Attitude of the consumers different ages and education level toward functional products based on cereals

Abstract

The aim of this study was to quantify consumers attitude towards functional products based on cereals and to find the underlying dimensions that can predict respondents' willingness to use these products. For the analysis of consumers attitude were used a multivariate methods MANOVA and discriminant analysis. Roy's-test, Pearson coefficient of contingency (χ), multiple correlation coefficient (R) also applied. When the results in relation to the education level of respondents are observed, it was found that highest difference among respondents was in their attitude regarding health status information whereas the least difference was in their attitude regarding the way of presenting information about functional product based on cereals. The introduction of functional products based on cereals will not automatically be successful without the simultaneous introduction of information that is of use to consumers in making informed choices about purchase and inclusion in their diets.