Consumer purchasing behavior is diverse and shaped by various factors. These variations are widespread across industries and product categories. Each product type, including snacks, has its purchasing patterns and preferences. Understanding the key factors influencing consumer decisions is essential for snack businesses to create products that effectively meet market demands.
Figure 1 Factors Considering the Purchase of Snack Food Products
Among the many factors influencing consumer choices, three are critical to determining the success of snack products in the market.
Price remains the most influential factor in snack purchases. Consumers often weigh the price of snacks against the quality and quantity they receive, especially in price-sensitive market segments. Research indicates that over 50% of consumers are willing to spend up to IDR 10,000 on snacks. This price point aligns with the typical pricing of snacks available in modern trade channels, making it a critical benchmark for manufacturers aiming to capture this segment.
Figure 2 Nominal Amount Usually Spent on the Purchase of Snack Products
The second most important factor is the alignment of snack flavors with consumer preferences. Consumers are more likely to choose snacks that cater to their tastes. To capitalize on this, manufacturers must have a deep understanding of the flavor preferences within their target market segments and tailor their offerings accordingly.
Accessibility plays a pivotal role in purchasing decisions. When products are not readily available in preferred sales channels, consumers tend to switch to alternative brands offering similar products. Therefore, snack businesses must ensure consistent availability across key distribution channels to maintain consumer loyalty and prevent substitution.
By understanding key considerations, including price preferences, snack manufacturers can design marketing strategies and product development plans that address consumer needs—particularly regarding affordable pricing, suitable flavor variants, and effective distribution channels.
