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Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]

Local kuih based on ready-made frozen food (RMFF) product plays a significant role as a part of identity, culture, gastronomic legacy, and economic progress. Customer interest and preference may change over times. Due to this situation, the food industry entrepreneur must actively evolve with the in...

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Main Authors: Tengku Bahizalsah, Tengku Muaz, Md Nor, Norfezah, Abdul Aziz, Saidatul Afzan, Ishak, Noriza
Format: Article
Language:English
Published: Universiti Teknologi Mara Selangor 2022
Subjects:
Small business. Medium-sized business
Food industry and trade. Halal food industry. Certification
Food processing and manufacture
Cooking, Malay
Online Access:https://ir.uitm.edu.my/id/eprint/74777/1/74777.pdf
https://ir.uitm.edu.my/id/eprint/74777/
https://myjms.mohe.gov.my/index.php/ABRIJ/
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spelling my.uitm.ir.747772023-03-31T00:30:22Z https://ir.uitm.edu.my/id/eprint/74777/ Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.] Tengku Bahizalsah, Tengku Muaz Md Nor, Norfezah Abdul Aziz, Saidatul Afzan Ishak, Noriza Small business. Medium-sized business Food industry and trade. Halal food industry. Certification Food processing and manufacture Cooking, Malay Local kuih based on ready-made frozen food (RMFF) product plays a significant role as a part of identity, culture, gastronomic legacy, and economic progress. Customer interest and preference may change over times. Due to this situation, the food industry entrepreneur must actively evolve with the innovation so they can retain or improve market share and profitability. However, this needs to correspond to the buyer preference. Therefore, this study investigated the antecedents that influence consumer behavioural intention towards purchasing local kuih ready-made frozen food (RMFF). In this study, an extended Theory of Planned Behavior (TPB) with modification was used. A quantitative esurvey was distributed through google form platform and was distributed to Penang residence in Malaysia. From this e-survey, 152 responses were received. Only 140 of the respondent’s data were valid. The data from 140 Penang resident consumers were then analysed using a descriptive statistic, followed by correlation and multi regression using SPSS 21 version. From the collected data, majority of the respondents were female (54.6%) with 64.5% were between 20-29 years old. Respondents with single status recorded the highest with 58.2%. The data collected also showed that 24.8% of the respondents work in professional field with household income between RM2000-RM3000 (34.1%). All factors including attitude (r= 0.592, p= 0.000), subjective norms (r= 0.544, p= 0.000), perceived behavioural control (r= 0.677, p= 0.00) and innovation (r= 0.266, p= 0.001) have a positive significant relationship towards intention to buy local kuih ready-made frozen food (RMFF) among the respondents. These indicate 63% of all the factors were found to influence respondents towards intention to buy local kuih ready-made frozen food (RMFF). Hence, this may have a positive impact on Small Medium Enterprise (SME) who produce local kuih ready-made frozen food (RMFF) business while maintaining the authentic taste of the local delicacies. Universiti Teknologi Mara Selangor 2022-11 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/74777/1/74777.pdf Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]. (2022) Advances in Business Research International Journal, 8 (3). pp. 56-64. ISSN 2462-1838 https://myjms.mohe.gov.my/index.php/ABRIJ/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Small business. Medium-sized business
Food industry and trade. Halal food industry. Certification
Food processing and manufacture
Cooking, Malay
spellingShingle Small business. Medium-sized business
Food industry and trade. Halal food industry. Certification
Food processing and manufacture
Cooking, Malay
Tengku Bahizalsah, Tengku Muaz
Md Nor, Norfezah
Abdul Aziz, Saidatul Afzan
Ishak, Noriza
Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]
description Local kuih based on ready-made frozen food (RMFF) product plays a significant role as a part of identity, culture, gastronomic legacy, and economic progress. Customer interest and preference may change over times. Due to this situation, the food industry entrepreneur must actively evolve with the innovation so they can retain or improve market share and profitability. However, this needs to correspond to the buyer preference. Therefore, this study investigated the antecedents that influence consumer behavioural intention towards purchasing local kuih ready-made frozen food (RMFF). In this study, an extended Theory of Planned Behavior (TPB) with modification was used. A quantitative esurvey was distributed through google form platform and was distributed to Penang residence in Malaysia. From this e-survey, 152 responses were received. Only 140 of the respondent’s data were valid. The data from 140 Penang resident consumers were then analysed using a descriptive statistic, followed by correlation and multi regression using SPSS 21 version. From the collected data, majority of the respondents were female (54.6%) with 64.5% were between 20-29 years old. Respondents with single status recorded the highest with 58.2%. The data collected also showed that 24.8% of the respondents work in professional field with household income between RM2000-RM3000 (34.1%). All factors including attitude (r= 0.592, p= 0.000), subjective norms (r= 0.544, p= 0.000), perceived behavioural control (r= 0.677, p= 0.00) and innovation (r= 0.266, p= 0.001) have a positive significant relationship towards intention to buy local kuih ready-made frozen food (RMFF) among the respondents. These indicate 63% of all the factors were found to influence respondents towards intention to buy local kuih ready-made frozen food (RMFF). Hence, this may have a positive impact on Small Medium Enterprise (SME) who produce local kuih ready-made frozen food (RMFF) business while maintaining the authentic taste of the local delicacies.
format Article
author Tengku Bahizalsah, Tengku Muaz
Md Nor, Norfezah
Abdul Aziz, Saidatul Afzan
Ishak, Noriza
author_facet Tengku Bahizalsah, Tengku Muaz
Md Nor, Norfezah
Abdul Aziz, Saidatul Afzan
Ishak, Noriza
author_sort Tengku Bahizalsah, Tengku Muaz
title Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]
title_short Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]
title_full Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]
title_fullStr Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]
title_full_unstemmed Innovation in local kuih: consumer’s behavioral intention towards Ready-Made Frozen Food (RMFF)/ Tengku Muaz Tengku Bahizalsah ... [et al.]
title_sort innovation in local kuih: consumer’s behavioral intention towards ready-made frozen food (rmff)/ tengku muaz tengku bahizalsah ... [et al.]
publisher Universiti Teknologi Mara Selangor
publishDate 2022
url https://ir.uitm.edu.my/id/eprint/74777/1/74777.pdf
https://ir.uitm.edu.my/id/eprint/74777/
https://myjms.mohe.gov.my/index.php/ABRIJ/
_version_ 1762396036590993408
score 13.211869

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