• Dr. T. C. BRINDHA

ABSTRACT: Nutrition label plays a vital role in providing the required nutrition information to consumers. Inclusion of nutritional label on food items is considered to be an important packaging decision for the food processors. Nutritional labels simplify the concept of healthy eating. It helps to know the amount of fat and sugar, sodium and fiber, protein and carbohydrates. Therefore, the nutritional panel is a guide to a better diet and a healthier life. Nutritional labeling affect the consumer purchase behavior significantly. Some evidence reveals that provision of nutrition information may allow consumers to switch consumption away from 'unhealthy' products in those food categories toward 'healthy' products in food categories more easily. Hence, a study was conducted to know the impact of nutrition label on consumer buying behavior and the factors that influence the consumer willingness-to-pay for nutritional labeling. Data were collected from a random sample of 520 consumers of Coimbatore city.

Key words: Nutrition labelling, purchase decision, nutrient values.

"IMPACT OF NUTRITION LABELLING ON CONSUMER BUYING BEHAVIOR IN COIMBATORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.880-885, June-2019, Available :http://www.jetir.org/papers/JETIR1906D37.pdf

"IMPACT OF NUTRITION LABELLING ON CONSUMER BUYING BEHAVIOR IN COIMBATORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp880-885, June-2019, Available at : http://www.jetir.org/papers/JETIR1906D37.pdf