DSpace Community: Faculty of Business and Accountancy

The relationships between social cognitive constructs, personality factors and exercise behaviour: An integrated model

Sun, 01 Nov 2009 00:00:00 GMT

Title: The relationships between social cognitive constructs, personality factors and exercise behaviour: An integrated model

Authors: Yap, Sheau Fen

Abstract: ABSTRACT The evolvement of consumer healthy lifestyle certainly creates new opportunities and at the same time posing marketing challenges to marketers in the health-related industries. A good understanding of the shifting consumer social psychological factors influencing healthy lifestyle behaviour is integral to capitalising on these business opportunities available. Exercise participation was the main focus of this study as it is regarded as an important component of healthy lifestyles and desired public health behaviour. There are several behavioural models exist in the health literature such as the health belief model, protection motivation theory, theory of reasoned action and planned behaviour, self-efficacy theory, locus of control, self-determination theory, transtheoretical model of stages of change. A review of these models suggests the Theory of Planned Behaviour (TPB, Ajzen 1991) as an appropriate and effective model in examining exercise behaviour. Hence, the present study adopted the TPB as the underpinning theory. The TPB has received great attention in the exercise domain. However, the findings from some of these studies were mixed. These conflicting results indicate a need for clarification of conceptual definitions, operationalisation, and measurement of the TPB constructs which were addressed in the present study. Although there is general support for the use of TPB, the sufficiency of the model has been questioned. Specifically, the role of personality has received increasing attention in the exercise research. Past research has initially focused on personality as an outcome of physical activity. Later, some researchers have focused on personality as an antecedent of exercise behaviour. There are also researchers who have either compared the personalities of inactive/unfit persons to active/fit persons or examined the role of personality in predicting exercise adherence. In most past studies, numerous factors derived intuitively have been included in the original TPB model with an aim to increase the predictive power of their modified model. However, very few researchers have looked into a more comprehensive and integrative model which enables the examination of factors that influence exercise behaviour simultaneously. The main thrust of this study is to propose and test an integrative model of exercise behaviour which aims to: (1) test a theoretical model that integrates the social cognitive constructs contained in the TPB and the five personality factors adopted from the Five-Factor Model of personality (FFM, Tupes and Christal, 1961; Norman, 1963) in predicting exercise intention and behaviour; (2) examine the model efficacy of disaggregated multi-components TPB structure compared to the traditional single concept TPB measure; (3) investigate the effects of social cognitive and personality factors on exercise intention and exercise behaviour; (4) examine the mediating effect of exercise intention that links social cognitive predictors and personality constructs to exercise behaviour; (5) predict group membership based on personality and social cognitive constructs. The present integrative model of social cognitive and personality factors to explore determinants of exercise behaviour is a new application. This study represents one of the first attempts to examine individual exercise participation from marketing perspective. A good understanding of factors affecting the decision making, evaluations and behavioural aspect of individual exercise behaviour is expected to help the development of health-related marketing theory. Cross-sectional survey data was collected via self-administered surveys from general adults sample (n = 512) in Klang Valley, Malaysia. The present study involves three phases of data analyses. First, the constructs are validated using exploratory measurement assessment tools such as corrected item-total correlation, exploratory factor analyses, and reliability test for internal consistency. The measurement model is then created and tested for unidimensionality, convergent validity, and discriminant validity using confirmatory factor analysis. Second, several preliminary analyses have been conducted (i.e., descriptive statistics, chi-square, independent sample t-test, one-way ANOVA, discriminant analysis, and Pearson correlation coefficients) to provide greater insights to marketers and public policy makers. Lastly, alternative model comparisons are performed using the SEM technique, which aim to: (1) test and confirm the optimum measurement structure for TPB predictors; (2) test and confirm the hypothesised partial mediation model. Upon establishing the model fit, the significance, direction, and magnitude of each hypothesised structural parameter are assessed. Multivariate analysis using SEM has supported the proposed integrated model of exercise behaviour based on the tenets of TPB and FFM, which accounted for a substantial portion of the variance in exercise intention (R² = 0.807) and behaviour (R² = 0.421). Specific findings revealed that: (1) all social cognitive and personality predictors were significantly correlated with exercise intention and exercise behaviour; (2) attitude components, perceived control, and conscientiousness predicted exercise intention with affective attitude emerged as the strongest predictor of exercise intention; (3) perceive control, exercise intention, extraversion and conscientiousness predicted exercise behaviour (conscientiousness was found to be the strongest predictor of exercise behaviour); (4) exercise intention mediates the links between attitude component, perceived control, conscientiousness and exercise behaviour, but the mediating effects were small. Other empirical findings include: (1) the alternative model comparison demonstrated that both attitude and subjective norm constructs performed better when modelled as a disaggregated two-factor structure; whereas the PBC construct is best modelled as a single perceived control concept which captures merely the perceived control measures; (2) the independent sample t-tests produced significant mean differences between ‘high active’ and ‘low active’ exercise groups in terms of all social cognitive constructs, personality factors, and exercise behaviour; (3) conscientiousness and extraversion are the second and third most important factors in discriminating the two exercise groups, respectively, after taking into account exercise behaviour. This study has important implications for marketing practitioners, consumer researchers, and public policy makers interested in the determinants of consumer healthy lifestyle behaviour. ABSTRAK Evolusi cara hidup pengguna yang sihat telah memberikan satu peluang dan juga cabaran kepada pengurusan pemasaran di dalam industri yang berkaitan dengan barang- barang atau makanan kesihatan. Penglibatan dalam senaman menjadi fokus utama dalam kajian ini kerana ia adalah satu komponen yang penting dalam gaya hidup yang sihat dan juga amalan kesihatan rakyat keseluruhan diidamkan. Terdapat beberapa model perlakuan di dalam kajian kesihatan seperti „the health belief model‟, „protection motivation theory‟, „theory of reasoned action‟ and „planned behaviour‟, „self-efficacy theory‟, „locus of control‟, „self-determination theory‟, dan „transtheoretical model‟. Model yang paling sesuai dan efektif ialah Theory of Planned Behaviour (TPB, Ajzen 1991). Oleh itu kajian ini telah adaptasi dari model TPB sebagai teori asas. TPB telah mendapat perhatian yang ketara dalam bidang senaman. Bagaimanapun hasil kajian adalah bercampur-campur, justeru itu menunjukan perlunya satu penjelasan dari segi konsep, operasi dan ukuran terhadap konstrak TPB yang mana telah diberikan kajian dan penjelasan dalam penyelidikan ini. Walaupun secara amnya penggunaan TPB mendapat sokongan namun terdapat persoalan tentang model ini, khususnya peranan personaliti telah menerima perhatian dalam kajian senaman. Kajian lalu pada mulanya memfokus kepada personaliti sebagai hasil aktiviti fizikal. Kemudian terdapat penyelidik yang memfokus personaliti sebagai faktor kepada tingkahlaku senaman. Terdapat juga penyelidik yang telah membandingkan personaliti tidak aktif/tidak sihat kepada personaliti aktif/ sihat atau dalam erti kata lain mengkaji peranan personaliti dalam jangkaan perlakuan senaman. Telah banyak faktor telah dimasukkan ke dalam model TPB namun tidak cukup komprehensif dan integrasi yang membolehkan TPB digunakan untuk melihat faktor–faktor yang mempengaruhi perlakuan senaman secara bersama. Tujuan utama kajian ini adalah untuk mencadangkan dan menguji model integrasi amalan senaman yang bertujuan untuk: (1) menguji model teori yg mengintegrasikan kognitif social yang terdapat di dalam TPB dan lima faktor personaliti yang diadaptasikan dari Lima Faktor Personaliti Model (FFM, Tupes and Christal, 1961; Norman, 1963) dalam menjangkakan tujuan dan amalan senaman (2) mengkaji keberkesanan model pecahan pelbagai kompenen di dalam struktur TPB berbanding dengan ukuran tradisional TPB satu konsep; (3) menyelidik kesan kesan kognitif sosial dan faktor personaliti di dalam tujuan dan amalan senaman; (4) mengkaji kesan perantaraan tujuan senaman yang menghubungkan jangkaan social kognitif dan cantuman personaliti dan kognitif sosial. Model integrasi sosial kognitif dan faktor personaliti untuk mengeksplorasi sebab amalan senaman yang didapati sekarang adalah aplikasi baru. Kajian ini mewakili satu dari usaha awal untuk mengkaji penglibatan senaman individu dari perspektif pemasaran. Pemahaman yang baik terhadap faktor-faktor yang mempengaruhi pembuatan keputusan, penilaian dan aspek tingkah laku individu dalam gaya senaman dijangkakan dapat membantu untuk membangunkan teori pemasaran yang berkaitan dengan kesihatan. v Data telah diperolehi melalui “self administered surveys” dari sampel responden dewasa (n=512) di Lembah Klang, Malaysia. Kajian ini melingkungi tiga fasa di dalam analisis data. Pertama, cantuman adalah disahkan menggunakan “exploratory measurement assessment tools” seperti “corrected item-total correlation, exploratory factor analyses, and reliability test” untuk konsistensi dalaman. Model ukuran kemudian di reka dan diuji untuk “unidimensionality, convergent validity, and discriminant validity” dengan menggunakan analisis “confirmatory factor”. Kedua, beberapa analisis awal telah dijalankan (seperti “descriptive statistics, chi-square, independent sample t-test, one-way ANOVA, discriminant analysis, and Pearson correlation coefficients) untuk mendapatkan maklumat yang lebih baik untuk pemasar dan penggubah polisi awam. Akhir sekali, model alternative dibandingkan dengan menggunakan teknik SEM, bertujuan untuk: (1) menguji dan mengesahkan struktur ukuran optimum untuk penjangka TPB; (2) menguji dan mengesahkan model “hypothesised partial mediation”. Sebaik mendapati model telah ditetapkan, signifikan, tujuan dan magnitude setiap parameter struktur hipotesis telah di nilai. Analisis “Multivariate” menggunakan SEM telah menyokong cadangan model integrasi amalan senaman berdasarkan pandangan di dalam TPB dan FFM, di mana menerangkan untuk “substantial portion” di dalam variasi tujuan senaman (R² = 0.807) dan tingkahlaku (R² = 0.421). Jawapan yang spesifik mendedahkan bahawa: (1) semua kognitif sosial dan jangkaan personaliti adalah signifikan berhubungkait dengan tujuan dan tingkahlaku senaman; (2) komponen sikap, kawalan pemerhatian dan perhatian teliti tujuan senaman dengan sikap yang menunjukkan emosi wujud sebagai jangkaan yang paling kuat di dalam tingkahlaku senaman; (3) kawalan pemerhatian, tujuan senaman, “extraversion” dan perhatian teliti jangkaan tingkahlaku senaman (perhatian teliti telah didapati sebagai jangkaan terkuat di dalam tingkahlaku senaman); (4) tujuan senaman menjadi perantaraan di antara hubungan komponen sikap, kawalan pemerhatian, perhatian teliti dan tingkahlaku senaman, tetapi kesan perantaraan adalah kecil. Kesan kajian yang lain adalah termasuk: (1) model perbandingan alternatif menunjukkan bahawa kedua-dua sikap dan “subjective norm constructs” mendapatkan keputusan lebih baik apabila dimodelkan sebagai “disaggregated” struktur dua-faktor; manakala cantuman PBC adalah model terbaik sebagai konsep “single perceived control” yang merangkumi ukuran kawalan yang dijangka sahaja; (2) “independent sample” untuk “t-tests” menghasilkan perbezaan “mean” yang signifikan di antara „high active‟ and „low active‟ di dalam kumpulan senaman untuk semua cantuman kognitif sosial, faktor personaliti dan tingkahlaku senaman; (3) perhatian teliti dan “extraversion” adalah faktor kedua dan ketiga terpenting di dalam membezakan kedua-dua kumpulan senaman, selepas mengambilkira tingkahlaku senaman. Kajian ini mempunyai implikasi penting kepada pemasar, pengkaji pengguna, dan penggubah polisi awam yang berminat di dalam penentu tingkahlaku gaya hidup sihat pengguna.

Description: Thesis (PhD) -- Faculty of Business and Accountancy, University of Malaya, 2009.

Customer perceived quality, relationship quality and business loyalty:An example of B2B organization

Mon, 01 Dec 2008 00:00:00 GMT

Title: Customer perceived quality, relationship quality and business loyalty:An example of B2B organization

Authors: Kong, Shin Yee

Abstract: The rapidly growing field of services has a strong focus on relationship marketing. Numerous researches are carried out on the effect of paradigm shift in marketing principles from transactional marketing to relationship marketing, but not many been discussed within industrial services and manufacturing environment. This study aims to examine how relationship quality can influence customer loyalty in the business-to-business (B2B)context. By targeting a Malaysian wooden product manufacturer as case organisation, tailored questionnaire surveys were sent with responses of 36 business customers. The study proposes a theoretical framework of relationship quality, customer perceived quality (using a modified Grönroos’s model of bi- imensional service quality theory involving both product and services aspects) as antecedent of relationship quality and business loyalty as ultimate dependent variable. The findings of this study suggest that customer satisfaction towards service provider can be improved by focusing on their perceived quality on both service and product. Consequently, customer loyalty and relationship quality can be enhanced by increasing customer satisfaction. Furthermore, this study reinforces the belief that relationship satisfaction has an important role to play in the manufacturing environment. It puts forward one possible causal explanation of the elusive link between satisfaction and relationship. The study concluded with theoretical and managerial implications of the findings.

Description: Dissertation (M.B.A)-- Faculty of Business and Accountancy, University of Malaya, 2008.

Financial ratios as the predictor of corporate distress in Malaysia

Sun, 01 Jun 2008 00:00:00 GMT

Title: Financial ratios as the predictor of corporate distress in Malaysia

Authors: Nazrinn Fariss Idris

Abstract: The 1997 Asian Financial Crisis severely impacted Malaysia’s domestic economy. In the space of just 3 short weeks, almost RM300 billion in market capitalization was wiped off the local bourse. While some argue the situation had been predicted, clearly the depth and suddenness of the event had caught many by surprise. To many Malaysians, the occurrence of the financial crisis highlighted the need for firm action and activities to be constantly monitored and regulated. As the value of listed firms are often supported by the use of funds supplied by the general public, the potential loss in equity value as a direct or indirect result of firm distress, bankruptcy, and reorganization could have wide ranging effects. Clearly, a pre-emptive tool to identify potential problems had to be developed. One tool often cited was through the use of financial ratios. First developed around the turn of the 20th century, research argued that it could predict firm health with a 78% accuracy rate up to five years before distress or failure. In order to evaluate the usefulness of financial ratios to predict firm status in Malaysia, data for firms listed on the Industrial sector of Bursa Malaysia’s Main Board were collected. By compiling the data in the form of financial ratios, we hoped that differences between those from healthy firms and those from distressed firms could be evaluated. Through the use of a ratio analysis, tests of significance, and logit analysis, we found that financial ratios did indeed discriminate the two groups. For almost all ratios tested, the difference between the two groups was found to be statistically significant. Furthermore, by comparing the two groups based on their liquidity and profitability, results indicate that firm distress or failure could be predicted based on these characteristics.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.

Management training methods: Relative effectiveness and frequency

Sun, 01 Jun 2008 00:00:00 GMT

Title: Management training methods: Relative effectiveness and frequency

Authors: Sinniah, Veeriah

Abstract: This study comparatively examined the relative effectiveness and frequency of use of modern and conventional training methods in Malaysian context. Indeed, researchers have set out to study and compare the effectiveness of various training methods. While literature from many of these studies commonly suggests there is no significant difference, others maintain that significant differences do exist because removing instructor feedback and human interaction, characteristics of conventional instructor-led training methods and classroom setting, deprives trainees of a critical dimension that is necessary for meaningful learning. Thus the debate is clearly not settled. The application of technology in both its “hard” (for example through computing technology) and “soft” (for example through instructional design) forms has enhanced the range of training methods available to practitioners. Today, much rhetoric has surrounded the use of techniques such as distance learning and computer-based training methods. Therefore, this study aimed to investigate the perceptions of employees to modern training methods as compared to conventional training methods. This study also explores any significant difference in terms of size of organizations. A questionnaire survey of 200 employees in organizations of all sizes and from a range of sectors was conducted. The data suggested that there is no significant difference with respect to frequency of use, but there is a significant difference in terms of effectiveness. The result shows that at-job training methods are widely used and is also perceived as being the most effective method, whereas distance learning is not widely used as it is perceived as less effective. An analysis in terms of firm’s size revealed more similarities than differences between larger and smaller firms.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.

The relationship between the control environment and the adoption of control self-assessment in Malaysian local banks

Sun, 01 Jun 2008 00:00:00 GMT

Title: The relationship between the control environment and the adoption of control self-assessment in Malaysian local banks

Authors: Andrena Yeoh; Nordiana Bt Roslan

Abstract: The financial scandals of recent years have highlighted the weaknesses in the internal control systems of many companies. This has led to increased attention on internal controls, from governments and supervisory bodies all over the world. Today, the need for strong internal control systems continues to grow and the importance of managing risks has never been higher. This paper investigates the relationship between the control environment and the adoption of Control Self-Assessment (CSA). The control environment is the foundation for all other components of internal control and sets the tone of the organization, influencing the control consciousness of its people. Whereas Control Self-Assessment is a process through which internal control effectiveness is examined and assessed with the objective of providing reasonable assurance that all business objectives will be met. The subject of the study revolves solely around the control environment excluding other possible variables affecting the internal control system. This study concludes that there is no relationship between CSA adoption and the control environment. The possibility that no relationship is found between the variables can be explained with Hofstede's cultural dimensions. Malaysia is considered as having a high power distance and low individualism culture, where the society has lesser equality, empowerment and opportunity to speak for itself. The duration of CSA adoption may also be a factor concerning its impact on the control environment. Thus, further research is recommended to determine the differences between the two (2) variables.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.

Cognition, culture and competition : an empirical test of the learning organization in the Malaysian

Sun, 01 Jun 2008 00:00:00 GMT

Title: Cognition, culture and competition : an empirical test of the learning organization in the Malaysian

Authors: Muthukaruppan, Visalakshi S

Abstract: This research was conducted to examine the principal assumption that organizational learning leads to increased organizational performance and explores the role of organizational learning, culture and focused learning on organizational performance. This study is based on convenience sampling of Grade 7 CIDB (Construction Industries Development Board) registered Malaysian construction companies in the Klang Valley and adopts a structural equation methodology as by the previous researcher. Scales and constructs used to measure the variables are adopted from previous research. The results suggest that organizations with cooperative culture are more likely to achieve competitive advantage and have a positive effect on organizational performance. However, the results did not support the cognitive dimension of double-loop learning nor the behavioral dimension of single-loop learning. The effect of competitive forces means that organizational learning focused on efficiency and concentration leads to competitive advantage and has a positive effect on organizational performance in the Malaysian construction industry. Limitations of this research are to be noted. Firstly, the assumption that executives and managers can assess accurately the levels of organizational learning. Secondly, generalizability of findings is limited as sample is from construction companies in the Klang Valley only and thirdly, the length of the Questionnaire may have resulted in measurement error. Future research should include all registered companies in order to enhance and increase the generalizability of the findings.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.

Succession planning and management practices among private sector firms in Malaysia

Sun, 01 Jun 2008 00:00:00 GMT

Title: Succession planning and management practices among private sector firms in Malaysia

Authors: Naidu, Krishna

Abstract: Purpose Succession planning is an important strategic management tool that helps to sustain organizational growth and competitive advantage. A planned succession reduces uncertainties and avoids business disruptions when there is a departure of key talents or leadership in the organization. This study aims to empirically investigate the adoption of succession planning program among private sector firms in Malaysia and explores its practices and approach. Specifically, the study intends to examine the significant relationships between succession planning characteristics, demographic/control variables and organizational outcomes. Design/Methodology/Approach Managing Directors/CEOs and HR professionals of 108 private sector firms from a crosssection of manufacturing and services sectors have participated in the survey, which contributed to a response rate of 26.1%. The framework of succession planning characteristics and organizational outcomes are adopted from the work of Rioux & Bernthal (1999). Findings The findings show that on average firms in Malaysia employ an effective succession planning system. A formal succession planning is practised in 56.5% of the firms which are mostly large firms. Company growth and desire to improve business results are two main reasons why succession planning is important for private sector firms in Malaysia. The results of the study indicate that no significant difference is found between succession planning characteristics and demographic variables. The Pearson’s correlation and regression analysis also show that succession planning characteristics are significant in determining the organizational outcomes. The hypothesis that there is a significant relationship between succession planning characteristics and demographic variables are only partially supported. Similarly, it is only partially supported to the claim that, there is a significant relationship between organizational outcomes and demographic variables. Practical Implications The present study offers an empirical finding on practices and approach of succession planning and its impact on organizational outcomes in the context of Malaysia. Originality / Value Overall, the present study adds value to existing literature by examining the influence of demographic/control variables in determining the relationship between the succession planning characteristics and organizational outcomes.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.

Corporate sports sponsorship: the relationships among consumer perception, consumer response and sponsor’s reputation

Tue, 01 Jul 2008 00:00:00 GMT

Title: Corporate sports sponsorship: the relationships among consumer perception, consumer response and sponsor’s reputation

Authors: Nor Izham bin Ismail

Abstract: Over the years, many corporate organizations have been taking sponsorship, particularly in sporting events, with an increasingly important role in marketing, brand and reputation building tool. Adapting the previous study of Speed and Thompson (2000) as the premise, this study explores the relationship among the multidimensional measure of consumer perception on sports sponsorship, their response towards it and the reputation of the sponsors among the Malaysian consumers. Online and on ground sampling were undertaken to assess the general views of the local sponsorship audience. The general attitude towards the sponsor and perceived sincerity of the sponsor were found to be of the most important factors for reputation building by corporate organizations through sports sponsorship deal. Evidently, consumer response towards a sponsorship partially mediates and further improves the effects of consumer perception on the sponsors’ reputation. The implications of these findings for sponsors and event organizers are examined and future research directions are outlined.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.

Do changes in dividend policy signal the future or the past?

Sat, 01 Nov 2008 00:00:00 GMT

Title: Do changes in dividend policy signal the future or the past?

Authors: Lim, Wei Ling

Abstract: This research study investigates whether Malaysian Main Board companies pursue changes in dividends to convey information on the future profitability of the companies by studying on a total of 2,679 firm-year observations from year 1998 to 2007. The Ordinary Least Square regression results show that Main Board listed companies do not use dividends as a signalling tool to convey information on the future prospect of the companies. In fact, positive and significant relationship is found to be stronger between changes in dividends in year T=0 with concurrent changes in earnings in year T=0, which is consistent with the previous findings by Benartzi, Michaely and Thaler (1997) and Nissim and Ziv (2001). Further, regression analysis on sub-samples of firm-year observations categorized by the period of stable dividends before the dividend change events (2 years, 3 years and 4 years) shows no relationship exists between the stability of dividends before dividend change events with the extent of dividend signalling. No relationship is found between size of dividend change, size of dividend yield with the extent of dividend signalling. Multiple regression by incorporating industry dummies in the regression equation shows that no difference in changes in earnings between the 3 major sectors (Industrial, Trading/Service and Consumer) when there are changes in dividends, indicating that industry effect does not have any influence on the extent of dividend signalling of the companies.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.

Antecedents of attitude towards functional foods and purchase behavior

Mon, 01 Dec 2008 00:00:00 GMT

Title: Antecedents of attitude towards functional foods and purchase behavior

Authors: Ooi, Shal Peng

Abstract: The purpose of the study is to examine the consumers’ attitude towards functional foods and purchase behavior. Basically, the attributes involve are knowledge and awareness, believe in nutrition and health and self motivation. Total of 300 questionnaires were distributed to the respondents. Subsequently, the data that derived from the survey will be statically analyzed by using the Statistically Package for Social Sciences programme (SPSS) version 14.0. The finding shown that the predictors of knowledge and awareness believe in nutrition and health and self motivation were all significant that indicate the relationship towards the moderator of consumers’ attitude. In additional, the finding also supported that consumers’ attitude towards functional foods has significant related with purchase towards functional foods. Consumers’ attitude towards functional foods in the study is likely to have affected their purchase of functional foods. Therefore, for implication, it raise up an interesting results for manager when they want to come out with marketing strategies to reach their target market effectively, as the study demonstrated the important of market attributes towards consumers’ attitude. Future research, consumers need clear understand of functional foods and a strong level confidence in the scientific criteria that are used to document health effects and claims where most of them already making changes to improve the healthfulness of their diets, yet still more can be done to increase their knowledge about benefits of functional foods. By understanding how the factors interact, this could help the managers make important decisions about consumers’ attitude towards functional foods and purchase behaviour in Malaysia contest.

Description: Dissertation (MBA) Faculty of Business and Accountancy, University of Malaya, 2008.