The economics of food choice behavior recognizes that consumers make purchasing decisions to maximize their satisfaction (utility), but this decision-making is influenced by a complex interplay of socio-economic, psychological, social, and biological factors. Economic factors include income, food cost, and availability, which directly influence affordability and the types of food a person can buy. Other influences include health motivations, personal liking, and even marketing, which together shape food consumption patterns. the project provided detailed investigation how these factors are influencing the consumers food choice behavior in Quetta City.

by incorporating the behavioral economic concepts, this analyzed analyzed how Personality traits interacts with socio-economic and other psychological and behavioral determinants of Consumer's food preferences and consumption behavior in Quetta city.