Vol. 12, Issue 6 (2023)

Author(s):
Venkatesa Palanichamy N, Bakyalakshmi V, Kalpana M and Aruna Prabha S

Abstract:
Traditional foods are nutrient rich also and it strengthen the body and health. It doesn’t cause any harmed to the people. The overall objective is to study the consumer perception towards Modernized Traditional foods in Coimbatore of Tamil Nadu. The consumers were randomly selected from the Coimbatore city and thus the total consumer 120 were formed the sample of the study. Results regarding the awareness level shows that majority of the respondents were aware about the modernized traditional food products. Majority of respondents were highly aware about the products such as pickle, idly and dosa mix. Majority of the respondents were purchasing the products less than 1 year, of weekly consumption, mostly as homemade products which were of not specific to brands. Results regarding the source of information showed that respondents mostly collected information through family members, friends and relatives. Majority of the respondents perceive buying and consuming because of its natural ingredients, and considering it as a safety food since it is origin food and has been never the reasonable price. Develop market promotional measures to create awareness about the usage and nutritional value of modernized traditional food products among the non-buyers and areas with low market development. So innovative marketing measures through digital media can attract the minds of young consumers. Making modernized traditional food products online may increase the awareness and tends to increase the purchase drastically.