Abstract
Consumers are becoming sensitive towards their health and have started focusing on nutritional aspects of food while making food choices and consumption decisions. We conducted qualitative and quantitative studies to focus on buying behaviour in order to find the dichotomy between nutritional claims and ingredients of bread brands in the capital of India – Delhi. We closely noticed the ingredients and claims mentioned on packs of different breads. The consumer survey revealed important insights on bread preferences and buying factors. Since people are becoming more mindful in their consumption, brands need to reduce dichotomy in brand claims for improved brand loyalty.
| Original language | English |
|---|---|
| Pages (from-to) | 365 |
| Number of pages | 376 |
| Journal | Empirical Economics Letters |
| Volume | 20 |
| Issue number | 3 |
| Publication status | Published - 2021 |
Keywords
- Dichotomy in claims
- Mindful consumption
- Branding
- Bread
