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Study of consumers’ behavior for non-vegetarian products in emerging market of India

Niraj Kumar (Faculty of Rural Management, Xavier Institute of Management, Bhubaneswar, India)
Sanjeev Kapoor (Centre of Food and Agri-Business Management, India Institute of Management, Lucknow, India)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 13 May 2014

803

Abstract

Purpose

The purpose of this paper is to understand non-vegetarian food consumption behavior, and factors affecting the same of the consumers of middle-sized market, where organized retailing is still at infancy.

Design/methodology/approach

A total of 182 households of two middle-sized cities of India were personally surveyed with a structured questionnaire. Simple statistical analysis such as frequency distribution, factor analysis and analysis of variance, logit regression were carried out to infer the required information.

Findings

Although an important constituent of the food, for most the consumers, purchase of non-vegetarian products were weekly, well planned, and family affairs. Assured good quality, followed by the meat preparation in front of the customers’ eye emerged important market attributes for selecting the store by the consumers. The study revealed that consumers were mainly dependent on search and credence attributes of the product for non-vegetarian food purchase decisions.

Research limitations/implications

This paper analyses non-vegetarian food consumption food behavior of those customers, for whom non-vegetarian food is still considered as special food, and who belong to middle-sized cities where organized food retailing has just started.

Originality/value

The subject is relatively less researched in emerging markets where organized food retail is still at infancy, and where non-vegetarian foods are considered special.

Keywords

Citation

Kumar, N. and Kapoor, S. (2014), "Study of consumers’ behavior for non-vegetarian products in emerging market of India", Journal of Agribusiness in Developing and Emerging Economies, Vol. 4 No. 1, pp. 59-77. https://doi.org/10.1108/JADEE-05-2013-0016

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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