foodsystFood systemsПищевые системы2618-97712618-7272Федеральный научный центр пищевых систем им. В.М. Горбатова РАН10.21323/2618-9771-2025-8-2-156-166foodsyst-761Research ArticleСтатьиInfluence of price, health aspect, taste, and smell on making decision of Myanmar’s peanut oil purchasingВлияние цены, воздействия на здоровье, вкуса и запаха на принятие решения о покупке арахисового масла в Мьянмеhttps://orcid.org/0009-0009-1487-2647ХафиантиС.HafiantiS.

Хафианти Сильви — доктор делового администрирования, факультет магистратуры по био-менеджменту, Школа бизнеса

13210, Индонезия, Восточная Джакарта, Джакарта, Уайт-Вуд, Западная ул., 88

Тел.: +62–81–26–79–72

Silvi Hafianti, Doctor in Business Administration, Department of Master in Bio Management, School of Business, Indonesia International Institute for Life Sciences (i3L)

Jl. Pulomas Barat Kav. 88, Kayu Putih, Jakarta Timur 13210, Jakarta, Indonesia

Tel.: +62–811–26–79–72

silvi.hafianti@i3l.ac.idhttps://orcid.org/0009-0005-9949-3072ПересЭ. Ф.PerezE. F.

Перес Эдизпбет Фурио — доктор делового администрирования, факультет магистратуры по био-менеджменту, Школа бизнеса

13210, Индонезия, Восточная Джакарта, Джакарта, Уайт-Вуд, Западная ул., 88

Тел.: +62–87–883–86–50–80

Elizabeth Furio Perez, Doctor in Business Administration, Department of Master in Bio Management, School of Business, International Institute for Life Sciences (i3L)

Jl. Pulomas Barat Kav. 88, Kayu Putih, Jakarta Timur 13210, Jakarta, Indonesia

Tel.: +62–87–883–86–50–80

elizabeth.perez@i3l.ac.idhttps://orcid.org/0009-0005-4556-3741ВинТ.WinT.

Вин Тан — магистр по направлению делового администрирования

Мьянма, регион Янгон, Янгон, Багаяр-роуд, Башня Панчан

Тел.: +95–942–116–19–02

Than Win, Master of Business Administration, Department of Business Administration, River Samon Institute of Management

Panchan Tower, Bagayar Road, Yangon Region Yangon, Myanmar

Tel.: +95–942–116–19–02

tan.than.win1@dksh.comhttps://orcid.org/0000-0002-1279-3904АнзориА. Н.М.AnsoriA. N. M.

Анзори Ариф Нур Мухаммад — PhD, Доктор ветеринарных наук, научный сотрудник аспирантуры

60115, Индонезия, Восточная Ява, Сурабая, округ Мулиорехо, Джл. Айрлангга 4–6

Тел.: +628–214–464–78–32

Arif N. M. Ansori, Ph.D. in Veterinary Science, Researcher, Postgraduate School, Universitas Airlangga

Jl. Airlangga 4–6, Surabaya, East Java, 60115, Indonesia

Tel.: +628–214–464–78–32

ansori.anm@gmail.comhttps://orcid.org/0000-0001-7145-5625СэмХ. Т.SamH. T.

Хай Тунг Сэм — PhD Управление технологиями и бизнес, профессор, факультет бизнеса и коммуникаций

71800, Малайзия, Нигери-Сембилан, Нилай, Персиаран Пердана BBN Путра

Тел: +60–12–711–73–67

Hai T. Sam, PhD in Technology Management and Business, Professor, Faculty of Business and Communication, INTI International University and Colleges

Persiaran Perdana BBN Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia

Tel: +60–12–711–73–67

toonghai.sam@newinti.edu.myМеждународный институт естественных наукИндонезияInternational Institute for Life SciencesIndonesiaИнститут менеджмента Ривер-СамонМьянмаRiver Samon Institute of ManagementMyanmarУниверситет Айрлангга; Виртуальный исследовательский центр биоинформатики и биотехнологийИндонезияUniversitas Airlangga; Virtual Research Center for Bioinformatics and BiotechnologyIndonesiaМеждународный университет и колледжи ИНТИМалайзияINTI International University and CollegesMalaysia20251807202582156166Copyright © Hafianti S., Perez E.F., Win T., Ansori A.N., Sam H.T., 20252025Хафианти С., Перес Э.Ф., Вин Т., Анзори А.Н., Сэм Х.Т.Hafianti S., Perez E.F., Win T., Ansori A.N., Sam H.T.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.fsjour.com/jour/article/view/761

This study aims to investigate the factors that influence consumer purchasing decisions regarding peanut oil brands in Myanmar, specifically examining the impact of price, health benefits, and taste and smell on purchasing behavior. A quantitative research approach was employed to analyze the data collected from 255 participants who are social network friends’ netizens living in Yangon region. The gathered data was analyzed by using the logistic regression statistical tool. Tests such as Likelihood Ratio test, Wald test, the Hosmer-Lemeshow test, Cox and Snell R-square, Nagelkerke R-square and Omnibus test were used in this study for the model fitting purpose to achieve its objectives. The results show that peanut oil price had a significant impact on consumer purchasing decisions, while health considerations also played a role in decision-making. However, taste and smell did not significantly contribute to the prediction of the relationship between the dependent and independent variables.

Целью данного исследования было изучение факторов, влияющих на принятие потребителями решения о покупке брендов арахисового масла в Мьянме, изучая, в частности, влияние цены, пользы для здоровья, а также вкуса и запаха на покупательское поведение. Был использован количественный исследовательский подход для анализа данных, собранных от 255 участников, которые являются пользователями социальной сети друзей, живущих в районе г. Янгон. Собранные данные были анализированы путем использования статистического инструмента логистической регрессии. В этом исследовании были использованы такие тесты как тест отношения правдоподобия, тест Вальда, тест Хосмера-Лемешоу, R-квадрат Кокса и Снелла, R-квадрат Нагелькерке и универсальный критерий для адаптации модели для достижения её целей. Результаты показали, что цена на арахисовое масло оказывала значимое влияние на решение потребителей о покупке, в то же время соображения здоровья также играли роль в принятии решения. Однако вкус и запах не вносили существенный вклад в прогнозирование взаимоотношения между зависимыми и независимыми переменными.

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The authors declare that there are no conflicts of interest present.