Study of consumers’ behavior for non-vegetarian products in emerging market of India

Abstract

Purpose – The purpose of this paper is to understand non-vegetarian food consumption behavior, and factors affecting the same of the consumers of middle-sized market, where organized retailing is still at infancy. Design/methodology/approach – A total of 182 households of two middle-sized cities of India were personally surveyed with a structured questionnaire. Simple statistical analysis such as frequency distribution, factor analysis and analysis of variance, logit regression were carried out to infer the required information. Findings – Although an important constituent of the food, for most the consumers, purchase of non-vegetarian products were weekly, well planned, and family affairs. Assured good quality, followed by the meat preparation in front of the customers’ eye emerged important market attributes for selecting the store by the consumers. The study revealed that consumers were mainly dependent on search and credence attributes of the product for non-vegetarian food purchase decisions. Research limitations/implications – This paper analyses non-vegetarian food consumption food behavior of those customers, for whom non-vegetarian food is still considered as special food, and who belong to middle-sized cities where organized food retailing has just started. Originality/value – The subject is relatively less researched in emerging markets where organized food retail is still at infancy, and where non-vegetarian foods are considered special.

Facades of morality: the role of moral disengagement in green buying behaviour

“…However, this willingness was dependent on the particular consumer segment and product category. Moreover, it has been found that Indians are price sensitive consumers (Kumar and Kapoor, 2014; Mukherjee et al , 2012) and they generally do not prefer to pay more for “green” attribute in a product (Khoiruman and Haryanto, 2017; Nasir and Karakaya, 2014; Dutta et al , 2008). In our study respondents also explicitly emphasized on the high prices of the green products, which deject them to buy eco-friendly products as they mentioned they had to manage their budget and compare to other products green products are highly rated like R4 mentioned “Green products are expensive like organic products are expensive […] as per my economic cost I don’t buy green products” and R17 stated “I don’t think prices of green products are justified.…”

Global Meat Market

“…Average per capita consumption in the South Asia region is as low as 7 kg a year, while that of India is reported to be only about 4 kg annually. In general, meat products are not a part of regular diet for many Indian families, and non-vegetarian foods are considered as a special food for most of the consumers (Kumar & Kapoor, 2014). While globally, about 805 million people are estimated to be chronically undernourished in 2012-14, India still has the highest absolute numbers of undernourished people (Hossain, 2014), which necessitates the provision of alternative sources of nutrition such as meat products.…”

The Attitude of Indian Youth Toward Nutrition: Factors, Segments, and Implications

“…In the given context, the first objective of this study deals with attitudinal factors affecting the attitude of Indian youth toward nutrition, which is of immense value for business, policy makers, and academics. Furthermore, food preferences and behavior are likely to vary from culture to culture (Akamatsu et al, 2005;Coveney, 2006;Falk, Sobal, Bisogni, Connors, & Devine, 2001) and are dependent on consumers' sociodemographic and economic characteristics (Brown et al, 2009;Kumar & Kapoor, 2014). There is a need to identify these differences (Chang, 2014) and the influences of consumers' characteristics (Aschemann-Witzel & Hamm, 2010;Drichoutis et al, 2007).…”

“…The public are increasingly aware of the close association between food and health and are more willing to adopt healthier eating attitudes (Lappalainen et al, 1998). Consumers take more interest in nutrition, health, and quality aspects of the foods they consume and no longer seek to simply satiate their appetite (Gil et al, 2000;Kumar & Kapoor, 2014) The rising health consciousness around the globe has witnessed an era that emphasizes a healthier approach to life (Schreiner, Huyskens-Keil, Krumbein, Prono-Widayat, & Ludders, 2003).…”