CHANGES IN STUDENTS’ FOOD PURCHASING BEHAVIOUR UNDER THE IMPACT OF PRICE INCREASES

In the context of a pronounced increase in food prices, the student population faces challenges in maintaining the quality of nutrition while optimizing limited financial resources. The aim of the study was to identify changes in students’ behavior when purchasing food products during the recent period of significant price growth, using a questionnaire survey (n = 274). Results indicate that most students combine studies with employment, with the main sources of income being their salaries and family support. Students most frequently purchase dairy products, fruit, vegetables and cheese, while ready-made meals and fish are less represented in their shopping baskets. Food is mainly purchased in large supermarkets. Price is ranked as a highly important criterion when making purchasing decisions, immediately after taste and freshness. Large proportion of students reported that, due to rising prices, they had to reduce the frequency of purchases, choose cheaper alternatives, and pay more attention to discounts and promotions. Findings also suggest that students adapt to economic challenges through consumption rationalization, demonstrating strong price sensitivity and pragmatic approach to shopping. Behavioral changes include price monitoring, switching to lower-cost products, giving up certain food items, and devoting more attention to meal planning. Digital purchasing channels (online orders), although present, are not yet the dominant choice, possibly reflecting geographical and infrastructural constraints.

KEYWORDS / КЉУЧНЕ РЕЧИ: 

Consumer behavior, students, food products, prices

ACKNOWLEDGEMENT / ПРОЈЕКАТ:

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