Question

does health consciousness of consumer make food label more influential in affecting their purchase intention for food and beverage?
1. statement of research problem

2. research question and hypothesis

3.proposed sampling method

4.proposed methodology

5. significance of the research

Answer 1

Research problem : What role does product labelling play in purchase decisions of food and beverages.

Research Question : A customer who is health conscious seeks health related information on the food label and makes a purchase decision which is tilted towards the more healthy product.

Hypothesis : If a customer is health conscious then the health information on the label of food items is the most influential factor in purchase decision

Null Hypothesis : Label information makes no difference to the purchase decision

Alternate hypothesis : Label information positively influences the purchase decision.

Proposed Sampling Method proposed :

Judgement random sampling : The judgement part will apply to define who among the population is defined as Health conscious.Post defining - from amongst this group, we can do a random sampling plan.

Proposed methodology :

Two parts to it

1. Administering a structured questionnaire to understand the factors involved in purchase decision making

2. Accompanied shopping - this is for a smaller sample - where a researcher will accompany the subject on the shopping trip and see and record the way the purchase is made and the factors involved in the decision making process.

Significance of the research : this research will benefit all food and beverage companies as it provides an insight into :

1. Factors involved in the purchase decision process - it will list down all the factors and their relative importance

2. Label information - it will give an insight into the relative importance of label information and how this can be used to influence the purchase