<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Research purpose.</bold> Consumer is becoming demanded one in the purchasing process. Thus, consumer behaviour analyses thinking about his or her involvement in the purchase process could be a solution for marketers. This article concentrates on the consumer’s choice of food products in the purchase process because the author is interested to clarify the connection amongst choice, purchase and wasting of food. The research purpose is to evaluate the consumer’s consciousness in choosing food product in the purchase process.<bold>Design/Methodology/Approach.</bold> Quantitative method using questionnaire was applied to 643 respondents whilst implementing formulated aim. Cronbach’s alpha analyses of 35 items (0.870) showed reliability of the research.<bold>Findings.</bold> The research results indicated that consumer in the food purchase process is low conscious because he or she does not understand that he or she is buying more than what he or she needs and thus some of his or her purchase becomes waste. Consumer’s consciousness could be seen in the consumer’s lifestyle such as preferences for homemade food.<bold>Originality/Value/Practical implications.</bold> The research results could be used in practice and science. Food-producing companies might use some research results making their packaging solutions. The research results could give incites for scientists for future research.</abstract>

Research purpose. Consumer is becoming demanded one in the purchasing process. Thus, consumer behaviour analyses thinking about his or her involvement in the purchase process could be a solution for marketers. This article concentrates on the consumer’s choice of food products in the purchase process because the author is interested to clarify the connection amongst choice, purchase and wasting of food. The research purpose is to evaluate the consumer’s consciousness in choosing food product in the purchase process.Design/Methodology/Approach. Quantitative method using questionnaire was applied to 643 respondents whilst implementing formulated aim. Cronbach’s alpha analyses of 35 items (0.870) showed reliability of the research.Findings. The research results indicated that consumer in the food purchase process is low conscious because he or she does not understand that he or she is buying more than what he or she needs and thus some of his or her purchase becomes waste. Consumer’s consciousness could be seen in the consumer’s lifestyle such as preferences for homemade food.Originality/Value/Practical implications. The research results could be used in practice and science. Food-producing companies might use some research results making their packaging solutions. The research results could give incites for scientists for future research.

Consumer Involvement in the Purchasing Process: Consciousness of the Choice

Kauno Kolegija University of Applied Science

Economics and Culture

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Consumer Involvement in the Purchasing Process: Consciousness of the Choice"}

Research purpose. Consumer is becoming demanded one in the purchasing process. Thus, consumer behaviour analyses thinking about his or her involvement in the...

Consumer Involvement in the Purchasing Process: Consciousness of the Choice

Publié en ligne: 20 juil. 2019

Pages: 126 - 136

DOI: https://doi.org/10.2478/jec-2019-0014

Mots clés
Consumer, Involvement, Purchasing process, Customer, Consciousness

© 2019 Laima Jeseviciute-Ufartiene, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Consumer Involvement in the Purchasing Process: Consciousness of the Choice

Publié en ligne: 20 juil. 2019

Pages: 126 - 136

DOI: https://doi.org/10.2478/jec-2019-0014

Mots clésConsumer, Involvement, Purchasing process, Customer, Consciousness

© 2019 Laima Jeseviciute-Ufartiene, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Mots clés
Consumer, Involvement, Purchasing process, Customer, Consciousness