FACTORS AFFECTING PURCHASING DECISION IN BRANDED EGGS

Abstract

The egg is one of the staple foods and is considered as a commodity. As a commodity, it is hard for manufacturers to stand out among other manufactures. Branding eggs could help a manufacturer to stand out among other manufacturers. The purpose of this study is to find out factors affecting consumers’ buying decision regarding branded eggs. The independent variables of this research are price, freshness, packaging, and safety and the dependent variable is buying decision. The population of this research is people who have made branded eggs purchase and sample of this research is 106 people that have purchased branded eggs. Questionnaires with a Likert scale is used to gather respondents’ opinion on branded eggs. Data gathered from the questionnaires is then analyzed using SPSS to determine which independent variables have significant influence towards buying decision. The result of this research is that price and packaging have significant influence towards buying decision.