An Analysis of the Factors Influencing Consumer Behavior in the Purchase of Food Products

Food purchasing behavior reflects interactions among consumer characteristics, psychological evaluations, marketing stimuli, and purchasing circumstances. This study aimed to identify, classify, and synthesize factors influencing consumer behavior in purchasing food products. A descriptive qualitative literature review was conducted using secondary data from journal articles, academic books, and previous research reports. The original review covered literature published between 1991 and 2023, with findings analyzed through thematic synthesis and comparative interpretation. Six determinant categories were identified: cultural, social, personal, psychological, marketing-mix, and situational factors. Comparative evidence revealed differences in the dominant factors across food categories and purchasing environments. Price was dominant in instant noodle purchasing, with a reported influence of 12.15%, while psychological factors were most influential in steamed layer cake purchasing. Product attributes were most decisive in a selected food outlet, whereas purchasing time was the strongest factor in a fast-food restaurant setting. These differences indicated that purchasing behavior depended on product characteristics, consumer evaluations, and transaction circumstances rather than a universally dominant determinant. The study contributes an integrated conceptual framework for interpreting heterogeneous purchasing influences and supports context-sensitive marketing strategies. Differences in research designs and measurements limit direct statistical comparisons and causal generalization.