Social Mobilizing and Marketing: Positioning Food Fortification

Agency : GAIN-PMU, IIHMR

Malnutrition is common in India; one in every three children is malnourished. Food fortification is a practical and inexpensive alternative to deal with the problem of micronutrient deficiency. Food fortification is the addition of key vitamins and minerals to staple foods to address nutritional gap. Food fortification project has already launched fortified wheat flour, oil and milk through open market channel in Rajasthan. The study was aimed at understanding the behaviour of consumers and identifying selling and resistance aspects from the point of view of consumers and retailers towards buying grocery products. It was found that about two-thirds of the respondents were buying wheat grains. Packed flour was being bought by about one-fourth of the respondents. In case of oil, a large segment of the respondents (84.7%) bought packed oil. Only about 18 percent of the consumerswere aware of fortified foods, out of which 29 percent belonged to the upper class. A majority of the respondents who had heard of fortified foods did not know what it meant. Of those who were aware, about five percent had used fortified products. Further, in the study, the retailer’s practices of selling grocery productswere also explored to know the factors which contributed to increased selling of grocery products. According to the retailers, the reason for the brands which were selling was established brand name (46.2%), reasonable pricing (27.5%) and advertisement of the product through various mediums (13.8%).



Academic Programs

About Us

Resources

Quick Links

IIHMR University

1, Prabhu Dayal Marg,Near Sanganer Airport, Jaipur - 302029

Phone: 91-141-3924700, 2791431-32

E-mail: iihmr@iihmr.edu.in

Privacy Policy Site Map
Last Updated on: 18-11-2024

©IIHMR -All Rights reserved Designed and developed by Sterco Digitex

Query Form

x
x
x