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The aim of this study was investigation of the factors affecting the primary choice of consumers in food purchasing in Mashhad city by applying cross section data of 201 households in 2012. In this study, 56, 30, and 14% of the consumers chose healthiness of food, price of food, and taste of food, respectively, as the primary preference in food purchase. Results of applying multinomial logit model illustrated that older respondents and females were more careful for health than young respondents and males. Also, results indicated that the households with high income and high educational levels were more likely to choose healthy foods. Moreover, respondents who had knowledge of food health were more likely to select healthiness of foods. In addition, comparison of the findings of this study with similar studies indicates that results are analogous. Based on the results of this study, some recommendations are provided for policy makers and food producers.

Keywords: Choice Process, Food Consumption, Primary preference, Multinomial logit model, Primary choice

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