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This study aims to find out what selection attributes influence the food preferences and purchase behavior of Generation MZ. The sample collection for the study was done through a survey with 250 respondents from 1 June to 29 June 2023. Of these, 228 valid responses were analyzed after excluding unreliable and incomplete responses. The research took a close look at the impact of specific choice attributes associated with spicy foods, such as price, hygiene, variety, and trend, on the satisfaction. The research outcomes revealed noteworthy insights. It was observed that price, variety, and trend significantly contribute to the enhanced satisfaction levels of Generation MZ. Furthermore, satisfaction plays a pivotal role in driving the repurchase decisions. However, the attribute of hygiene did not exhibit a statistically significant impact on satisfaction levels. This study has profound implications for understanding how Generation MZ shapes their food preferences and choices. Prioritizing strategies associated with price, variety, and trend can foster more positive interactions with Generation MZ, ultimately bolstering the competitiveness of the food industry.
Kim et al. (Thu,) studied this question.