THE IMPORTANCE OF FACTORS THAT INFLUENCE ON CONSUMER PURCHASING DECISIONS OF FOOD PRODUCTS

Bojkovska, Katerina and Joshevska, Elena and Jankulovski, Nikolche and Mihajlovski, Goran THE IMPORTANCE OF FACTORS THAT INFLUENCE ON CONSUMER PURCHASING DECISIONS OF FOOD PRODUCTS. Journal of Hygienic Engineering and Design, 9. pp. 73-79. ISSN 1857-8489

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Abstract

There are many factors that have influence on
consumer behavior. Those factors are basically divided
into external and internal factors.  The main objective
of this study was to determine which factors have
greater impact on consumers when it comes to their
purchasing decisions. 
The survey was conducted in 2013, using a sample of
215 respondents (75 male and 140 female), students of
Faculty of biotechnical sciences in Bitola, Republic of
Macedonia on age from 19 to 22 years. The sample of
variables includes 10 questions (statements) of which
the first five include external factors that have influence
on the purchase of the consumers, while the other five
are internal factors. This research employs questionnaire
which involves Likert scale. The participants were
offered statements numbered consecutively from 1 to
10, according to the questionnaire, and answers were
provided on Likert scale.
Descriptive measures of the questionnaire results show
the average value of the response of the participants,
the way most of the participants responded, the
deviation and differences in the responses. The
assumption that the empirical schedule has qualities
of a normal schedule is confirmed on the basis of
descriptive measures, which can be determined
by comparison of the mean values of responses to
individual questions as well as the results of the survey
as a whole (the value of the mean, mode and median
were without significant differences).
It can be concluded that these parameters indicate
that when purchasing consumers are mostly guided
by psychological factors and slightly less by external
factors, i.e. opinions of family, friends, financial torque,
etc., and that their personal image, their mood, etc. are
more important for them. The importance of financial,
economic factor is particularly noted, because it was
the strongest in the framework of external factors and,
of course, it has the biggest impact on consumers.
It is important to shed light on consumer behavior and
on structure of different aspects of the internal and
external factors that have impact on buying decisions
for food products.

Item Type:	Article
Subjects:	Scientific Fields (Frascati) > Social Sciences > Economics and Business Scientific Fields (Frascati) > Agricultural Sciences > Other agricultural sciences
Divisions:	Faculty of Biotechnical Sciences
Depositing User:	PhD Goran Mihajlovski
Date Deposited:	19 Feb 2019 11:08
Last Modified:	19 Feb 2019 11:08
URI:	https://eprints.uklo.edu.mk/id/eprint/1717

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