The Risk Reduction Behavior in Controversial Food Products in India

Abstract
As consumers, we play a vital role in the health of the economy local, national or international.
The decisions we make concerning our consumption affect the demand. Food safety has become
a major issue of public concern, encouraging the India Government and the food industry to take
steps to rebuild consumer confidence. In this context, the paper draws on a review of research
literature to develop a conceptual framework to identify and review the factors influencing
consumer perception of food safety related risks and the likely impact on purchasing behavior. The
relevance of strategies adopted by consumers to reduce risk exposure and the influence on the
likelihood of food purchase are also explored, together with the implication for the food industry.

Keywords: Food safety, Risk perception, Consumer behavior, Risk reduction, Controversy,
consumers

1.1 Introduction

As consumers, we play a vital role in the health of the economy local, national or international.
The decisions we make concerning our consumption affect the demand. All marketing starts with
the consumer. So consumer is a very important person to a marketer. Consumer decides what to
purchase, for whom to purchase, why to purchase, from where to purchase and how much to
purchase.

1.2 Impact of Cognitive dissonance in controversial food products.

The theory of cognitive dissonance is of great importance in consumer behavior and marketers
have lots of interest in analyzing the post purchase behavior of consumers experienced by them.
This paper has explored the factors that create cognitive dissonance in consumer buying decision
making particularly among the consumer goods purchaser in the city area. Some of these are family
status, religious value, customs, belief etc. the study also reveals the problems and identified
probable solutions to overcome these problems. This article explores the implications of cognitive
dissonance on varied aspects of consumer buying behavior. Some of the factors leading to
dissonance post purchase.

1.3 Controversial food products in India

Maggie
Yogurt
GM Foods
Kurkure
1.4 Testing Controversies
1.5 Decline in Market share/ Sales Revenue /Percentage of sales /Geographic area breakdown
2.1 Review of Literature

3.1 Research Methodology

3.1.1 Research Design

3.1.2 Need of the study

3.1.3 Objectives of the study

3.1.4 Scope of the study

3.1.5 Data Collection

Secondary Data

3.1.6 Sampling Technique

3.1.7 Tools & Technique

4.1 Results and Discussions

All Charts to be placed here

5.1 Findings

6.1 Limitations of the study

7.1 Conclusion
8.1 Suggestion

9.1 Future Implications

1References