Investigating the level of satisfaction of urban and rural consumers with the quality and safety of food (case study: Bahmai county)

Abstract

Access to healthy and high-quality food is a fundamental challenge for consumers. This study aimed to assess consumer satisfaction regarding the quality and health of food. The research employed an applied approach for its purpose and utilized descriptive-analytical methods through surveys for data collection. The statistical population consisted of heads of urban and rural households in Behmai City, located in Kohgiluyeh and Boyer Ahmad provinces, with a total of 380 samples selected using a multistage cluster sampling method with proportional allocation. The findings revealed that consumer satisfaction with food quality was generally low, while concerns about food safety were notably high among the majority of consumers across various socio-economic groups. Additionally, the research indicated no significant relationship between household economic and social variables and satisfaction levels regarding food quality and safety. Furthermore, the mean comparison test results demonstrated no substantial differences in consumer satisfaction with food quality and safety among different income, educational, and occupational groups. Overall, it appears that varied income groups express dissatisfaction with food quality and have considerable concerns about food safety.

Keywords

• food safety
• satisfaction
• quality
• anxiety