Factors Affecting Consumers' Purchase Behaviour for Health and Wellness Food Products in an Emerging Market

This article aims at identifying the factors affecting the buying behaviour of the consumers for health and wellness food products in India, based on a structured primary survey of 218 respondents in the city of Lucknow, India, using the stratified random sampling technique. The survey data has been analysed using appropriate statistical tools such as descriptive statistics, factor analysis and regression analysis. The retail value of health and wellness foods in India has shown a significant annual growth of 14.3 per cent during the last decade. Consumers' preference for health and wellness food product attributes indicate that quality and health benefits are perceived as very important and extremely important by more than 75 per cent of the respondents. Better-for-you (BFY) food products comprise the major share of 32 per cent of the health and wellness food basket of the consumer. Regression results clearly indicate that socio-demographic profile of the consumers, product attributes, market attributes and psychological factors are more likely to influence the consumers' health and wellness food purchase decision. This study provides practical insights for the companies involved in producing and marketing health and wellness food products in terms of the increasing consumer demand for healthier food choices.