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Importance of nutritional labelling on packed food items and customer’s buying preference towards it in Ireland

Navghare, Urvi (2020) Importance of nutritional labelling on packed food items and customer’s buying preference towards it in Ireland. Masters thesis, Dublin, National College of Ireland.

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Ireland stands in third place for the consumption of unhealthy and fast food over the past 15 years. This has boosted the rate of obesity and heart-related conditions in Ireland. After the implementation of Nutritional Labelling Law, many European countries have shown a positive impact on customer’s buying and decision-making behaviour. The main objective of this study is to determine the use of nutritional labels and people’s perception of nutritional labels in Ireland before buying prepacked food products from supermarkets/grocery stores. Quantitative methodology is used to collect primary data. The design of the study is the cross-sectional design. A total of 135 responses were received within four weeks. Secondary data was collected from journal articles, books, news articles, websites. On average, three fourth participants reported that they take a look at nutritional information at the point of purchase. People in Ireland mostly prefer buying products with health claims like low fat, 100% natural, and high fibre. Customers also reported back-of-pack labelling easy to understand compared to front-of-pack labelling. The study also shows a positive association between nutritional labelling and healthy lifestyle. Furthermore, demographic factors like gender, age, income, education have a significant impact on the customer’s decision-making process. More investigation is required because most people look at nutritional labels; most people understand content mentioned on nutritional labels; still, the obesity rate is increasing in Ireland. The government will need to implement new strategies, as mentioned in the study to educate people about nutritional labelling as most people read nutritional labels and want to live a healthy life.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in Management
Depositing User: Dan English
Date Deposited: 06 Feb 2021 11:57
Last Modified: 06 Feb 2021 11:57

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