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You searched Library Catalogue - Author: Kan, Wen Huey
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Call Number (WOU)
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SP CEMBA 2011 5
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Author
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Kang, Boon Beng
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Title
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Factors affecting the purchase intention and organic food spend of customers in Sunway / Kang Boon Beng
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Abstract
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This research seeks to explore and discover the key factors affecting the consumers’ purchaseintention and spending on organic foods in the Sunway area. It also attempts to identify the typical consumer’s profile of organic foods and assess their satisfaction level in relation to various aspects of organic foods offering. The paper draws on the data from the survey conducted from the targeted population in Sunway and the field observation carried out in the organic food shops within the Sunway vicinity.
The study findings highlight that Health, Perceived Value and Price positively influence the
consumer purchase intention and spending on organic foods, out of the four factors studied.
This shows that people are willing to spend if they see value from the products bought, on top of Health and Pricing factors. Likewise, they will be discouraged if there is a high premium
on the pricing. With more supermarkets start to offer organic foods, more and more
consumers have now access to the products. The Availability issue becomes of a lesser
concern. Field observation confirms that consumers are likely to be influenced by the group
they shop with or the shopping environment. Shop assistants can help to disseminate more
information about organic foods and push for greater acceptance. Also, more effective
marketing campaigns that accentuate the key benefits of organic foods are required to
increase awareness. For satisfaction, consumers are generally satisfied with products bought.
One important limitation of this research is that the study focuses on one city only, which
may not be representative of other cities in Malaysia. In addition, field observation technique
should be expanded to cover different days in the week to capture different shopper flows.
For survey, it is proposed that future researches should include follow-up interview to gain
more insights on the survey responses so that the study findings can be more conclusive.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2011
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Physical Description
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83 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Consumption (Economics) -- Malaysia
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Subject
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Organic foods
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