Abstract
The purpose of this study is to identify the salient factors affecting convenient food consumption among working women. Using structural equation modeling, halal awareness, food nutritious value, health awareness, price consideration, budget allocation and time factor were modeled to impact convenient food consumption. It is found that time factor has significant positive impact on convenient food consumption. The rest of the factors namely health awareness, halal awareness, price consideration, budget allocation and family influence do not have any significant effect on convenient food consumption.
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