*2.2. Price*

Price has always remained a cornerstone for any food item in every society; therefore, pricing strategy always considers segmentation, market condition, trade margins, competitors' price, and marketing and internal cost [43]. It is directed at distinct consumers alongside competitors [44]. Price is a major factor in determining consumers' choices. Even though many other factors unrelated to price are important in the literature, the price is the main determinant of the purchase decision for large segments of consumers across many countries [45,46]. Thus, the above information leads to the development of the following hypothesis:

**Hypothesis 2 (H2):** *Price is positively associated with consumer's buying intention towards western food products.*
