Effects of Kellogg's Nutritional Label on Consumer Buying Behaviour in Dubai, UAE

In present days, the food customers have become more health conscious and pay more of attention to nutritional foods and the nutrition value tagged to the product. Many organisation use nutritional label as a competitive advantage to survive the competition in the market. This study has been conducted with the objective to evaluate the impact of nutritional labeling on the purchasing decision of the Dubai consumers. Additionally, it attempts to identify the factors affecting the consumer behaviour, to measure the level of awareness of consumers regarding the product they buy and the level of importance attached to the nutritional label. (C) 2015 The Authors. Published by Elsevier Ltd.