DETERMINANTS OF FOOD BUYING DECISIONS AMONG CONSUMERS

Abstract

This study explores the stages of consumer purchasing decisions for food products, emphasizing the influences of price, emotion, packaging, and labeling. The consumer decision-making process involves recognizing an unsatisfied need, seeking information, evaluating alternatives, making the purchase, and conducting post-purchase evaluation. Information search and mental evaluation are particularly critical, as consumers assess products based on price, packaging, and labeling. Price significantly shapes emotions and purchase intentions, with favorable perceptions encouraging purchases and unfavorable ones deterring them. Packaging influences decisions, especially for low-involvement purchases, by evoking emotional responses through colors, images, and design elements. Labels serve as key communication tools, guiding consumer perceptions and choices, with health-related and hedonistic labels impacting skepticism and evaluation processes. The study highlights that effective marketing strategies addressing both cognitive and emotional aspects of consumer behavior can enhance decision-making, reduce post-purchase dissonance, and foster long-term satisfaction and loyalty. Understanding these dynamics provides valuable insights for marketers seeking to optimize product presentation, pricing, and labeling to influence consumer choices effectively.