12Apr 2019

FREQUENCY OF CONSUMPTION AND PURCHASING BEHAVIOR FOR HEALTH BEVERAGES AMONGST THE URBAN POPULATION OF VADODARA, INDIA.

  • Senior Research Fellow, Dept. of Food and Nutrition, Faculty of Family and Community Sciences. The Maharaja Sayajirao University of Baroda, Vadodara.
  • Professor, Dept. of Food and Nutrition, Faculty of Family and Community Sciences. The Maharaja Sayajirao University of Baroda, Vadodara.
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To estimate the frequency of consumption and factors affecting the purchase of health drinks including curd/buttermilk, fruit juices and probiotic beverages amongst the urban population of Vadodara. A total of 429 consumers were enrolled for the study in the age group of elderlies (>60 years) adults (40-59 years), young adults (20-39 years) and adolescents (10-19 years). Sample size was calculated based on the population census of Gujarat. The consumption frequency of health drinks including curd/ buttermilk, fruit juices and probiotic beverages was studied and factors affecting the purchase of current health drinks available in the market was determined using a structured questionnaire. Frequency of consumption of curd/buttermilk (95.2%) and fruit juices (93.3%) was observed highest among 40-59 years of age and of probiotic beverages available commercially was observed highest (52.6%) in the age group of 10-19 years. Results revealed that one of the major factors affects the purchase are taste (67%) and nutrition (65%). Other factors affecting the purchase behavior are price (45%), brand (37%) and appearance (29%). The results of the present study will be useful to analyze changes in consumer habits in the food markets of a region or a country with similar traditional eating habits, in the future research. With the increasing demand for health beverages in India, this sector seems to have a bright future. Consequently, the future of Indian health food market is an account to be at a thriving pace for a long time.

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[Harsha Hirdyani and Mini Sheth. (2019); FREQUENCY OF CONSUMPTION AND PURCHASING BEHAVIOR FOR HEALTH BEVERAGES AMONGST THE URBAN POPULATION OF VADODARA, INDIA. Int. J. of Adv. Res. 7 (Apr). 984-990] (ISSN 2320-5407). www.journalijar.com

Harsha Hirdyani
Dept. of Food and Nutrition, Faculty of Family and Community Sciences. The Maharaja Sayajirao University of Baroda, Vadodara

DOI:

Article DOI: 10.21474/IJAR01/8916      
DOI URL: https://dx.doi.org/10.21474/IJAR01/8916

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