Abstract:
The aim of this study was investigation of the fact
ors affecting the primary choice of
consumers in food purchasing in Mashhad city by app
lying cross section data of 201
households in 2012. In this study, 56, 30, and 14%
of the consumers chose healthiness of
food, price of food, and taste of food, respectivel
y, as the primary preference in food
purchase. Results of applying multinomial logit mod
el illustrated that older respondents
and females were more careful for health than young
respondents and males. Also, results
indicated that the households with high income and
high educational levels were more
likely to choose healthy foods. Moreover, responden
ts who had knowledge of food health
were more likely to select healthiness of foods. In
addition, comparison of the findings of
this study with similar studies indicates that resu
lts are analogous. Based on the results of
this study, some recommendations are provided for p
olicy makers and food producers.
Keywords:
Choice Process, Food Consumption, Primary preferenc
e,
Multinomial logit
model, Primary choice.
