Millennial -Based Food Buying Behaviors

Abstract

INTRODUCTION

Millennials love to buy milkshakes, burger, donuts, and fries around 30 percent more often than any other generation. This is relevant because food habits change drastically with the arrival of children. Millennials today become more active in food's evolution that's why food is making its name today. Teens nowadays love to buy food and post it in their social media accounts. Many of them are attracted with the food’s color, taste, brand, and appearance.

METHODS

The study used convenience sampling. The narrative analysis approach was used in the research. The researchers conducted a one-on-one interview with the millennial students of Makiling Integrated School, ages ranging from 12-20 years old. The researchers asked open-ended question and recorded their responses.

RESULTS

Students who participated in the one-on-one interview perceived 9 substantial problems. Most likely to consume sweet products but not excluding salty foods such as fries, junk foods, and many more showing different taste preferences. It was seen that the food that millennial consumers purchase differs when they are with their peers even when it doesn't suit the participant's preferred food. Peer pressure affects what food a certain teen buys to avoid isolation or being left-out. Brands have been part of the Millennials decision making in purchasing food. Usually those branded food are in trends coordinating with personal product choices resulting to those various companies to gain more profit. Visually visible tactics and taste catch millennials the most. Branded or not, millennials expected that those products will fulfill their cravings and hunger. Malls are on demand in food product selling for millennials put their trust that their safety is secured. This reveals that the food buying behaviors of millennials can be defined as big spenders for they value their image than their financial capability.

DISCUSSIONS

The results showed that the food buying behaviors of millennials were connected to their public image. Comments and social media has made an impact to the millennials which made them choosy and socially conscious. Guidance of the elders is necessary especially in handling finances. The financial capability pushes the millennials to purchase branded foods and unable to turn down the urge and influence of peers.