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Consumers buying decision on frozen traditional cakes in Kedah

Traditional Frozen Cakes products are the new innovation for making the cakes available in frozen state. The innovation on the products has bring convenience to the consumer’s consumptions. Therefore, the consumer preference has change due to the development of the cakes. This study investigated con...

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Main Author: Wan Anuar, Wan Nuranisa Syafika
Format: Project Paper Report
Language:English
Published: 2018
Online Access:http://psasir.upm.edu.my/id/eprint/89811/1/FP%202018%2058%20IR.pdf
http://psasir.upm.edu.my/id/eprint/89811/
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spelling my.upm.eprints.898112021-06-14T04:03:01Z http://psasir.upm.edu.my/id/eprint/89811/ Consumers buying decision on frozen traditional cakes in Kedah Wan Anuar, Wan Nuranisa Syafika Traditional Frozen Cakes products are the new innovation for making the cakes available in frozen state. The innovation on the products has bring convenience to the consumer’s consumptions. Therefore, the consumer preference has change due to the development of the cakes. This study investigated consumers buying decisions on purchasing traditional frozen cakes product. The study was performed by using a structured questionnaires survey which involved 378 respondents around Kedah. There are a few areas selected to do the study which are supermarket, might market, market, mart, frozen food shop and online purchase. The respondents were selected randomly using a cluster sampling methodology. The questionnaires consist of 6 sections of questions which are respondent’s background, purchasing information, respondent’s attitude towards the product, subjective norm, perceived behaviour control and buying decisions. This research aims to better understand how attitudes and beliefs influence consumers buying decision on frozen traditional cakes. The findings of this study indicated that gender, age, race, religion, ancestry, marital status, education level, occupation and income level play an important role in decision making of purchasing. There are three factors that can influence consumer’s buying decisions on frozen traditional cakes which are attitude, subjective norms and perceived behaviour control. Besides, age, marital status, educational level and occupation has the association between buying decisions of frozen traditional cakes among consumers. Other than that, subjective norm shows the most influential factor as compared to the attitude and perceived behaviour control of consumer’s decisions. 2018 Project Paper Report NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/89811/1/FP%202018%2058%20IR.pdf Wan Anuar, Wan Nuranisa Syafika (2018) Consumers buying decision on frozen traditional cakes in Kedah. [Project Paper Report]
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 Traditional Frozen Cakes products are the new innovation for making the cakes available in frozen state. The innovation on the products has bring convenience to the consumer’s consumptions. Therefore, the consumer preference has change due to the development of the cakes. This study investigated consumers buying decisions on purchasing traditional frozen cakes product. The study was performed by using a structured questionnaires survey which involved 378 respondents around Kedah. There are a few areas selected to do the study which are supermarket, might market, market, mart, frozen food shop and online purchase. The respondents were selected randomly using a cluster sampling methodology. The questionnaires consist of 6 sections of questions which are respondent’s background, purchasing information, respondent’s attitude towards the product, subjective norm, perceived behaviour control and buying decisions. This research aims to better understand how attitudes and beliefs influence consumers buying decision on frozen traditional cakes. The findings of this study indicated that gender, age, race, religion, ancestry, marital status, education level, occupation and income level play an important role in decision making of purchasing. There are three factors that can influence consumer’s buying decisions on frozen traditional cakes which are attitude, subjective norms and perceived behaviour control. Besides, age, marital status, educational level and occupation has the association between buying decisions of frozen traditional cakes among consumers. Other than that, subjective norm shows the most influential factor as compared to the attitude and perceived behaviour control of consumer’s decisions.
format Project Paper Report
author Wan Anuar, Wan Nuranisa Syafika
spellingShingle Wan Anuar, Wan Nuranisa Syafika
Consumers buying decision on frozen traditional cakes in Kedah
author_facet Wan Anuar, Wan Nuranisa Syafika
author_sort Wan Anuar, Wan Nuranisa Syafika
title Consumers buying decision on frozen traditional cakes in Kedah
title_short Consumers buying decision on frozen traditional cakes in Kedah
title_full Consumers buying decision on frozen traditional cakes in Kedah
title_fullStr Consumers buying decision on frozen traditional cakes in Kedah
title_full_unstemmed Consumers buying decision on frozen traditional cakes in Kedah
title_sort consumers buying decision on frozen traditional cakes in kedah
publishDate 2018
url http://psasir.upm.edu.my/id/eprint/89811/1/FP%202018%2058%20IR.pdf
http://psasir.upm.edu.my/id/eprint/89811/
_version_ 1703962184355151872
score 13.211869

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