ANALYSIS OF THE FACTORS THAT INFLUENCE THE PURCHASE DECISION IN THE CASE OF CHICKEN MEAT

The present paper aims to analyze the determining factors that influence consumers’ purchasing decisions in the case of chicken meat products, given their importance in daily nutrition and the dynamics of the agri-food market in Romania. The study starts from the identification of the main dimensions that affect purchasing behavior, such as price, perceived quality, food safety, brand, product origin, health aspects, and social or marketing influences. Based on quantitative research conducted through questionnaire, the perceptions and preferences of Romanian consumers are evaluated, aiming to highlight the current consumption trends and the major factors that influence the choice of mentioned product.

KEYWORDS / KLJUČNE REČI: 

Decision making, purchase, chicken meat, Romania

ACKNOWLEDGEMENT / PROJEKAT:

This research was partially conducted as a result of the Erasmus+ mobility of Nasri-Nahar Sa-ian, Neagu Ioana Cristina, Boga Maryo Luis Alexandru at the institute of Agricultural Econom-ics, Belgrade, Serbia.The mobility took place from December 8, 2025, to December 12, 2025.

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