Consumer awareness about health foods, and impact of promotional activities on creating awareness.

Mr. Deval Patel; Dr. R.M Rathod

Volume : VI, Issue : I, January - 2017

Consumer awareness about health foods, and impact of promotional activities on creating awareness.

Mr. Deval Patel, Dr. R. M Rathod

Abstract :

Over the last decade consumers� health consciousness is becoming an important factor driving the agro food market. Health food products have entered the global markets with force in the past years and rapidly gained market share. Consequently, the food industry has reacted to this trend by developing a growing variety of new products with health-related claims and images, including health foods, organic and functional foods that are selected by consumers for their health-promoting properties. Currently, the health foods products are performing well, in terms of innovation and market penetration. Different researches conclude that a better understanding of consumers‘ awareness of health foods and its determinants are key success factors for market orientation and development and for successfully negotiating market opportunities. The research proposes a survey of 200 Indian consumers in order to understand awareness towards health foods, with particular reference to different type of health food available in the market like natural food, organic food, whole food, probiotics, designer food, functional food, through the implementation of a data analysis. The main aim of this paper is to know awareness about health foods and different activities by companies to create awareness about health food products which is indications that may contribute to better strategic and tactical marketing decisions. The findings of this study are also important for government bodies and other food companies interested in designing public health programs and for creating new health food in the market.