The influencing factors in the purchase process of the breakfast cereals

This research aims to enhance understanding of the factors influencing breakfast cereal purchasing decisions among Portuguese consumers, particularly focusing on packaging relevance and sustainability. A field study was conducted using quantitative, descriptive methods, involving breakfast cereal consumers in Portugal. Data were collected through an electronic questionnaire, yielding 335 responses. The findings provide insights into the factors that brands should consider in their marketing strategies regarding breakfast cereal purchase decisions. The study confirmed five out of thirteen research hypotheses, with three others partially confirmed. Key factors identified by consumers include flavor, experience, taste, packaging, food label, price, promotional strategy, communication, and sustainable packaging. This research contributes to existing literature by focusing on breakfast cereals, a product familiar to consumers across various age groups, and highlights the continuous updates in recipes, packaging, sustainability, and communication strategies. It offers a comprehensive analysis of the factors driving consumer decisions in a product category that has significantly evolved, shedding light on what motivates consumers to prefer one product over another. This study also provides valuable insights for brands looking to optimize their marketing strategies in the breakfast cereal market.