Positioning of Fortified Products for Behavior Change: Research Insights from India.

Objectives: Food Fortification program is being implemented in Rajasthan, India by fortifying milk, flour and oil with essential micronutrients. The challenge is to make food fortification commonplace so that it can address the devastating effects of vitamin and mineral deficiencies, particularly among the vulnerable populations. The objective of the study was to develop appropriate positioning strategy for fortified foods. Methods: A cross sectional descriptive research design was used to assess the buying behavior and perceived costs and benefits of the consumers towards fortified products. A total of 1011 respondents were interviewed across four cities of Rajasthan. Using Kuppuswamy’s socio economic scale (2012), the analysis was done as per socio-economic class. Using Rothschild’s framework (1999) which helps in describing the relationship between various activities in terms of individual decision-making and perceived costs and benefits, positioning strategies were identified to create continuous demand for the fortified products from the consumers’ side. Results: It was found that about 63.6% were consuming wheat grains. Of this, 62% and 51.9 % reported trust and purity as the reason behind using grains. Of those who were buying flour, majority (46.5%) attributed the reason to less time consumption and about 34% were made aware of the current brand by the retailer. Conclusions: Positioning fortified flour as a hallmark of purity and also which consumes less time could result in its acceptance. Retailers are required to be used as ambassadors for influencing the decision of the people. Selling and resistance points for fortified foods have been used for positioning.