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Consumers’ demand and willingness to pay for rice attributes in Malaysia

The growth of the Malaysian’s per capita income has generally empowered consumers to have more choices for food, more purchasing power, health consciousness and demand for more nutritional values of their food intake. Motivated by the changes in Malaysian consumer’s food choice, a conjoint analysis...

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Main Authors: Abdul Hadi, Ahmad Hanis Izani, Selamat, Jinap, Shamsudin, Mad Nasir, Radam, Alias, Abdul Karim, Muhammad Shahrim
Format: Article
Language:English
Published: Faculty of Food Science and Technology, Universiti Putra Malaysia 2012
Online Access:http://psasir.upm.edu.my/id/eprint/22824/1/22824.pdf
http://psasir.upm.edu.my/id/eprint/22824/
http://www.ifrj.upm.edu.my/19%20(01)%202011/(49)IFRJ-2011-111%20Hanis%20UPM.pdf
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spelling my.upm.eprints.228242015-09-04T12:03:48Z http://psasir.upm.edu.my/id/eprint/22824/ Consumers’ demand and willingness to pay for rice attributes in Malaysia Abdul Hadi, Ahmad Hanis Izani Selamat, Jinap Shamsudin, Mad Nasir Radam, Alias Abdul Karim, Muhammad Shahrim The growth of the Malaysian’s per capita income has generally empowered consumers to have more choices for food, more purchasing power, health consciousness and demand for more nutritional values of their food intake. Motivated by the changes in Malaysian consumer’s food choice, a conjoint analysis was performed to investigate Malaysian consumers’ demand for rice attributes and how much consumers are willing to pay for the demanded attribute. A conjoint analysis is a method used in identifying and understanding the combined effects of product attributes on preferences for a product or service. In conjoint analysis, utility is the conceptual basis for assessing the value of a product or service, where individuals make decisions between bundles of products based on their budget constraints. The findings suggested that the most important attribute for rice was food safety, followed by taste and size of grain. Consumers were also willing to pay premium prices for the demanded attributes. The findings would have positive implications for the agrifood industry if it responds effectively to translate into business opportunities to these changes. Faculty of Food Science and Technology, Universiti Putra Malaysia 2012 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/22824/1/22824.pdf Abdul Hadi, Ahmad Hanis Izani and Selamat, Jinap and Shamsudin, Mad Nasir and Radam, Alias and Abdul Karim, Muhammad Shahrim (2012) Consumers’ demand and willingness to pay for rice attributes in Malaysia. International Food Research Journal, 19 (1). pp. 363-369. ISSN 1985-4668; ESSN: 2231-7546 http://www.ifrj.upm.edu.my/19%20(01)%202011/(49)IFRJ-2011-111%20Hanis%20UPM.pdf
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description The growth of the Malaysian’s per capita income has generally empowered consumers to have more choices for food, more purchasing power, health consciousness and demand for more nutritional values of their food intake. Motivated by the changes in Malaysian consumer’s food choice, a conjoint analysis was performed to investigate Malaysian consumers’ demand for rice attributes and how much consumers are willing to pay for the demanded attribute. A conjoint analysis is a method used in identifying and understanding the combined effects of product attributes on preferences for a product or service. In conjoint analysis, utility is the conceptual basis for assessing the value of a product or service, where individuals make decisions between bundles of products based on their budget constraints. The findings suggested that the most important attribute for rice was food safety, followed by taste and size of grain. Consumers were also willing to pay premium prices for the demanded attributes. The findings would have positive implications for the agrifood industry if it responds effectively to translate into business opportunities to these changes.
format Article
author Abdul Hadi, Ahmad Hanis Izani
Selamat, Jinap
Shamsudin, Mad Nasir
Radam, Alias
Abdul Karim, Muhammad Shahrim
spellingShingle Abdul Hadi, Ahmad Hanis Izani
Selamat, Jinap
Shamsudin, Mad Nasir
Radam, Alias
Abdul Karim, Muhammad Shahrim
Consumers’ demand and willingness to pay for rice attributes in Malaysia
author_facet Abdul Hadi, Ahmad Hanis Izani
Selamat, Jinap
Shamsudin, Mad Nasir
Radam, Alias
Abdul Karim, Muhammad Shahrim
author_sort Abdul Hadi, Ahmad Hanis Izani
title Consumers’ demand and willingness to pay for rice attributes in Malaysia
title_short Consumers’ demand and willingness to pay for rice attributes in Malaysia
title_full Consumers’ demand and willingness to pay for rice attributes in Malaysia
title_fullStr Consumers’ demand and willingness to pay for rice attributes in Malaysia
title_full_unstemmed Consumers’ demand and willingness to pay for rice attributes in Malaysia
title_sort consumers’ demand and willingness to pay for rice attributes in malaysia
publisher Faculty of Food Science and Technology, Universiti Putra Malaysia
publishDate 2012
url http://psasir.upm.edu.my/id/eprint/22824/1/22824.pdf
http://psasir.upm.edu.my/id/eprint/22824/
http://www.ifrj.upm.edu.my/19%20(01)%202011/(49)IFRJ-2011-111%20Hanis%20UPM.pdf
_version_ 1643827900981444608
score 13.211869

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