A Study on the Factors Influencing the Readability and Understandability of Labeling Information on Packed Food Products: In the Case of Srikakulam City

Abstract

Packed food products are meant to be hygienic and increase the intension of Buying Behaviour for most of the customers now a days. Customers do not hesitate to spend more money for the sake of freshness, protection and quality of the product. It has been a conditional formality for all the marketers to establish complete information regarding freshness, contents, pricing and etc., in the form of Labeling for the information transformation to the customers. But the question arises whether the customers are interested to be aware of it and if or/if not what factors would influence them to do so. Factors such as Education, Attitude, Age, Time, Brand Image and Gender Discrimination are expected to be the independent variables for reading the labeling information. Labeling includes any written, printed or graphic matter that is present on the label, accompanies the food, or is displayed near the food, including that for the purpose of promoting its sale or disposal. The purpose of this study is to examine the awareness that consumers have labeling information on packed food products. The study is explanatory and data will be collected using a structured questionnaire administered to a sample of 147 consumers in Srikakulam with convenient sampling technique will be used in the selection of the respondents. Significance of study seeks to provide further insights into consumer awareness and usage of nutrition information in Srikakulam City.