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You searched Library Catalogue - Title: © 2017.
Call Number (WOU) SP CEMBA 2016 25
Author Choor, Wei Yen
Title Consumer organic product buying behavior: an analysis on the impact of ethnicity, education, income and religion on buying behaviour among consumers in Klang Valley. / Choor Wei Yen.
Abstract The demand for organic product is very common especially among the western countries. Consumers choose to have better daily food for their daily consumption due to increasing health and environmental consciousness. Even though the organic food products bring variety of benefits to consumer, the demand for organics food product in Malaysia is still at its infancy stage. This is due to the idea of organics food product is still relatively new to Malaysian even though many campaigns have been carried out for a long time. Malaysian also has insufficient knowledge on consumer’s organics food consumption. The primary objective of this research is to examine factors influencing customers’ buying behaviour towards organic food product. It is vital to investigate and understand the impacts that may affect customers’ buying behaviour towards organic food product. The results of this study allow marketers to understand how the customers perceive the organic products. The research model of this study will analyze the impacts of socio demographic, which are ethnicity, age, education, income and religion on customer organic product buying behavior. This study distributed 60 questionnaires and 59 questionnaires have been returned. The target population of this study was the working adults in Klang Valley. These statistical analyses will be analyzed by the use of SPSS software. IX This research concludes that age and ethnicity were significantly related to the customer’s purchasing behavior on organic food products. In contrast, ethnicity, education level and income level were found to be insignificant to customers’ purchasing behavior on organic food products. The findings of this study provides marketer to have a better understanding towards organic products’ market in Malaysia. This enables them to generate effective marketing strategies to improve their company productivity and sustainability.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2016
Physical Description 1 online resource (89 pages) : illustrations, text file, PDF.
Subject Consumer behavior

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