Ready to eat food attributes and consumer purchase intention towards 7-Eleven convenience foods

Development of the metropolitan cities due to increase in population, emergence of industries, evolution of various new factors, time factor and many others created the need for Ready-To-Eat (RTE) foods in the market. This study is generally to understand the intention towards buying ready to eat food. Individual dietary choices are primarily influenced by such considerations as taste, cost, convenience and nutritional value of foods. Food safety and quality knowledge are also a crucial factor of considering the level of student's purchase behavior. Price incentives can be an effective intervention strategy to influence individual food purchases. Price reductions had consistent and strong effects on purchasing patterns. These consumers are among those who have made their purchases along with RTE food at 7-Eleven Kuala Lumpur Sentral and who are in longer time dedicated themselves as a RTE food buyers and consumers.