Customer Preferences towards Premium Category Super Food Products in Modern Trade Outlets

Abstract

The super-food competition in Indian consumer industry is very demanding. Indian consumers have shown growing interest in nutritious and quality food items with high nourishing value, environmental sustainability and food safety. A person with a positive attitude towards the food product of this type is more likely to make a purchase; this makes a marketer's analysis of consumer preference highly important. The primary purpose of this analysis was to examine consumer expectations for quality and safe super food items. The target demographic of this research includes consumers in Chennai region. 173 respondents were chosen using the convenience sampling method. The results of the research study have shown that factors such as ethnicity, monthly income and family status, level of intake, brand knowledge and health issues are linked to customer demand for super-food items. The Structured Equation Modeling methodology was used to define determinants that may describe consumers' propensity for purchasing these groups of food stuffs. Consumers choose food products of this type due to safety considerations, quality issues and environmental concerns, as well as to qualities such as nutritional benefit, taste satisfaction, freshness and attractiveness of organic food items that matter a lot to consumers. This work may be used into further study into the application of various marketing campaigns by advertisers and the examination of other variables.