Factor Analysis of Determinants Influencing Food Product Purchasing Behavior: Evidence From Khorezm Region, Uzbekistan

This study investigates the factors influencing food product purchasing behavior among consumers in Khorezm Region, Uzbekistan, using exploratory factor analysis (EFA). Structured survey was carried on 605 respondents across districts measuring 15 variables determining purchasing decisions on five-point Likert scale. The data showed high internal consistency (Cronbach's α= 0.801) and construct validity (KMO=0.838, Bartlett's χ² = 1830.89, p<0.001). Five underlying factors were extracted through principal component analysis with Varimax rotation, which together explained 58.63% of the total variance: (1) Service Quality and Convenience (14.12%), (2) Product Quality and Freshness (13.74%), (3) Product Availability and Assortment (9.96%), (4) Price and Economic Factors (9.19%), and (5) Social  Interactions and Information (11.62%). Product quality (M = 4.72) and freshness (M = 4.60) were identified as the most important determinants, whereas price sensitivity (factor loading = 0.843) indicative of financial limitation in this region. Most notably, traditional shopping habits which favour interpersonal relationships, trust, and checking with sellers before making decisions remain common even as consumers prioritise quality and convenience. These results enable empirical basis to formulate specific strategies for marketing development, retail infrastructure development, and regional food security policy. The research adds value to the consumer behavior literature from the perspective of an emerging market in Central Asia and draws inferences for food retail stakeholders.