FACTORS INFLUENCING CONSUMERS’ INTENTIONS TO PURCHASE FROZEN FOODS

This research aims to determine the factors that affect consumers’ intentions to buy frozen food. A survey questionnaire and a research model were developed in this study based on a theoretical review and previous studies, and hypotheses were proposed. Quantitative research methodology was used to measure consumers’ purchase intentions for frozen food by conducting an online survey of 396 consumers. The collected data were further analyzed by SPSS software. As a result of the research, it was found that brand reputation, price perception, social media influencers, convenience, product quality, and social influence have a positive effect on consumers purchase intentions for frozen food, and consumers attitudes towards frozen food have a positive effect on purchase intention. However, family members understanding of frozen food and nutritional information does not have a positive effect on consumers attitudes towards frozen food.