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Survey data on heterogeneity in consumers' food choice in eastern India.

ABSTRACT: A consumer survey was conducted in eastern India in 2017 to understand the heterogeneity of consumers' food choice. Face-to-face interviews were conducted among urban and rural consumers from low- and middle-income households in Odisha and West Bengal, eastern India, using a structured questionnaire. A multi-stage sampling procedure was implemented with stratified random sampling as the first stage and systematic sampling as the second stage. The survey data comprise responses from 501 respondents who have active involvement in grocery purchase decision-making and/or in meal planning or cooking for the household. The survey generated a dataset that was used to unravel five sources of heterogeneity (5Ws) in gastronomic systems that affect consumers' diets: (i) socioeconomic characteristics of the target population (who); (ii) food environments (where); (iii) eating occasions (when); (iv) consumed dishes (what); and (v) ingredient attributes and consumer attitudes towards food (why). The approach and analyses are elaborated in the article "Unraveling heterogeneity of consumers' food choice: Implications for nutrition interventions in eastern India". Data from the survey can be further used to design behavioral experiments and interactive food choice tablet applications to elicit behavioral intentions in food choice.

SUBMITTER: Ynion J

PROVIDER: S-EPMC8166770 | biostudies-literature | 2021 Jun

REPOSITORIES: biostudies-literature

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Survey data on heterogeneity in consumers' food choice in eastern India.

Ynion Jhoanne J Custodio Marie Claire MC Samaddar Arindam A Mohanty Suva Kanta SK Cuevas Rosa Paula RP Ray Chakravarti Anindita A Demont Matty M

Data in brief 20210514

A consumer survey was conducted in eastern India in 2017 to understand the heterogeneity of consumers' food choice. Face-to-face interviews were conducted among urban and rural consumers from low- and middle-income households in Odisha and West Bengal, eastern India, using a structured questionnaire. A multi-stage sampling procedure was implemented with stratified random sampling as the first stage and systematic sampling as the second stage. The survey data comprise responses from 501 responden ...[more]

PMID: 34095390

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Project description:BackgroundFront of pack food labels or signpost labels are currently widely discussed as means to help consumers to make informed food choices. It is hoped that more informed food choices will result in an overall healthier diet. There is only limited evidence, as to which format of a food label is best understood by consumers, helps them best to differentiate between more or less healthy food and whether these changes in perceived healthiness result in changes of food choice.MethodsIn a randomised experimental study in Hamburg/Germany 420 adult subjects were exposed to one of five experimental conditions: (1) a simple "healthy choice" tick, (2) a multiple traffic light label, (3) a monochrome Guideline Daily Amount (GDA) label, (4) a coloured GDA label and (5) a "no label" condition. In the first task they had to identify the healthier food items in 28 pair-wise comparisons of foods from different food groups. In the second task they were asked to select food portions from a range of foods to compose a one-day's consumption. Differences between means were analysed using ANOVAs.ResultsTask I: Experimental conditions differed significantly in the number of correct decisions (p < 0.001). In the condition "no label" subjects had least correct decisions (20.2 +/- 3.2), in the traffic light condition most correct decisions were made (24.8 +/- 2.4). Task II: Envisaged daily food consumption did not differ significantly between the experimental conditions.ConclusionDifferent 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 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.

Dataset Information

Survey data on heterogeneity in consumers' food choice in eastern India.

Publications

Survey data on heterogeneity in consumers' food choice in eastern India.

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