A Multi Methodological Classification Approach Towards Consumer Perception on Traditional and Modern Packaged Foods From Demographic Perspective

Abstract

Consumer Preference on Traditional and Modern packaged foods from particular demographic location towards purchase decisions of wide variety of consumers was studied by administering a specially developed questionnaire to 625 consumers. Consumer Preference in relation to various factors like taste, lifestyle, heritage, regions economy, knowledge, health, safety, convenience, sustainability, price and variety has been analyzed on the particular demographic location with a rapid change in consumer patterns. This analysis aimed to fill a research gap by applying the multi methodological classification approach on the survey as it necessary to understand consumer motives and cognitive structures in respect to Traditional Foods and Modern Packaged Foods. The survey data has collected consumer perception to classify the various perspectives using Cluster analysis and Chi-square test for independence has become popular as a means of understanding consumers’ motivations. In fact, the objective is to map the demographic profiles of the consumer with their preference by way of applying one way ANOVA for the data obtained. The study also tries to find out the impact of the different factors on basis of magnitude of their influences with respect to Traditional and Modern Packaged Foods. On findings, relationship has been established between the respondent’s lifestyle along economic status as important cluster towards the consumption of the Modern Packaged Foods depending on consumer demographic regions has been revealed. In addition, respondent’s health and nutrient dependency, preservation of their heritage and culture determines relationship for consumption of the Traditional Foods as another cluster on the multi methodological ranking of the factors of the determinants of the Food consumption choices in the particular demographical location. Finally study tries to establish the significant impact of the demographic profiles of the consumers on their preferences towards food categories and it imposes a strong branding or communication strategies.