Elements of Consumer Behavior That Influence Food Consumption - Example

The paper "Elements of Consumer Behavior That Influence Food Consumption" is a perfect example of a business capstone project. Consumer behaviour has undergone major shifts as consumer demands, needs and preferences are constantly evolving, driven by technological development, innovation and research. Food in China has been associated with greater significance than simply linked to physical wellbeing. Traditional Chinese food-related to its culture, art and reality. However, food and eating habits are dynamic as they continue to be influenced by several factors such as social, economic, cultural and psychological factors.

Consumption habits, intention to purchase and the attitude towards food also depend upon the origin of food. Chinese food is one of the most popular ethnic foods across the globe. It has its roots in Britain since the early 1900s as the Chinese population increased its presence in the United Kingdom. Today Chinese cuisine in Britain has evolved and cuisines from different part of China can be readily found all over the country. The international student community has a strong presence in the UK and Chinese students are available in great numbers.

Food consumption behaviour is driven by several factors. With the aim to investigate the elements that influence food consumption behaviour, this study has been based on the food consumption behaviour of Chinese students in the UK. Three research objectives were set and after an extensive review of literature and theories on the subject, the study objectives have been achieved through qualitative analysis of primary data gathered through semi-structured interviews. The study finds that national cultures are deep-seated and continue to exert a strong influence on food consumption behaviour.

Acculturation starts even before students arrive in the UK. Students have been found to experiment with other cuisines but their affinity for home country food remains strong. Familiar food is also a source of comfort for students and this is linked to the uncertainty avoidance culture of collectivist societies such as the Chinese. Chinese continue to have a string food-centred culture and group consumption of food is a means to enhance social relationships. Socio-economic factors, price, social values, peer influence, need for healthy food, are the attitudes and attributes that influence food consumption.