Indian Consumers' Value-Based New Food Product Adoption

Abstract

In response to increased attention toward Indian markets in general and food markets specifically, multinational companies need to accurately identify the attitudinal and product attribute factors that impact new food product adoption among Indian consumers. Applying integrated decision utility theories, we examined the influence of product familiarity on value-based product purchase decisions and intentions. The results indicate that expected value, perceived value, and purchase intentions are influenced by familiarity; only expected value influences purchase intentions. Marketing implications are also discussed.

Keywords:

• Indian consumer markets
• value-added food
• familiarity
• product search
• new product adoption

This project was supported by the National Research Initiative of the Cooperative State Research, Education, and Extension Service, USDA, Grant #2003-35400-13869.

Notes

¹In the food industry, the term “value-added” is applied to everything from food ingredients to finished products. Unlike traditional bulk commodities (e.g., wheat, rice) or horticultural fresh products (e.g., fresh fruits and vegetables), value-added products are often ready to eat and are generally less perishable by nature (Food storage, 2005)