No abstract

No abstract

Over the last decade the health consciousness of consumers has become an important factor driving the agri-food market .Healthier food products have entered the global markets with force in the past years and rapidly gained market share. Various studies have concluded that better understanding of consumer perception of healthy food its determinants are key success factors for market orientation and development and for successfully negotiating market opportunities .The basic purpose of this research paper is to identify the influence of various factors on the buying decision of consume and also attempts to determine the awareness and perception of the consumers.

Health is Wealth and is a valuable treasure of one’s life; hence it is the duty of every human being to safeguard his or her health very carefully to preserve health with nutritious food. Nutritious food is very much needed in order to maintain our body health. Health drinks are good nutrition drinks for all categories of people to maintain good health and the health food drinks are popularly used as a milk additive for better nutrition and taste. Health food drinks are added to the diet to boost overall health and energy, to provide immune System support and reduce the risk of illness and age related conditions, to improve performance in athletic and mental activities and to support the healing process during illness. In this context, this study is going to analyse Brand Preference and the Purpose of Using Malted Food Drinks: A Field Study in Kanyakumari District, South India.