Consumer Buying Behavior

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Consumer Buying Behavior towards Food Consumption

I. Introduction

A. Background of the Study
The word food refers to any nutritious substance that our body intake to sustain life, therefore, each and every human needs it. According to Abraham Maslow’s hierarchy of needs (1943), in the physiological needs stage, food is one of the strongest needs because if a person were deprived of all needs, the physiological ones would come first in the person's search for satisfaction. However, despite of the fact that food is a basic need, people still have their own picture of choosing what they want to eat. Food is not just a food – the selection and consumption of food has always been a matter subject to a complex network of cultural and individual factors. These factors were affected by the consumers buying behavior. According to Kardes (2011), consumer buying behavior is a study of how consumers decide to buy a product. It entails all the consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, mental and behavioral responses that precede, determine or follow these activities. This buying behavior could be a big part on how consumers choose what food to eat. Buying behavior explains why people do have differences in buying food. This happens because of the factors that affect the human needs or wants and how the foods are presented to them. The study will be completed to determine what factors that affect the consumer buying behavior towards food consumption, what could be the significant relationship between the factors affecting the consumer and the factors affecting the food itself.

B. Statement of the Problem
This study will help to understand how people were affected by their buying behavior towards food consumption. Specifically, this study will require answering the following questions: 1. What is the profile of the consumer in terms of:

2.1. Gender
2.2. Age
2.3. Marital Status
2.4. Religion

2. What is the consumer’s buying behavior towards food consumption in relation to: 3.5. Nutritional Value of Foods
3.6. Taste of Foods
3.7. Aesthetic Appeal of Foods
3.8. Price of Foods

3. What are the significance relationships between the profile of the consumer and their buying behavior towards food consumption?

C. Conceptual Framework
Figure 1. Research Paradigm of the Study
The Figure 1 illustrates the research paradigm of the study which specify the input, process and output that will be pondered in conducting in the study. In the input box, it presents the profile of the consumers in terms of gender, age, marital status, and religion that have a significant relationship with the customers buying behavior towards food consumption in relation to the nutritional value, taste, aesthetic appeal and price of the food. In the process box, it reveals how the study will gather its data which is through a survey questionnaire that will be answered by the respondents and it will be interpreted and analysed. In the last box, the output box, presents the significant relationship between consumer’s profile and their buying behavior towards food consumption.

D. Significance of the Study
The researcher will intend to give information about the buying behavior of consumer when it comes to ingestion of food. Moreover this study will address itself to: researchers and other interested practitioners, who are also searching some answers and related references on their researches, may this study help them to widen the results they need; owners of food-related establishments, who need more information about their customers buying behavior ; students and other individuals for them to gain some understandings.

E. Scope and Limitation
The study will revolve around the city of Tanauan and the citizens will be the respondents of the said study. They will be given...
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