This study aims to explore the various factors that play a role in influencing consumers' brand choices when it comes to grocery purchases. It focuses on psychological factors such as brand familiarity, trust, emotional connection, and brand image. Additionally, the study examines how marketing strategies, including packaging design, promotions, and targeted advertising, can impact consumer behaviour. The analysis also takes into account product characteristics such as perceived quality, health attributes, and variety.

The intent of this study was to assess the quality of rice flour tortillas used in shawarma preparation. Rice flour was dry milled from paddy rice, and four samples were created by varying the amount of rice flour with xanthan gum (RS0 = 100% rice flour, RS1 = 80% rice flour + 0.8% xanthan gum, RS2 = 60% rice flour + 0.6% xanthan gum, and RS3 = 40% rice flour + 0.4% xanthan gum). The functional properties of rice and wheat flours were also determined. The materials were tested for their proximate composition. The results showed that wheat flour had much better water absorption, oil absorption, and swelling capabilities, but rice flour had increased bulk density. The proximate composition results showed 2.43 to 2.85% ash, 1.00 % to 1.45 % fat, 7.82 to 9.50 crude protein and 0.93 to 78.94% crude fiber. The results likewise showed no significant difference (p>0.05) in the proximate composition of the tortilla samples. However, the inclusion of xanthan gum decreased moisture and carbohydrate levels.