Chapter 2: Related Literature

Buying preference:

“It is worth noting that consumer buying behaviour is studied as a part of the marketing and its

main objective it to learn the way how the individuals, groups or organizations choose, buy use

and dispose the goods and the factors such as their previous experience, taste, price and

branding on which the consumers base their purchasing decisions.” (Kotler and Keller, 2012).

It has been established that the consumer buying behaviour is the outcome of the needs and

wants of the consumer and they purchase to satisfy these needs and wants.

According to Journal of Nutri Health (2016), factors at the community and environment level can

influence a child’s eating behavior due to the availability of foods offered during school hours

[11]. Children and adolescents spend a significant amount of time each weekday in the school

environment; therefore, the school setting has the potential to be a practical and cost effective

choice.

Consumer attitudes towards food depends on many attributes, which affects in different ways on

their preferences and lead to acceptance and choice of one product, and rejecting others. The

Development of an appropriate marketing strategy requires knowledge of consumer tastes and

preferences. Pawel Nowicki (2012).

According to Simone French in his Journal of nutrition (2003), Individual food choices are

influenced by a wide variety of environmental and individual variables. Three main dimensions

related to food choices are taste, perceived value (which includes price and portion size) and

perceived nutrition
Price:

According to Steenhuis et al (2011), Income and level of education influence food choice via the

availability of resources to purchase certain food. Especially for a low income family, pricing

plays a larger role than taste and quality in whether the fool will be purchased.

According to iResearch Services, purchasing power of a consumer plays an important role in

influencing the consumer behavior. The consumers generally analyze their purchasing capacity

before making a decision to buy and products or services. The product may be excellent, but if it

fails to meet the buyers purchasing ability, it will have high impact on it its sales.

”There is no doubt that the cost of food is a primary determinant of food choice. Whether cost is

prohibitive depends fundamentally on a person's income and socio-economic status. Low-

income groups have a greater tendency to consume unbalanced diets.” (De Irala-Estevez et al.

2000)

Quality:

According to John Stanton (2013), Taste is the main reason why people buy food. Better taste

means more customers will buy the food. ”They want all of these things plus the best tasting

food that you can possibly make.”

According to Eufic organization 2006), Taste is consistently reported as a major influence on

food behaviour. In reality taste is the sum of all sensory stimulation that is produced by the

ingestion of a food. This includes not only taste per se but also smell, appearance and texture of

food. These sensory aspects are thought to influence, in particular, spontaneous food choice.
Sanitation:

One-third of consumer decision-making is based on packaging, according to research cited

by The Paper Worker in the infographic. Effective packaging design can draw costumer

attention, resulting in more time looking it attractive packaging when making purchase

decisions.

Store location:

“Your location’s cleanliness and sanitation may be one of the most important factors in

attracting new customers—and in keeping the ones you’ve already got.” Nick Diulio (2010) in

his study of food safety. In addition, Another affordable—and often overlooked—approach to

making sure a location is as clean as it should be is checking in on the competition.

He recommends owners and operators make a concerted effort to regularly visit nearby

restaurants. That way they can judge whether or not the bar is being set high enough at their

location.
Reference:

https://www.iresearchservices.com/5-common-factors-influencing-consumer-behavior/

https://academic.oup.com/jn/article/133/3/841S/4688019

https://www.researchgate.net/publication/258889655_CONSUMER_BEHAVIOUR_AT_THE_FO

OD_MARKET

https://www.foodprocessing.com/articles/2013/market-view-taste/

https://www.qsrmagazine.com/food-safety/keep-it-clean

https://research-methodology.net/a-brief-literature-review-on-consumer-buying-behaviour/

https://www.eufic.org/en/healthy-living/article/the-determinants-of-food-choice