Assessing the factors that influence consumer’s purchase behaviour towards functional foods

Functional foods are foods that improve mental and physical well-being. Consumption of functional food has attracted much interest globally based on its benefit in the prevention of life-threatening diseases such as obesity, stroke, heart attack, diabetes, and cancer. Notwithstanding the health importance of functional food consumption, research on the marketing of functional foods is sparse in the literature. The research seeks to evaluate consumers purchase behaviour toward functional foods. The research employed a quantitative method. A consumer survey was conducted using a self-administered questionnaire on a sample of 384 consumers at several grocery stores in the uMhlathuze region, South Africa. The findings demonstrate the significance of understanding consumer motivations and attitudes in enabling food producers to implement the best marketing strategy to increase sales as well as enabling dietitians and medical professionals to share information and create more awareness regarding the health benefits of consuming functional foods. Likewise, the findings showed a significant positive correlation between social factors and age. This indicated that as people increase in age, social factors have more impact on their purchase decisions toward functional foods. Key Words:Consumers purchase behaviour, purchase decision, functional foods, healthy lifestyle, marketing awareness