Understanding Consumer's purchase intention and consumption of convenience food in an emerging economy: Role of marketing and commercial determinants

The present study examines the role of brand, store, processing technology, packaging, country of origin, product information, and advertising in the shopping and consumption of convenience food. A structured questionnaire was used to collect data from 501 consumers across four cities of India, including students and in-service personnel from universities and the corporate sector. Confirmatory factor analysis and structural equation modeling were used for data analysis. Cronbach's alpha, factor loading, composite reliability, average variance extracted, and inter-correlation estimates revealed good reliability of constructs and items of each construct, as well as confirmed convergent and discriminant validity of the measurement model. Confirmatory factor analysis revealed that measurement and structural models fit well with the data. The standardized estimates of the structural model indicated that brand image was the most crucial determinant which drives consumers towards convenience food choice, followed by product information, store image, advertising, packaging quality, and processing technology. Country of origin was not associated with purchase intention and consumption of convenience food.