Study of Factor Affecting the Perception of Consumer Towards Nutrition Labeling on Product Like Cookies/Biscuits

Nutritional labeling is found to affect the consumer purchase behavior significantly. Nutritional labeling are based on different dietary targets for various nutrients than the labels on specific foods. Nutritional labeling has become of increasing interest to both consumers and policy makers. This study tries to identify the factors affecting the perception of consumer towards nutrition labeled product like cookies/biscuits. Exploratory research is being undertaken among respondents belonging to different age groups, gender, educational qualification, city and income groups. A sample size of 200 respondents is being considered for the study. Non-probabilistic judgmental sampling is the technique used for sampling. Structured questionnaire has been used to collect the required data for the study which includes a combination of open-ended and closed-ended questions. Factor Analysis is applied in order to identify the factors responsible for the perception of consumer towards nutrition labeling of products like cookies etc. four factors are identified as ‘Lifestyle based purchase decisions', ‘Investment of Time and Money', ‘Information Related to nutrition labeling' and ‘Knowledge related to nutrition labeling'