Faizal DİANA-ROSE, Mohd Ashhari ZARİYAWATİ, Kamarohim NORAZLİNA, Md Nassir ANNUAR, Othman MANİSAH

139175

Consumers’ Purchasing Decision towards Food Products of Small and Medium Enterprises

Consumers’ Purchasing Decision towards Food Products of Small and Medium Enterprises

The Gross Domestic Product (GDP) of Malaysia has continuously increased from year to year. All industry sectors are responsible for contributing to Malaysia’s GDP, including the food and beverage industry. The sales within the Malaysian food and beverage retail industry were forecast to grow yearly. This study is to examine Malaysian consumers’ acceptance of food and beverage products of Small and Medium Enterprises (SMEs). In depth, this study also tries to investigate whether consumers use experience when making a decision to buy SMEs’ food and beverage products in the hypermarket. Results from Structural Equation Modeling (SEM) shows that consumers are barely aware of the existence of SMEs’ food and beverage products and prefer to buy establish brands’ products in the hypermarket. Hence, we suggest SMEs be more prominent in marketing their products. This action will influence consumer decisions in choosing SMEs brands over established brands’ products.
Keywords:

food and beverage product, small and medium enterprises, purchasing decision,

PDF
International Review of Management and Marketing-Cover
  • Başlangıç: 2011
  • Yayıncı: İlhan ÖZTÜRK
Arşiv
Sayıdaki Diğer Makaleler

Enhancing effectiveness of employees through training and development in the health care department of Khyber Pakhtunkhwa Pakistan: A Literature Review

Altaf Hussain, Rosman Md Yusoff, Sajjad Ahmad Banoori, Anwar Khan, Muhammad Asad Khan

Virtual Banks: The Innovative Way of the Banking System Development during the Crisis

Alexey V. Bataev

Gender Differences In Interest in Using Electronic Money: An Application of Theory Planned Behavior

Naili FARİDA, Elia ARDYAN, - NURYAKİN

Potential for Islamic Banking in Macedonia: An Empirical Evidence

Sherif ABDULLAHİ, Amir Shaharuddin

Regional Peculiarities in Modernization Processes within the Territories of Central Siberia

Anastasia V. KİSTOVA, Julia S. ZAMARAEVA, Natalia N. PİMENOVA, Ksenia V. REZNİKOVA, Natalia P. KOPTSEVA, Natalia N. SEREDKİNA

Buying Local or Imported Goods? Profiling Non-income Consumers in Developing Countries

Abu H Ayob, Wan Mohd Hirwani Wan Hussain

Consumers’ Purchasing Decision towards Food Products of Small and Medium Enterprises

Faizal DİANA-ROSE, Mohd Ashhari ZARİYAWATİ, Kamarohim NORAZLİNA, Md Nassir ANNUAR, Othman MANİSAH

Competition Intensity, Uncertainty Environmental on the use of Information Technology and its Impact on Business Performance Small and Medium Enterprises

Chamdan Purnama, Waspodo Tjipto Subroto

Substantiation of Strategic Points for Efficient Functioning of Production Infrastructure of the Southern Region

Khasan Alimsultanovich Taimaskhanov, Maula Abdurahkmanovich Betilgiriev, Lolita Musaevna Idigova, Magomed Shavalovich Mintsaev, Dena Karim-Sultanovich Bataev

Motivation and Job Performance among Nurses in the Health Tourism Hospital in Malaysia

Ong Choon Hee, Noor Hayati Kamaludin, Lim Lee Ping