Dietary Food Supplements: What Consumers Perceive?
Chauhan, H. A., Bhatia, M., & Hirpara, N. (2017). Dietary Food Supplements: What Consumers Perceive? In Making a Difference and Becoming the Agents of Change in the Field of Management (pp. 100–110). Gandhinagar: Billberry Studio.
11 Pages Posted: 17 Nov 2017
Date Written: September 16, 2017
In today’s competitive world, individuals set higher expectation levels leading to a stressful life. In order to achieve these expectations, somewhere the regular food habits are compromised due to hectic work schedules. Also, the way the entire vegetation is cultivated, nurtured, stored and cooked, results in a huge amount of nutritional loss. To bridge this nutritional gap, individuals consume dietary food Supplements (DFS). The popularity and the consumption of dietary food supplements have risen in the recent decade. This popularity and consumption of DFS have resulted in the increased interest amongst researchers and the marketers. Hence the study was undertaken with the objective to understand the overall concept of food supplement along with the perception and preferences of consumers towards DFS. Authors have also tried to understand the level of awareness and knowledge of consumers regarding DFS along with their preferences with respect to the price, usage and form. The research was undertaken with a structured questionnaire as the data collection tool, where respondents taking some form of food supplements, were asked to provide their genuine responses. The analysis of the data collected provides a good understanding of consumers’ perception and preferences towards food supplements. Marketing implications of the findings are also provided which may prove helpful in designing marketing/communication strategies for the marketers of food supplement products.
Keywords: Dietary Food Supplements, Consumer Behavior, Consumer Preferences
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