Fig. 1

Decision tree for the process of prioritization and food decision-making in households. This decision tree is constructed based on our findings, focusing purchase or procurement of five dietary components: fruits, vegetables, salt, sugar and oil. It describes the prioritization process in terms of five key questions to be considered in that order. Priority was considered as essential based on the disease status or age of household members, particularly spouse and young children. Preference was based on habit or taste of the more influential members of the household, specifically spouse and children. We have described only two cost options: ‘high money + high time and effort cost’ and ‘low money + low time and effort cost’, as these can be clearly linked to the data. Note that the outcomes described in the table are combinations of preceding steps, e.g., if a food item comes with high costs, the household is likely to procure it if it is the preference of spouse or children; and they will definitely procure it if the food also has a high attributed value, but not if it has a low attributed value