Beruflich Dokumente
Kultur Dokumente
CHAPTER 2
African consumers have often been make purchase decision on cheap, poor-
quality, unbranded 2 products in many categories when you compare with other countries
like North Africa’s who were willing to pay a premium for well- known
October 2012), that can cause problem to the consumers because people find them make
goods or services of low quality and quantity because of being influenced by other factors
which affect purchasing decision. The study was conducted at Kinondoni Municipal in
Chinese consumers are changing their diets and demanding greater quality,
convenience, and safety in food. Food expenditures grow faster than quantities purchased
as income rises, suggesting that consumers with higher incomes purchase more expensive
foods. The top-earning Chinese households appear to have reached a point where the
income elasticity of demand for quantity of most foods is near zero. China’s food market
is becoming segmented. The demand for quality by high-income households has fueled
recent growth in modern food retail and sales of premium-priced food and beverage
products. Food expenditures and incomes have grown much more slowly for rural and
parts in dining experience. Food quality is a major factor that influences the purchase
intention in regard to the choice of restaurants. On a similar note, Susskind and Chan
(2000) discovered that food quality is the key stator that promotes customers to visit fast
food restaurant. Food quality is considered as a crucial estimator for fast food dining
restaurants in ensuring customer loyalty. Sulek and Hensley (2014) agreed by stating that
food quality is the most significant component of purchase intention provided that the
environment components and service quality are contrasted by other fields of the
restaurant. Furthermore, the positive relation between food quality and satisfaction would
excellence and superiority of the product (Zeithaml, 1988). In the previous studies, some
researchers argued that quality cannot be defined and quality is objective which can be
this two approaches quality is divided in to objective of quality and perception of quality
(anselmsson, ULF, & persson, 2007). Objective of quality is evaluation of the product
notation which is consumer evaluation of the product and judgment that based on some
nutrition, menu variety, and tastiness of food. Moreover, Raajpoot (2002) added that
variety of food, menu design, serving size, and food presentation in the food service
Thus it can be concluded that the better the quality of the resulting product the
better and increased purchasing decision of the product by consumers. This study
supports previous research as the research conducted by Alfred, Owusu. (2013), found
that there is a positive and significant effect Price and quality of products on consumer
purchasing decisions; Carmina Fandos, Carlos Flavián. (2006), found that product quality
both intrinsically and extrinsically has significant and significant impact on compensation
purchase decisions; Yang, X. (2015), This study focuses on the quality of product
from the satisfaction of enjoying a homemade authentic food product, to the local-food
intrinsic ability to enhance the sustainability of the food system, reducing the carbon
footprint and providing new market opportunities for local farms (Guerrero et al., 2009).
Quality has become a key element on which the Italian food market has strongly invested
to differentiate itself and face the challenges from new international markets.
Certification and brand provide consumers with a set of indications regarding not only
the product origin, but also the relevant production processes and other aspects, including
safety, environmental and ethical aspects, all of which constitute the core of the quality
concept (Marino & Nobile, 2007). Nowadays, to define food products' quality, consumers
evaluate both intrinsic features of the product and external features, such as traceability,
origin (COO), geographical indications and certification (Mascarello et al., 2015; Jover et
al., 2004), and then choose foodstuffs according to elements that may characterize the
product itself. The food label encloses a set of information that conveys to consumers the