Evaluation of Determinant Awareness Factors for the Purchase Decision of Food Items in Bangladesh: An Empirical Study

Abstract

Eating nutritious food is an indispensable part of leading healthy life .Knowledgeability and easy access to information network make today’s consumers more conscious about nutrition. Diet conscious consumers now pay more attention to purchase nutritious food. But how far the marketers are ready? The awareness level would play a catalytic role here to make marketers rethink and reshape marketing strategies. This study tried to find out the factors that determine consumer awareness. This intends to judge the awareness level of the consumers in having food items. Five awareness factors out of 12 variables have been summarized by applying factor analysis technique. The subtracted factors are  (1)checking nutritional facts and paying more for nutritious food,(2) familiarity with dietary requirement, checking adulteration, checking food label,(3) checking expiry date, checking mrp,(4) measuring importance of nutrition, looking for nutritional information,(5) rationale for buying a new product. These factors explain 60.52% of the variability of the covariance matrix. Consumers familiar with these awareness aspects may be considered ‘moderately conscious’.

Keywords: Food items, nutrition, consumer awareness, factors, factor analysis