ACCPETANCE OF FUCNTIONAL FOODS AND NUTRACEUTICALS AMONG CONUSMERS CONSIDERING PRODUCT ATTRIBUTES AND HEALTH CLAIMS Dr. Harleen Kaur, Dr. Pritpal Singh Bhullar, Dr. Dyal Bhatnagar, Dr. Gurvinder Singh
Dr Harleen Kaur
Assistant Professor, Chandigarh University,
Gharuan, Punjab
Email: harleenkaur1315[at]gmail.com
*Dr. Pritpal Singh Bhullar
Assistant Professor, University Business School,
Maharaja Ranjit Singh Punjab Technical University
Email: bhullar_pritpal36[at]yahoo.co.in
Dr. Dyal Bhatnagar
Associate Professor, Dept of Business Management
Punjabi University Guru Kashi Campus
Talwandi Sabo, Punjab
Email: dyalbhatnagar[at]gmail.com
Dr. Gurvinder Singh
Assistant Professor, Dept of Business Management
Punjabi University Guru Kashi Campus
Talwandi Sabo, Punjab
Email: gurvindersingh77[at]yahoo.com
Abstract
Purpose: Chronic illnesses like diabetes, cancer, and heart disease pose significant societal concerns, often stemming from dietary patterns high in fat, refined sugar, salt, and cholesterol. The rise in demand for healthy foods and societal interest in nutrition has led to increased attention on functional foods. These foods, rich in health-promoting components, have garnered substantial research interest due to their potential to combat chronic disorders and leverage technological advancements.
Design/Methodology/Approach: This study encompasses design of conjoint experiment and conducting survey on 600 respondents from diverse global demographics, focusing on consumers^ preferences and acceptance of probiotic functional foods. Through conjoint experiment, these studies identified factors such as health claim, brand, base product and price as factors influencing consumer adoption of functional foods. By categorizing these factors into distinct segments by K-means cluster analysis this study analyses characteristics of different segments of buyers.
Findings: The synthesis of these studies underscores the pivotal role of product attributes and consumer-related factors in shaping the acceptance of functional foods. This investigation encapsulates a comprehensive understanding of the intricate elements influencing consumer preferences, thereby providing a valuable resource for leaders and scientists. The insights gleaned from these findings can guide product development, aid decision-making processes, and ultimately facilitate the successful introduction of novel functional food products.
Practical Implications: The identified determinants and sub-determinants offer actionable insights for industry leaders, researchers, and policymakers. By incorporating these multifaceted factors into the product development process, stakeholders can align their efforts with consumer preferences, thereby enhancing the likelihood of successful market penetration for functional foods. Furthermore, these implications contribute to the broader goal of improving public health by promoting healthier dietary choices.
Originality/Value: This review serves as a novel compilation of factors influencing consumer acceptance of functional foods, transcending geographical and demographic boundaries. The classification of these determinants into distinct categories and their subsequent breakdown into sub-determinants adds granularity to the existing knowledge landscape. This original work not only consolidates global trends in functional food preferences but also paves the way for more informed and effective decision-making in the realm of functional food product development.
Keywords: Please Just TNutraceuticals, Non communicable diseases, functional foods, consumer acceptance, product attributes, dietary patterns, health promotion, consumer preferences, consumer acceptance, public health.ry to Submit This Sample Abstract
