Consumer preferences and purchasing intention towards a new helthy snack product

Nur Fazliana Md. Noh, . and Rashilah Mohamad, . and Sharifah Samsiah Mohamad, . Consumer preferences and purchasing intention towards a new helthy snack product. pp. 123-132. ISSN 1823-8149

A consumer study on a newly developed product of granola bar was carried out in Klang Valley. Tha objectives of the study were to assess consumer preference and purchasing decision towards granola bars developed by MARDI. The survey involved 1 200 respondents representing major ethnic groups in Malaysia. Four types of granola bar were reviewed anmely roselle-almond dates-almond banana-almond and coconut-almond. Consumers evaluated the products based on products attributes (color aroma appearance taste chewiness sweetness and overall acceptability) using 5-point Likert scale. Purchasing decision was accessed using binomial (yes/no) scale. Data were analysed using analysis of variance (ANOVA) multiple analysis of variance (MANOVA) descriptive discriminant analysis (DDA) and logistic regression analysis (LRA). It was found that all the granola bars were well accepted by the consumers although majority of them were not familiar with the products. In purchase intention assessments the LRA yielded a correct prediction rate of 67 accuracy. The most important attribute considered for purchasing intention was taste followed by overall acceptability. Therefore these two attributes were the most important for product refinement.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.9b%20(...

Abstract

A consumer study on a newly developed product of granola bar was carried out in Klang Valley. Tha objectives of the study were to assess consumer preference and purchasing decision towards granola bars developed by MARDI. The survey involved 1 200 respondents representing major ethnic groups in Malaysia. Four types of granola bar were reviewed anmely roselle-almond dates-almond banana-almond and coconut-almond. Consumers evaluated the products based on products attributes (color aroma appearance taste chewiness sweetness and overall acceptability) using 5-point Likert scale. Purchasing decision was accessed using binomial (yes/no) scale. Data were analysed using analysis of variance (ANOVA) multiple analysis of variance (MANOVA) descriptive discriminant analysis (DDA) and logistic regression analysis (LRA). It was found that all the granola bars were well accepted by the consumers although majority of them were not familiar with the products. In purchase intention assessments the LRA yielded a correct prediction rate of 67 accuracy. The most important attribute considered for purchasing intention was taste followed by overall acceptability. Therefore these two attributes were the most important for product refinement.

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Item Type:	Article
AGROVOC Term:	Consumer preferences
AGROVOC Term:	Purchasing habits
AGROVOC Term:	Health foods
AGROVOC Term:	Snacks
AGROVOC Term:	Snack foods
AGROVOC Term:	Food products
AGROVOC Term:	Cereal products
AGROVOC Term:	Acceptability
AGROVOC Term:	Product quality
AGROVOC Term:	Decision making
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9610

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