Evaluation of food purchasing behaviour of consumers from supermarkets

Abstract

Purpose -This study was conducted with the aim of determining the food purchasing behaviour of consumers from supermarkets. Design/methodology/approach -A total of 430 consumers, 194 males and 236 females, with an average age of 29.96^10.99 were included in this study, and was conducted to find out the criteria which consumers took into account while purchasing food. Findings -A significant relationship was determined between the scores the consumers received from nutrition, the reliability and all of the shopping criteria, and their level of education (p , 0.05) between the percentage of income spared for nutrition (p , 0.01) and between the cost (p , 0.05) and the total scores received from all of the shopping criteria (p , 0.01). It was also determined that women paid more attention to the nutrition and reliability criteria than men did (p , 0.05).Research limitations/implications -The research is restricted in so far as it only considers consumers in the big city and as it is an exploratory study the research is limited in so far as the number of participants is only 430. Further research needs to include other big and small cities. Practical implications -The study has concluded that consumers need effective and versatile education in the subjects of label reading and buying the right kind of food for their budgets. It is revealed that consumer education is essential in the process from cradle to grave in creating the awareness of consumers to buy food. Originality/value -The paper is useful to both practitioners and academics in the fields of relationship consumer and marketing. Informing and training consumers will help increase the awareness of consumers and make them behave more rationally in their shopping. It will lead the studies to be carried out in the future to activate the control of the consumers on their shopping, instead of losing the control of consumers.

The Impact of Marketing Mix Elements on Food Buying Behavior: A Study of Supermarket Consumers in Vietnam

“…Consumers evaluate various dimensions of food products to make their purchase decision. Nevin and Suzan Seren (2010) reveal that Turkish consumers are concerned about food nutrition and safety when shopping at supermarket. Spinks and Bose (2002), in a study of seafood purchasing in New Zealand, find that consumer decision is influenced by product characteristics of nutrition, taste, health benefit and ease of preparation.…”

“…French (2003) indicates that food pricing is an essential factor that shapes individual choice. Given the importance of cost saving consumers evaluate and compare price during the process of food purchasing (Nevin & Suzan Seren, 2010). Conventional wisdom indicates that, a high retail price which reflects immediate monetary costs are likely to hinder consumer purchase behavior while a low price or competitive price leads to an increase in store traffic and product sales (Barbara, Lois, & Bobby, 1996;Pan & Zinkhan, 2006).…”

“…Embracing both services and relationship marketing theories, retail marketing scholars have extended the 4Ps through the inclusion of elements such as store environment, personnel, store formats and physical evidence (Baker, Parasuraman, Grewal, & Voss, 2002;Mulhern, 1997). In the context of food retailing, a growing volume of studies reveal that conventional marketing mix elements such as product's quality and package, price, store location and promotional tools shape consumer buying behavior (e.g., Akbay & Jones, 2005;Knight, Jackson, Bain, & Eldemire-Shearer, 2003;Nevin & Suzan Seren, 2010;Spinks & Bose, 2002). Also, consumers increasingly pay attention to store environment factors including atmosphere and personnel when shopping at supermarkets (Nevin & Suzan Seren, 2010;Turley & Milliman, 2000).…”

“…In the context of food retailing, a growing volume of studies reveal that conventional marketing mix elements such as product's quality and package, price, store location and promotional tools shape consumer buying behavior (e.g., Akbay & Jones, 2005;Knight, Jackson, Bain, & Eldemire-Shearer, 2003;Nevin & Suzan Seren, 2010;Spinks & Bose, 2002). Also, consumers increasingly pay attention to store environment factors including atmosphere and personnel when shopping at supermarkets (Nevin & Suzan Seren, 2010;Turley & Milliman, 2000). Such elements influence customer perceived value and purchasing decisions towards food products (Chaudhuri & Ligas, 2009).…”

Consumption intensity of leafy African indigenous vegetables: towards enhancing nutritional security in rural and urban dwellers in Kenya

“…This result was interesting, indicating that earlier campaign efforts of promoting consumption of leafy AIVs in urban areas were not in vain. Perhaps this is because better-educated households are more likely to attain dietary information on nutritious and healthier food items like indigenous vegetables (Sanlier and Karakus 2010;Gido et al 2017). Contrary to findings in this study, Gido et al (2017) revealed that African night shade was less likely to be accepted for consumption by more-educated urban decision-makers.…”