Influence of price, health aspect, taste, and smell on making decision of Myanmar’s peanut oil purchasing
https://doi.org/10.21323/2618-9771-2025-8-2-156-166
Abstract
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.
About the Authors
S. Hafianti
International Institute for Life Sciences
Indonesia
Indonesia
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
E. F. Perez
International Institute for Life Sciences
Indonesia
Indonesia
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
T. Win
River Samon Institute of Management
Myanmar
Myanmar
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
A. N. M. Ansori
Universitas Airlangga; Virtual Research Center for Bioinformatics and Biotechnology
Indonesia
Indonesia
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
H. T. Sam
INTI International University and Colleges
Malaysia
Malaysia
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
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Review
For citations:
Hafianti S., Perez E.F., Win T., Ansori A.N., Sam H.T. Influence of price, health aspect, taste, and smell on making decision of Myanmar’s peanut oil purchasing. Food systems. 2025;8(2):156-166. https://doi.org/10.21323/2618-9771-2025-8-2-156-166
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