the effect of food product health claims in evaluating the consumers and developing new products

the aim of this research is to investigated the effect of food product health claims in consumers evaluation and new products development.  this research attempts to develop quality standards in health food industry done for new product of soya enriched bread. the relationship between factors influencing the evaluation of health claims and new product performance will be investigated. in this case, the health claims format by two physiologically oriented claims including heart disease and osteoporosis and two psychologically oriented food claims -stress and lack of energy-are expressed in enhanced function format versus disease risk reduction format and health claims evaluated for attractive, convincing and credible by individuals. factors that can have an impact on respondents rating their perceptions of the benefits of the product, regulatory focus, emergent nature, consumer involvement and product differentiation are measured. the relationship between these factors and new product performance will be evaluated based on the health claims. the data are collected by questionnaire statements based on a seven-point likert scale. the sample includes 399 peoples in iran. the data collected are analysed by sem method and lisrel software. the results have shown that characteristics such as the perceptions of the benefits of  the product, regulatory focus, emergent nature, consumer involvement  and product differentiation are under the effect of the evaluation of health claims  and the claims will affect the performanceof  new product.