AWARENESS AND USE OF FOOD LABEL INFORMATION BY CONSUMERS OF JORHAT, ASSAM
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Date
2019-08
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AAU, Jorhat
Abstract
The present study entitled “Awareness and use of food label information by consumers of Jorhat, Assam” was undertaken to assess the awareness and use of food label information. The objectives of the study were to determine the level of awareness of consumers on pre packaged food labelling information, assess consumers’ use of food label information, analyze consumers’ attitude towards reading food labels and determine factors associated with reading of food label. To fulfil these objectives 400 respondents from 3 supermarkets, namely Big Bazaar, Viraat Bazaar and Vishal Mega mart and 3 departmental stores namely Pariwar food mart, Doss and co., and M.D.s store were taken. The respondents were of the age 18 years and above. Data on different parameters like consumers’ socio demographic profile was recorded using a self structured questionnaire. Awareness level on food label information of the consumer was recorded using a score card adopted from Priyadarshini (2014), consumers’ attitude on food label information was assessed using an attitude scale adopted and modified from Robert and Chandran (2017), use of food label information by the consumers was documented using a modified question module by Robert and Chandran (2017) and factors affecting reading of food label by consumers was recorded using a semi structured questionnaire by Dutta and Patel (2017). Socio-demographic data revealed 57 per cent of the consumers were female, 35 per cent of the age group 39-49 years, 69 per cent were graduates, 25.5 per cent were employed, 50.5 per cent were of high income group and 49 per cent shopped once a week. Determination of awareness level on food label information revealed that 43.75 per cent of the respondents were moderately aware. Association between socio demographic characteristics of consumers and awareness level on food label information revealed gender (p value=0.01, ‘r’=+0.46), education (p value=0.00.’r’=+0.49) and frequency of shopping (p value=0.04,’r’=+0.57) had significant association and positive correlation with awareness level. Consumers’ attitude on helpfulness of food label information in buying pre-packaged food revealed 92 per cent of the respondents to have a positive attitude, 94.5 per cent had a positive attitude on importance of nutrition label information, 91 per cent had a positive attitude on trustworthiness on food label information. Assessment of use of food label information by consumers revealed 59.75 per cent of the respondents read food labels regularly, 51 per cent checked price of the pre packaged food, 46.75 per cent checked expiry dates on a food label, 79.75 per cent
chose to buy products based on food label information, 76 per cent agreed to not buy products if there is no food label, 52.25 per cent compared food labels to make food choices. The main source of nutrition information for consumers was reported to be internet (75.25%) followed by family and friends (74.50%) and television (70.25%). The most sought nutrition information on pre packaged food was total calories (61.25%) followed by sugar (50.25%) followed by fats (50.25%) and cholesterol (49%). The motivation factor for most (79%) of the consumers to read food label information was price, the circumstance at which most 57.25 per cent of the consumers did not read food label information when they bought familiar foods and 56 per cent revealed that due to small fonts, they faced difficulty in reading food labels. It can be concluded that the awareness on food label information was moderate attributed to the socio demographic factors of consumers like gender roles, level of education and frequency of shopping pre packaged food and use of food label information by consumers was confined to reading price, expiry dates etc. and very less utilization of nutrition information. Consumer education on food label information, development of consumer guide and training of working staff at supermarkets and stores on food label information interpretation can be adopted to improve the present situation on awareness and use of food label information.