Consumer purchasing behaviour on spicy products in Matara District, Sri Lanka

Abstract

Various factors influence the consumption of spicy products, making it essential to identify their significance for satisfactory consumption levels. The purpose of this study is to identify the elements that influence customer purchase decisions in the Matara district, as well as their awareness of available spicy items and future demand trends. A semi-structured questionnaire was administered to a sample of 384 spicy product consumers, collecting data across eight dimensions: price, quality, brand name, convenience, availability, packaging, nutritional value, and recommendations. Descriptive and multiple regression analyses revealed that quality, nutritional value (16.15% for both), and price (15.89%) significantly influence purchasing decisions, while other factors were not statistically significant at 0.05. Preference hierarchy among consumers shows that chilli pieces are the most preferred, followed by curry powder and chilli powder. The study found high consumer awareness of Freelan's spicy products, with 95.05% of participants familiar with the brand. The most commonly used spices include chilli pieces, curry powder, and chilli powder, with awareness rates of 17.71%, 15.89%, and 15.63%, respectively. Consumers primarily learn about Freelan products through Freelan outlets and supermarkets, which capture 23.96% and 23.44% of awareness, respectively. This research provides valuable insights for marketers and producers of spicy products, highlighting the importance of competitive pricing strategies and brand development to meet consumer preferences and enhance market share in the Matara district.