The Influence of price and income on purchase decisions among fast-food consumers: the mediating effect of lifestyle

Individual, social, economic, and psychological factors contribute to purchase decisions among consumers. This study examined the effects of price perception, income, and lifestyle on purchase decisions and specifically analyzed the degree to which lifestyle mediates the effect of income on purchase decisions. A total of200 respondents: 100 of KFC and 100 of McDonald's consumers participated in this study. They were to fill out a questionnaire containing some demographic information and Likert scale items.
Descriptive and hierarchical regression analyses were performed to examine the effects of predictors on purchase decisions. Results show that married consumers have higher purchase decisions than non-married consumers. Then, price perception, income, and lifestyles directly and significantly affect purchase decisions. However, lifestyle completely mediated the effect of income on purchase decisions. This study contributes to predictors of purchase decisions by providing empirical evidence using a mediation mechanism.