Lite marketing: consumer attitude and market response

摘要: This study aims to explore the attitude and preference of Indian consumers towards latest concept technology ‘lite marketing’ forecast future these ‘lite/low calorie’ products in market. The is descriptive nature achieve its objective advanced SPSS statistical software, version 16 used. analysis indicates that are now well aware ‘wealth health’ want stay healthy shape. found majority customers feel ‘lite’ a way shape there huge growth potential for lite findings provide opportunity marketers better understand changing food consumption pattern consumer. paper provides useful information on marketing i.e., ‘lite’/low calorie product, which nascent stage.