Applying the Theory of Planned Behavior to Understand Indian Housewives' Purchase Behavior towards Healthy Food Brands (2014)

The paper studies the purchase behavior of Indian housewives towards healthy food brands utilizing the framework provided by theory of planned behavior. The paper looks at the relationship of behavioral intention with variables like attitude, subjective norm and perceived behavioral control finally culminating into consumption behavior. The study is based on primary data collected from housewives in Delhi and National Capital Region. The data collected was analyzed using Structural Equation Modelling (SEM). The study attempts to ascertain the relative strength of subjective norm and attitude towards healthy food brands in the context of the Indian housewife, who is in a constant state of conflict between modernism and traditionalism. The study brings forth important implications for marketers of healthy food brands. The structural model highlighted for healthy brands among Indian housewives shows that attitude, subjective norm and perceived behavioral control positively impact the behavioral intention, which in turn positively impacts the behavior. The attitude impacts the behavioral intention more than subjective norm, which is heartening news for marketers, since it implies that despite the existence of cultural norms that encourage cooking healthy food as opposed to purchase, the attitude of housewives towards purchase of healthy food brands is becoming more positive.IntroductionThe Indian Health & Wellness (H&W) food industry has witnessed considerable growth over the last few years. The Indian health food market which was pegged at ^9,000 cr in the year 2010, is expected to reach ^22,500 cr by 2015 growing at a CAGR of 20%. (Technopark Advisors, 2012). Encouraged by this growth rate, companies operating in this category are either launching healthier versions of existing products or launching completely new products altogether. A number of factors have spurred the growth in consumption of H&W products in India, the major ones among them being:Rising Incomes: Real GDP in India has been growing at approximately 8% over the last 5 years. Despite the slowdown, the Indian economy continues to grow at a consistent pace. This has resulted in rising income levels, which in turn have driven the consumption of value-added food categories particularly H&W that have been priced relatively higher than basic food products.Increased Consumption of Packaged Foods: The packaged foods category has faced considerable resistance in the Indian markets as they initially had been perceived to be lacking in freshness. This aversion had been fuelled by many factors like traditional-cum-orthodox mindset particularly of the Indian housewife, high prices of packaged foods, lack of awareness, low levels of penetration of microwave ovens and variations in taste and preferences across regions. However, changes in lifestyles brought about by double income households, paucity of time, growth of organized retailing and global exposure resulted in the gradual acceptance of packaged foods. The size of the Indian packaged food industry is pegged at $15 bn, growing at a CAGR of about 15 to 20% annually and is expected to touch $30 bn by 2015 (PTI, 2013).Rising Health Concerns: Rising incomes, fast pace of lives, increasing work stress, unhealthy eating habits have resulted in a host of lifestyle disorders among the urban Indian consumers. Primary among these disorders are: obesity, heart disorders, digestive disorders and diabetes. India had the 2nd largest diabetic population in the world at approximately 61.3 million in 2011 (GBI Research, 2013). Heart disease has become the biggest killer in urban and rural India. Rising awareness levels have heightened the concern for lifestyle diseases as a result of which urban consumers are exhibiting an increased preference for low-fat, low-sugar/low carbohydrates and low cholesterol food intake. Marketers of these healthy food products have therefore taken it upon themselves to educate the target audiences about the ills associated with the high-risk lifestyles and foods. …