Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Empirical Study on Preference of Millennials towards Healthy Food Products with Respect to Organic and Functional Foods


Affiliations
1 Jagan Institute of Management Studies, Department of Business Administration, Aligarh Muslim University, Aligarh, India
     

   Subscribe/Renew Journal


With increase in health consciousness amongst Indians in the past decade, Indian agro food market has grown manifolds. Healthier food products are more conveniently available and preferred by Indian consumers today. The trend is more commonly seen in young Indian consumer who is ready to spend more on healthy food items, gym memberships and health diet applications or consultants to stay fit and presentable. Consequently, the food industry has undertaken the reactive strategies to meet the growing inclination towards healthy food by introducing organic and functional foods options. The research proposes a survey of 300 Indian Millennials to understand their attitude towards healthy food options with specific reference to Organic and functional food products. The results are attained though the implementation of measures of central tendency and Pearson's chi-squared test. The main aim of this paper is to derive indications that may contribute to better strategic and tactical marketing decisions.

Keywords

Heath Consciousness, Millennials, Functional Foods, Organic Products, Preferences, Consumption Behaviour.
Subscription Login to verify subscription
User
Notifications
Font Size


Abstract Views: 65

PDF Views: 0




  • Empirical Study on Preference of Millennials towards Healthy Food Products with Respect to Organic and Functional Foods

Abstract Views: 65  |  PDF Views: 0

Authors

Mansi Arora Madan
Jagan Institute of Management Studies, Department of Business Administration, Aligarh Muslim University, Aligarh, India

Abstract


With increase in health consciousness amongst Indians in the past decade, Indian agro food market has grown manifolds. Healthier food products are more conveniently available and preferred by Indian consumers today. The trend is more commonly seen in young Indian consumer who is ready to spend more on healthy food items, gym memberships and health diet applications or consultants to stay fit and presentable. Consequently, the food industry has undertaken the reactive strategies to meet the growing inclination towards healthy food by introducing organic and functional foods options. The research proposes a survey of 300 Indian Millennials to understand their attitude towards healthy food options with specific reference to Organic and functional food products. The results are attained though the implementation of measures of central tendency and Pearson's chi-squared test. The main aim of this paper is to derive indications that may contribute to better strategic and tactical marketing decisions.

Keywords


Heath Consciousness, Millennials, Functional Foods, Organic Products, Preferences, Consumption Behaviour.