Consumer awareness, perceptions and purchasing behaviour regarding fortified wheat flour available in the market

The study examined consumer awareness regarding fortified wheat flour available in the market. A total of 300 households were selected using stratified random sampling. Based on socio-economic status assessed through the Modified Kuppuswamy Scale, 180 respondents (60 each from Upper, Upper Middle, and Lower Middle classes) were selected for assessing awareness, preference, and consumption of fortified wheat flour. Data were collected using a pre-tested structured interview schedule. It was revealed that awareness level was the highest among the Upper Class across all aspects of food fortification, with particularly strong knowledge of macro & micronutrients (91.70%). Awareness decreased across socioeconomic groups, with the Lower Middle Class showing the least understanding, especially regarding the fortification logo (26.70%). The computed Chi-square value for overall awareness (10.97) was found to be non-significant. A majority of respondents perceived fortified wheat flour as costlier, while Lower Middle class respondents more frequently reported a taste difference between fortified and unfortified wheat flour. Fortified flours were perceived as safest for pregnant women (56.10%), lactating mothers (52.20%), and infants (45%). The Chi-square test for these categories yielded a value of 19.82, which was not statistically significant, indicating no significant difference in preference among socio-economic classes. Fewer subjects associated them with specific groups like athletes, aged, or diseased persons, with awareness the highest among the Upper Class. The study concluded that although fortified wheat flour was available in the market, gaps existed in consumer awareness, indicating the need for improved consumer education.