The purpose of this study was to explore in-store food purchasing behaviour of young adults with particular reference to the five-stage consumer purchase decision-making process, and to explore how current mobile technologies can aid consumers’ in-store food shopping experience. The researcher hypothesizes that consumers will have better food shopping experiences through customization and personalization of mobile applications to create personal value during in-store food shopping situations. The study discovered that there are a number of influential factors that contributed to a purchase
decisions that participants assessed simultaneously. Results showed that key design functions for mobile tools and applications using existing technologies such as Mobile Recommendation Agents (MRA’s) can enhance the usefulness of such tools and applications in order to create more personalized food-shopping experiences and to help consumers make the most informed purchase decisions by seeking information at the point-of-purchase, thereby alleviating any post-purchase psychological tension or anxiety.