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This report summarizes a capstone project on consumer preferences regarding nutritional attributes of food products. A group of students at Lovely Professional University conducted research under a faculty advisor to understand which nutrients consumers consider most important when selecting food items and what factors influence their choices. The students found that consumers pay attention to carbohydrates, proteins, vitamins and minerals on nutrition labels and are influenced by brand name, price, advertising, and appearance. The report presents their findings and conclusions on preferences around food nutrition and purchasing behaviors.

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Capstone project Report Topic: Consumer preference towards the attributes (nutrition) of products while selecting food items. UNDER THE GUIDANCE OF MR. HITESH JHANJI Submitted by: SACHIN KUMAR RT- 1902A10 ARVIND KUMAR RT- 1902B40 MOHSIN QAMMER RT- 1902B41 ROHAN SINHA RT- 1902B48 [i]
TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr. Sachin Kumar, S/o Mr. Hukam Singh Chauhan has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [ii]
TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr. Rohan Kumar Sinha, S/o Mr. A.K. Sinha has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [iii]
TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr.Mohsin Qmmer Shah__, S/ o Mr. Q. M. Shah has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [iv]
TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr. Arvind Kumar, S/o Mr. Ved Parkash Sharma has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [v]
DECLARATION I, Sachin Kumar hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (Sachin Kumar) 10902675_______________ (Registration No.) Date:_8/04/2011_________ [vi]
DECLARATION I, Rohan Kumar Sinha hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (ROHAN KUMAR SINHA) _10904030_ Date: 08-04-2011 [vii]
DECLARATION I, Mohsin Qammer Shah hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (Student's name & Signature) Mohsin Qammer Shah _ (10901009 ) Date: 08-04-2011 [viii]
DECLARATION I, Arvind Kumar Sharma hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (Arvind Kumar Sharma) _______________________ (10903459) Date: 08-04-2011 [ix]
ACKNOWLEDGEMENT In the creation gestation and parturition of this project several person of the tremendous height and repute offered their valuable assistance and shared with us their scholastic marvel and expertise, vision and whipped up our sagging morale to their kind and sincere encomiums and choicest blessing. Hence with a sense of profound humility, extend our sincere gratitude to all those unsung persons, authorities and academicians who have cooperated us in one way or their giving this capstone project the final shape. We express our deep sense of gratitude for Mr. Hitesh Jhanji (Lecturer, LIM) who provided us all the necessary information, guidance and encouragement with whom we were able to solve our problem. So we salute gesture and pay any thanks to him for the ore our heart. We also gratitude our all friends who provide us morale support and information regarding project, we are very thankful to them. We also extremely to those entire person who have supported their valuable time cooperation to work with us on this project. Thanks [x]
EXECUTIVE SUMMARY With the changing lifestyle of the common people in their hectic schedule they are buying more and more packed food items. At the same time the consumers of these food items have become health conscious which has resulted in developing preferences for the nutritional attributes of products (food items). So we began our endeavor with the following objectives to find out the consumer preferences towards various nutritional attributes of food items & to examine the main factors which influences consumer preference towards the product (food items). The youth as well as general public have become aware and educated towards the need and importance of proper nutrition. This is a healthy sign in our society. The overall research article outlines that the respondents are aware as well as sensitive towards the nutritional attributes of packed food items. We were able to identify certain factors which influence the consumer buying behaviour while purchasing the food items. Further we were also able to reach to conclusion as well as recommendations or suggestions for the industry. The Nutrition market in India is going to be the largest growing industry. It is increasing to a large extends due to the growing popularity of fitness products and their implications on health for long term bases. An important aspect of nutrition is the daily intake of nutrients. Nutrients play a very important role in a person's diet. Many nutrients are essential for life, and an adequate amount of nutrients in the diet is necessary for providing energy, building and maintaining. Printed information on the nutritional values has been advocated by a clear majority. Although all nutrients are duly recognized, the importance of carbohydrate and proteins have been well voted, which satisfies our first objective and consumers seem to be very much attracted with the nutritional attributes like vitamins and minerals. We also found that majority of consumers are reading the nutritional labels. From the analysis we came to know brand name, price, advertisement and appearance of the products are the important factors which customers consider before purchasing that particular product, which satisfies our second objective. Objectives of the study [xi]
The following are the specific objectives of the study. (i) To find out the consumer preferences towards various nutritional attributes of food items. (ii) To examine the main factors which influence consumer preference towards the product (food items). Need of the study Food products have become a business worth trillions of dollars worldwide. Rise in competition, consumerism and consumer rights awareness also gives rise to the need for this research. Food item sector is growing very fast as their demand is touching zenith due to the increase in disposable income of consumers in India. Further due to the increase in health awareness, consumers in the present scenario has become cautious about the food items that they select, so the need of our study is to find out what consumers prefer and why they prefer a particular product of food item. Scope of the study The growth of the system of quality food items in developed countries has opened up opportunities in India as well and it has been seen that many players entered in this sector and the number is increasing very fast day by day. Hence, the present study focuses its attention on consumer preference towards the attributes (nutrition) of products while selecting food items. The companies making food items can sustain their market only if they understand the attitude and behavior of their customers. There is a stiff competition from other players especially in urban areas. The present study, therefore, is conducted in Jalandhar. This city, like any other city is a mix of rich and poor, and is influenced by the rapid growth of urban population. Many have been set up in and around the city, and this conducting the present study was found suitable. Findings [xii]
The findings are stated below 1. The overall interpretation shows that the respondents are aware as well as sensitive towards the nutritional attributes of packed food items. 2. Printed information on the nutritional values has been advocated by a clear majority. 3. Although all nutrients are duly recognized, the importance of proteins, vitamins and carbohydrates have been well voted, which satisfies our first objective, also consumers seem to be very much attracted with the nutritional attribute like minerals. 4. Mostly respondent given average or say low response to fats. 5. We also found that majority of consumers are reading the nutritional labels. 6. From the analysis we came to know brand name, price, advertisement and appearance of the products are the important factors which customers consider before purchasing that particular product, which satisfies our second objective. 7. It was also found that consumers are well affected by the past experience and knowledge of the food items and thus impacts their buying behavior. Recommendations 1. The companies should realize that the consumers have become health conscious and also the awareness level among the consumers about the food items has been increased. So the companies should offer the products keeping in the mind the proper nutritional contents. 2. The packed food items must clearly indicate the detailed nutritional values as well as ingredients. 3. Efforts are required in the direction of providing healthy food rather than fast food. 4. Real fruit juices have a range of products which have been quite successful in building the positive perception in the minds of consumers. So, the industry is expected to emulate this as an example. [xiii]
TABLE OF CONTENTS S.No. Particulars Page no. 1 INTRODUCTION 1-2 2 NEED OF THE STUDY 3 3 SCOPE OF THE PRESENT STUDY 3 4 OBJECTIVES OF THE STUDY 4 5 LIMITATIONS 4 6 REVIEW OF LITERATURE 5-8 7 RESEARCH METHODOLOGY 9-10 8 DATA ANALYSIS AND INTERPRETATION 11-30 9 FINDINGS 31 10 RECOMMENDATIONS 32 11 CONCLUSION 33 12 REFERENCES 34-35 13 REVIEW OF ARTICLE 36-40 14 ANNEXURE 41-43 LIST OF GRAPHS [xiv]
11 1. Are you the main food shopper of the household? 2. Do you take any special diet? 12 3. How important is the information about nutritional value of food 13 items? 4. Should the information about the nutritional attributes be provided 14 on packed food items? 5. How often do you read nutritional food labels while grocery 15 shopping? 6. Rate the following factors which influence you to buy particular 16-22 products (food items). 7. How will you rate the following nutritional attributes on the scale of 23-30 1 5? [xv]

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First 4 pages of capstone

  • 1. Capstone project Report Topic: Consumer preference towards the attributes (nutrition) of products while selecting food items. UNDER THE GUIDANCE OF MR. HITESH JHANJI Submitted by: SACHIN KUMAR RT- 1902A10 ARVIND KUMAR RT- 1902B40 MOHSIN QAMMER RT- 1902B41 ROHAN SINHA RT- 1902B48 [i]
  • 2. TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr. Sachin Kumar, S/o Mr. Hukam Singh Chauhan has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [ii]
  • 3. TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr. Rohan Kumar Sinha, S/o Mr. A.K. Sinha has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [iii]
  • 4. TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr.Mohsin Qmmer Shah__, S/ o Mr. Q. M. Shah has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [iv]
  • 5. TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled Consumer preference towards the attributes (nutrition) of products while selecting food items carried out by Mr. Arvind Kumar, S/o Mr. Ved Parkash Sharma has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment of the requirements for the award of the Master of Business Administration from Lovely Professional University. His dissertation represents his original work and is worthy of consideration for the award of the degree of Master of Business Administration. ___________________________________ (Name & Signature of the Faculty Advisor) Date: [v]
  • 6. DECLARATION I, Sachin Kumar hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (Sachin Kumar) 10902675_______________ (Registration No.) Date:_8/04/2011_________ [vi]
  • 7. DECLARATION I, Rohan Kumar Sinha hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (ROHAN KUMAR SINHA) _10904030_ Date: 08-04-2011 [vii]
  • 8. DECLARATION I, Mohsin Qammer Shah hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (Student's name & Signature) Mohsin Qammer Shah _ (10901009 ) Date: 08-04-2011 [viii]
  • 9. DECLARATION I, Arvind Kumar Sharma hereby declare that the work presented herein is genuine work done originally by me and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. _______________________ (Arvind Kumar Sharma) _______________________ (10903459) Date: 08-04-2011 [ix]
  • 10. ACKNOWLEDGEMENT In the creation gestation and parturition of this project several person of the tremendous height and repute offered their valuable assistance and shared with us their scholastic marvel and expertise, vision and whipped up our sagging morale to their kind and sincere encomiums and choicest blessing. Hence with a sense of profound humility, extend our sincere gratitude to all those unsung persons, authorities and academicians who have cooperated us in one way or their giving this capstone project the final shape. We express our deep sense of gratitude for Mr. Hitesh Jhanji (Lecturer, LIM) who provided us all the necessary information, guidance and encouragement with whom we were able to solve our problem. So we salute gesture and pay any thanks to him for the ore our heart. We also gratitude our all friends who provide us morale support and information regarding project, we are very thankful to them. We also extremely to those entire person who have supported their valuable time cooperation to work with us on this project. Thanks [x]
  • 11. EXECUTIVE SUMMARY With the changing lifestyle of the common people in their hectic schedule they are buying more and more packed food items. At the same time the consumers of these food items have become health conscious which has resulted in developing preferences for the nutritional attributes of products (food items). So we began our endeavor with the following objectives to find out the consumer preferences towards various nutritional attributes of food items & to examine the main factors which influences consumer preference towards the product (food items). The youth as well as general public have become aware and educated towards the need and importance of proper nutrition. This is a healthy sign in our society. The overall research article outlines that the respondents are aware as well as sensitive towards the nutritional attributes of packed food items. We were able to identify certain factors which influence the consumer buying behaviour while purchasing the food items. Further we were also able to reach to conclusion as well as recommendations or suggestions for the industry. The Nutrition market in India is going to be the largest growing industry. It is increasing to a large extends due to the growing popularity of fitness products and their implications on health for long term bases. An important aspect of nutrition is the daily intake of nutrients. Nutrients play a very important role in a person's diet. Many nutrients are essential for life, and an adequate amount of nutrients in the diet is necessary for providing energy, building and maintaining. Printed information on the nutritional values has been advocated by a clear majority. Although all nutrients are duly recognized, the importance of carbohydrate and proteins have been well voted, which satisfies our first objective and consumers seem to be very much attracted with the nutritional attributes like vitamins and minerals. We also found that majority of consumers are reading the nutritional labels. From the analysis we came to know brand name, price, advertisement and appearance of the products are the important factors which customers consider before purchasing that particular product, which satisfies our second objective. Objectives of the study [xi]
  • 12. The following are the specific objectives of the study. (i) To find out the consumer preferences towards various nutritional attributes of food items. (ii) To examine the main factors which influence consumer preference towards the product (food items). Need of the study Food products have become a business worth trillions of dollars worldwide. Rise in competition, consumerism and consumer rights awareness also gives rise to the need for this research. Food item sector is growing very fast as their demand is touching zenith due to the increase in disposable income of consumers in India. Further due to the increase in health awareness, consumers in the present scenario has become cautious about the food items that they select, so the need of our study is to find out what consumers prefer and why they prefer a particular product of food item. Scope of the study The growth of the system of quality food items in developed countries has opened up opportunities in India as well and it has been seen that many players entered in this sector and the number is increasing very fast day by day. Hence, the present study focuses its attention on consumer preference towards the attributes (nutrition) of products while selecting food items. The companies making food items can sustain their market only if they understand the attitude and behavior of their customers. There is a stiff competition from other players especially in urban areas. The present study, therefore, is conducted in Jalandhar. This city, like any other city is a mix of rich and poor, and is influenced by the rapid growth of urban population. Many have been set up in and around the city, and this conducting the present study was found suitable. Findings [xii]
  • 13. The findings are stated below 1. The overall interpretation shows that the respondents are aware as well as sensitive towards the nutritional attributes of packed food items. 2. Printed information on the nutritional values has been advocated by a clear majority. 3. Although all nutrients are duly recognized, the importance of proteins, vitamins and carbohydrates have been well voted, which satisfies our first objective, also consumers seem to be very much attracted with the nutritional attribute like minerals. 4. Mostly respondent given average or say low response to fats. 5. We also found that majority of consumers are reading the nutritional labels. 6. From the analysis we came to know brand name, price, advertisement and appearance of the products are the important factors which customers consider before purchasing that particular product, which satisfies our second objective. 7. It was also found that consumers are well affected by the past experience and knowledge of the food items and thus impacts their buying behavior. Recommendations 1. The companies should realize that the consumers have become health conscious and also the awareness level among the consumers about the food items has been increased. So the companies should offer the products keeping in the mind the proper nutritional contents. 2. The packed food items must clearly indicate the detailed nutritional values as well as ingredients. 3. Efforts are required in the direction of providing healthy food rather than fast food. 4. Real fruit juices have a range of products which have been quite successful in building the positive perception in the minds of consumers. So, the industry is expected to emulate this as an example. [xiii]
  • 14. TABLE OF CONTENTS S.No. Particulars Page no. 1 INTRODUCTION 1-2 2 NEED OF THE STUDY 3 3 SCOPE OF THE PRESENT STUDY 3 4 OBJECTIVES OF THE STUDY 4 5 LIMITATIONS 4 6 REVIEW OF LITERATURE 5-8 7 RESEARCH METHODOLOGY 9-10 8 DATA ANALYSIS AND INTERPRETATION 11-30 9 FINDINGS 31 10 RECOMMENDATIONS 32 11 CONCLUSION 33 12 REFERENCES 34-35 13 REVIEW OF ARTICLE 36-40 14 ANNEXURE 41-43 LIST OF GRAPHS [xiv]
  • 15. 11 1. Are you the main food shopper of the household? 2. Do you take any special diet? 12 3. How important is the information about nutritional value of food 13 items? 4. Should the information about the nutritional attributes be provided 14 on packed food items? 5. How often do you read nutritional food labels while grocery 15 shopping? 6. Rate the following factors which influence you to buy particular 16-22 products (food items). 7. How will you rate the following nutritional attributes on the scale of 23-30 1 5? [xv]