The factors affecting the consumer buying behaviour towards local brand of food product in Selangor

Shaza Nabilah Shamri, . and Nurul Aisyah Mohd Suhaimi, . and Afnani Alwi@Ali, . The factors affecting the consumer buying behaviour towards local brand of food product in Selangor. pp. 40-50. ISSN 2180-1983

The aim of this study is to determine the factors affecting the consumer buying behaviour toward food products in Selangor. Consumer behaviours comprise four factors: cultural social personal and psychological factors. These factors influence consumer buying behaviour toward Malaysian local brands. Data were collected through online questionnaires using Google form. The sample of study consisted of 210 consumers in Selangor. In particular principal components analysis (PCA) was employed in order to identify the factors that affect consumers on preferring locally produced food products. The findings of this study indicate that Halal logo was the first choice in terms of consumers perspective on the product attributes when buying food products followed by price. Size and quantity and packaging are the third and fourth attributes considered by consumers when buying food products. Our result suggests that by providing this consumer information to small scale or local sellers will encourage more consumers to purchase local food products.

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Abstract

The aim of this study is to determine the factors affecting the consumer buying behaviour toward food products in Selangor. Consumer behaviours comprise four factors: cultural social personal and psychological factors. These factors influence consumer buying behaviour toward Malaysian local brands. Data were collected through online questionnaires using Google form. The sample of study consisted of 210 consumers in Selangor. In particular principal components analysis (PCA) was employed in order to identify the factors that affect consumers on preferring locally produced food products. The findings of this study indicate that Halal logo was the first choice in terms of consumers perspective on the product attributes when buying food products followed by price. Size and quantity and packaging are the third and fourth attributes considered by consumers when buying food products. Our result suggests that by providing this consumer information to small scale or local sellers will encourage more consumers to purchase local food products.

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Item Type:	Article
AGROVOC Term:	Food products
AGROVOC Term:	Buying
AGROVOC Term:	Consumer surveys
AGROVOC Term:	Questionnaires
AGROVOC Term:	Consumer behaviour
AGROVOC Term:	Psychological factors
AGROVOC Term:	Cultural factors
AGROVOC Term:	Brands
AGROVOC Term:	Food value
AGROVOC Term:	Prices
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/10081

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