Price Sensitivity and Customer Satisfaction in Organic and Ready-to-Eat Foods: An Empirical Study

The purpose of this research is to consider the impact of a price sensitivity as the level of satisfaction with ready-to-eat and organic meals among consumers. The degree of a product’s price setting on the consumers’ buying behavior is known as price sensitivity. This topic is relevant in the current market since while customers struggle with the ability to pay and at the same time attempt to gain value from what they are paying for, they are increasingly becoming more conscious of health, environmental, and convenience factors. The study is carried out by analyzing consumers’ behavior & preferences. This research also examines organic and ready-to-eat food's psychological and socio-economic impacts. The study reveals that when customers select food, they are compensated by convenience, flavor, and health factors. However, they are financially constrained in a way that prevents them from putting much effort into buying organic food. Thus, the study provides information for food marketers and policymakers interested in promoting sustainable and healthful food consumption.