Abstract:
Various factors influence the consumption of spicy
products, making it essential to identify their
significance for satisfactory consumption levels.
The purpose of this study is to identify the elements
that influence customer purchase decisions in the
Matara district, as well as their awareness of
available spicy items and future demand trends. A
semi-structured questionnaire was administered
to a sample of 384 spicy product consumers,
collecting data across eight dimensions: price,
quality, brand name, convenience, availability,
packaging,
nutritional
value,
and
recommendations. Descriptive and multiple
regression analyses revealed that quality,
nutritional value (16.15% for both), and price
(15.89%) significantly influence purchasing
decisions, while other factors were not statistically
significant at 0.05. Preference hierarchy among
consumers shows that chilli pieces are the most
preferred, followed by curry powder and chilli
powder. The study found high consumer
awareness of Freelan's spicy products, with
95.05% of participants familiar with the brand.
The most commonly used spices include chilli
pieces, curry powder, and chilli powder, with
awareness rates of 17.71%, 15.89%, and 15.63%,
respectively. Consumers primarily learn about
Freelan products through Freelan outlets and
supermarkets, which capture 23.96% and 23.44%
of awareness, respectively. This research provides
valuable insights for marketers and producers of
spicy products, highlighting the importance of
competitive pricing strategies and brand
development to meet consumer preferences and
enhance market share in the Matara district.
