THE ROLE OF INNOVATION AND STRATEGIES IN THE TRADITIONAL FOOD AND MODERN FOOD INDUSTRY

The aim of this study is to explore marketing strategies and accessibility of traditional and modern food among rural consumers. The research was conducted using primary data collected through an online questionnaire, with a sample of 100 respondents. The findings indicate that 66.3% of consumers are influenced by discounts and promotions. Around 41.7% of rural consumers believe that food is more readily available in local kirana shops. Health benefits play a crucial role in food choices, with 58.2% of consumers being influenced by this factor. Additionally, 73.5% of respondents find food easily accessible in their area, and 69.1% report that traditional food is readily available. However, 34.7% of consumers face challenges in accessing food. When it comes to modern food, 69.4% of consumers learn about it through social media or online platforms. Discounts and offers attract 64.2% of consumers to modern food, while 46.3% prefer traditional food mainly for its health benefits. Concerns about modern food packaging include low nutritional value (46.3%), while 37.9% of consumers highlight the limited availability of traditional food.The survey also reveals that 52.1% of consumers choose between traditional and modern food based on their priorities. Around 40% of rural consumers would buy more modern food products if they were better stocked in local kirana stores, while 30.1% prefer traditional food due to quality certification. Furthermore, 31.9% of respondents suggest that companies can improve communication with rural consumers by partnering with local shops.