Nutrition Report

Impact of Nutrition Labelling on Consumers Buying Behaviour
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CHAPTER 1
INTRODUCTION


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1.1 INTRODUCTION
Food industry in India
India is the world's second largest producer of food next to China, and has
the potential of being the biggest with the food and agricultural sector. The
total food production in India is likely to double in the next ten years and
there is an opportunity for large investments in food and food processing
technologies, skills and equipment, especially in areas of Canning, Dairy
and Food Processing, Specialty Processing, Packaging, Frozen Food
Refrigeration and Thermo Processing. Fruits & Vegetables, Fisheries,
Milk & Milk Products, Meat & Poultry, Packaged / Convenience Foods,
Alcoholic Beverages & Soft Drinks and Grains are important sub-sectors
of the food processing industry . Health food and health food
supplements is another rapidly rising segment of this industry which is
gaining vast popularity amongst the health conscious.

India is one of the worlds major food producers but accounts for less than
1.5 per cent of international food trade. This indicates vast scope for both
investors and exporters. Food exports in 1998 stood at US $5.8 billion
whereas the world total was US $438 billion. The Indian food industries
sales turnover is Rs 140,000 crores (1 crore = 10 million) annually as at the
start of year 2000. The industry has the highest number of plants approved
by the US Food and Drug Administration (FDA) outside the USA.


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India's food processing sector covers fruit and vegetables; meat and
poultry; milk and milk products, alcoholic beverages, fisheries, plantation,
grain processing and other consumer product groups like confectionery,
chocolates and cocoa products, Soya-based products, mineral water, high
protein foods etc. We cover an exhaustive database of an array of suppliers,
manufacturers, exporters and importers widely dealing in sectors like the -
Food Industry, Dairy processing, Indian beverage industry etc.
The most promising sub-sectors includes -Soft-drink bottling,
Confectionery manufacture, Fishing, aquaculture, Grain-milling and grain-
based products, Meat and poultry processing, Alcoholic beverages, Milk
processing, Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food
additives, flavours etc.
The Indian food industry is projected to grow by US$ 100 billion to
US$ 300 billion by 2015. The food industry in India widely comprises of
food production and food processing industry. Through our Food &
Beverages products directory, you will get comprehensive and updated
information on Indian manufacturers, exporters, wholesalers and suppliers
of food products, health food, beverages, food ingredients, confectionery
products, health foods, snacks and more.
In India agricultural and dairy sectors have achieved remarkable successes
over the last three and a half decades. Besides being one of the world's
largest producers of food-grains, India ranks second in the world in the
production of fruits and vegetables, and first in milk production providing
much needed food security to the nation.

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The accomplishments of the green and white revolutions have, however, not
been matched by concurrent developments in supply chain management,
and in new technologies for better processing, preservation, and storage of
food. Pockets of shortages and near starvation, substantial wastages due to
spoilage, quality deficiencies, and inadequate returns to the farmer are still
very much in evidence.
Increase in urbanization, improved standards of living, and the convenience
needs of dual income families point to major market potentialities in the
food processing and marketing sectors. This is also evident from the
presence of several global foods giants and leading Indian industrial
enterprises in the country's food processing sector, such as: Nestle India
Ltd, Cadbury's India Ltd, Kelloggs India, Hindustan Lever Ltd, ITC-Agro,
Godrej Foods and MTR Foods Ltd Besides, in the current globalized milieu,
our surplus food production, as well as the increasing preference for Indian
foods (in several regions of the world) need to be leveraged to achieve
economic, and strategic objectives through exports. The Food and
Agriculture Integrated Development Action (FAIDA) report (1997)
prepared by McKinsey has estimated that, driven by changing consumer
preferences, the annual consumption of 'value-added' foods alone would
grow to Rs.225, 000 crores by 2007 larger than the entire manufacturing
sector! A more recent report has stated an absolute revenue increase of Rs.
900 billion in food manufacturing between 1993 and 2000. This is in
contrast with Rs. 150 billion and Rs. 300 billion in the pharmaceutical and
IT industries, respectively. Overall, the value of the Indian food industry has
increased from Rs. 3.09 trillion in 1993-94 to Rs. 3.99 trillion in 2000-01.

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The segments with the largest growth potential have been identified as
dairy, wheat, fruits and vegetables, and poultry. This report has also
identified some of the major challenges for the emerging food industry in
India.


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1.2 NUTRITION IN FOOD PRODUCTS
Nutrition, nourishment, or aliment, is the supply of materials - food -
required by organisms and cells to stay alive. In science and human
medicine, nutrition is the science or practice of consuming and utilizing
foods.

Nutritional science studies how the body breaks food down (catabolism)
and repairs and creates cells and tissue (anabolism) - catabolism and
anabolism = metabolism. Nutritional science also examines how the body
responds to food. In other words, "nutritional science investigates the
metabolic and physiological responses of the body to diet".
As molecular biology, biochemistry and genetics advance, nutrition has
become more focused on the steps of biochemical sequences through which
substances inside us and other living organisms are transformed from one
form to another - metabolism and metabolic pathways.
The human body requires seven major types of nutrients
A nutrient is a source of nourishment, an ingredient in a food, e.g.
protein, carbohydrate, fat, vitamin, mineral, fibre and water.
Macronutrients are nutrients we need in relatively large quantities.
Micronutrients are nutrients we need in relatively small quantities.

Energy macronutrients - these provide energy, which is measured
either in kilocalories (kcal) or Joules. 1 kcal = 4185.8 joules.

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o Carbohydrates - 4 kcal per gram

Molecule consist of carbon, hydrogen and oxygen atoms.
Carbohydrates include monosaccharides (glucose, fructose,
glactose), sisaccharides, and polysaccharides (starch).
Nutritionally, polysaccharides are more favored for humans because
they are more complex molecular sugar chains and take longer to
break down - the more complex a sugar molecule is the longer it
takes to break down and absorb into the bloodstream, and the less
it spikes blood sugar levels. Spikes in blood sugar levels are linked
to heart and vascular diseases.

o Proteins - 4 kcal per gram

Molecules contain nitrogen, carbon, hydrogen and oxygen. Simple
proteins, called monomers, are used to create complicated proteins,
called polymers, which build and repair tissue. When used as a fuel the
protein needs to break down, as it breaks down it gets rid of nitrogen,
which has to be eliminated by the kidneys.

o Fats - 9 kcal per gram

Molecules consist of carbon, hydrogen, and oxygen atoms. Fats are

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triglycerides - three molecules of fatty acid combined with a molecule
of the alcohol glycerol. Fatty acids are simple compounds (monomers)
while triglycerides are complex molecules (polymers).

o Fiber

Fiber consists mostly of carbohydrates. However because of its limited
absorption by the body, not much of the sugars and starches get into
the blood stream. Fiber is a crucial part of essential human nutrition.
For more details go to What is fiber? What is dietary fiber?

o Water

About 70% of the non-fat mass of the human body is water. Nobody is
completely sure how much water the human body needs - claims vary
from between one to seven liters per day to avoid dehydration. We do
know that water requirements are very closely linked to body size,
age, environmental temperatures, physical activity, different states of
health, and dietary habits. Somebody who consumes a lot of salt will
require more water than another person of the same height, age and
weight, exposed to the same levels of outside temperatures, and
similar levels of physical exertion who consumes less salt. Most
blanket claims that 'the more water you drink the healthier your are
not backed with scientific evidence. The variables that influence water

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requirements are so vast that accurate advice on water intake would
only be valid after evaluating each person individually.
Micronutrients
o Minerals

Dietary minerals are the other chemical elements our bodies need,
apart from carbon, hydrogen, oxygen and nitrogen. The term
"minerals" is misleading, and would be more relevant if called "ions"
or "dietary ions" (it is a pity they are not called so). People whose
intake of foods is varied and well thought out - those with a well
balanced diet - will in most cases obtain all their minerals from what
they eat. Minerals are often artificially added to some foods to make
up for potential dietary shortages and subsequent health problems.
The best example of this is iodized salt - iodine is added to prevent
iodine deficiency, which even today affects about two billion people
and causes mental retardation and thyroid gland problems. Iodine
deficiency remains a serious public health problem in over half the
planet.

o Potassium

What it does - a systemic (affects entire body) electrolyte, essential
in co-regulating ATP (an important carrier of energy in cells in
the body, also key in making RNA) with sodium.

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Deficiency - hypokalemia (can profoundly affect the nervous
system and heart). Excess - hyperkalemia (can also profoundly affect
t he nervous system and heart).

o Chloride

What it does - key for hydrochloric acid production in the
stomach, also important for cellular pump functions.
Deficiency - hypochleremia (low salt levels, which if severe can be
very dangerous for health). Excess hyperchloremia (usually no
symptoms, linked to excessive fluid loss).

o Sodium
What it does - a systemic electrolyte, and essential in regulating ATP
with potassium. Deficiency - hyponatremia (cause cells to
malfunction; extremely low sodium can be fatal). Excess -
hypernatremia (can also cause cells to malfunction, extremely high
levels can be fatal).
o Calcium

What it does - important for muscle, heart and digestive health. Builds
bone, assists in the synthesis and function of blood cells.
Deficiency - hypocalcaemia (muscle cramps, abdominal cramps,
spasms, and hyperactive deep tendon reflexes). Excess -

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hypercalcaemia (muscle weakness, constipation, undermined
conduction of electrical impulses in the heart, calcium stones in
urinary tract, impaired kidney function, and impaired absorption of
iron leading to iron deficiency).

o Phosphorus
What it does - component of bones and energy processing.
Deficiency - hypophosphatemia, an example is rickets. Excess -
hyperphosphatemia, often a result of kidney failure.
o Magnesium
What it does - processes ATP and required for good bones.
Deficiency - hypomagnesaemia (irritability of the nervous system
with spasms of the hands and feet, muscular twitching and cramps,
and larynx spasms). Excess - hypomagnesaemia (nausea, vomiting,
impaired breathing, low blood pressure). Very rare, and may occur if
patient has renal problems.
o Zinc
What it does - required by several enzymes Deficiency - short stature,
anaemia, increased pigmentation of skin, enlarged liver and spleen,
impaired gonad function, impaired wound healing, and immune
deficiency. Excess - suppresses copper and iron absorption.


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o Iron
What it does - required for proteins and enzymes, especially
hemoglobin. Deficiency - anemia. Excess - iron overload disorder;
iron deposits can form in organs, particularly the heart.

o Manganese
What it does - a cofactor in enzyme functions Deficiency wobbliness,
fainting, hearing loss, weak tendons and ligaments. Less commonly,
can be cause of diabetes. Excess - interferes with the absorption of
dietary iron.
o Copper
What it does - component of many redox (reduction and oxidation)
enzymes. Deficiency - anaemia or pancytopenia (reduction in the
number of red and white blood cells, as well as platelets) and a
neuron-degeneration. Excess - can interfere with body's formation of
blood cellular components; in severe cases convulsions, palsy, and
insensibility and eventually death (similar to arsenic poisoning).
o Iodine
What it does - required for the biosynthesis of thyroxin (a form of
thyroid hormone). Deficiency - developmental delays, among other
problems. Excess - can affect functioning of thyroid gland.


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o Selenium
What it does - cofactor essential to activity of antioxidant enzymes.
Deficiency - Keshena disease (myocardial necrosis leading to
weakening of the heart), Kashing-Beck disease (atrophy degeneration
and necrosis of cartilage tissue). Excess - garlic-smelling breath,
gastrointestinal disorders, hair loss, sloughing of nails, fatigue,
irritability, and neurological damage.
o Molybdenum
What it does - vital part of three important enzyme systems, xanthine
oxidase, aldehyde oxidase, and sulfite oxidase. It has a vital role in
uric acid formation and iron utilization, in carbohydrate metabolism,
and sulfite detoxification. Deficiency - may affect metabolism and
blood counts, but as this deficiency is often alongside other mineral
deficiencies, such as copper, it is hard to say which one was the cause
of the health problem. Excess - there is very little data on toxicity,
therefore excess is probably not an issue.
o Vitamins
These are organic compounds we require in tiny amounts. An organic
compound is any molecule that contains carbon. It is called a
vitamin when our bodies cannot synthesize (produce) enough or
any of it. So we have to obtain it from our food. Vitamins are
Classified by what they do biologically - their biological and

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chemical activity-and not their structure.
Vitamins are classified as water soluble (they can dissolve in water)
or fat soluble (they can dissolve in fat). For humans there are 4 fat -
soluble (A, D, E, and K) and 9 water- soluble (8 B vitamins and
vitamin C) vitamins - a total of 13. Water soluble vitamins need to be
consumed more regularly because they are eliminated faster and are
not readily stored. Urinary output is good predictors of water soluble
vitamin consumption. Several water-soluble vitamins are
manufactured by bacteria.

Fat soluble vitamins are absorbed through the intestines with the
help of fats (lipids). They are more likely to accumulate in the body
because they are harder to eliminate quickly. Excess levels of fat
soluble vitamins are more likely than with water soluble vitamins -
this condition is called hypervitaminosis. Patients with cystic fibrosis
need to have their levels of fat-soluble vitamins Closely
monitored.


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1.3 HISTORY OF NUTRITION LABELLING
In the early 13th century, the king of England proclaimed the first food regulatory
law, the Assize of Bread, which prohibited bakers from mixing ground peas and
beans into bread dough. Ever since, it has been a cat and mouse game between the
food industry and the public (fast forward to China 2008 cheap poisonous
melamine in milk powder). In the US, food regulation dates back to early colonial
times. Here is a brief overview of the last 150 years of government and industry
food regulation:
1862 President Lincoln launches the Department of Agriculture and the Bureau of
Chemistry, the predecessor of the Food and Drug Administration.
1906 The original Food and Drugs Act is passed. It prohibits interstate
commerce in mis-branded and adulterated foods, drinks and drugs.
1906 In the aftermath of The Jungle by Upton Sinclair, which detailed the
horrendous sanitary and working conditions in the meatpacking industry, the
Meat Inspection Act is passed.
1924 The Supreme Court rules that the Food and Drugs Act condemns every
statement, design, or device on a products label that may mislead or deceive,
even if technically true.
1938 A revised and expanded Federal Food, Drug, and Cosmetic (FDC) Act of
1938 is passed. Highlights include: safe tolerances to be set for unavoidable
poisonous substances, standards of identity, quality, and fill-of-container to be set
for foods, and authorization of factory inspections.

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1939 First Food Standards issued (for canned tomatoes, tomato pure, and tomato
paste).
1949 FDA publishes guidance to industry for the first time, called Procedures
for the Appraisal of the Toxicity of Chemicals in Food, (aka the black book)
1950 Oleomargarine Act requires prominent labelling of coloured oleomargarine,
to distinguish it from butter. (Yes, swindlers tried to sell folks cheap margarine in
the guise of butter.)
1958 Food Additives Amendment enacted, requiring manufacturers of new food
additives to establish safety. Going forward, manufacturers were required to
declare all additives in a product.
1958 FDA publishes the first list of food substances generally recognized as safe
(GRAS).
1962 President Kennedy proclaims the Consumer Bill of Rights. Included are the
right to safety, the right to be informed, the right to choose, and the right to be
heard.
1965 Fair Packaging and Labelling Act requires all consumer products in
interstate commerce to be honestly and informatively labelled, including food.
1971 Artificial sweetener saccharin, included in FDAs original GRAS (generally
recognized as safe) list, is removed from the list pending new scientific study.

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1973 California Certified Organic Farmers (CCOF) is formed. Begins with 54
farmers mutually certifying each others adherence to its own published publicly
available standards for defining organic produce.
1977 Bowing to industry pressure, the Saccharin Study and Labelling Act is
passed by Congress to stop the FDA from banning the chemical sweetener. The
act does require a label warning that saccharin has been found to cause cancer in
laboratory animals.
1980 Infant Formula Act establishes special FDA controls to ensure necessary
nutritional content and safety.
1980 The USDA Food and Nutrition Information Centre (FNIC) publish the 1980
Dietary Guidelines for Americans. The guidelines are to be updated every 5 years.
In 1980 there were 7 relatively simple guidelines. In the 2005 Dietary Guidelines
for Americans, there were 41 recommendations in a 71 page booklet!!!
1982 FDA publishes first red book (successor to 1949 black book), officially
known as Toxicological Principles for the Safety Assessment of Direct Food
Additives and Colour Additives Used in Food.
1990 Nutrition Labelling and Education Act (NLEA) is passed. It requires all
packaged foods to bear nutrition labelling and all health claims for foods to be
consistent with terms defined by the Secretary of Health and Human Services. As
a concession to food manufacturers, the FDA authorizes some health claims for
foods. The food ingredient panel, serving sizes, and terms such as low fat and
light are standardized. This is pretty much the nutrition label as we know it
today.

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1991 Nutrition facts, basic per-serving nutritional information, are required on
foods under the Nutrition Labelling and Education Act of 1990. Food labels are to
list the most important nutrients in an easy-to-follow format.
1995 Saccharin Notice Repeal Act repeals the saccharin notice requirements of
1977. People can get their saccharin without having to read about its risks.
1995 American Heart Association initiates a food certification program including
AHAs Heart Check Symbol to appear on certain foods. Criteria are simple low
in saturated fat and cholesterol for healthy people over age 2. Oh and also, a
certification payment to AHA by the food manufacturer. Now you know why
sugary cereal is Heart Checked.
1998 Transfair, the US Fair Trade organization is established, with a mission to
build a more equitable and sustainable model of international trade that benefits
producers, consumers, industry and the earth.
2002 The 2002 Farm Bill requires retailers provide country-of-origin (COOL)
labelling for fresh beef, pork, and lamb. After repeated debilitation and
stakeholder pressures, the law would finally go into effect only 6 years later, on
Oct 1, 2008, and even then with many loopholes.
2002 The National Organic Program (NOP), enacted. It restricts the use of the
term organic certified organic producers. Certification is handled by state, non-
profit and private agencies that have been approved by the US Department of
Agriculture (USDA).

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2003 Announcement made that FDA will require food labels to include trans fat
content. Labelling went into effect in 2006.
2003 The FDA announced plans to permit the manufacturers of food products
sold in the United States to make health claims on food labels which are
supported by less than conclusive evidence. From significant scientific
consensus before a claim can be made, industry can now rely on Some
scientific evidence or Very limited and preliminary scientific research to make
a health claim. Opponents criticize it as opening the door to ill-founded claims.
Advocates believe it will make more information available to the public.
2004 Passage of the Food Allergy Labelling and Consumer Protection Act.
Requires labelling of any food that contains one or more of: peanuts, soybeans,
cows milk, eggs, fish, crustacean shellfish, tree nuts, and wheat.
2004 PepsiCo launches Smart spot designating the more nutritious of its
products with an easy to spot symbol on the front of package. Baked Doritos in.
Fried Doritos out.
2005 Kraft launches Sensible Solutions, a similar initiative for its gamut of
products including sugar-free Jello, vitamin water, and Nabisco toasted chips.
2005 Presidents Choice launches Blue Menu to designate its healthier products.
2006 Hannaford Brothers Supermarket Chain launches Guiding Stars intended to
help customers choose healthy foods. Foods are ranked 0 to 3 stars, with three
stars awarded to most nutritious foods. Only 20% of the supermarket stocked
items are starred, but sales of these items increase by several percentage points.

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Sept 2008 NuVal announced The nutritional value (NuVal) System scores food
on a scale of 1 to 100. The higher the NuVal Score, the higher the nutrition of a
food product. The score is based on a complex and *top secret* Overall
Nutritional Quality Index (ONQI) that takes into account 30 different nutrients in
food.
Oct 2007 Kelloggs Launches Nutrition at a Glance based on the European
Guideline Daily Amounts (GDA) system. Front of Package information includes
daily percentage values for 6 nutrients: calories, total fat, sodium, sugars, vitamin
A, and vitamin C.
Oct 2008 Mars International launches GDA labelling of its foods and snacks in
the US.
Oct 2008 Smart Choices launched a pan industry effort to promote a
standardized benchmark for front of package consumer information. Initial
supporters include General Mills, Con-Agra, Coca-Cola, PepsiCo, and Unilever.
January 2009 Healthy Ideas launched at Giant Foods and Stop & Shop
supermarkets. Around 10% of the items qualify for this benchmark, developed by
the grocers nutrition experts and based on FDA and USDA guidelines.
January 2009 Sara Lee introduces Nutritional Spotlight front of package labels
for bread, bun, and bagel products. This move is in contrast to an industry wide
attempt by manufacturers to create a unified Smart Choice label. This label is
similar to Mars and Kelloggs recent efforts.

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January 2009 SuperValu introduces nutritionIQ shelf signage at its Albertsons
stores. The colour-coded, easy-to-spot shelf tags, or cards, are supposed to aid
shoppers in choosing low fat, high fiber and other good foods.
January 2009 Regional Grocery Chain, United Supermarkets, Introduces TAG
Nutrition Labelling Program. Five colour coded shelf labels point to Heart
Healthy/Diabetes Management, Gluten-Free, Organic, Lean/Low-Fat for Meat
and Dairy and Sugar-Free/Reduced Sugar products.
June 2009- SuperValu introduces Healthy Elements program for its independent
retail partners.
Summer 2009 Smart Choices launches formally with several hundreds of
products labelled with the green check mark. Froot Loops becomes the poster
child for everything wrong with an industry backed nutrition rating system.

October 2009 The FDA sends a Dear Manufacturer letter to boards of the
Smart Choices Program and other Front of Pack nutrition rating systems, stating

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its concern with the potential to mislead consumers. A week later the Smart
Choices program suspends itself.
January 2010 Whole Foods Adopts ANDI Rating System a new rating
system for foods. There wasnt too much follow-up to this pilot and it seems to
have fizzled away.
October 2010 The Institute of Medicine recommends only 4 nutrients be
considered when preparing front of pack labels: Calories, Saturated Fat, Trans-Fat
and Sodium.
December 2010 The USDA requires cuts of meat to display nutrition as well,
starting in January 2012.
January 2011 The Grocery Manufacturers Association announces Nutrition
Keys, a new front-of-pack labelling system, just months before the FDA is to
issue its guidance to industry on the matter. Preemption anyone?

February 2011 Safeway announces Simple Nutrition shelf tags, boasting 22
colourful encouragements for people to buy more, not less foods.

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September 2011 The Grocery Manufacturers Association renames Nutrition
Keys (See January 2011) as Facts Up Front, allocating a $50 million budget to
promote this initiative and pre-empt any regulatory ruling on the matter.

February 2012 Wal-Mart Launches its Great for you Seal of Approval. The
standards are the most conservative to be seen from the food industry so far.


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1.4 NUTRITION LABELLING IN INDIA
The Ministry of Health and Family Welfare had, on September 19, 2008, notified the
Prevention of Food Adulteration (5th Amendment) Rules, 2008, mandating packaged food
manufacturers to declare on their product labels nutritional information and a mark from
the F.P.O and/or Agmark (Companies that are responsible for checking food products) to
enable consumers make informed choices while purchasing.

Prior to this amendment,
disclosure of nutritional information was largely voluntary though many large
manufacturers tend to adopt the international practice
1.5 WHATS NEXT FOR FOOD LABELS
Every year new products are launched that make health claims. The functional food and
drinks market has been one of the biggest success stories in the past decade, providing
much-needed double-digit growth in the industry
Consumers interest groups will continue to demand more visibility and more information
from manufacturers. More data will become available, but translating the wealth of
information to a decision at the supermarket shelf will not necessarily become easier for
consumers. in the not too distant future.
Visionaries see a day where each ingredient of every product on a shelf can be connected
directly to the farm, factory, and other stakeholders involved in its processing. Now how
do you fit all that information on a pack of gum?


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CHAPTER-2
REVIEW OF
LITERATURE
AND RESEARCH
DESIGN

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2.1 LITERATURE REVIEW

Introduction

Nutrition labelling on food products has emerged as a prominent policy tool for
promoting healthy eating. As a health education intervention, prominent policy
tool for promoting healthy eating labels have a broad reach and are present at the
point of purchase, as well as when food is prepared or consumed. The display of
nutritional information on pre-packaged foods is mandatory in most high-income
countries. Varied and healthy diet is a base for maintaining good health of a
human being where a single food item represents only a relative proportion to the
whole diet or nutrition requirement. In the marketplace there are numerous pre-
packaged foods labelled with nutritional and health claims. The main objective of
the study was to establish the main motive of the Slovene consumers in the choice
of the food products labelled with certain nutrition and health claims, their
understanding of the relationship between the claim and health and to determine
the degree of consumer information relative to the choice and perceived health
benefit.
The research is aimed at understanding how menu labelling impacts the
purchasing behavior of customers, especially having nutrition information. This
research shall focus on MTR specific products.


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Purpose of Literature Review
The main purpose of this Literature review is to arrive at the problem statement
and understand the data that has been gathered so far in this particular field of
Research.
Methodology of Collecting the research data for literature review
Various sources have been used for the purpose of literature review. They are:
Internet websites
E-magazine
E-Journals
Research Publications
Articles
All the above sources have been used for better understanding and analysis of the
topic.
Reading Nutrition Labels Assists Weight Loss, Improves Health
The information you need to avoid foods which will encourage weight gain or
promote poor health is required reading on every nutrition label.
The problem is that many people are unable to decode the gibberish and
misleading terms used to disguise the worst food ingredients. It seems as though
there should be a special encyclopedia to help the consumer avoid the most
dangerous health degrading components of their favourite processed food staples.

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Finding the Proper Tools to Assist Weight Loss

Of course, the best rule of thumb would be to eat food in their natural form, easily
avoiding all the deadly sugar and processed carbs and chemicals hiding in most
foods. Foods which will help you drop weight and promote health dont have an
ingredient list or use names which are difficult to pronounce. The reality is that
foods manufactured in a food laboratory are a part of our diet, and we need to
become savvy about what is in the foods we eat to preserve health and lose
weight.
The results of a study published in the Journal of Consumer Affairs, found that
people who want to lose weight are much more likely to read nutrition labels, and
note that this may have an even larger impact on weight loss than regular
exercise. There is still much confusion about serving size, sugar and carbohydrate
content and ingredient listing for many who try to decipher the typical nutrition
label. Understanding the buzz words to watch for will help you to drop weight
and naturally promote health.
Author: John Phillip
Published: September 16, 2010


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Impact of front-of-pack traffic-light nutrition labelling on
consumer food purchases in the UK
Front-of-pack traffic-light nutrition labelling has been widely proposed as a tool
to improve public health nutrition. This study examined changes to consumer
food purchases after the introduction of traffic-light labels with the aim of
assessing the impact of the labels on the healthiness of foods purchased. The
study examined sales data from a major UK retailer in 2007. We analysed
products in two categories (ready meals and sandwiches), investigating the
percentage change in sales 4 weeks before and after traffic-light labels were
introduced, and taking into account seasonality, product promotions and product
life-cycle. We investigated whether changes in sales were related to the
healthiness of products. All products that were not new and not on promotion
immediately before or after the introduction of traffic-light labels were selected
for the analysis (n = 6 for ready meals and n = 12 for sandwiches). For the
selected ready-meals, sales increased (by 2.4% of category sales) in the 4 weeks
after the introduction of traffic-light labels, whereas sales of the selected
sandwiches did not change significantly. Critically, there was no association
between changes in product sales and the healthiness of the products. This short-
term study based on a small number of ready meals and sandwiches found that
the introduction of a system of four traffic-light labels had no discernable effect
on the relative healthiness of consumer purchases.
Authors: Gary Sacks1, Mike Rayner and Boyd Swinburn
Published by Oxford University Press in 2009

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Consumer understanding and use of nutrition labelling: a
systematic review
Do consumers look at nutrition labels?
Seventy-four studies (72%) assessed whether consumers actually look at nutrition
labels during food purchasing. Eight of these studies were judged to be of high (n
3) or mediumhigh quality. We found that most consumers claimed to look at
nutrition labels often or at least sometimes. Some claimed that looking at labels
influences their purchases, especially for unfamiliar foods. Label readers reported
using nutrition labels to avoid certain nutrients and to assess the specific nutrient
content (particularly fat, calories and sugar) of different products. Reasons for not
reading nutrition labels included lack of time, size of print on packages, lack of
understanding of terms and concerns about the accuracy of the information.
Although levels of self-reported label reading were found to be high,
studies using verbal protocol analysis (a more objective method which elicits
participants thoughts as they are undertaking a task, the task in these studies was
to make usual and healthy shopping choices using nutrition labels) suggested
that consumers may simply look at the nutrition information panel but not process
the information further.
---------- Gill Cowburn and Lynn Stockley
British Heart Foundation Health Promotion Research Group, Department of
Public Health, University of Oxford, Old Road Campus, Headington, Oxford
OX3 7LF, UK
Submitted 29 March 2004: Accepted 5 August 2004.


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Nutrition labelling: issues and policies
Nutrition labelling of food products has received considerable attention in the
marketing literature due to increasing consumer interest in health and diet issues.
Nutrition labelling of food products is intended to enable informed consumer
choices and stimulate the consumption and production of healthful products.
Reviews nutrition labelling research, organises the literature, and discusses
implications for policy makers, managers and researchers. Analysis of the
literature suggests heterogeneous utilisation and comprehension of on-pack
nutrition information by consumers. The effectiveness of nutrition labelling
depends also on the organisation and presentation of the information, implying
the importance of regulatory issues. The topic is rich in public and marketing
policy implications and provides several opportunities for further research.
Title: Nutrition labelling: issues and policies
Author(s): George Baltas, (Athens University of Economics and
Business, Athens, Greece)
Citation: George Baltas, (2001) "Nutrition labelling: issues and policies",
European Journal of Marketing, Vol. 35 Iss: 5/6, pp.708-721
Article type: Literature review
Front-of-Package Nutrition Labelling An Abuse of Trust by
the Food Industry?
A public health objective of front-of-package labels is to offer consumers quick
and easy insight into the nutritive value of, and risks associated with, the product

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in front of them. Effective front-of-package information would permit rapid
evaluation of the relative merits of several similar products available on a
supermarket shelf. The traffic-light system may permit such an assessment,
allowing purchasers to consider how best to maximize the proportion of green-
and yellow-stamped items in their food cart and minimize the proportion of
packages with red stamps.
A mantra of the food and beverage industry is that there is no bad food. Even if
that were true, there still would be better and worse or more healthful and less
healthful foods. The traffic-light system facilitates such a relative assessment and
thus may promote more informed decision making. In addition, the greater value
of the traffic-light approach may lie in its ability to motivate manufacturers to
reformulate their food products to diminish red classifications and, in so doing, to
improve the overall healthfulness of the food supply.
--------Kelly D. Brownell, Ph.D., and J effrey P. Koplan, M.D., M.P.H.
N Engl J Med 2011; 364:2373-2375
Source Information: From Yale University, New Haven, CT (K.D.B.); and
Emory University, Atlanta (J .P.K.).

DOES NUTRITIONAL LABEL USE AFFECT PURCHASING
BEHAVIOR?
Derby and Levy (2001) report that, in the 1990 Diet and Health Survey, one-third
of consumers said they had changed their decision to buy a product because of the
information on the nutrition label. The same authors report that in another survey

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in 1995, almost 48% of consumers reported that they changed their purchasing
behavior due to nutritional labels. Furthermore, they cite a 1996 survey where
one-third of those interviewed said that they stopped buying a product that they
had regularly purchased and used because they read the nutrition label, and one in
four started to buy or use a product not used before based on the nutrition label,
with fat being the main information that influenced their decision.
In accordance with the previously reported results, Abbott (1997), Hawkes
(2004), and Shine, OReilly, and OSullivan (1997b) found that nutrient
information does affect food choice. The most common reason cited for use of
this information was the avoidance of negative nutrients (Shine, O'Reilly, and
O'Sullivan, 1997b). Fur-thermore, Baltas (2001a) found that nutritional
information affected brand choice. In other studies, results suggest that labelling
of food products, with respect to their nutritional characteristics along with an
information campaign to educate consumers, can significantly affect consumer
behavior (Teisl, Bockstael, and Levy, 2001; Teisl and Levy, 1997). Kreuter et al.
(1997) conducted a survey in a clinical setting and results revealed that patients
eating diets lower in fat were much more likely than patients whose diets were
higher in fat, to report that nutritional labels influenced their food purchasing
decisions.
Overall, it appears that nutritional label use affects purchasing behavior because it
influences valuations and per-ceptions of the product. In that context, several
surveys have studied the effect that claims create on personal evaluations. Derby
and Levy (2001) report that in the 1990 FMI (Food Marketing Institute) Trends
Survey, 73% of the sample said that health claims influenced their purchase
decisions, even though only 8% considered health claims very believable. Health

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claims in the front of the package also create more favourable judgments about
the product (Levy and Fein, 1998) because these claims also lead to truncated
information search (Roe, Levy, and Derby, 1999). When a product features a
health or content claim, respondents view the product as healthier and state that
they are more likely to purchase it, independent of their information search
behaviour (Roe, Levy, and Derby, 1999). Ippolito and Mathios (1991) found that
consumers increased their fibre cereal consumption once cereals producers were
allowed to advertise the associated health benefits. In contrast to the above,
claims do not affect product evaluations or purchase intentions, and there is a
weak effect of inclusion of a health claim on dis-ease risk perceptions (Garretson
and Burton, 2000).
One needs to also keep in mind that consumers have to choose between myriads
of food to consume every day. These foods carry complex combinations of
nutritional and taste characteristics.
Authors:
Andreas C. Drichoutis Agricultural University of Athens
Panagiotis Lazaridis Agricultural University of Athens
Rodolfo M. Nayga, J r. Texas A&M University

Impact of Nutritional Labelling on Consumer
Buying Behaviour
Nutritional label plays an important role in providing the relevant nutrition
information to consumers. Inclusion of a nutritional label on food items may ban
important packaging decision for the Sri Lankan food processors. Hence, a study
was conducted with a view of identifying the market for nutritional labelling and

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the factors that influence the consumer willingness-to-pay for nutritional
labelling. Data were collected from a random sample of 90 consumers selected
from three supermarkets -Dhanasiri, Cargills Food City and Royal Garden Mall -
located in Kandy.
Market for nutritional labelling were identified by exploring data and a logic
method of analysis was performed to identify the factors that influence the
willingness-to-pay for nutritional information on food items. A significantly
greater proportion of individuals in the age category 36 to 50 years, individuals
with tertiary education, individuals with special dietary status and households
with less than four members were willing to pay more for the nutritional labels.
Logic analysis showed that gender, level of education and special dietary status
have a significant positive effect and the household size has a significant negative
effect on the willingness to pay for nutrition information. Accordingly, it could be
stated that incorporation of a nutritional panel in the package would enhance the
demand for food products and it would be an appropriate strategic task for the
local food processors.

............. P.H.K.Prathiraja and A.Ariyawardana

Impact of different food label formats on healthiness evaluation
and food choice of consumers: a randomized-controlled study
Different food label formats differ in the understanding of consumers. The current
study shows, that German adults profit most from the multiple traffic light labels.
Perceived healthiness of foods is influenced by this label format most often.
Nevertheless, such changes in perceived healthiness are unlikely to influence food

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choice and consumption. Attempts to establish the informed consumer with the
hope that informed choices will be healthier choices are unlikely to change
consumer behaviour and will not result in the desired contribution to the
prevention of obesity and diet related diseases.

......... Ingrid Borgmeier

and Joachim Westenhoefer
Public Health Research Group, Department of Health Sciences, Faculty of Life
Sciences, Hamburg University of Applied Sciences, Lohbruegger Kirchstrasse
65, 21033 Hamburg, Germany.
Received January 2, 2009; Accepted June 12, 2009.

Assessing the impact of menu nutrition labelling law
Kiara Dennis, 21, took a break from her turkey breast sandwich to say that she
never looks at the calories listed on the menu board at Subway on North Broad
and Spring Garden Streets. At 30th Street Station, Nancy Callahan, 65, vividly
recalled the first time she noticed the calorie listings at Starbucks, where she
always ordered a healthy- tasting scone: "It was almost 500! I couldn't believe it."
Now she buys lower- calorie choices that are actually sweeter. One year after
Philadelphia introduced the strictest menu-labelling law in the country, the impact
depends on whom you ask. The federal government on Wednesday is expected to
announce details of a national version that is weaker in some ways and stronger in
others.
............. Don Sapatkin, I nquirer Staff Writer


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Nutritional labelling and point-of-purchase signs influence
Healthy food choices:
A pilot study of a Point-of-Purchase (POP) program was shown to influence the
purchasing behaviours of a multi-ethnic college population shopping at an on-
campus convenience store. The results are reported in "Point-of-Purchase
Nutrition Information Influences Food-Purchasing Behaviours of College
Students: A Pilot Study" by Marjorie R. Freedman, PhD, and Rachel A. Connors,
MS, from the Department of Nutrition, Food Science & Packaging, San Jose State
University.
"This research indicates that a simple logo helped students identify healthful food
choices, and positively influenced food choice," commented Professor Freedman.
"It would be interesting to determine if a combination of point-of-purchase
nutrition information, coupled with economic incentives (e.g. lower prices for
healthier foods) would further drive consumers to choose these healthier food
items. We must aggressively test such options in light of the increasing threat of
obesity to the health of our society."


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2.2 PROBLEM STATEMENT
In the case of packed food industry, menu labelling with respect to nutritional
details has become an important aspect of major brands. This intrigues us to ask
the following questions upon which this research is being conducted. They are,
Whether menu labelling plays a vital role in the purchase of packed
food products by customers?
Whether companies are providing the details about the ingredients and
nutrients of products accurately and in an appealing way?

2.3 SCOPE OF THE STUDY
The scope is limited to the extent of the place, time and the information
collected during the project. It is done as a part of academic study. The scope of
the study is limited to information provided by customers.
The research will broadly cover the areas pertaining to the preference,
choice and perception of customers with the aspects related to food products
having menu labelling with nutritional details. This research focuses mainly on
MTR Instant products. It is restricted to married women aged between twenty
five to forty.

2.4 OBJECTIVES
The main objectives of this research are to determine
The impact of menu labelling on consumers buying decisions at the
time of purchase
Consumer awareness about nutritional significance of products
Expectations of the customers regarding menu labelling
Choice of brand of customers with respect to nutrition labelling
Satisfaction level of customers with respect to packaging of MTR
Instant food products

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2.5 HYPOTHESIS
A hypothesis is a proposed explanation for a phenomenon
Tools used for hypothesis:
A chi-square test is any statistical hypothesis test in which the test statistic has a
chi-square distribution when the null hypothesis is true, or any in which the
probability distribution of the test statistic (assuming the null hypothesis is true)
can be made to approximate a chi-square distribution as closely as desired by
making the sample size large enough.
Pearsons chi-square test:

Pearson's chi-square (2) test is the best-known of several chi-square tests
statistical procedures whose results are evaluated by reference to the chi-square
distribution. Its properties were first investigated by Karl Pearson. It tests a null
hypothesis that the frequency distribution of certain events observed in a sample
is consistent with a particular theoretical distribution. The events considered must
be mutually exclusive and have total probability 1. A common case for this is
where the events each cover an outcome of a categorical variable. A simple
example is the hypothesis that an ordinary six-sided die is "fair", i.e., all six
outcomes are equally likely to occur. Pearson's chi-square is the original and most
widely-used chi-square test. The first step in the chi-square test is to calculate the
chi-square statistic. The chi-square statistic is calculated by finding the difference
between each observed and theoretical frequency for each possible outcome,
squaring them, dividing each by the theoretical frequency, and taking the sum of
the results.

Source: n.wikipedia.org/wiki/Pearson's_chi-squared_test

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Where
Oi = an observed frequency;

Ei = an expected (theoretical) frequency, asserted by the null

hypothesis

n = the number of possible outcomes of each event.

The chi-square statistic can then be used to calculate a p-value by comparing the
value of the statistic to a chi-square distribution. The number of degrees of
freedom is equal to the number of possible outcomes, minus 1.
Pearson's chi-square is used to assess two types of comparison:
Tests of goodness of fit and
Tests of independence.
A test of goodness of fit establishes whether or not an observed frequency
distribution differs from a theoretical distribution. A test of independence assesses
whether paired observations on two variables, expressed in a contingency table,
are independent of each other for example, whether people from different
regions differ in the frequency with which they report that they support a political
candidate. A chi-square probability of 0.05 or less is commonly interpreted by
applied workers as justification for rejecting the null hypothesis that the row
variable is unrelated (that is, only randomly related) to the column variable. The
alternate hypothesis is not rejected when the variables have an associated
relationship. A chi-square test may be applied on a contingency table for testing a
null hypothesis of independence of rows and columns. The observed values are
present in the table. The expected values are calculated using the formula:
E = (Row total x Column Total) /Grand Total

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Then the (O-E) values are calculated. Then (O-E) 2 / E is calculated. The value
obtained is the Chi-square value. The null and alternate hypothesis values are
calculated.
If the alternate hypothesis is less than the null hypothesis then
accept the null hypothesis.
If the alternate hypothesis is greater than the null hypothesis then
reject the null hypothesis.

2.6 RESEARCH METHODOLOGY

Research Methodology is an organized and systematic way of finding answers to
Questions

Type of Research:
The research is exploratory in nature because its main focus is to explore how
Menu labelling impacts the consumer buying, with adequate investigation. It is
also analytical in nature because it facilitates analysis of the details provided by
respondents in a scientific way using tools such as tables and graphs. The data for
the Research conducted are:
Primary data which is obtained through questionnaires distributed
directly
Secondary data which is obtained from secondary sources such as
Magazines, Journals and periodicals conducted in this area from
libraries and internet.

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Data analysis has been done on Primary data and inference shall be drawn from
the analysis performed on the same.
Sampling technique:

Qualitative Research involves Non-Probability sampling. Thus here the technique
used is non-probability sampling- where a little attempt is made to generate a
representative sample. In non-probability sampling, the probability of selecting
population elements is unknown.
This type of sampling procedure has been adopted because it satisfactorily meets
the sampling objectives. It also reduces the time consumed and costs involved.
Carefully controlled non-probability sampling often seems to give acceptable
results.
Sampling method:

The method used is convenience sampling. This is the easiest and cheapest
method to conduct hence, the convenience. Convenience Sampling has been
used for the purpose of the study so that the sample could be collected from
married women based on the convenience of the researcher.

3.7 SAMPLE SIZE
Population: Total population in the city of Bangalore is 84, 25,970.
Sample frame: The total population of women in Bangalore is about
4400000(approx). Married women aged between 25 to 40 forms our sample
frame.
Sampling unit: For this study non probability sampling is used and 40 married
women in Bangalore were chosen at convenience as respondents, from the area
of Yelahanka and surroundings.

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Instrumentation Techniques:
Questionnaires were the instruments used to collect data. A questionnaire is a
research instrument consisting of a series of questions and other prompts for the
purpose of gathering information from respondents.
A set of questions were developed to gather information from the respondents to
achieve the objectives of the research.
Data Collection:

The data for the research have been collected from married women in Bangalore.
Primary Data Primary Data is collected using methods such as interviews and
questionnaires.
Secondary Data All methods of data collection can supply quantitative data or
qualitative data. Quantitative data may often be presented in tabular or graphical
form. Secondary data is the data that has already been collected by someone else
for a different purpose like paper-based sources, Electronic sources, Official etc.

2.7 LIMITATIONS OF THE STUDY
The research is subject to Bangalore city only.
The research focuses only on MTR packed food products.
The research may not be comprehensive due to time constraints.
The sample size is restricted to 100.
Sample size is just a representative of the actual population and hence the
results cannot be generalized.
The data provided by the respondents may not be completely true and
accurate.


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CHAPTER-3
BUSINESS
PROFILE OF
MTR


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3.1 COMPANY PROFILE OF MTR
HERITAGE OF MTR

MTR has a rich heritage. Their tradition of food and hospitality began in 1924
with the establishment of the Mavalli Tiffin Room by the Maiyya family in
Bangalore, India. This restaurant is a city landmark today and people still stand in
queue to savour its unique, completely authentic dishes. Over the years, they have
played proud host to many distinguished personalities who dropped by for the
excellent coffee and the stimulating conversation. Culinary secrets have been
protected and handed down over the generations and the food is based on truly
authentic recipes from their region of origin. MTRs journey to Indias premier,
processed food company has been marked by innovation and the adoption of new
technology. However, every MTR product will always embody the tradition of
unmatched taste, purity and quality.

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MTR Foods Limited is amongst the top five processed food manufacturers in
India. They manufacture, market and export a wide range of packaged foods to
global markets that include USA, UK, Australia, New Zealand, Malaysia,
Singapore, UAE and Oman.
Starting with the legendary MTR restaurant in Bangalore, Indias Silicon Valley,
MTR now offer ''complete meal solutions. Their wide range of products include
ready-to-eat curries and rice, ready-to-cook gravies, frozen foods, ice cream,
instant snack and dessert mixes, spices and a variety of accompaniments like
pickles and papads.
MTRs deep understanding of culinary expectations and needs has resulted in
many new and innovative products. Their investment in infrastructure and
technology ensures that they scale rapidly and bring these to market. Today,
consumers across the globe count on MTR to bring them all-natural, wholesome
and delicious food that is also convenient and no-fuss.
MTR has also expanded our retail presence significantly: contemporary 'Namma
MTR' and MTR kiosks now serve delighted consumers across Bangalore and
Chennai.

NAMMA MTR

Namma MTR is a unique retail chain that allows customers to experience the
wide MTR range. Namma MTR is split into three sections. One section
showcases the entire range of products. The second section is a novel concept
kitchen where customers can interact with specialist chefs to learn about MTR
products and watch live demonstrations. This concept kitchen also works as an
ideal platform for feedback, allowing them to understand and address consumer

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needs. The third section offers a variety of fast-food you can either eat here or
get a quick take-away from the express counter.

True to MTR tradition, the food is pure, delicious and convenient. The menu
offers anytime snacks, hearty meal combinations and ice-creams at truly, value-
for-money prices. The smart, contemporary ambiance and excellent service make
for a completely international experience.

FOOD SERVICES

MTR also provides food services in food
courts. They can be set up with minimum
investment. All you need to set up in the food
court is a microwave oven, fryer and a freezer.
MTRs amazing range of convenience
products, Frozen Foods and Ready to Eat
dishes are made with cutting-edge technology from the Defence Research
Laboratory, Mysore. This ensures the quality of the products.


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INSTITUTIONAL SALES

MTR is a one-stop, efficient and reliable
supplier to reputed hotels, restaurants,
institutions and caterers. The wide range of
products supplied includes spices, masalas,
instant mixes, vermicelli and accompaniments.
Each of these products comes with the MTR
assurance of purity and quality. Convenient delivery formats like instant mixes
allow consumers to whip up a wide range of dishes in short amounts of time,
regardless of how vast the scale of operation is.
EXPORTS

MTR exports their wide range of products to countries like US, Canada, UK,
Germany, Middle East, Sri Lanka, Singapore, Japan, Australia and New Zealand.
QUALITY POLICY

MTR is ISO 22000 and HACCP certified
company. At MTR, quality is a way of life.
Hazard Analysis and Critical Control Point or
HACCP, developed by the Codex
Alimentarius Commission, is a global food
safety standard. MTR has successfully met the
stringent requirements for this certification.

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Their facilities are equipped with the latest systems. We adhere to international
standards across all operations: from sourcing the finest ingredients to processing
and packing using cutting-edge technology. Each MTR product carries this
assurance of quality and meets the high expectations our consumers have from us.

FOOD SAFETY POLICY
At MTR foods limited are committed to manufacture and market food products of
high quality, hygienically processed using state-of-the- art technology with the
following
objectives
Creation of MTR brand synonymous with quality and food safety.
Continuous improvement by total committed participation of all.
Satisfy the changing needs of customers for total delight and meeting the
regulatory and statutory requirement.
Increase the performance level of our suppliers.
Continually improve the effectiveness of quality and food safety
management system
WHAT MAKES MTR A TRUSTED HOUSEHOLD NAME
Hundred percent Natural: MTR products are hundred percent natural have
no preservatives and use only the finest, most authentic ingredients.
Unparalleled taste and flavour: Be it an Instant mix or a Ready to Eat dish,
pickles or soups, all MTR products are known for their mouth watering, "home-
cooked" taste.

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Uncompromising Quality: MTR adhere to the most stringent quality
standards, from sourcing ingredients to processing and packing. We are ISO
22000 and HACCP certified.
Technology: MTR use the latest technology to preserve the quality and
freshness of our food. Our use of technology from the Defense Food Research
Laboratory for our Ready to Eat products has won us the President's award.
Vegetarianism: All MTR products are hundred percent vegetarian

MILESTONES


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3.2 PRODUCT PROFILE

SOUPS

MTR range of soups is heart-warming, healthy and 100% natural. Carefully
picked ingredients are made into a soup concentrate. This is packed through a
special process that ensures the soup retains its mouth-watering aroma and natural
flavour. They are available in the following flavours:.

i) Babycorn and Spring Onion - A creamy
blend of exotic baby corn and fresh spring
onions.

ii) Mixed vegetable soup - A healthy mix of
vegetables in an Italian style soup

iii) Mulligatawny Soup A tangy, peppery, lentil-based
soup


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iv) Spicy Tomato Soup A deliciously spicy, tomato
soup

v) Simply Tomato A rich tomato soup, the all-time
favourite

vi) Spinach And Carrots A healthy, wholesome
combination of spinach and carrots


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READY TO EAT
MTR Ready to Eat dishes are an amazing combination of convenience, taste and
variety. They're 100% natural and have absolutely no preservatives. Their range
currently comprises twenty-two delicious and completely authentic Indian curries,
gravies and rice.MTR has successfully adapted technology from the Defense
Food Research
Laboratory, Mysore to make sure each dish has that "just-cooked" freshness. The
product profile of MTR is shown below:

i. Avial - Mixed vegetables cooked in a hearty
coconut sauce, a traditional delight from Kerala.

ii. Kesari Bhath - Cream of wheat cooked with nuts
and flavoured with saffron to make a divine dessert


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iv. Khara Bhath - Cream of wheat cooked with
vegetables and aromatic Indian spices to make a
delicious, light savoury.

v. Pongal - A delectable combination of lentils and
rice, seasoned with peppercorns and other spices.

vi. Bisibele Bhath - A wholesome combination of
rice, lentils, vegetables and spices, a complete meal
in itself.

vii. Pineapple SS Curry- Juicy chunks of pineapple in a
perfectly balanced sweet and sour curry.

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viii. Alu Mutar - Baby potatoes and green peas in
a delectable curry.

ix. Chana Masala - Wholesome chick peas cooked in a
tangy, piquant sauce.

x. Dal Fry - Yellow lentils seasoned with aromatic spices,
an integral part of every Indian meal.


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xi. Dal Makhani - Black lentils simmered with butter
in true Mughlai tradition.

xii. Navratan Kurma - Vegetables and dried fruit
cooked in a rich, creamy gravy a dish fit for kings!

xiii. Paneer Butter Masala - Tender chunks of cottage
cheese cooked in a rich butter sauce.

xiv. Paneer Makhani - Tender chunks of cottage cheese
cooked in a rich tomato gravy.

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xvi. Bhindi Masala - Ladies finger cooked with just the
right blend of spices.

.
xvii. Mix Veg. Curry - The goodness of
vegetables in a delicious, satisfying curry

xviii. Palak Paneer
A delectable combination of tender chunks of cottage
cheese and fresh green spinach.


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xix. Peas and Mushroom - Fresh green peas and button
mushrooms in a delightful gravy.

xx. Rajma Masala - Red kidney beans in a hearty sauce,
the all-time North Indian favourite.

xxi. Veg. Pulao - A delicious, wholesome medley of
rice, vegetables and spices.

xxii. Gobi Manchurian - The goodness of gobi in a
delicious, satisfying Chinese sauce.


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xxiii. Pav Bhaji - A rich combination of potatoes
and vegetables cooked in the popular
Mumbai style.

FROZEN FOOD
MTRs wide range of frozen foods offers stand alone dishes and delicious
combos. Because they are processed and packed with cutting-edge technology,
these convenient foods retain all their nutritive value and taste. They are broadly
categorized into Main Dishes, Combo Meals, Snacks and Parathas.
Dishes available under Main Dishes are:
i. Palak Paneer - A delectable
combination of tender chunks of cottage
cheese and fresh, green spinach


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ii. Channa Masala - Wholesome chick peas
cooked in a tangy, piquant sauce.

iii. Alu Mutter - Baby potatoes and green peas
in a delectable curry

iv. Mix Veg. Curry - The goodness of vegetables
in a delicious, satisfying curry.

v. Alu Bhaji - Baby potatoes and green peas
in a delectable curry.


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vi. Tadka Dal - Yellow lentils seasoned
with aromatic spices, an integral part of
every Indian meal.

Dishes available under Combo Meals are:

i. Masala Dosa + Alu Curry - Crisp, golden dosa
accompanied by potato curry. An all-time favourite
snack

ii. Rava Idli + Potato Sagu - Wholesome semolina
idlis combined with a delicious potato dish. Perfect for
a hearty breakfast or snack.

iii. Punjabi Chole + Paratha - Whole-wheat
parathas with delectably flavoured, chick pea gravy.


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iv. Palak Paneer + Paratha - Tender chunks of cottage
cheese in a mild spinach gravy Accompanied by
whole-wheat parathas.

v. Alu Bhaji + Paratha - Potatoes cooked with
aromatic spices and accompanied by soft, fresh
parathas.

Dishes available under Snacks are:

i. Samosa - Crisp, golden samosas stuffed with
potatoes.

ii. Vada - Crisply fried golden rice rings.

iii. Rice Idli - Light, fluffy steamed rice cakes.


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Dishes available under Paratha are:
i. Ajowan Paratha - Delicious, golden-brown
parathas delicately flavoured with 'ajowan' (a
thyme like Indian spice).

ii. Alu Paratha - Delicious, whole wheat parathas
stuffed with a hearty potato mix

iii. Lachha Paratha - Flaky, multi-layered golden-
brown parathas made from whole wheat.

iv. Plain Paratha - Delicious, golden-brown parathas
made from whole wheat. A great accompaniment to
any meal.


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v. Nawabi Paratha - Rich whole-wheat parathas
flavoured with cashewnuts and saffron.

vi. Methi Mutter Paratha - Unusual and
delicious parathas flavoured with fenugreek and
stuffed with green peas.

RICE MEALS
MTR Rice Meals are the perfect way to enjoy 'home' food anytime and anywhere.
Not only are they affordable, they're also extremely easy to make. Just dip the
pouch in boiling water or pop it in a microwave for a satisfying, wholesome and
delicious experience.

They are Available in a variety of exciting combinations as follows:
i. Diet Delite - Whole wheat and lentils cooked together
with aromatics spices: low on fat, high on fiber and taste.
Truly a dieter's delight.


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ii. Jeera Rice - Rice subtly flavoured with delightful taste
and aroma of cumin.

iii. Lemon Rice - A delectable, subtly flavoured mix of
lemon and rice.

iv. Masala Rice - Rice flavoured with a bouquet of aromatic
spices and enriched with mix of vegetables

vi. Rajma Chawal - A hearty combination of red kidney
beans and rice- the most popular dish in Punjab.


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vii. Rasam Rice - Tongue-tickling pepper and tomato soup
with rice.

ix. Sambar Rice - Lentil and vegetable curry with rice,
the all time favourite from South India.

x. Tamarind Rice - Rice combined with the tangy,
mouthwatering flavour of tamarind.

xii. Tomato Rice - A delicious, wholesome combination
of rice and tangy tomato.


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INSTANT SWEET MIX
MTR Instant Sweet Mixes are a delightful and easy way to make the most
mouthwatering delicacies at home. Whether it is a special occasion or just a
regular meal, follow the simple step-by-step instructions on the pack and sweeten
your family's day!

i. Gulab Jamun - Soft, sinfully delicious gulab jamuns.

iii. Badam Feast - Use this to make different Badam
delicacies in minutes. It can be used to prepare Badam
drink either a hot drink during winters or a cold drink
during summers and Badam Halwa for special occasions.

iv. Vermicelli Payasam - The traditional payasam or kheer
made easy.


MPBIM Page 73

INSTANT SNACKS MIXES

MTR range of instant mixes is the result of years of culinary expertise. They are
subjected to the most rigorous quality procedures to ensure that consumers get
deliciously consistent results every time you use them.
Just follow the simple step-by-step instructions on the pack there's no simpler
way to rustle up such a wide variety of delicious and wholesome Indian snacks.

i. Muruku - The popular, crunchy golden-brown snack.
Its easy to make and good to eat.

ii. Rice Dosa - No grinding, no fuss. Crisp golden dosas are
now so easy to make.

iii. Masala Upma - This wholesome savoury with
creamof-wheat and vegetables is nutritious and delicious.


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iv. Rava Dosa - Dosas made with cream of wheat:
distinctive and delicious.

vi. Upma - With its combination of sooji and spices,
delicious and wholesome upma is a universal favourite.
Now make it in a few easy steps.

VERMICELLI
MTR vermicelli is made with a
special process that ensures it is
nonsticky and does not form lumps.
Choose from short cut, long cut or
roasted vermicelli.You can use MTR
vermicelli in so many marvellous
ways! Make creamy sweet kheer, savoury Upma or toss it with boiled vegetables
for a wholesome Pulao.


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PAPADS

MTR Papads use only the finest
ingredients. They are packed using unique
technology that ensures they stay crunchy,
crispy fresh. They come in a variety of
different flavours like Punjabi Masala,
Plain and Masala. Enjoy them as a snack or as an accompaniment to any meal.

PICKLES

MTR Pickles are made with traditional
recipes handed down through generations
of the company's founding family.
Carefully selected fruits and vegetables are
pickled with the finest oils and spices
under the most hygenic conditions. Choose
from a variety of different types and add zest to every meal.

ICE CREAMS

MTR Ice Creams are known for their delicious
creamy taste, innovative flavours and value-for-
money prices. Available at kiosks, stores and
Namma MTRs, they are a long-standing
favourite with all age-groups.

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SPICE POWDERS
MTR spice powders are made under the most
hygienic conditions in modern factories still
use a traditional technique. They pound the
finest whole spices slowly and patiently.
Unlike the quicker and more common
grinding, this ensures that the full-bodied
flavour and aroma of the spice is
retained.MTR manufactures Turmeric, Coriander, Black pepper, Chilly and Jeera
powders.
BEVERAGES
MTR manufactures some of the traditional drinks like Aamras, Badam drink,
Chocolate Drink, Health Drink, Herbal Drink and Thandai.
MASALA POWDERS
MTRs wide range of Masala powders is made with traditional
techniques to ensure they retain their purity, freshness and
flavour. Use them to whip up a variety of completely authentic
dishes with minimum fuss and time. At MTR they have stringent
quality checks at every stage of sourcing and production to
ensure only finest products reach the consumers. From individual
families to hotels and institutions MTR Masala powders are trusted by consumers
all over the globe.MTR produces the finest Masala powders like Instant Sambar
Mix, Pulao etc.

.

MPBIM Page 77

CHAPTER-4
RESULTS,
ANALYSIS AND
DISCUSSION


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4.1 HYPOTHESIS TESTING
4.1.1 Test 1:
To determine whether providing nutritional information is a very important factor
that impacts customers buying behaviour.
Hypothesis 1:
H
0
: Providing nutritional information is not important at the point of purchase
H
1
: Providing nutritional information is important at the point of purchase
Level of significance: 5
Degree of freedom: 5-1=4
Test statistics:
2
= (O-E)
2
/E
OBSERVED
VAUES

EXPECTED
VALUES

O-E

(O-E)
2

(O-E)^2
E
9 8 1 1 0.125
15 8 7 49 6.125
6 8 -2 4 0.5
1 8 -7 49 0.125
9 8 1 1 6.125
TOTAL 104 13

Table: 4.1.1
CALCULATION:
2
= (O-E)
2
/E= 13
At 5% level of significance and degree of freedom 4,

MPBIM Page 79

2
= 9.49
Since
2
tabulated is less than
2
calculated.
Ho is rejected.
Thus it implies that providing nutrition information at the point of purchase is
important.
4.1.2 Test 2:
To determine whether all the factors of Nutrition labelling are important
Factors are given below:

Attractiveness
Sufficiency of Information
Reliability
Competitive Advantage

According to the ranking given by the doctors the observed values are:

Rank

Factor
1 2 3 4 5 TOTAL
A 3x5=15 27x4=108 10x3=30 0x2=0 0 153
B 1x5=5 17x4=68 20x3=60 2x2=4 0 137
C 0x5=0 22x4=88 17x3=51 1x2=2 0 141
D 4x5=20 22x8=88 9x3=27 5x2=10 0 145
TOTAL 576

Table:4.1.2
Expected value= 576/4= 144
H0: all factors are equally important.
Ha: all factors are not equally important.
Level of significance: 5%

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Degree of freedom: 4-1=3
Test statistics:
2
= (O-E)
2
/E

OBSERVED
VAUES
EXPECTED
VALUES
O-E 2
(O-E)

2
(O-E)

E
153 144 9 81 0.5625
137 144 -7 49 0.3402
141 144 -3 9 0.0625
145 144 1 1 0.0069
Total 140 0.9346

Table: 4.1.3
CALCULATION:
2
= (O-E)
2
/E= 0.9346
At 5% level of significance and degree of freedom 3,
2
= 7.815
Since
2
tabulated is more than
2
calculated, Ho is accepted.
This clearly indicates that all the factors considered are equally important.

4.2 ANALYSIS OF THE DATA
The data are tabulated and the percentage of respondents is being calculated.
From the percentage values the diagrammatic representation is obtained and an
inference is made based on the pie-diagram. The analytical methods used to draw
inferences are:
a) Simple percentage tabulation.
b) Graphical representation by using pie-charts.
c) Chi-square test.

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Question 1
What kind of food do you go for apart from home food?
Option Tabulation Percentage
Restaurants 25 62.5
Home Delivered Food 5 12.5
Instant food 10 25

Table: 4.2.1

Greaph-1
Inference
From the above graph it is clear that about 62.5% of married women opt
restaurants and 25% percent of them choose instant food products which is a
significant choice ahead of home delivered food.

62.5%
12.5%
25%
Restaurants
Home Delivered Food
Instant food

MPBIM Page 82

Question 2
What determines the choice of you food primarily?

Table:4.2.2

Graph-2
Inference
About 27% of women prefer nutrition over other options like price, ease of
availability, taste and other options like time, packing etc. Priority for price, ease
of availability, taste and others are expressed 12, 20, 39 and 2 percents
respectively. Highest preference is given to ease of availability.

12%
27%
20%
39%
2%
Price
Nutrition
Ease of Availability
Taste
Others
Options Tabulation Percentage
Price 5 12.5
Nutrition 11 27.5
Ease of Availability 8 20
Taste 16 40
Others 1 2.5

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Question 3
What are the nutrients that you look for in a Nutrition label?
Options Tabulations Percentage
Salts 5 12.5
Sodium 5 12.5
Total fat 13 32.5
Saturated fat 12 30
Carbohydrates 16 40
Sugar 3 7.5
Protein 16 40
Fibre 8 20
Total Calories 18 45
Vitamins 15 37.5
Others 1 2.5

Table:4.2.3

Graph-3
Inference
From the table and the graph it is clear that Total calories are the highest of that
preferred in a nutrition label. Carbohydrates and proteins are the other two most
important ingredients about which details need to be provided essentially. Least
preference has been witnessed with sugar amongst the specific options provided
to the customers.
0
5
10
15
20
25
30
35
40
45
50
0
2
4
6
8
10
12
14
16
18
20
Percentage

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Question 4
What kind of Packing do you prefer?
Tetra packs 25 62.5
Jars 7 17.5
Containers 8 20

Table:4.2.4

Graph-4
Inference
From the sector shown above we may conclude that Tetra packs are the most
chosen method of packing by the respondents. Not much of a difference could be
seen choosing Jars and containers. Tetra pack could easily be the most important
form of packing preferred by the consumers. Besides tetra packs ensure quality of
the product and are also easy to transport to the retail outlets from the factory
outlet. They are easy to store for the retailers also.

62.5%
17.5%
20%
Tetra packs
Jars
Containers

MPBIM Page 85

Question 5
Are you aware of MTR instant food products?
Yes 39 97.5
No 1 2.5

Table:4.2.5

Graph-5
Inference:
About 97.% of the population responded in the affirmative when asked whether
they were aware of MTR instant food products. This implies that MTR is a trusted
brand and it is very popular amongst users of instant food products.

Yes
No

MPBIM Page 86

Question 6
Where do you prefer the nutrition label of MTR instant food products to be?
At the front side
of the pack
16 40
At the back side
of the pack
24 60
Table:4.2.6

Graph-6
Inference:
In a set of 40 respondents, about 24 have vouched for front of the pack labelling
and the remaining have chosen back side labelling of nutritional details. Though
majority have preferred back side nutrition labelling for front side, the other
option still has quite a big following. Both the options need to be taken into
account while labelling.

40%
60%
At the front side of
the pack
At the back side of the
pack

MPBIM Page 87

Question 7
You buy MTR instant food products
Always 2 5
Usually 9 22.5
Occasionally 23 57.5
Rarely 6 15
Never 0 0

Table: 4.2.7

Graph-7
Inference:
Majority of the respondents say about 57.5% of the respondents use MTR
instant food products only occasionally. They are the ones who use MTR
instant food products due to wont of time to prepare food normally. About
22.5% use them quite usually. This indicates that they are happy with the
MTR products. 15% of the respondents use MTR food products rarely,
suggesting that they are not highly satisfied so as to use them regularly.
Nobody has opted never simply suggests that MTR products have at least
tempted them to try, with its wide range of products and the remaining five
5
22.5
57.5
15
0
Always
Usually
Occasionally
Rarely
Never

MPBIM Page 88

percent use MTR instant food products always which means these are loyal
consumers.
Question 8
Are you satisfied with the packing of MTR instant food products?
Satisfied 36 90
dissatisfied 4 10

Table:4.2.8

Graph-8
Inference:
From the graph shown above, it is very clear that majority of the married women
are satisfied with the way MTR instant food products are packed. Thus packaging
has been one of the most important aspects attributing to the success of MTR
instant food products. Through good packaging methods they have created a
strong brand image in the minds of the people.

90
10
Satisfied
dissatisfied

MPBIM Page 89

Question 9
You feel the Nutritional details provided in MTR instant food products are
reliable?
Reliable 22 55
Neither reliable nor
Unreliable
17 42.5
Unreliable 1 2.5

Table: 4.2.9

Graph-9
Inference:
From the graph we see that 55% of the respondents feel that nutrition information
provided on MTR instant food packs reliable. The brand image of MTR instant
food products has rendered a telling impact on the reliability of consumers. About
42.5% of them feel that they are neither reliable nor unreliable. This means they
are not sure whether the products contain exactly the same nutrients in same
amounts but yet the packing prompts them to go for it. Remaining 2.5% of
respondents feel that they are unreliable.

55
42.5
2.5
Reliable
Neither reliable nor
Unreliable
Unreliable

MPBIM Page 90

Question 10
You feel that nutritional information provided by MTR instant food products is
better than its competitors
Yes 26 65
No 14 35

Table: 4.2.10

Graph-10
Inference:
To be able to sustain in the market, the company needs to have a competitive
edge. The bar chart projected above says, about 65% of the respondents feel that
the nutrition labelling of MTR instant food products is much better than that of its
competitors. This supports the fact that MTR is still the market leader in instant
food format. It also iterates the importance of menu labelling.

0
10
20
30
40
50
60
70
Yes No
Percentage

MPBIM Page 91

Question 11
MTR instant food products are healthy to consume
Agree 22 55
Neither agree nor
disagree
14 35
Disagree 4 10

Table: 4.2.11

Graph-11
Inference:
Ensuring good health is a basic necessity for any food product. MTR being a
famous brand should obviously ensure this. The above pie-chart is a proof of the
above statement. About 55% of the respondents agree that MTR instant food
products are healthy. About of them 35% neither agree nor disagree. Positively,
this implies that they are not against MTR in terms of health. Remaining 10% feel
it is unhealthy.

55
35
10
Agree
Neither agree nor
disagree
Disagree

MPBIM Page 92

Question 12
Rank the following companies with respect to Nutrition labelling.

Ranks

Company

1

2

3

4

TOTAL

MTR

30x4=120

5x3=15

2x2=2

3x1=3

140

Kitchens of

India

1x4=4

12x3=36

20x2=40

7x1=7

87

Aashirvaad

6x4=24

20x3=60

8x2=16

6x1=6

106

Orkay

2x4=8

3x3=9

10x2=20

25x1=25

62

Table: 4.2.12

Inference:
Based on the TOTAL column in the above table we observe that the overall
ranking of respondents on the four brands in terms of nutrition labelling has been
in the order MTR, Aashirvaad, Kitchens of India and Orkay. MTR is in the top of
the list thus establishing the fact that it is the market leader in instant food
products format.


MPBIM Page 93

CHAPTER 5
SUMMARY OF
FINDINGS &
SUGGESTIONS


MPBIM Page 94

5.1 SUMMARY OF FINDINGS
The Research shows that people are slowly developing interest towards nutrition
and fitness in the country but yet it is still a long way behind the developed
countries such as USA, England and other developed nations. Some of the
findings, encountered during working on this research, are:
Good menu labels with better nutrition labelling kindles the consumers to
buy instant food products
Consumers are becoming conscious about choosing nutrition specific
instant food products especially in urban areas
Brand image of the product increases the reliability of its nutritional label
and content. Hence developing a good brand image is seen to be influential with
regards to nutritional perception too.
Consumers rate ease of availability ahead of nutritional labelling when they
go for other sources of food when not home food.
Packaging of food in Tetra packs with well designed menu labelling is the
most preferred choice of consumers as opposed to jars and containers
Nutrition labelling complements the packing of a good instant food product
rather than being the most important reason for consumer buying.
The major attributes that make a successful nutrition label are
attractiveness, reliability, sufficient information about the nutrients and
competitive advantage
Consumers read nutritional labels more with unfamiliar products than with
familiar products. Thus nutrition labels serve as a major guidance while
purchasing the instant food products

MPBIM Page 95

Doubts still exist on the nutrient contents and hygiene of these instant food
products as news of bad conditions of the factory outlets is constantly seen.
Front of the pack labelling is preferred by consumers when it comes to
buying products related to diet and fitness but with other food products back of
the pack labelling is more acceptable to them.


MPBIM Page 96

5.2 SUGGESTIONS
Packaging could be made more attractive and catchy to grab the attention
of consumers. The packaging should be made keeping in mind the
convenience of the consumers.
Instant food manufacturing companies should create awareness that
instant food can be used regularly and it does not have any harmful
effects.
Innovative menu labelling techniques could be adopted by instant food
manufacturing companies so as to be able to develop an edge over their
competitors
Harmful contents if any that may add on during the processing
should be checked for and removed completely so that it creates a
good impression in the consumers minds.
Nutritional details could be labelled in the local languages too so
that consumer awareness about the nutrition value of food products
increases.


MPBIM Page 97

Companies could produce different instant food products that suit
the various sections of the consumers in the society. Consideration
towards consumers who may be a ailed with BP, sugar and the like
may add value to the brand.
Menu labelling should be done at the front side or at the backside
only based on the target consumers. No particular method should be
adopted throughout as to cater to the needs of the respective
consumers


MPBIM Page 98

CONCLUSION
Nutrition labelling is a very important aspect of packing. From the findings of this
research we can conclude that Menu labelling has a positive impact on buying
behaviour of consumers of instant food products in urban areas. This impact is
due to the following:
increased level of awareness of consumers
Fitness consciousness
Health consciousness
In case of rural markets nutritional labelling has the least significance due to
reasons such as
poor literacy rate
Lack of awareness
Lack of proper education
This throws further light on areas upon which the instant food manufacturing
companies need to focus on, especially, as to how to establish the significance of
menu labelling in the minds of rural people.


MPBIM Page 99

SCOPE FOR FURTHER RESEARCH
This research is restricted only to married women aged between 25 to 40
only. Further research may be carried out on unmarried youths who pose a very
good potential to the usage of food products.
This research is restricted to Bangalore city only and that too based on
convenience. It may be performed in other parts of the country.
This research is carried out on Instant food products with a special focus on
MTR. Further research could be carried out on different formats of food products
at different levels.
The research throws the door open to researchers who are concerned about
nutrition and hygiene as it is dynamic in nature, especially, in the urban market.


MPBIM Page 100

BIBLIOGRAPHY

TEXT BOOKS:

1. Cooper.R.Donald and Schindler.Pamela S, Business Research
Methods, 9th edition. (New Delhi: Tata McGraw-Hill, 2007).

2. Beri, G.C, Business Statistics, 8
th
edition. (New Delhi: Tata
McGraw-Hill, 2006).

WEBILIOGRAPHY
http://www.indianfoodindustry.net/
http://products.tradeindia.com/food-beverage/
http://www.ircc.iitb.ac.in/~webadm/update/archives/Issue1_2004/focus.html
http://mofpi.nic.in/ContentPage.aspx?CategoryId=147
http://technorati.com/lifestyle/article/reading-nutrition-labels-assists-weight-
loss/
http://heapro.oxfordjournals.org/content/24/4/344.abstract
http://journals.cambridge.org/
http://www.emeraldinsight.com/journals.htm?articleid=853736&show=pdf
http://www.nejm.org/doi/full/10.1056/NEJMp1101033
http://www.amsreview.org/articles/drichoutis09-2006.pdf
http://www.slageconr.net/sjae/sjae51f/sjae05103.pdf
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2702386/
http://articles.philly.com/2011-03-23/news/29178587_1_calorie-listings-menu-
board-nutritional-information

MPBIM Page 101

http://blog.fooducate.com/2008/10/25/1862-2008-a-brief-history-of-food-and-
nutrition-labeling/
http://en.wikipedia.org/wiki/Nutrition_facts_label
http://marketpublishers.com/report/consumers_goods/food_beverage/future_
of_nutrition_labeling_4_food_n_drinks_in_europe.html
http://www.mtrfoods.com/about_us/our_heritage
http://www.mtrfoods.com/about_us/milestone


MPBIM Page 102

ANNEXURE
Questionnaire:
MENU LABELLING: DOES PROVIDING NUTRITION
INFORMATION AT THE POINT OF PURCHASE AFFECT
CONSUMER BEHAVIOUR?
Dear Respondent,
This is a survey conducted as a part of Marketing Research performed by me,
student of MP. Birla Institute of Management as an academic project. The main
Purpose of conducting this survey is to analyze the perception of nutrition labelling
on food products, especially MTR INSTANT FOOD PRODUCTS. You may rest
assured that the information provided by you shall be kept strictly confidential. We
appreciate your sincere responses.

Ravi. V
PART 1: General details

1. Marital Status:

a) Single
b) Married(with children)
c) Married(without children)

2. Age:

a) 25-30
b) 30-35
c) 35-40


MPBIM Page 103

3. Educational background

a) SSLC
b) Diploma
c) Graduate
d) Post graduate

5. Occupation

a) Studying
b) Working(full time)
c) Working(part time)
d) Not working
e) Others

6. What is your source of food apart from home cooking?

a) Restaurants
b) Home delivered food
c) Instant food

7. What determines the choice of your food mentioned above, primarily?

a) Price
b) Nutrition
c) Ease of availability
d) Taste
e) Others

8. If you consider nutrition labelling in products, what would you look for amongst the
following primarily? (Can answer more than one)

a) Amounts of salts
b) Amounts of Sodium
c) Amounts of fat(total)
d) Amounts of saturated fat
e) Amount of Carbohydrates
f) Amount of sugar
g) Amount of protein
h) Amount of fibre
i) Total Calories
j) Vitamins
k) others

9. What kind of packaging do you prefer?

a) Tetra packs
b) Jars
c) Containers

10. Are you aware of MTR INSTANT FOOD PRODUCTS?

MPBIM Page 104

a) Yes b) No

11. How did you get to know of MTR INSTANT FOOD PRODUCTS?

a) TV Commercials
b) Posters
c) Hoardings
d) Directly through Supermarket
e) Friends
f) Sopping Trays
g) Others(Specify)

12. You would like the nutritional label of MTR INSTANT FOOD PRODUCTS to be
at
a) At the front side of the pack
b) At the backside of the pack

Part 2: Nutrition label usage
1. You buy packed MTR INSTANT FOOD PRODUCTS
1 2 3 4 5
Never Rarely Occasionally Usually Always

2. How often do you read nutrition labels?
1 2 3 4 5

3. According to you providing nutrition information is
1 2 3 4 5
Highly
unimportant
Unimportant Neither
important nor
unimportant
Important Highly
important

4. How often do you use MTR INSTANT FOOD PRODUCTS?

MPBIM Page 105

1 2 3 4 5

5. Do you find the taste of MTR INSTANT FOOD PRODUCTS as good as home
food?
1 2 3 4 5

6. Are you satisfied with the packing of MTR INSTANT FOOD PRODUCTS?
1 2 3 4 5
Highly dissatisfied Dissatisfied Less
satisfied
Satisfied Highly
satisfied

7. Do you like the way nutritional details are labelled in MTR Instant food
Products?
1 2 3 4 5
Totally
dislike
Dislike Neither like
nor dislike
Like Totally like

8. You prefer MTR INSTANT FOOD PRODUCTS based on nutrition
information provided
1 2 3 4 5

9. You think the nutrition information labelled in MTR INSTANT FOOD
PRODUCTS is sufficient
1 2 3 4 5
Never been
sufficient
Insufficient Neither
sufficient nor
insufficient
Sufficient Highly
sufficient


MPBIM Page 106

10. Nutrition details labelled in MTR INSTANT FOOD PRODUCTS are
highly reliable
1 2 3 4 5
Totally
disagree
Disagree neither
agree nor
disagree
Agree Totally
agree

11. You feel Nutrition information provided by MTR INSTANT FOOD
PRODUCTS is better than that provided by its competitors (say orkay etc)
1 2 3 4 5

12. You think MTR INSTANT FOOD PRODUCTS food products are healthy
to consume
1 2 3 4 5

13. Please comment on the colour of the pack you would like to have in the MTR
INSTANT FOOD PRODUCTS food products.


MPBIM Page 107

14. Rank the following companies with respect to their nutrition labelling. Which is
better? (MTR, Kitchens of India, Aashirvad, Orkay.)

Company
Rank
1 2 3 4

MTR

Kitchens of India

Aashirvad

Orkay

15. If you have any suggestions regarding nutrient labelling which you have felt
better with your competitors please comment.

Thank you for sparing your precious time to fill in this questionnaire.

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