Author:
Anić Ivan-Damir,Piri Rajh Suncana,Rajh Edo
Abstract
Purpose
– This study aims to examine the impacts of demographic variables (gender, age, income, education) and food product involvement (FPI) on food-related consumer decision-making styles (CDMS).
Design/methodology/approach
– Original Sproles and Kendall's CSI instrument (1986) was applied in the food-product context. Data were collected using consumer phone survey. Eight separate regression analyses were conducted to test hypotheses. In each model independent variables were socio-demographic variables and FPI, while dependent variables were eight food-related CDMS.
Findings
– Regression analyses indicate that each of food-related CDMS are affected by different antecedent variables. Perfectionism, high-quality consciousness was affected by gender, age, income and FPI; Brand consciousness by age, income and FPI; Novelty consciousness by FPI; Recreational, hedonistic shopping consciousness by gender, age and FPI; Price consciousness by age, education and income; Impulsiveness by age, education and income; Confusion by overchoice by education and FPI, and Brand loyalty by education, income and FPI.
Originality/value
– The study applies modified Sproles and Kendall's CSI instrument (1986) in the food product context. The present study also provides a more definitive conclusion about the relationships between demographics, FPI and food-related CDMS. The analysis determined how demographics and FPI affect food-related CDMS.
Subject
Food Science,Business, Management and Accounting (miscellaneous)
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