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You searched Library Catalogue - Title: MCSE: TCP/IP Study guide [CD ROM]
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Call Number (WOU)
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SP CEMBA 2018 80
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Author
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Chen, Jun Ting
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Title
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Factors contributing to popularity of food truck business in Penang. / Chen Jun Ting.
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Abstract
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The research objective is to identify the factors which will influence consumer intentions towards food truck businesses in Penang. The main factors include the food variety factor, cost of the food factor, food quality factor & convenience factor. Various studies had been conducted on the factors that contribute the popularity of food trucks. It was proven that food quality is one of the most important factors that influence consumers’ intentions to purchase from the food trucks. This in turn would contribute to the popularity of the food truck business in Penang. Quality awareness of the food need to be high as of food safety cleanness and the freshness of the raw materials are important to draw consumers’ attention and entice them to purchase food from food trucks. The literature review highlights the factors that contribute to the popularity of food trucks in Penang and consumer intentions of purchasing food from them. The research data was collected through online questionnaires and a total of 120 respondents were recorded. Descriptive analysis, correlation analysis and regression analysis had shown four (4) factors that contribute towards the popularity of food truck businesses. Descriptive, correlation and regression analysis showed that all 4 factors have significant correlation with food truck businesses in Penang. Recommendations for government and non-government bodies to create more food festivals & government assisted programmes to support entrepreneurs kick start their food truck businesses and reduce unemployment rate in Penang were proposed.
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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, 2018.
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Subject
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Trucks, Food -- Malaysia.
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