The market for functional foods, fortified with added nutrients such as minerals, vitamins, micronutrients, antioxidants and fibers, is on the rise. In this review, we discuss the concept and nature of functional foods, the constituents or ingredients that are commonly used to fortify these foods, and the purpose of fortification. Finally, the review surveys consumers� attitudes toward functional foods and their importance to help their development and marketing.
PurposeAdvertising clutter has fueled the rise of nontraditional advertising methods. The current study, conducted in India, adopted the consumer socialization framework to assess product placement attitudes and behaviors.Design/methodology/approachA questionnaire-based survey was conducted to gauge consumers' responses to product placements. Structural equation modeling (SEM) was applied to analyze the relationship between different variables.FindingsThe results revealed that young Indian adults are positive about product placements as they believe that incorporating brands into the content adds realism. The authors found that socialization agents significantly impact viewers' attitudes toward product placements which in turn influence their purchase intentions. The authors also found that product acceptability impacts consumers' purchase intentions.Practical implicationsThis paper provides important insights into consumers' perceptions of product placements. Based on the findings, marketers can formulate effective product placement strategies.Originality/valueMost of the studies existing in this area have been conducted in the developed markets except a few which have been conducted in the emerging markets. Hence, the present study is an attempt to fill this research gap. This study is among the first to establish a relationship between product acceptability and consumers' purchase intentions.
Nutraceuticals have been around for quite some time. As the nomenclature suggests, they are placed somewhere between food (nutra-) and medicine (-ceuticals) in terms of their impact on human health. Researches have focused on the impact of various types of nutraceuticals on health, their efficacy in health promotion and disease prevention, and often on suitable uses of certain categories of nutraceuticals for specific health issues. However, we are still far from utilizing the immense potential of nutraceuticals for benefiting human health in a substantial manner. We review the available scholarly literature regarding the role of nutraceuticals in health promotion, their efficacy in disease prevention and the perception of nutraceuticals' health benefits by consumers. Thereafter we analyze the need for regulation of nutraceuticals and various provisions regarding the same.
Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.
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