CONSUMER PERCEPTION TOWARDS MALTED BEVERAGES – AN ASSOCIATION BETWEEN NATURE OF CONSUMERS AND THEIR EMOTIONAL EXPERIENCES

Nowadays, human consume malt-based food items for improving health. Different age groups of people increase their stamina by consuming malt food items. In Indian, health beverage market in the year of 2014 was about US$ 284.2 million and expected to grow about US$ 380.60 million by the year 2019. The market growth is about 10.20 % every year. The market growth is due to brand loyalty and prominent brand perception depends on the association of particular emotional experiences with a product or in the service. Emotion and feeling plays a vital role in the prediction of significant factors in the consumption of the product and leads a better decision for product sales growth. To test feasibility of the above in malt food items, there is a need for analyzing the consumption behavior and nature of consumers.