The study of consumer behavior regarding consumption of diet products due to increased health awareness in Islamabad City

Abstract

This research targeted the growing problem of obesity. It is tried and true that the state of being overweight can be cured if a person maintains a healthy diet and increases the physical activity. And that’s where diet products come into play. The consumption of diet products has increased lately but it’s still a lot lesser than where it should be. The rise in consumption of diet products is mainly because of gradual increment in health awareness. People are becoming more aware about diet products as 76% people of Islamabad are aware about diet products in markets. But research showed that only 33% people of Islamabad use diet products on regular basis. This lack of interest in dietary products is mainly caused by the low availability of diet products in nearby stores and less awareness about diet-health relationship. The study of consumer behavior regarding diet products aimed to work out the myths that lie in the mind of consumers. Why some people are using diet products? And why many people still don’t use dietary products? These questions were answered with the help of responses collected from a sample size of 120 people through a questionnaire. People who don’t use diet products are not really aware about diet-health relationship, furthermore they can’t find dietary products easily in nearby stores. On the other hand people who use diet products on regular basis are influenced by media and want to look/feel good. Consumers prefer buying international diet products in present situation. A consumer wants quality in the diet products they use and to read the honest nutritional facts on those products. Local diet industry is not growing because of factors like lack