The study looked at what influences people's decisions to buy Mazaraat cheese. They surveyed 158 local Mazaraat cheese consumers and found that customer perceived value, brand awareness, and the product itself have a big impact on purchasing decisions. However, factors like consumer knowledge, promotion, price, and location didn't have as much influence. Overall, the quality of the product is the most important factor in people's decisions to buy Mazaraat cheese. Companies should focus on improving their product and marketing strategies to attract more customers.