Factors Influencing Purchase Intention of Ready-To-Cook Food Products in Chennai City

Abstract

Purchase intention refers to a customer's willingness to acquire a product or service, marking the initial phase of the decision-making process. Consumer behaviour is a dynamic and complex field within marketing studies, centered on human activities related to the purchasing, consuming, and utilizing of products and services. Grasping consumer behaviour presents a significant challenge, as it encompasses the psychological processes individuals undergo when identifying needs, seeking solutions, making purchasing decisions, interpreting information, planning, and executing those plans through comparison shopping or actual purchases. This intent is a strong predictor of purchasing behaviour and can be swayed by various factors, such as personal needs, preferences, and external influences like advertising and recommendations from peers. In India, attributes such as product cleanliness, absence of pesticides, freshness, health benefits, and a tidy sales environment are highly valued by consumers when purchasing food products. Other critical factors include value for money, overall quality, taste, the availability of diverse products in one location, seasonality, flavour, attractive product displays, proximity, and a pleasant shopping atmosphere. Conversely, promotional offers tend to have minimal influence on food product sales, and consumers generally do not favour food products from other countries when making purchasing decisions.