Asian Journal of Research in Business Economics and Management
Year : 2013, Volume : 3, Issue : 11
First page : ( 87) Last page : ( 95)
Online ISSN : 2249-7307.

Eat Healthy! Stay Healthy! Parent's Perception of Nutrition Fact Label towards Informed Purchase Decisions for their Children

Shekhar Suraj Kushe, Junior Research Fellow of the UGC, Dr. Raveendran P. T., Professor, Rehin K.R., Research Scholar

Department of Management Studies, Kannur University, Thalassery Campus, Kannur, Kerala, India

Online published on 7 November, 2013.

Abstract

Labeling is an important component on product packages. Busy life style and increasing self service has positioned packed food products as an important component of purchase attitudes and eating habits. Nutritional labeling of packed food products therefore becomes vital. This paper examines parent's perception towards nutritional labeling of packed food products when they planned to purchase those for their children. A descriptive research with judgmental sampling technique elicited data from 220 parents. Results revealed that nutritional labeling had profound influence on parent's perceptions and purchase patterns. Findings also revealed that there were no significant differences in most of the perceptions of males and females. However it was found that there was significant difference in the knowledge of nutritional information given on packed food products as far the gender of the consumers was considered. Females scored over males in this segment.

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Keywords

Consumer, Label, Purchase, Nutrition.

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