Sri Lankan Consumer Attitudes towards Healthy Meals

Abstract

As a result of changes in every aspect of human life, the consumption pattern of people getting changed drastically. Busy schedule of women increase the consumption of ready-made foods. However, the unhealthy nature of these products create serious health issues to the society. Sri Lankan people are very well aware of the bad results of these foods. Still vendors offering those popular food types giving priority only for taste. It is questionable why such gap is exist in the society. Therefore, this research mainly focuses on identifying whether there is real demand from consumer side for healthy meal.This research has been conducted under positivism and deductive research approach. Data have been collected using survey from selected respondents. In addition to that, findings of secondary sources have beenused to interpret survey results. Results of the survey clearly indicates that there is a real demand for healthy food in the society. Most of people are looking for healthy food irrespective of their age, occupation or health. Though there is such demand, the market is failed to satisfy it. This situation creates a latent demand in the market. People looking for trusted food vendor who can provide healthy food at a reasonable price. Though people prefer healthy meal, majority of them expect those foods to be tasty. Therefore, if a vendor focuses only on healthiness of the meal, then there is a risk that he will be fail in the market. Unless if consumers have critical health issues, they will not purchase foods which are less in taste compared to the normal food.

Keywords: Consumer Attitude, Healthy food, Taste, Purchase