Abstract: The ready-to-cook meals offer other meal solutions like ready-to-heat and ready-to-eat products as it is easy to prepare and cook. It provides convenience to the consumers especially in times of pandemic. This study aims to determine the role of social media in relation to purchasing ready-to-cook meals. The purpose of this study is to determine the role of social media in relation to customers' purchasing decisions of ready-to-cook meals based on quality and content of the post, customers review, and online price. In this study, the researchers conduct online questionnaires through google forms. Furthermore, the researchers used quantitative research design and they used simple random sampling techniques. The target population of this study is individuals from the Province of Cavite who used social media for browsing and purchasing ready-to-cook meals with a sampling size of 400 participants approved and recommended by the statistician.
The results indicated that quality and content of the post, customer’s review, and online price are significant factors of purchasing decisions of the consumers. Furthermore, online price has the greatest influence on purchasing decisions of the respondents. The study concluded that most of the respondents agreed that they are regularly informed about the products displayed in different social platforms. Furthermore, the purchasing decision of the respondents shows that after experiencing the product, they preferred to purchase ready-to-cook meals again.
Keywords: Social Media, Ready-to-cook meals, Purchasing Decision.
Title: The Role of Social Media in Relation to Purchasing of Ready-to-Cook Meals in the Province of Cavite in times of Pandemic
Author: Eucogco, Christine Joyce B., Madriaga, Apreal V., Relox, Blessie R., Prof. Ailene C. Rolle
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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