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| Food Purchase Decisions: The Influence of Food Quality and Safety |
Tibiri Mercy Azuma, Beatrice Naa Adjeley Quao, Gifty Osiakwa Adwoa Christabel,
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Abstract:
Purchasing intention is the probability that customers in a certain purchasing situation choose a certain brand of a product category. This is related with consumers’ behaviour, perception and their attitude. Purchasing behaviour is an important key point for consumers during considering and evaluating of certain product. The aim of the study was to evaluate the factors influencing consumers’ food purchase decisions in relation to food quality and safety. The researchers used qualitative research approach for the study. A sample size of 500 respondents was involved in the study. Questionnaire was used in collecting the data. A simple random sampling technique was used to select men and women who purchase food stuffs in the Tafo municipality, Kumasi. This method was used because it ensured that everyone in the population had an equal chance of being selected. Results from the data collected were analyzed using Statistical Software Package for Social Sciences (SPSS) Version 16. Chi-square test for statistical significance of association and ANOVA were used where applicable. Graphical representation was by Microsoft Excel. The study portrayed that 80% of the respondents agreed that their purchase decision is highly influenced by both quality and safety attributes of food. As to whether consumers perceive price to confer quality, it was seen that price is not an important attribute in determining quality since price (3.52) recorded a low mean value. It was recommended that regulators of food vending ought to intensify and strengthen education on food safety and quality so that people appreciate the need for healthy eating.
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