The aim of the study was to investigate which factors influence the purchasing decisions of Slovenian consumers for food and how these factors vary in the different phases of the purchasing process. The research was based on a questionnaire survey and the analytic hierarchy process (AHP) method. The results showed that price, quality, taste, home stock and personal recommendations are key factors, with their importance varying depending on the purchasing stage. In the needs assessment phase, discounts and home stock were most important, especially for perishable products. In the information-seeking phase, consumers relied primarily on digital sources and personal recommendations, while traditional media lost influence. In the alternatives evaluation phase, quality and price played a central role, with the influence of packaging and brand depending on the product category. In the purchase decision phase, the most important factors were price, product availability and ease of access to the point of sale. In the post–purchase phase, brand loyalty, product satisfaction and the possibility of return or complaint played an important role in the repurchase decision. The results contribute to a better understanding of consumer habits and can be useful for marketing strategies in the food industry.
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