Since the emergence of the global pandemic, the needs and wants of the market have changed together with their purchasing behavior. Despite the ongoing pandemic, the baked goods industry in the Philippines benefited because consumers are now choosing food with longer-lasting and more shelf-stable food options. Marketers and business owners need to know the current trends and different factors affecting consumer behavior to survive in their respective industries. This research aims to determine the different factors affecting Filipino millennial consumers` purchase intention and purchase decisions on bread and pastry products. Two hundred ten (210) Filipino millennial consumers of bread and pastry products participated in the Greater Metro Manila Area survey. Results showed that among the variables under investigation, perceived quality, perceived price, and store image positively affects consumers` purchase intention, while packaging, perceived risk, and advertisement were found to be non-significant factors. In addition, consumer purchase intention also positively influences consumer purchase decisions. Thus, there is a need for business owners, and marketers of bread and pastry products must evaluate and improve their products` quality, price, and store image to encourage more Filipino millennial consumers to buy their products and survive the competition in the Philippines` baked goods industry.
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