TITLE OF THE STUDY:-

To Assess the Knowledge, Attitude and Practice of Humans to Analyze the level of interest to be
an Vegetarian and make the diet a nutritional and healthier one. The Research will be conducted
in the areas of Kalyan, Ambernath and Ulhasnagar and Segmented population will be male and
female of Age Group between 18-45years with Educational background and of Income group
between 15,000 to 55,000 INR.

INTRODUCTION TO THE PROJECT:-

It is only when a person controls his diet and watches the food and drinks which go into the body
that he would be able to protect him from any of the diseases. The age old curries and Vegetables
or Idlis and dosas are out of their preference, even though they have been brainwashed right
through about their good health effects. The varieties of meat products, pizzas, cheese alike are
attracting their taste buds.
A vegetarian menu is a powerful and pleasurable way to achieve good health. The vegetarian
eating pattern is based on a wide variety of foods that are satisfying, delicious, and healthful.
Vegetarians avoid meat, fish, and poultry. Those who include dairy products and eggs in their
diets are called lacto-ovo vegetarians. Vegans (pure vegetarians) eat no meat, fish, poultry, eggs,
or dairy products. While there is a considerable advantage to a lacto-ovo vegetarian pattern,
vegan diets are the healthiest of all, reducing risk of a broad range of health concerns.

Even the Researchers at Max Planck Institute, Germany have shown-

“Most vegetables, fruits, seeds, nuts, and grains are excellent sources of complete proteins.”

Lord Krishna describes in the Gita…

Foods such as grains, fruits and vegetables "increase the duration of life, purify one's existence,
and give strength, health, happiness, and satisfaction.”
Foods such as meat & fish are described as "putrid, decomposed, and unclean."
It will be the research objective of this market study to evaluate common man interest in
meatless food. Primary target markets explored include vegetarians, as vegetarian-inclined
consumers. Nutrition may be defined as the science of food and its relationship to health. It is
concerned primarily with the part played by nutrients in body growth, development and
maintenance .
Vegetarian nutrition means “maintaining a nutritional status that enables us to grow well and
enjoy good health.”
An ancient yogic principle suggests that the best way to change a deeply embedded habit is NOT
to “pull it out by the roots”, but rather to plant, nurture and cultivate an opposing habit next to
the old one – and to give the new habit a lot of care, love and attention.
Very soon this new habit will grow strong and beautiful, and, with hardly an effort, the old weed,
i.e., the flesh-eating habit, will wither and drop out of sight.
SIGNIFICANCE OF THE STUDY:-
This study aimed to provide a fuller picture of the vegan diet, encompassing both the nutrition
and health of the vegan diet as well as related ethical beliefs by studying scientific and popular
literature. Furthermore, the study aimed to provide an insider’s perspective of the vegan diet as a
means of making the diet more relatable/understandable to those who are not vegan.
This project will bring out regarding the Vegetarian food. "As a healthy mind stays in a healthy
body", it is very important to provide proper knowledge of Healthy and Nutritious Eating.
Therefore the study will point out what shortcomings are there in the humans diet and they
should follow so as to lead a healthy life. The project aims to educate the public regarding a diet
and lifestyle that is often perceived.

OBJECTIVES OF THE STUDY:-

1) To study the attitude of the People interested in meatless food products increasing.
2) Knowledge of future product demand and consumption levels of meatless products will better
prepare the company for market opportunities and provide competitive
advantage.
3) To know the eating habits of the today generation focusing on Vegetarian food or Non-
Vegetarian food.
4) This study aimed to provide a fuller picture of the vegan diet, encompassing both the nutrition
and health of the vegan diet as well as related ethical beliefs by studying scientific and popular
literature.
5) To assess the Knowledge and attitudes of Vegetarian's Cracking the Protein Code.

RESEARCH DESIGN & METHODOLOGY:-

1) Study Area:- The study will be conducted at Mumbai in the areas like Kalyan, Ambernath,
Ulhasnagar.
2) Study Subject:- The research will be carried out in the form of survey which will be done in
the areas near Mumbai. The population will be segmented on the basis of Gender- Male and
Female, Age Group between 18-45 years of Age, Educational Level- High School, Bachelor's
Degree, Master's Degree, Doctor's Degree and Income Group will be between 15,000 to 55,000
INR.

The research will be conducted in two parts –

literature review and interview study. A literature review of both the scientific and the popular
literature will be conducted. The interview study will involve semi-structured, one-time, in-
person private interviews will be conducted as Simple Random Sampling.
Sample Size:- A total of 50 People will be interviewed who will be randomly selected on the
basis of Age and Income Group.
TOOLS AND TECHNIQUES:-
I. Vegetarian "A Natural Diet":
It will be assessed by a structured questionnaire designed based on "Being Vegetarian- A Starter
Kit". The following practices related to-
 Reasons people becoming Vegetarian.
 It requires a "A Balance of good healthy Plate."
 Health Benefits of Vegetarian Diets (Cardiovascular, Hypertension, Cancer, Diabetes,
Obesity, Kidney disease/ renal stones, Gallstones, Diverticular disease).
 Vegetarian dishes when dining in a restaurant is healthy.
 Vegan diet hard to follow/does it take more effort?
 Favorite vegetarian food.
 Since long following Vegetarian food.
 Frequency of purchasing meatless products.
 Improving eating habits by reducing the amount of meat in the diet chart.

II. Knowledge, Attitude and Practice:-

(a) Knowledge:-
 It is healthy to eat a handful of nuts daily
 “Healthy Vegetarian foods” give people more energy than “Non-Vegetarian foods”
 Vegetarians Go, Grow and Glow for long.
 Vegetarian menu items does not affects customers behavior.
 Decline in meat consumption were due to the desire to attain a healthier diet, to reduce fat
and cholesterol, and to lose weight.
 Participants will also be asked to rate the health status of eating vegetarian food.
 Vegetarian food can be consumed daily, Instead of Non-Vegetarian food.
 Becoming a Vegan helps for Animal Rights, Health, Environment, Resource Use,
Spiritual Growth.
(b) Attitude:-
 Vegan lifestyle is extreme.
 Vegetarian lifestyle is the healthiest option we have.
 The Diet can be improved from Non-Vegetarian to Vegetarian.
 Non-Vegetarian Diet is full of Proteins and Nutrients- A Myth!
 Vegetarianism Throughout Life.

(c) Practice:-
 The vegan diet is a balanced and can be used to ensure a healthy and nutritional life.
 Vegetarian adds Four Food Groups- Fruits, Legumes, Whole grains, Vegetables.
 Vegetarian Diet delete diseases from human health and increases Vitamins, Proteins and
Calcium.