Indian Consumers' Value-Based New Food Product Adoption

In response to increased attention toward Indian markets in general and food markets specifically, multinational companies need to accurately identify the attitudinal and product attribute factors that impact new food product adoption among Indian consumers. Applying integrated decision utility theories, we examined the influence of product familiarity on value-based product purchase decisions and intentions. The results indicate that expected value, perceived value, and purchase intentions are influenced by familiarity; only expected value influences purchase intentions. Marketing implications are also discussed.