Public Attitudes Towards Pre-Cooked Food: A Multivariate Survey on Trust, Food Security, Health and Willingness to Eat Pre-Cooked Food in Daily Life

Yan Ma; Yu Mei; Hongmin Huang; Kelei Shui; Hasan Tinmaz

doi:10.71222/9y6z6x71

Authors

Yan Ma Business Administration, Woosong University, Daejeon, Korea Author
Yu Mei Business Administration, Woosong University, Daejeon, Korea Author
Hongmin Huang Business Administration, Woosong University, Daejeon, Korea Author
Kelei Shui Ningbo Meishan International Cold Chain Co. LTD, Ningbo, China Author
Hasan Tinmaz AI & Big Data Department, Woosong University, Daejeon, Korea Author

DOI:

https://doi.org/10.71222/9y6z6x71

Keywords:

pre-cooked food, China, customer attitude, food security

Abstract

This study investigates consumer perceptions and purchasing behaviors related to pre-cooked food using multidimensional data analysis. The findings highlight food safety, product diversity, and price as the primary factors influencing consumer choices. Education level and gender play significant roles in shaping purchasing decisions: individuals with higher education levels tend to exhibit greater awareness and acceptance of pre-cooked food, while women generally express stronger concerns about food safety and freshness compared to men. Furthermore, occupation is closely associated with purchase frequency-office workers are more likely to buy pre-cooked food, and consumers who frequently cook at home demonstrate a higher inclination to purchase these products. Factor analysis revealed two key dimensions affecting consumers' continued consumption intention: the product perception dimension and the quality and safety dimension. Cluster analysis further divided consumers into two distinct groups-one emphasizing food safety and product diversity, and another prioritizing price and cost-effectiveness. Overall, these results offer practical insights for developing targeted marketing strategies in the pre-cooked food sector and provide a valuable foundation for future studies on consumer behavior and market segmentation.

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