Assessing food choices in Dhaka: the role of selected food choice motives and pricing strategies

BACKGROUND: Rapid urbanization in Dhaka has driven significant shifts in food consumption patterns among its residents. Understanding the factors influencing food choice is crucial in making informed decisions by policy makers and enabling the development of targeted interventions to promote healthier food options. This study aims to explore the factors influencing the food choices of consumers in Dhaka city, with a focus on underlying food choice motives and pricing strategies. METHODS: A cross-sectional study was conducted between August 2023 to February 2025 using written questionnaires. Purposive sampling technique was employed to obtain the sample. The questionnaire was administered in person at various points of food purchase, including grocery stores, local bazars, and supermarkets in Dhaka city. The study evaluated key food choice motives and pricing strategies using validated questionnaires. One-way ANOVA was used for mean comparisons. Tukey's test was employed for post-hoc mean comparisons between income groups. RESULTS: Health emerged as the most significant food choice motive. The middle-income group prioritized health and sensory appeal when making food choices, with mean (SD) scores of 4.4 (0.5) and 4.3 (0.8), respectively. In terms of attractiveness of pricing strategies, this group found healthy products on sale at a cheap rate more attractive. Conversely, the strategy of subsidized prices through TCB-operated open market sales was more attractive to the low-income group, with a mean (SD) score of 4.2 (0.9) than to the middle-income group 3.8 (1.2). To increase the consumption of healthy foods, the middle-income group preferred strategies such as healthy food options at a low VAT rate and healthy products on sale at a cheap rate. CONCLUSIONS: This study suggests that health is the most important factor among all food choice motives. The findings offer insights for designing interventions and guiding policymakers in promoting a healthier food environment.