Social Marketing Framework for Food Fortification: A Case from India

Abstract

Objectives: To design a strategic social marketing and communication framework for fortified foods which is acceptable to people from all socio-economic strata. Methods: Household level data was collected from 80 retailers (big, middle and small grocery store/shops) and 250 households from each of four cities of India using a cross sectional descriptive research design. Level of awareness and factors which influence buying of fortified food and the communication preference as per consumers and retailers was assessed to design suitable communication mix responsible for behaviour change. Results: Based on the findings of the study, a strategic framework of social marketing and communication strategies was proposed with reference to 4Ps i.e. fortified food products, their price, place and promotion. Of the total respondents, majority considered softness of chapatti (wheat bread) as the most important attribute and 57.9% bought it from retail outlet. A total of 50.9% have changed the brand and for 37.7%, irregular supply was the first reason for changing the brand. After being explained about fortified food, a huge 83.3 % of the respondents expressed their willingness to spend a little more for fortified food.  For promotion, about 36.5%, 20.1% and 20.5% preferred TV, personal interaction and newspaper respectively. Conclusions: Only about 5 % of all respondents were aware of fortified food. The collected information was used to develop a strategic framework of social marketing and communication strategies with reference to (4Ps) i.e. fortified food products, their price, place and promotion using communication mix.