Key factor influencing consumer behavior are purchasing ready to eat foods category during eating occasion in a day.

Abstract

The purpose of this study was to test hypothesis of the five factors that influencing consumer behavior are purchasing ready to eat category during eating occasion in a day. The factors were convenience, hanger needed, good for healthy, social benefit and price conscious. Hypotheses were tested descriptive analysis, factor analysis correlation and linear regression analysis from 140 responders who has ever buy ready to eat foods during a day. The result of this study showed the most motivation to consume ready to eat foods is “convenient”. Following by “hunger needed”, consisted of two attributes including hunger and try new and different things. The third is “good for healthy”, consisted of low in fat, low in calories, keep me in shape and safe and foods quality. Following by the “social benefit” which combined with make them can spend time with others people, makes social gathering more comfortable. However, price conscious was not significate motivated to purchasing ready to eat foods.