Exploring the Relationship Between Socio-Demographic Factors and Consumers' Perception of Food Promotions in Romania

In the context of economic crises and inflationary pressures, consumers often rely on discounted food products to manage their monthly budgets. This study aims to explore how socio-demographic factors are associated with Romanian consumers' perception of food promotions. Data were collected from 1060 respondents, and the analysis was conducted using R version 4.4.2, applying both descriptive and inferential statistical methods, including Pearson's chi-square test and multinomial logistic regression. The Pearson's chi-square test revealed significant differences in consumer responses based on all socio-demographic factors examined, except for residence. Males, married individuals, those with higher education, and higher net incomes were generally more cautious about promotions, while younger consumers (aged 18-24) showed greater receptiveness. The multinomial logistic regression further identified significant predictors and estimated their impact on consumers' perception of food promotions. We found that gender, marital status, education level, and age were strong predictors, while income had only a quadratic impact, and residence showed no statistically significant outcome. These findings offer valuable insights for shaping marketing strategies and highlight the role of socio-demographic factors in shaping consumer perceptions toward food promotions.