Factors Influencing Food Purchasing Decisions of Tarlac State University – College of Business and Accountancy Students

This study described the factors influencing food purchasing decisions among students of Tarlac State University – College of Business and Accountancy (TSU-CBA). Specifically, it identified the extent to which price, taste, product quality, convenience, and location/accessibility affect students’ food purchasing decisions. A quantitative research design was employed, utilizing a structured questionnaire administered to student respondents. Data were analyzed using descriptive statistics, correlation, and regression analysis to determine the level of influence and relationships among the variables.
Findings revealed that all identified factors significantly influence students’ food purchasing decisions, with t product quality and location/accessibility emerging as the most influential determinants. Price was also found to be a critical consideration, indicating that students are highly budget-conscious in their food choices. Convenience and location/accessibility further contributed to purchasing decision, highlighting the importance of time efficiency and proximity in food selection. The results also showed that students tend to prioritize a balance between affordability, quality, and convenience when making food-related decisions.
Moreover, the study confirmed that these factors collectively play a significant role in shaping food purchasing decision among students. The findings suggest that food purchasing decisions are not driven by a single factor but by an interplay of economic, personal, and situational influences. Based on these results, it is recommended that food establishments near TSU-CBA focus on improving food quality and taste while maintaining affordable pricing and ensuring convenient and accessible service locations
Thus the study concludes that understanding these factors is essential for food businesses to effectively attract and retain student consumers in a competitive academic environment.

Food purchasing decisions, Student consumer behavior, Factors influencing food choice, Tarlac State University (TSU-CBA)

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