Consumers purchase intention towards prebiotic fortified kuini juice: a preliminary study

Saiful Bahri Saari, . and Nur Fazliana Md. Noh, . and Hadijah Hassan, . and Rawaida Rusli, . and Nor Zalila Kasron, . Consumers purchase intention towards prebiotic fortified kuini juice: a preliminary study. pp. 51-60. ISSN 1823-8149

This preliminary study aimed to explore sensory attributes influencing consumers purchase intention towards a new indigenous Malaysian fruit product prebiotic fortified kuini juice developed by MARDI. A survey was conducted based on convenience sampling involving 100 respondents in Klang Valley by using structured questionnaires. The attributes evaluated were taste colour appearance aroma viscosity and overall acceptance. The results revealed that taste and overall acceptance significantly influenced purchase intention. In addition there were statistically significant associations between demographic factors (ethnic age education and gender) and respondents knowledge on prebiotics consumption of indigenous fruits and perceived health benefits. This study provided important insights for the industry players especially potential entrepreneurs on the consumers preferred attributes and purchase intention for the product development and effective marketing strategy when the product is ready to be commercialised.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.15(202...

Abstract

This preliminary study aimed to explore sensory attributes influencing consumers purchase intention towards a new indigenous Malaysian fruit product prebiotic fortified kuini juice developed by MARDI. A survey was conducted based on convenience sampling involving 100 respondents in Klang Valley by using structured questionnaires. The attributes evaluated were taste colour appearance aroma viscosity and overall acceptance. The results revealed that taste and overall acceptance significantly influenced purchase intention. In addition there were statistically significant associations between demographic factors (ethnic age education and gender) and respondents knowledge on prebiotics consumption of indigenous fruits and perceived health benefits. This study provided important insights for the industry players especially potential entrepreneurs on the consumers preferred attributes and purchase intention for the product development and effective marketing strategy when the product is ready to be commercialised.

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Item Type:	Article
AGROVOC Term:	Consumers
AGROVOC Term:	Consumer preferences
AGROVOC Term:	Consumer surveys
AGROVOC Term:	Consumer expenditure
AGROVOC Term:	Beverage industry
AGROVOC Term:	Mangifera
AGROVOC Term:	Anacardiaceae
AGROVOC Term:	Mangoes
AGROVOC Term:	Non digestible carbohydrate
AGROVOC Term:	Tropical fruits
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9567

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