PERCEPTUAL AND EXPERIENTIAL DETERMINANTS OF FOOD PURCHASE DECISIONS: INSIGHTS INTO SHELF SELECTION BEHAVIOR

Abstract

In an increasingly diverse and competitive food market, understanding the factors that influence consumers’ purchasing decisions is essential for effective marketing and merchandising strategies. This study investigates the primary determinants of food purchase behavior, based on a questionnaire administered to a socio-demographically diverse sample of respondents. It examines how variables such as shopping frequency, purchase location, external influences (e.g., mass media, relatives, promotions), and attitudes toward price and quality shape consumer behavior. The research focuses on the situational and perceptual factors that guide the selection of a specific product from a wide range of options. Findings highlight the importance of product placement at eye level, price, promotional offers, packaging design, price–quality ratio, and prior experience with the product, as well as consumers’ tendency to evaluate the entire available range before making a choice. By analyzing these factors, the study provides insights into how perceptual, cognitive, and experiential elements interact during the purchasing process. The results underscore that food purchase decisions are complex, influenced not only by economic considerations but also by visual and cognitive cues, which retailers can strategically leverage to enhance product attractiveness and optimize in-store presentation.