Examining Consumer Motivation and Behavior in Supporting Frozen Food Businesses During Market Shifts or Crises

Mengkaji Motivasi dan Perilaku Konsumen dalam Mendukung Bisnis Makanan Beku Selama Perubahan Pasar atau Krisis

Abstract

This study investigates consumer motivation and behavior in supporting frozen food businesses during market shifts or crises, focusing on the COVID-19 pandemic as a case study. The research aims to identify key factors influencing purchasing decisions, including price, product availability, safety certifications, and prostrategies. A quantitative approach was employed, utilizing a structured questionnaire distributed via Google Forms to 70 respondents. Data were analyzed using descriptive statistics to determine patterns in consumer behavior.

The results reveal that convenience and long-term storage capabilities are the primary motivators for purchasing frozen food during crises. Price sensitivity emerged as a significant factor, with discounts and promotions greatly influencing consumer preferences (Patil & DBhakkad, 2014). Safety certifications, such as halal labels and BPOM approvals, also played a crucial role in establishing consumer trust. (Erickson & Hung, 2012).

These findings suggest that frozen food businesses should prioritize strategies that emphasize affordability, safety, and availability to meet consumer needs during volatile market conditions. This study contributes to a deeper understanding of consumer behavior during crises and provides actionable insights for businesses seeking to maintain resilience in challenging market environments (Palmatier et al., 2017).