia
along with some tempering of mustard and turmeric will finish the recipe. Add some
asafetida and curry leaves to take the dish up a notch. Lemon Semia adds a tangy
and colorful change from the everyday breakfast.
  Roasted Short Vermicelli (90gm 180gm 450gm)
Vermicelli or Semia is an Indian form of spaghetti made from hard ground wheat. It
helps satisfy the noodle craze that is popular in the west. Semia comes in both roasted
and non-roasted packed forms. The roasted Semia makes it a ready to use instant
noodle. The short spaghetti is used in making sweet dishes like Kheer or Payasam.
Semia can be used for making morning breakfast in the form of Upma along with
vegetables like peas, beans, and carrots.

 Varagu Vermicelli (180gm)

Varagu is one of the gluten-free grains. Adding Varagu routinely in the diet has
proven to be highly nutritious. Varagu Vermicelli effectively helps in controlling
Blood Pressure and in maintaining Cholesterol levels. The Fiber content is very high
making it laxative and it is easily digestible by our digestive system. Taking Varagu
as a part of regular diet helps strengthen the nervous system too. Varagu Vemicelli
contains no gluten and is the best food companion for people who are gluten
intolerant.

 Tamarind Vermicelli (200gm)

Tamarind Vermicelli or Semia is another form of Semia where in the sour taste of
tamarind dominates the dish. It is made by tempering mustard, curry leaves, and
chilies in a little oil and adding on tamarind water in it. Once the water comes to
boil, the Semia is added in either it’s roasted or non-roasted form until it is well
cooked. The tamarind water that is needed for the recipe can be freshly made by
soaking some tamarind in hot water or by using packaged paste available in the
market.

 Wheat Vermicelli (180gm)

Wheat has gradually become the most widely grown global crop and provides
20% of the daily protein and food calories for around 4.5 billion people around
the world. Wheat is proven to be one of the wholesome food items. It is rich in
minerals, calcium, magnesium, sodium, potassium, vitamins and zinc. Among all
other food items made out of wheat, wheat Vermicelli provides consumers a
feeling of fullness, thereby reducing the risk of overeating.

 Payasam Vermicelli (100gm)

Payasam Vermicelli can be made from whole wheat flour. It is one of the long type
vermicelli. The appearance of Payasam vermicelli is much thinner than noodles. It
is mainly used for making paysam which are most commonly prepared on the
festivals. They are fat-free and very low n sodium. It is rich in carbohydrates that are
essential for energy production in the body. Payasam can make within 20 minutes.
To make semia , Payasam.Vermicelli is cooked with milk and flavoured with
jaggery, cardamom powder and nuts.

 Corn Vermicelli (180gm)

Corn or Solam Vermicelli contains a variety of beneficial phytochemicals that act as
antioxidants to the body. It has high fiber content which is vital for overall digestive
function. It is remarkably rich in antioxidants and helps to slowing down the process
of aging. The essential amount of fiber in Solam helps in scrapping off dangerous
cholesterol (LDL) in the body and improves the general health of heart.

 Kambu Vermicelli (100gm)

Kambu Vermicelli is an excellent repository of proteins, calcium, folic acid and fat.
Kambu gives instant energy. It eliminates gastrointestinal disorders, constipation,
cramps and excess gas. It strengthens the immune system and helps in making
digestion process easier. The nutrients present in Kambu helps in making bones
stronger. Kambu vermicelli has been the first and best choice of people who are
obese.
FLOUR

 Idiyappam Flour (500)

Idiyappams are made from a form of ground rice. The Rice is dried and ground to a
fine paste to form the flour which is of smooth texture and white in color. Idiyappams
form a healthy dinner recipe in south India. The flour can be mixed with hot water
and some salt and then pressed inside through an Idiyappam maker. The Idiyappams
can be steamed in a normal idly maker for a few minutes and served hot with
chutney.

 Kozhukattai Flour (500gm)

Kozhukattais have been a traditional food made during Ganesh Chaturthi. They are
called as Modhak in North India and kozhukattai in South India. Kozhukattais are
made by mixing the Kozhukattai rice flour with ample amount of water and salt to
make dough. Then this dough is shaped into pitted forms and filled with coconut and
jaggery mixture. These kozhukattais are steamed in an idly steamer and served hot
as a sweet. The filling can be made with Chana dal and jaggery as well.

 Murukku Flour (500gm)

Murukku flour is made by grinding dry rice flour along with dry urad dal flour. The
packed flour is then mixed with water, salt, asafetida, and sesame seeds. The mixture
is then kneaded into Murukku dough. By using Murukku mould, the dough is deep
fried spirally in oil to get Murukku. They are an all-time favorite snack for south
Indian people to rejoice with tea.
  Ragi Flour (500gm)

Ragi Flour is a nutritional food supplement which is rich in calcium, fiber, protein,
iron and other minerals. The flour produced can be used in a variety of dishes both
sweet and spicy in nature. Ragi flour is generally used to prepare a healthy breakfast,
“kanji” which is a sweet dish prepared with jaggery or sugar and milk. Ragi flour
can also be used as a substitute for, rice and wheat flour, in making dishes like Ragi
chapatti, Ragi dosa, Ragi idli, Ragi idiyappam, Ragi kozhukattai etc.

 Rice Flour (500gm 10kg)

Rice has been the staple food of India since historical times. A variant form of this
rice is the ground form of it which can be stored for long durations and used to make
instant recipes. Rice is first roasted or dried to remove any moisture in it and then
ground into a fine powder as the rice flour. This flour can be used to make many
recipes like kozhukattai, puttu, idiyappam etc.

 MAIDA (200gm 500gm 1kg 10kg 25kg)

Maida is milled from the endosperm just like wheat and then finely refined and
bleached to get its smooth and white texture. Maida is rightly named as all-purpose
flour due to its universal cooking properties. In an Indian household, Maida can be
used in making parathas, shawarmas, puris and other lip-smacking dishes. Maida
can also be used to make momos, bread, and cakes. Maida can be used to make quick
recipes and increase the taste factor in the dishes.

Noodles

 Noodles (35gm 65gm 130gm 260gm)

Noodles have been an all-time favorite for people of all ages. They found their origin
from China and Italy, where they were made from all-purpose flour. Due to their fast
cooking time and immense flavors, they quickly became a popular dish. Our noodles
have the qualities of fiber and protein which boosts the health of people while
enjoying the taste. Noodles are usually made by boiling in water with salt and the
packed masala. The noodles can be made healthier by adding chopped vegetables in
it.

RAVA

 Roasted Rava (200gm 500gm 1kg 10kg 25kg)

Rava is milled from maida, by grinding the husked wheat after which the flour is
ground. Rava is also called as semolina or sooji. After milling of the wheat, it is
passed through a fine mesh till the flour and rava are separated. Rava is used to make
many Indian dishes in a short time like Rava dosa, Rava Idli, Rava Upma, Khichdi’s
and also sweets like Rava laddoo, Rava Halwa or Rava Kesari. Rava is also sparsely
used to improve the crisp factor in Vadas.

 Samba Rava (200gm 500gm)

Samba rava is made while grinding the whole wheat and granulating it to segregate
the Rava. It is a healthy substitute to the normal rava as the other one is made from
maida. Samba rava can be used to make many dishes like Rava Dosa, Rava Idly,
Rava Upma and sweet like Rava Kesari. Dishes made from Rava form a healthy
breakfast along with some cut vegetables to increase the taste.

APPALAM

 Appalam (50gm 75gm 100gm 150gm)

Appalams are the most included side dish in an everyday south Indian house to add
on the crisp factor to their lunch. The Disc shaped appalams are made of well dried
urad dal paste. To make this, the Gram is first soaked and grinded with water after
which they are cut in shapes and kept away for drying. The appalams are sun-dried
until all of the moisture from it is evaporated. They are then dusted with some flour
to absorb any further moisture and packed away. To make these Appalams, deep
frying in a pan of oil for a few seconds in enough.

 Baby Appalam (50gm 75gm 100gm 150gm 200gm 250gm 450gm)

Appalams are thin disc shaped crispies that have been making an excellent side dish
in most of India. Appalams are made from gram flour- urad dal flour which is ground
into a fine paste, cut into discs and then dried in the sun for some days. There are
many flavors in the Appalams like salt, pepper flaked, chilly flaked, etc. The Packed
appalams are then deep fried in oil for a couple of seconds and served as a side dish
or a starter. Baby appalams are smaller versions of the same.

SALT

 Crystal Salt (1kg)

Iodized Crystal salts are freshly made from the salt producers and iodized to the right
quantity to add on health benefits. The crystal salts are not made by machinery but
are handmade in hygienic conditions with care for human health. These crystals add
both flavor and help in the right physical and mental development in children. There
is no element to enhance the taste of a dish better than salt.

 Free Flow Salt (1kg)

Free flow salt is a common and necessary ingredient in our home. Refined and
iodized free flow salt helps prevent growth defects in growing children. The
refinement of the salt is fully controlled by state of art machinery right nearby the
salt produce. The refined salts provide many benefits, the first being the increase in
taste of any food except sweets. It also helps maintain the health through its iodized
nature.
ATTA

 CHAKKI FRESH ATTA (500gm 1kg)

Wheat flour stays fresher when it is freshly milled and directly delivered from the
flour mills. Our Chakki fresh Atta are freshly ground wheat flour with high nutrition
values. The ground wheat flour is made sure so that its fiber and proteins are not
wasted while grinding it. The wheat flour is highly nutritive and absorbs more water
so that the chapattis stay soft for a longer time. Chakki Fresh Atta can be used to
make many varieties of chapattis and pooris.

 ATTA (500gm 1kg 5kg 10kg)

Wheat flour or Atta is the staple food for most North Indians. It also is included in
many south Indian cuisines. Wheat is a healthier option to rice and hence it is
preferred by many. For those suffering from diabetes, wheat is the best option.
Wheat flour has many nutritive values including protein and fiber content. Atta is
used to prepare many dishes of chapatti like aloo paratha, Paneer paratha, methi
Paratha, and also Pooris.

OTHER PRODUCTS

 Soya Bari (200gm)

Soya chunks also known as meal maker. It is soy flour product, the by-product of
extracting soybean oil. It is often used as the meat extender. It is easy and quick to
cook. It added taste to the food. It has a protein content which is equal to meat. You
can prepare many dishes using soya chunks such as gravy, masala dishes, soup,
kurma, Biriyani etc. It helps to lower cholesterol levels, prevent heart diseases. Soya
chunks are dry when you purchase them. They need to be reconstituted in water,
which causes them to become spongy.

 Fried Gram (100gm)

Fried gram belongs to the family of legumes that are widely consumed by India. It
is light, almost whitish cream in color. They impart a unique and delicious taste and
flavor to our dishes and curries. It is mainly used for chutney and savories. Fried
grams are healthy as they contain many nutritional values that are necessary for the
proper growth. Fried grams are low in fat and packed with energy. They are best
consumed as it as protein-rich mid-meal snacks. It is sodium free edible gram that is
more beneficial than any other.

BUSINESS OPPORTUNITIES

ANIL maintains strong relationship with dealers and distributors enabling them to

grow along with the company by creating exciting opportunities in and around India.

Our dealer network has been expanding both in value and volume through our

exciting offers and schemes.

LIFE AT ANIL

THE ANIL GROUP offers room to grow and learn. Job satisfaction is an assured
providence at ANIL as employees enjoy a balanced work life and at the same time
contribute to the organization to their fullest potential.
An annual “Family day” is celebrated by the families of ANIL employees working
in Villupuram and Dindigul factories to create a culture of warmth. Families come
together on the Family day and spend time with each other to create a bonding with
the extended large ANIL family.

NEED FOR STUDY

 The Need for study pervades the data collected from the consumer. The
study is mainly, which might help ANIL FOODS. To know how nutrition
labelling affect the consumer buying behaviour and the competitive techniques
used by theirs players.
The study reveals the size of the market of ANIL FOODS in Chennai
City, which will be helpful for the company to expand its market and increase
its sales in different areas of the city.

OBJECTIVE OF THE STUDY

 To study the impact of nutritional labelling towards customer buying

behaviour
 To analyse how nutritional labelling influences customer buying decision
process

LIMITATION OF THE STUDY

The study has got certain limitations of which a few are listed below
1. The Study is under taken only in Chennai city. So the information does not
resemble the overall market potential.
2. Is the availability of respondents are less the survey has been done on 100
consumer and retailer.
3. There may be an error due to market fluctuation.
In spite of all these limitations the project can definitely be helpful for Anil
foods in deciding about the areas of Chennai city in which it can setup its
outlets.

STATEMENT OF THE PROBLEM

 “A Study on perception of ANIL FOODS “

Anil foods is being quality brand with a good brand image in the food

industry now; it is facing more competition from different brands of food

products in the market of Chennai cities. So, a research has been done to know

the Impact of nutritional labeling on consumer buying behavior.

RESEARCH METHODOLOGIES

(a) Sampling Technique:

The technique is used in the study is Simple Random sampling
procedure.

(b) Sample Unit:

In the study of research has been done towards the Consumer in
Chennai city.
(c) Sample Size:
Sample size 100 consumer, retailer supper, market, customers, belonging
to different area in Chennai city was drawn.

SOURCE OF DATA

(a) Primary Data:

Primary Data was directly collected from the customers, retailer, super
markets, of different brands of ANIL FOODS IN CHENNAI CITY with the
help of a structured Questionnaire.
(b) Secondary Data:
 Secondary Data was collected from the company Profile, company
broachers

REVIEW OF LITERATURE

Aggarwal (2014) suggested that Consumer behaviour research is the scientific

study of the processes consumers use to select, secure, use and dispose of
products and services that satisfy their needs. Firms can satisfy those needs only
to the extent they understand their customers. The main objective of this paper is
to study the demographic differences in 37 consumers‘ buying behaviour of
persons living in Madhya Pradesh and when they buy FMCG products. To attain
this objective a survey was developed and administered across some part of
Madhya Pradesh. The findings confirm the factors influencing consumer buying
behaviour for tooth paste brands available in the market.
Sulekha and Kiran (2013) concluded that in India more than 72% population
lives in villages and FMCG companies are famous for selling their products to
the middleclass households; it implies that rural India is a profitable and potential
market for FMCG producers. Rural consumers‘ incomes are rising and now they
are more willing to buy products which improve their lifestyle. Producers of
FMCG have to craft unique marketing strategies exclusively for rural consumers.
In this process they need to understand the rural consumer buying behaviour
which may differ geographically. The present study focuses on understanding the
rural consumer buying behaviour for FMCG in Haryana. The study emphasizes
on the factors which influence the purchasing pattern of rural consumers. The
study was conducted in four districts of Haryana namely Panipat, Jind,
Kuruksetra and Gurgaon.
Yuvarani (2013) analysed that liberalization of the Indian economy had far
reaching consequences, which led to the free entry of global brands in Indian
markets. Earlier companies focused their marketing efforts towards the urban
markets targeting the educated consumer. However with the saturation of markets
in the urban sector, many companies focused their attention towards the fast
growing rural sector. Since the buying behaviour of rural consumers has become
the hot topic for discussion because rural India, in recent days, is enthusiastically
consuming everything from shampoo to motor cycles and this ―rural
predilection‖ is being considered as one of the significant topics for market
analysis. The study focuses mainly on the rural consumer behaviour towards
selected FMCG products, but with the prevailing trend it is necessary to focus on
the essence and emergence of vibrant rural marketing efforts of FMCG
companies. Thus, with more number of companies entering into the rural market,
with a variety of products, it is must for companies to study the rural consumer
behaviour over FMCG products. This study will highlight the rural consumer
behaviour before purchase, at the time of purchase and post- purchase. The
commodities chosen for the research are shampoo, bathing soap, toothpaste,
biscuits and mosquito 38 coil/liquid. The commodities selected for the research
has been done on the basis of products available for respective industries: hair
care; skin care; oral care; food and beverages; and mosquito repellants.
Deliya, 2012 studied the importance of packaging design as a vehicle for
communication for packaged FMCG products. This research utilized a focus
group methodology to understand consumer behaviour towards such products.
The challenge for researchers is to integrate packaging into an effective
purchasing decision model, by understanding Consumer‘s behaviour towards the
packaging of FMCG products. When consumers search for the process
information in-store, the product's package can contain relevant and useful
information for the consumer. Product packaging forms the end of the
'promotion-chain' and is close in time to the actual purchase and may therefore
play an important role in predicting consumer outcomes. Packages also deliver
brand identification and label information like usage instructions, contents, and
list of ingredients or raw materials, warnings for use and directives for care of
product.
Tauseef, 2011 attempted to find the variables/factors that affect customer
impulsive buying behaviour in FMCG sector considering retail market in India.
The impact of various impulse buying factors like sales and promotions,
placement of products, window merchandising, effective price strategy etc., on
customer buying behaviour have been analyzed. A hypothetical model was
created in this paper, which had been taken into consideration for our research
work on impulse buying behaviour of consumers. The study is based on the
primary data collected from Shopping malls, Handlooms and marts from the area
of JODHPUR with the help of structured questionnaire on Likert scale. Data
analysis has been done using SPSS software. The statistical analysis method
employed in this study was Factor Analysis. After the thorough analysis of the
available data it was found that since income of each individual is increasing and
more and more people are moving towards western culture in dressing sense, in
eating etc., so the purchasing power of people has really gone up and thus the
impulsive buying of commodities is on a high trend mainly due to pricing
strategies of retail players and full festival offers throughout the year.
Garga,Ghuman, and Dogra, 2009 done the one study among the 300 rural
consumers in 3 districts of Punjab found that, rural consumers prefer to buy the
goods in 39 small packets at lower price. They want the more products at
reasonable price, in other words value for money. He also explains the importance
of promotional tools in rural areas. He suggested that FMCG companies must
enter and tap the rural market in phase manner.
Hirekenchanagoudar, 2008 examined the buying behaviour of ready-to-eat
food products by consumers of Hubli and Dharwad. A total sample of 200
respondents was selected for the study. Majority of respondents were aware of
Parle-G, Lays, Frooti and Amul brands in case of biscuits, chips fruit juice and
ice creams respectively. Television was the major source for getting information
about various brands in all the four products. Biscuits were consumed by all the
respondents because of their convenience to use as snacks. About 92 per cent, 93
per cent and 94 per cent of the respondents consumed chips, fruit juice and ice
creams respectively. Taste was the main driving force for purchase of chips, fruit
juice and ice creams. Health consciousness was the main factor for not purchasing
chips among the respondents. Majority of the respondents were not purchasing
fruit juice because they preferred home made products. Dislike towards the
product was the main reason for not purchasing ice creams. The average monthly
expenditure on ready-to-eat food products was found to be highest in case of high
income group. Planned purchase was common among majority of the respondents
for biscuits and fruit juice. However, most of the respondents did impulsive
buying for chips and ice creams. Parle-G, Lays, Maaza and Amul brands were
highly preferred brands of biscuits, chips, fruit juice and ice creams respectively.
The main factors influencing brand preference for biscuits, chips, fruit juice and
ice creams were quality, taste and reasonable price. Most of the respondents
would go to other shops if preferred brand in all the four products was not
available. Thus, the study revealed that the younger generation preferred more
ready-to-eat food products than the other age groups. The consumer behaviour
also varies from product to product.
Nagaraja (2004) opined that, buying behaviour is very much influenced by
experience of their own and of neighbour consumers and his family. Above all,
the quality of the product and its easy availability were the primary and the vital
determinants of his buying behaviour. Consumers were influenced by touch and
feel aspect of any promotional activity.
Prell et al. (2002) conducted a study to examine the factors influencing
adolescents' fish consumption in school. Fish consumption was assessed by
observation on 4 occasions. 40 Attitudes towards the fish, friends' behaviour and
perceived control were important predictors of the intention to eat fish and
barriers for fish consumption were a negative attitude towards both smell and
accompaniments and fear of finding bones. But the eaters of fish were more
satisfied with the taste, texture and appearance of the fish and rated safety
significantly higher than those who resisted. They also thought to a greater extent
that the fish was healthy if prepared with care. The results suggested that, it is
important to alter dishes so that they appeal to children and to pay attention to the
whole meal, accompaniments included. Finally it was recommended to convey
the pupils that the fish served would be healthy if prepared with care.
Sarwade (2002) analysed a study on the emerging dimensions of buyer
behaviour in rural area. It is observed that the role of husband in family
purchasing decisions in various items was comparatively less than of housewife.
The study reveals that, the consumer purchases the convenience goods in rural
market was mostly did once a week and it is monthly for daily consumption goods
such as toothpaste, shampoo, talc. With the increase in real income of rural
people, a shift was found to have taken place in the items consumed by the rural
consumers. It was also found in the study that most of the consumers from rural
area developed brand familiarity with brand names, which are heavily known in
urban areas. The buying behaviour in general and buying decisions in particular
in rural area is influenced by the factors like price, availability of products. It is
very interesting finding from the survey of that, most of the consumers from
higher income group generally purchase the products, which are highly popular
in urban area. It also conducts that majority of the customers get the new product
information from the shop keeper as against the television and price is the most
influencing factor, which influences the purchasing decision as compared to
quality.
Hugar et al. (2001) carried out a study on dynamics of consumer behaviour in
vegetable marketing in Dharwad city. Low income groups purchased lesser
quantity (3.25 kg/week) of vegetables as compared to medium (5.40 kg/week)
and high income groups (4.66 kg/week). Majority of low income group preferred
to purchase vegetables from producers because of reasonable price. High and
medium income families preferred stall vendors for the purchase of vegetables
because of better quality and correct weight. 41 Srinivasan (2000) depicted that,
consumer with higher educational level consumed more processed products. The
quantities of processed fruit and vegetable products were consumed more in high
income group. The tolerance limit of price increase identified was less than 5
percent, any price change above this limit, would result in discontinuance of the
use of the processed product. Consumers preferred processed products because
of convenience of ready-to-eat form.
Sundar (1997) revealed that, grocery department of Saravana Bava Cooperative
Supermarket, Cuddalore was enjoying favorable images of consumers in the
attributes, such as, equality of price, behaviour of sales persons, moving space,
location, correctness of weight, packaging of goods, number of sales persons and
convenient shopping hours. At the same time, the image was weak in the
attributes, such as, quality of goods, availability of range of products, variety of
goods, acceptance of returns, credit facility, door delivery and sales promotional
measures.
Kulkarni and Murali (1996) carried out a study on purchasing practices of
swere seeking 42 the information from television regarding the products
availability and this was followed by neighbours (71.00%) and newspapers
(69.50%). Consumers preferred retail market for the purchase of groceries
(65.00%), milk and milk products (100.00%), vegetables (100.00%), fruits
(100.00%) and snacks (75.00%) and they adopted cash payment. Majority
(75.00%) of the consumers preferred quality for the purchase of food.
Dhillon et al. (1995), concluded while studying the purchase behaviour in
Ludhiana, rural and urban respondents ranked nearby market (mean score of 1.47
for rural and 2.10 for urban) and main market (mean score of 0.88 for rural and
1.38 for urban) as their first and second preference of order respectively for the
purchase of food items. The prime factor indicated by the rural respondents for
buying their food items was appearance with mean score of 4.01 , followed by
price, quality and place of buying to which they ranked second, third and fourth
with mean scores of 3.81, 3.45 and 2.96 respectively. But urban respondents
visualized these factors little differently and ranked quality, appearance, place of
buying and expiry date as first, second, third and fourth ranks with mean score of
4.69, 4.01, 3.20 and 3.05 respectively.
Joshi (1993) exhibited the study in Dharwad on food purchasing habits and
consumer awareness among rural and urban housewives indicated that majority
of the urban respondents purchased the groceries like cereals (52.00%), pulses
(64.00%), oils (73.00%), spices (72.00%) and sugar (69.00%) on monthly basis.
While perishables like fruits (48.00%), eggs (41.00%) and meat (46.00%) were
purchased once in a week and milk (48.00%) was purchased daily. Rural
respondents purchased cereals (70.00%), pulses (71.00%), oils (71.00%), spices
(71.00%), sugar (71.00%) and fruits (73.00%) once in week and milk (78.00%)
daily. Regarding place of purchase 83.00 percent of urban and 99.00 percent of
rural respondents purchased all the groceries like sugar, rice, and wheat from fair
price shops. Both rural and urban respondents purchased groceries (99.00%
each), perishables (89.00% and 99.00% respectively), ready to use foods (97.00%
and 87.00% respectively) and commercially available foods (96.00% and 6.00%
respectively) from retail shops. Price, quality and weight of the products were the
important factors considered by both rural and urban respondents while
purchasing of food items.
43 Rees (1992), in his study revealed that factors influencing the consumer's
choice of food were flavour, texture, appearance, advertising, a reduction in
traditional cooking, fragmentation of family means and an increase in 'snacking'
etc. Demographic and household role changes and the introduction of microwave
ovens had produced changes in eating habits. Vigorous sale of chilled and other
prepared food was related to the large numbers of working wives and single
people, who require value convenience. Development in retailing with
concentration of 80.00 percent of food sales in supermarkets was also considered
to be important. Consumers were responding to messages about safety and
healthy eating. They were concerned about the way in which food was produced
and want safe, 'natural', high quality food at an appropriate price.
Grover (1991) investigated the preference to obtain information about the store
for purchasing toothpaste from personal sources was quite limited in all social
class, the amount of interpersonal search about the store to be patronized for
purchasing toothpaste generally declined. However, the buyers in the lower
uppers social class did not engage in any interpersonal search. In both the lower
lowers and upper lowers social class, among various personal sources of
information about the store, neighbours followed by friends was the most
significant source of information. In the lower middle social class also, friends
and neighbours were the major sources of information, though friends were
consulted more often than the neighbours. In the upper middle social class, unlike
other social classes, spouse was an important provider of information about the
store. In the upper uppers social class, friends were the only provider of
information about the store.
Jorin (1987) examined changes in spending power and buying habits of Swiss
consumers since the beginning of the 20th century and in the more recent past.
Current trends include greater emphasis on health and safety of foodstuffs and
less attention to price, increased demand for low calorie light products and
increased demand for organically grown food. For young people, more concern
with enjoyment and less for health, with more meals eaten from home and
generally an increased demand for convenience foods. The prospects for high
quality branded products were seen to be good.
Balaji (1985) studied fish consumption behaviour of 526 consumers in
Vishakapatnam city. The study revealed that 77.00 percent of respondents
consumed fish for 44 dinner and 22.00 percent for lunch. About 30.00 percent of
the respondents did not consume fish on festival days, as those days were
considered auspicious, while the rest had no notations and consumed fish,
irrespective of festivals.
Singh (1983) analysed the consumer‘s store loyalty and their preferences. It was
revealed that among the reasons for their store selection, nearness of the store,
reputation of the store and acquaintance with the store owner, are the factors that
play an important role in store selection. It was also concluded that the existence
of store loyalty was found more among educated families. It was quite possible
that some more distinguishing characteristics could be identified by studying the
loyalty behaviour of people who were not educated and comparisons could be
made between the loyalty behaviour of educated versus uneducated consumers.
Sitamber and Manoher (1980) conducted a study on shopping behaviour of
consumers and revealed that Indian consumers had no special choice in choosing
his particular shop for making a purchase. In most of the families, the male head
makes the purchases, restricting the choices of other members of the family to
limited variety of goods. He generally selects a shop, which is near to his
residence and where he goes on feet and occasionally uses a bicycle. Generally
the average consumers prefer to buy from the shop, where a credit facility is
available and which is easily approachable.
Vinson, Scott and Lamont (1977) measured the role of personal values in
marketing and consumer behaviour. It has been conducted that values are
centrally held cognitive elements which stimulate motivation for behavioural
response. It has been generally accepted in consumer behaviour research that
product attributes represent the basic elements ordering an individual attitude
towards products and services. Hence, an individual‘s attributes are ultimately
based upon his values, and changing values could have a profound impact upon
these attitudes and upon behaviour as well. Gaber and Granger (1966) indicated
that a consumer acquires greater experience in buying a product, he may rely less
on price information and suggested that price was not of sufficient importance to
be the primary determinant of brand choice.
 QUESTIONNARIE

1. What do you prefer before going to make a purchase?

a) Price
b) Quantity
c) Nutritional value

2. Will you recommend to others?

a) Yes b) No

3. Which kinds of nutrition labels have you used?

GDA labels

Traffic light labels

Calorie counts

5 a day labels

Nutritional information

4. Are you Male or Female?

Male
Female

5. What is your age?

25 or under

26-40

41-55

56 or older
 6. How often do you choose products with nutrition labels over products
without (tick the most appropriate)

ALWAYS

OFTEN

SOMETIMES

NEVER

NUTRITION LABELS DON'T INFLUENCE MY CHOICE

Strongly agree Neither disagree Strongly

S.NO agree agree or disagree
disagree

Nutrition labelling is
7 easy to find on food
packaging

Nutrition labels on
8 food packaging are
easy to understand

I find everything I
9 need on current
nutrition labels

There is not enough

10 information on current
nutrition labels
Food packaging
contains too much
11 nutritional
information
I prefer products with
12 nutrition labels

There should be a
single standardised
13 nutrition labelling
format