A Survey on Consumer Attitudes towards Marketing Strategies in Food Purchasing Decisions

Description

DOI: https://doi.org/10.5281/zenodo.21356925

Atharv Singh Sethi¹ and Balneet Kaur² (The Shri Ram School Moulsari, Gurugram, Haryana¹ and Ex Assistant Professor (Education) GGSIPU, Delhi²)

The survey is a concise collection of questions to investigate the effect of the food labels on the packaging of certain food items on a consumer’s decisions. Food marketing is an immensely important topic nowadays since it influences how people make decisions related to food. Marketing plays a large role in what people feel while purchasing certain items; this can impact their health on a much higher level than facts. 50% of the participants’ purchasing decisions are impacted by marketing stunts such as social media marketing, bright and attractive colours in labels, discounts and attractive sales. About 60% of the participants agree they have bought a product before due to its attractive marketing. Most participants also believe that marketing leads consumers to purchase products they may not actually want and is not honest about the information given about the product. Most consumers also agree that packaged food brands use ‘flashy packaging and big claims that aren’t true, and they hide key details in small print.’ Moreover, most consumers do not even verify these claims online after being attracted to them. The results of the survey conducted summarise that the purchasing of a food label for a consumer is heavily impacted by the attractive marketing and labels, which most of the consumers do not fact-check. The real and important info is foreshadowed by large unreal claims, and bright/attractive colours conceal the true reality of the harmfulness that comes with these products being consumed in higher quantities.