FACTORS INFLUENCING CONSUMER’S PURCHASE OF PROCESSED AND READY TO COOK MEAT IN DHAKA METROPOLITAN CITY

Abstract

new trend that started to spread across the nation at the turn of the century substituted heavily processed, ready-to-cook foods for cooked meals. A total of 110 consumers were randomly chosen for the study from the Dhaka district's Mohammadpur and Dhanmondi neighbourhoods. The responses from respondents were gathered from July through September of 2022 via a pre-tested interview schedule. Using percentage analysis, socioeconomic parameters such as gender, salary, education, occupation, family structure, consumer awareness, and frequency of purchases were examined. Using Binary Logistic Regression, the contributions of the variable were ascertained. Both the number of homes headed by single parents and the desire of consumers for processed foods are increasing. The study set out to describe some of the characteristics of the consumers, assess how they felt about processed foods, and pinpoint the variables that had a major impact on their decision to purchase processed and ready-to-cook foods. The consumption of processed and ready-to-cook meat items was the study's dependent variable, while the respondents' seven significant characteristics made up the study's independent variables. According to the interview poll, 67% of respondents who bought processed food did so because they saw an advertisement from someone else, and 92% of respondents who ate processed food were high income earners. Only 47% of respondents were well educated. Within the selected variables of the respondents, income, family type, medication, and advertisements from others demonstrate a substantial correlation with the purchase of processed and ready-to-cook foods. Therefore, the inventive firm should consider these factors before venturing into such a business, and producers, legislators, and those strategizing marketing campaigns for goods with nutritional and qualitative worth ought to reconsider their decision to sell such goods.