Consumer affinity for frozen traditional cakes in Selangor

Hairazi Rahim, . and Mohd Amirul Mukmin Abdul Wahab, . and Sharina Shamsudin, . and Mohd Tarmizi Haimid, . and Rozhan Abu Dardak, . and Mohd Nizam Mohd Nizat, . Consumer affinity for frozen traditional cakes in Selangor. pp. 81-89. ISSN 1823-8149

A study was carried out in 2014 on the demands and consumptions of frozen traditional cakes in Selangor. It involved 406 respondents and face-to-face interviews were undertaken with them. The study looked into the affinity of consumers for frozen traditional cakes and their purchasing behavior in the acquirement of these cakes. The results of the study indicated that there are for main factors that influenced consumer behaviour. These include quality of products price and physical aspects marketing strategies of local producers and nature of the products. The quality of products includes the existence of halal logo high quality nutritional contents ingredients used and product safely cleanliness and expiry dates. The second factor comprised the lowest cost and discounted price offered for the products a free offer if any and their size as well as packaging. The thirt factor included products that were local branded manufactured by a bumiputera company and the shape or form they were sold. Imported products commercial branding and products of non-bumiputera companies made up the fourth factor of the consumer preference. It was worthy of note that appropriateness of product prices had a unanimous agreement amongst respondents and it was taken to be universal among them.

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

Abstract

A study was carried out in 2014 on the demands and consumptions of frozen traditional cakes in Selangor. It involved 406 respondents and face-to-face interviews were undertaken with them. The study looked into the affinity of consumers for frozen traditional cakes and their purchasing behavior in the acquirement of these cakes. The results of the study indicated that there are for main factors that influenced consumer behaviour. These include quality of products price and physical aspects marketing strategies of local producers and nature of the products. The quality of products includes the existence of halal logo high quality nutritional contents ingredients used and product safely cleanliness and expiry dates. The second factor comprised the lowest cost and discounted price offered for the products a free offer if any and their size as well as packaging. The thirt factor included products that were local branded manufactured by a bumiputera company and the shape or form they were sold. Imported products commercial branding and products of non-bumiputera companies made up the fourth factor of the consumer preference. It was worthy of note that appropriateness of product prices had a unanimous agreement amongst respondents and it was taken to be universal among them.

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Item Type:	Article
AGROVOC Term:	Consumer preferences
AGROVOC Term:	Frozen foods
AGROVOC Term:	Frozen products
AGROVOC Term:	Cakes
AGROVOC Term:	Consumer response
AGROVOC Term:	Consumer behaviour
AGROVOC Term:	Product quality
AGROVOC Term:	Retail prices
AGROVOC Term:	Physical properties
AGROVOC Term:	Marketing strategy
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9707

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