FACTORS AFFECTING URBAN CONSUMERS' PURCHASE DECISIONS FOR READY-TO-EAT FOODS: A STUDY IN PULAU PINANG, MALAYSIA

In recent times, the popularity of ready-to-eat food has witnessed a significant rise, especially among the urban population. These convenient foods are easily available in supermarkets and can be consumed at any time and from any location. However, there is a lack of understanding about the factors that influence urban consumers' purchase decisions for ready-to-eat foods. To address this knowledge gap, a study was conducted to analyze the impact of price, packaging, safety, and convenience on the purchase decisions of urban dwellers. The study involved 157 respondents aged 18 and above, residing in urban areas of Pulau Pinang, who were selected through convenience sampling methods. Both online and manual questionnaires were utilized to gather data, which was then analyzed using Statistical Package for the Social Sciences (SPSS) version 27 and Microsoft Excel. The study findings suggest that the independent variables, namely price, packaging, safety, and convenience, had a significant and positive impact on urban consumers' purchase decisions. Thus, this study sheds light on critical factors that influence the purchase decisions of urban consumers for ready-to-eat foods.