Taste is another factor that has im

Taste is another factor that has impact on the purchase decisions of consumers when it comes to frozen food products. (…………) These indicate that taste is a factor because, despite consumers preferring frozen food products for reasons such as health benefits, the taste of frozen food products also comes into play in their purchase decisions. This may be a longer-term impact in that taste does not impact the impulse purchase of frozen food products, as consumers would already have an idea or indication of the taste of the frozen food products, which may or may not taste better than cooked, as this is based on individuals’ taste preferences (??????).