CONSUMER FOOD PURCHASING BEHAVIOR IN SUPERMARKET A CASE STUDY IN PRESIDENT UNIVERSITY STUDENTS

Abstract

With society development, the level of daily life quality is improved also. Compared with people as before, many aspects of consumer behavior changed now. In the past, people only concern about if the food is enough to eat. In other word, because in past years, economics is not as well developed as nowadays, people was satisfied with the enough quantity food and they didn’t pay attention to the quality of the foods. In recent years, supermarket is developed rapidly, and this thesis was conducted with the aim of determining the food purchasing behavior of consumers from supermarkets. In this thesis, it will analyze consumers’ purchasing behavior among food nutrition, food cost saving, food safety and food convenience. In addition, this thesis is conducted to find out which factors impact the consumers’ purchasing behavior most, and whether there’s a difference between Ages, Major and Batch among food nutrition, food cost saving, food safety and food convenience. The data for this research was collected from relevant books, reports, and journals to investigate the current situation of supermarket and a survey was delivered to test the factors affecting customers’ purchasing behavior. Factor analysis was using as tool to analyze data for this research. Based on collected data, hypothesis theory was adopted to do assumption to get the results.