Another factor with food purchasing decisions impact is taste, it is indicated that taste is a factor since the frozen food products preference by consumer by the health benefits reason. Frozen food products taste seems to play the role in purchasing decisions (Lovell, 2011; Padel & Forster, 2005). This impact could stay in the longer-term if taste does not have the impact on frozen food products purchasing impulse since consumers may already have the frozen food products taste idea and may or may not feel the better taste than cooked. However, this is based on the taste preferences of individual (Nunthaseeviwat, 2012).
For some consumer, taste is the crucial point of consideration for product purchasing. It is also crucial for the producers to take any action to shift the taste of goods perception by consumers. Frozen food product retailers can show the promotions that allow for the product try out by consumers at first in order to feel satisfied with the food taste before buying, however, this may not aware by the consumers (Nunthaseeviwat, 2012).