Consumer Perception towards Nutrition in Mumbai
Mathew Thattil2023, Zenodo (CERN European Organization for Nuclear Research)
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By definition, nutrition is considered as the study of the relationship between a human body and nutrients from food; how nutrients help humans fight diseases and maintain good health by maintaining a wholesome diet. There is a general perception among youth of today's generation towards nutrition. However, the India Medical Nutrition market is estimated to be valued at US$ 404.1 million in 2022 and is an emerging field for marketers to explore its potential. Our research will focus on what these perceptions are and how we can align it to the actual understanding of what nutrition is. We will explore young consumers from Mumbai city as our research subject to get a better diversity. This paper attempts to determine the current perceptions towards nutrition and recommends the strategies to the marketers in the nutrition industry.
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Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
ISSN 1681 8997
https://doi.org/10.5281/zenodo.8139132
Consumer Perception towards Nutrition in Mumbai
Mathew Thattil and Venkati Muttappa
Kohinoor Management School, Mumbai
Niyat Shetty and Daniel Thattil*
Kohinoor Business School, Mumbai
Abstract: By definition, nutrition is considered as the study of the relationship
between a human body and nutrients from food; how nutrients help humans fight
diseases and maintain good health by maintaining a wholesome diet. There is a
general perception among youth of today’s generation towards nutrition. However,
the India Medical Nutrition market is estimated to be valued at US$ 404.1 million
in 2022 and is an emerging field for marketers to explore its potential. Our
research will focus on what these perceptions are and how we can align it to the
actual understanding of what nutrition is. We will explore young consumers from
Mumbai city as our research subject to get a better diversity. This paper attempts
to determine the current perceptions towards nutrition and recommends the
strategies to the marketers in the nutrition industry.
Keywords: Nutrition, Consumer Perception, Consumer Behavior, Nutrition
Branding, Marketing Strategy
1. Introduction
Today health is one of the fastest growing sector in India and also the world. COVID has
changed the way we understand the problems of health. India was earlier looking at
curative health care but the mindset is slowly changing to a preventive healthcare concept
due to various factors like higher cost of medical expenses, the fear psychosis unleashed
by COVID 19 which is still fresh in many people’s minds, the long-term effect on the
human body etc. Even Insurance companies are slowly waking up to this concept of
healthcare support and are offering health check-up coverage with their policies. Nutrition
is an emerging vertical or trend linked to the medical field which is in a position to exploit
the changing mindset.
For any sector to grow, it is very important to gauge or foresee the trends in that industry.
What is the profile of Nutrition industry? What is the likely age group of newly converted
users being? How receptive are the youngsters to this industry? How receptive are the
youngsters to idea of preventive care? Is preventive or curative more accepted even today
as preventive care is an ongoing process to maintain well oiled human body in working
condition. This paper would be dwelling into these questions and will also try to shed light
on many other point related to the nutrition vertical. This research paper would also try to
*
Research Scholar.
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
20
find out the general consumer perception of residents of Mumbai city towards nutrition
and would recommend the players in the nutrition industry on tapping this potential target
segment.
2. Review of Literature
As per World Health Organisation (WHO) nutrition is a crucial component health and
development. Good nutrition can be rated to improved infant and mother health, better
immunity, lower diseases and longer life span. Webster defines nutrition as the act or
process of nourishing or being nourished. In further details is the manner in which plants
and animals consume and utilise the food substances.
Alkerwi et al. (2015) state that there is strong relationship between nutritional awareness
and diet quality. Leme, et al. (2020) in their research on US adolescents have inferred that
the adolescents were able to distinguish between healthy and unhealthy foods (e.g.,
Vegetables / fruits as healthy as compared to fast food which is seen as unhealthy) but did
have issues when they had to define modern nutritious offerings like energy dense /
processed foods.
Pem and Jeewon (2015) in their study on fruits and vegetables as a nutrition source have
found that the intake is lower than required, especially in developing nations. The study
concludes that despite the challenges associated with nutrition awareness programs, it’s
essential to continue with them for long term benefits. This research is designed to fulfil
the following objectives:
1) To study the acceptability level of youngsters regarding Nutrition as a part of
medical industry
2) To determine the significance of nutrition as a real help for human body to fight
diseases and maintain good health
3) To determine how a proper nutritive diet benefits to maintain healthy living
4) To understand how people obtain information about nutrition and nutrition
industry
5) To analyze the nutrition industry in India and recommend strategies for getting
maximum business.
We formulate the following hypothesis:
The hypotheses for our study are as follows:
a) H01 : There is no association between Age of a person and the Source of
Information for getting awareness about nutrition
b) H02 : There is no association between Occupation of a person and Source of
Information getting awareness about nutrition
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
21
c)
H03 : There is no relation between residential location of a person and Source of
Information for the getting awareness about nutrition
d) H04 : There is a Relation between the Age of a person and levels of awareness
about Nutrition and Nutrition industry
e) H05 : There is no relation between Occupation of a person and levels of awareness
about Nutrition and Nutrition industry
f) H06 : There is no relation between location of a person and levels of awareness
about Nutrition and Nutrition industry
g) H07 : There is no association between Occupation of a person and the benefits of
nutrition perceived
h) H08 : There is no association between Location of a person and the benefits of
nutrition perceived
i) H09 : There is no association between the Age of a person and benefits of
nutrition perceived
3. Research Methodology
3.1. Research Design
The research conducted will be a descriptive research design, which is typically more
formal and structured than exploratory research. A Survey will be conducted through a
structured questionnaire tested for reliability and data will be collected throughout
Mumbai.
3.2. Sample Size
A total sample size of 500 was selected for the research. Survey was conducted for people
between the age group of 20 yrs to 65 years. The area of survey was Mumbai Metropolitan
Region (MMR) only. Google form sheet format was used for collecting the data through a
structured questionnaire format.
3.3. Sampling Method
With an objective to derive accurate responses, Stratified Random sampling was used to
collect data through structured questionnaire for youngsters across Mumbai having age
range of 20 to 65 years. The 3 different strata used for survey are shown in Table 1.
Table 1: Different Strata for the Sample
Sample Size according to Location
Location
South Bombay
Western Suburbs
Central Mumbai
Total
Sample size
150
200
150
500
22
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
Table 1 continued
Sample size according to Age
Age range
Elderly
Middle Aged
Youngsters
Total
Sample Size according to Occupation
Occupation
Businessmen / Self Employed
Service
Retired
Students
Total
Sample size
163
197
140
500
Sample size
100
200
80
120
500
4. Data Analysis and Interpretation
For the analysis of the data collected and for the hypothesis testing, SPSS software was
used. Chi- Square was chosen as the tool for data analysis and the following trends can be
deduced.
4.1. There is a Relation between Age of a person and the Source of Information for
getting awareness about nutrition
Table 2: Relation between Age of a person and the Source of Information for getting
awareness about nutrition
Crosstab
Age_Group
Count
Expected Count
Count
Middle
Expected Count
Count
Young
Expected Count
Count
Total
Expected Count
Chi-Square Tests
Elderly
Pearson Chi-Square
source_of_informationQue4
Friends/Relati Internet Newspaper
TV
ves
advertisement
100
47
1
15
85.1
61.0
.7
16.3
124
48
0
25
102.8
73.7
.8
19.7
37
92
1
10
73.1
52.4
.6
14.0
261
187
2
50
261.0
187.0
2.0
50.0
Value
70.932a
df
6
Note: Since p-value is less than 0.05 test is rejected.
p-value
.000
Total
163
163.0
197
197.0
140
140.0
500
500.0
Result
Rejected
23
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
Table 2 shows that elderly people got the information about nutrition from Friends and
Relatives, middle aged people got the information about nutrition from TV advertisements
and young people got the information about nutrition from Internet.
4.2. There is a Relation between Occupation of a person and Source of Information
for getting awareness about nutrition
Table 3 reports that service people got the information about nutrition from TV
advertisements, businessmen and Retired people got the information about nutrition from
Friends and Relatives and students got the information about nutrition from Internet.
Table 3: Relation between Occupation of a person and Source of Information for
getting awareness about nutrition
Chi-Square Tests
Value
df
Pearson Chi-Square
18.116a
9
Since p-value is less than 0.05 test is rejected.
P - value
.034
Result
Rejected
4.3. There is a relation between residential location of a person and Source of
Information for the getting awareness about nutrition
Table 4 reports that people from Central Mumbai got the information about nutrition from
TV Advertisements, tourists from Western suburbs got the information about nutrition
from Friends and Relatives and tourists from South Mumbai got the information about
nutrition from Internet.
Table 4: Relation between residential location of a person and Source of Information
for the getting awareness about nutrition
Chi-Square Tests
Pearson Chi-Square
Value
24.699a
df
9
p- value
.003
Result
Rejected
Note: Since p-value is less than 0.05 test is rejected.
4.4. There is a Relation between the Age of a person and levels of awareness about
Nutrition and Nutrition industry
Table 5: Relation between the Age of a person and levels of awareness about
Nutrition and Nutrition industry
Chi-Square Tests
Value
df
p- value
Result
Pearson Chi-Square
119.086a
6
.000
Rejected
Note: Since p-value is less than 0.05 test is rejected.
24
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
Table 5 highlights that the elderly people have a very low level of awareness about
nutrition and nutrition industry, the Middle Aged people are having a moderate level of
awareness about nutrition and nutrition industry and young people are having a high level
of awareness about nutrition and nutrition industry.
4.5. There is a Relation between Occupation of a person and levels of awareness
about Nutrition and Nutrition industry
Table 6 shows that retired people have a low level of awareness about nutrition and
nutrition industry, service and businessmen have a moderate level of awareness about
nutrition and nutrition industry and students have a high level of awareness about nutrition
and nutrition industry.
Table 6: Relation between Occupation of a person and levels of awareness about
Nutrition and Nutrition industry
Chi-Square Tests
Pearson Chi-Square
Value
126.424a
df
9
P - value
.000
Result
Rejected
Note: Since p-value is less than 0.05 test is rejected.
.
4.6. There is a Relation between location of a person and levels of awareness about
Nutrition and Nutrition industry
Table 7 explains that residents of South Mumbai have a high level of awareness about
nutrition and nutrition industry, residents of Western Suburbs have a moderate level of
awareness about nutrition and nutrition industry and residents of Central Mumbai have a
high level of awareness about nutrition and nutrition industry
Table 7: Relation between location of a person and levels of awareness about
Nutrition and Nutrition industry
Chi-Square Tests
Pearson Chi-Square
Value
329.257a
df
9
P - value
.000
Result
Rejected
Note: Since p-value is less than 0.05 test is rejected.
4.7. There is a Relationship between Occupation of a person and the benefits of
nutrition perceived
Table 8: Relationship between Occupation of a person and the benefits of nutrition
perceived
Chi-Square Tests
Pearson Chi-Square
Value
29.296a
Df
9
Note: Since p-value is less than 0.05 test is rejected.
p-value
.001
Result
Rejected
25
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
Table 8 reports that businessmen and Self employed persons perceive economic feasibility
as the perceived benefit of adapting to nutrition as a daily lifestyle, service class and
students perceive maintaining a healthy life as the perceived benefit of adapting to
nutrition as a daily lifestyle and retired people perceive prevention of diseases and other
ailments as the perceived benefit of adapting to nutrition as a daily lifestyle
4.8. There is a Relationship between Location of a person and the benefits of
nutrition perceived
Table 9 shows that residents of Central Mumbai perceive economic feasibility as the
perceived benefit of adapting to nutrition as a daily lifestyle, residents of South Mumbai
perceive maintaining a healthy life as the perceived benefit of adapting to nutrition as a
daily lifestyle and residents of Western suburbs perceive prevention of diseases and other
ailments as the perceived benefit of adapting to nutrition as a daily lifestyle.
Table 9: Relationship between Location of a person and the benefits of nutrition
perceived
Chi-Square Tests
Pearson Chi-Square
Value
20.515a
df
9
p-value
.015
Result
Rejected
Note: Since p-value is less than 0.05 test is rejected.
4.9. There is a Relationship between the Age of a person and benefits of nutrition
perceived
Table 10 reports that middle aged persons perceive economic feasibility as the perceived
benefit of adapting to nutrition as a daily lifestyle, youngsters perceive maintaining a
healthy life as the perceived benefit of adapting to nutrition as a daily lifestyle and retired
people perceive prevention of diseases and other ailments as the perceived benefit of
adapting to nutrition as a daily lifestyle.
Table 10: Relationship between the Age of a person and benefits of nutrition
perceived
Chi-Square Tests
Value
Df
Pearson Chi-Square
9.443a
3
Since p-value is less than 0.05 test is rejected.
p-value
.024
Result
Rejected
5. Recommendations
1) As youngsters are a huge untapped market for nutritionists, they should create
awareness about nutrition in social media, as youngsters spend most of their time
on the internet.
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
26
2) As elderly people are having low level of awareness towards nutrition and
nutrition industry, nutritionists should approach people who are in their 50s and
create awareness about nutrition, so that these people can take adequate steps in
maintaining their health in their old age.
3) Word of mouth is also an effective tool in promoting the benefits of nutrition, so
some influencers should be identified and people should be motivated through
these influencers.
4) Nutrition and its benefits should be taught from the school level as students
should have in depth knowledge about the benefits of following healthy nutrition
right from their growing years.
6. Conclusion
In the current scenario, especially after the pandemic, health has been a special focus of
our life. More and more awareness related to health must be done among the masses,
especially youth. A few generations back, India had the advantage of having joint families
which preserved the culture of handing over the ancient secrets of using nutrition in food
to live a healthy life. Nutrition does play an important role in creating a healthy lifestyle
but the fact that youth is still awakening to the potential of nutrition. Nutrition industry is
bound to grow in leaps and bounds as now Health and health related aspects are becoming
more contemporary. Terms like organic and vegan is the buzzwords today, and everybody
is trying to improve their health in one way or another. Nutrition industry will try to cash
this opportunity as there is a whole untapped potential market waiting to be targeted. The
entire nutrition ecosystem consisting of doctors, nutritionists, farmers, consultants etc. is
believed to mushroom as the future belongs to the one who is fit and healthy.
References
Alkerwi A, Sauvageot N, Malan L, Shivappa N, Hébert JR. 2015, Association between
nutritional awareness and diet quality: evidence from the observation of cardiovascular
risk factors in Luxembourg (ORISCAV-LUX) study. Nutrients, 7(4):2823-38.
Allman-Farinelli, M.A., 2015, Nutrition Promotion to Prevent Obesity in Young
Adults. Healthcare, 3(3), 809-821.
Kumar, N., and Anand, 2016, The Attitude of Indian Youth toward Nutrition: Factors,
Segments, and Implications. Journal of Food Products Marketing, 22(8), 967-985.
Pem, D., Jeewon, R., 2015, Fruit and Vegetable Intake: Benefits and Progress of Nutrition
Education Interventions- Iran J Public Health, 44(10), 1309-21.
Empirical Economics Letters, 21 (Special Issue 2): (September 2022)
27
Swanker, S. and Mogra, R., 2022, Consumers' perception towards nutrition and health
claims on food products and their purchasing behaviour. The Pharma Innovation Journal,
11(5S): 253-258.
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