Investigating Key Factors Influencing Consumer Food Practices and Choices for Ensuring Food Safety: A Case Study of Coimbatore Residents

Abstract

Aim: The primary objective of this study is to employ the Mann-Whitney U test as a robust statistical tool to assess and establish the significance of the association between the education levels of the respondents and their behaviour regarding checking for quality marks before initiating product purchases. By utilizing this non-parametric test, we intend to discern whether there exists a meaningful and statistically significant difference in the likelihood of individuals with varying educational backgrounds to prioritize the inspection of quality marks as part of their consumer decision-making process. Study Design:  Since the study has its own predetermined objectives and methodology, it is descriptive in nature. The survey analyses the factors influencing the food safety practices of consumers during the period of June and July of 2023 (60 days) as a part of Masters research work. Place and Duration of Study: The research was carried out in Coimbatore city. During the months of June and July of 2023, primary data was collected from a random sample of respondents. Methodology: The study specifically targeted a sample size of 200 consumers (93 men, 107 Women).. A well-structured questionnaire was used to collect data from the sample respondents. The study employed the Mann-Whitney test to assess if a significant relationship exists between respondents' education levels and their tendency to inspect quality marks before purchasing products. This analysis seeks to uncover potential distinctions in this behaviour based on educational backgrounds. Results: This study identifies the significance between the education and the food safety practices from purchase to home. The results indicate that there is significant difference between the education and Check for quality marks before buying the products. Results of Mann-Whitney U-Test showed that the difference between Graduate (1) and non-Graduate (0) with respect to the dependent variable Check for quality marks before buying the products was statistically significant, U=4158, p=.046, r= 0.15. Thus, the null hypothesis is rejected. Conclusion: This study underscores a significant relationship between respondents' education levels and their practice of checking quality marks before product purchases. The test demonstrates a statistically significant distinction between Graduates and Non-Graduates (U=4158, p=.046, r=0.15), highlighting the influence of education on consumer behavior. Consequently, the null hypothesis is rejected, emphasizing the importance of education in shaping consumer decision-making processes.