DETERMINANTS OF CONSUMER PERCEPTION AND SATISFACTION: A STUDY OF HEALTH AND WELLNESS FOOD PRODUCTS

Abstract

People are becoming increasingly health-conscious, and the market for health and wellness foods is growing as a direct result of their desire to take better care of their physical well-being. The study looks at the essential aspects that influence customer satisfaction and perception in the health and well-being food items sector. Understanding the elements that create perceptions and encourage satisfaction is critical for both manufacturers and marketers of the business as health awareness continues to penetrate consumer choices. Using a descriptive technique, the study evaluates several factors such as Perceived Price (PP), Perceived Quality (PQ), brand reputation, and Perceived Value (PV). The data show that Perceived Price (PP), Perceived Quality (PQ), Perceived Value (PV), brand image, and taste have a substantial influence on consumer perception and satisfaction in the context of wellness food products. The study adds to the expanding amount of literature on consumer behavior in relation to healthful food products and may have long-term implications for strategies aimed at boosting customer satisfaction and business success.

Keywords: Functional food, Perceived Price, Perceived Quality, Healthy foods, Perceived taste, Perception, Satisfaction.