This study aims to examine how consumers’ perceptions of in-store marketing influence their purchase decisions for frozen food products. This study explores the effects of familiarity, price sensitivity, health-consciousness and consumer scepticism on the relationship between perceptions of in-store marketing and purchase decisions. The study applies the stimulus–organism–response theory to explain marketing influences on frozen food purchases.
Data from 321 respondents were collected using an online survey questionnaire from Indian consumers. The responses were analysed using SPSS Process macro and AMOS 25.
This study reveals a significant impact of perceptions of in-store marketing on the purchase intention of frozen food products. The findings support the mediating role of health-consciousness and familiarity with frozen foods in the relationship between perceptions of in-store marketing and purchase intention for frozen food products. Price sensitivity and consumer scepticism moderate the relationship between perceptions of in-store marketing and purchase intention of frozen food products via health-consciousness and familiarity with frozen food products.
This study offers insights into consumers’ perceptions of in-store marketing strategies on their purchase intention for frozen food products. It highlights the role of price sensitivity and consumer scepticism in strengthening and shaping consumer purchase decisions.
