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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/776

Title: Antecedents of attitude towards functional foods and purchase behavior
Authors: Ooi, Shal Peng
Keywords: Consumers’ attitude
Functional foods
Purchase behavior
Issue Date: Dec-2008
Publisher: University of Malaya
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.
URI: http://dspace.fsktm.um.edu.my/handle/1812/776
Appears in Collections:Masters Dissertations : MBA

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cover page.pdfTitle9.7 kBAdobe PDFView/Open
Acknowledgement-table of content.pdfAbstract320.65 kBAdobe PDFView/Open
final-edited.pdfFulltext Thesis256.28 kBAdobe PDFView/Open


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