Consumer purchasing intent of brown rice cookies developed by MARDI

Rashilah Mohamad, . and Rosniyana Ahmad, . and Nur Fazliana Md. Noh, . and Nor Azlina Saari, . Consumer purchasing intent of brown rice cookies developed by MARDI. pp. 31-36. ISSN 1823-8149

Consumer acceptance for two types of brown rice cookies developed by MARDI was evaluated. The major objective was evaluated. Tge major objective was to identify the sensory attributes influencing purchasing intent. Attributes considered were taste aroma color shape texture and overall acceptability. A total of 410 consumers evaluated the products using 5-point Likert scale. Purchase intent was accessed using binomial (Yes/no) scale. Data were analysed using ANOVA MANOVA DDA and LRA. ANOVA results showed that both product were well accepted with overall liking score of slightly greater than 4. All attributes except shape of product 1 (high fibre chocolate almond brown rice cookies) was preferred over product 2 (puff brown rice cookies) indicating that there was a significant difference in terms of consumer preference between both products. MANOVA analysis supported the ANOVA results which showed that there was a significant difference for both products when all attributes were simultaneously considered. DDA results showed that products were differentiated mainly by taste and overall acceptability. In assessing whether consumers would buy the products the LRA on purchace intent with full logit model indicated that purchase intent could be predicted with 84.5 accuracy.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.%207%2...

Abstract

Consumer acceptance for two types of brown rice cookies developed by MARDI was evaluated. The major objective was evaluated. Tge major objective was to identify the sensory attributes influencing purchasing intent. Attributes considered were taste aroma color shape texture and overall acceptability. A total of 410 consumers evaluated the products using 5-point Likert scale. Purchase intent was accessed using binomial (Yes/no) scale. Data were analysed using ANOVA MANOVA DDA and LRA. ANOVA results showed that both product were well accepted with overall liking score of slightly greater than 4. All attributes except shape of product 1 (high fibre chocolate almond brown rice cookies) was preferred over product 2 (puff brown rice cookies) indicating that there was a significant difference in terms of consumer preference between both products. MANOVA analysis supported the ANOVA results which showed that there was a significant difference for both products when all attributes were simultaneously considered. DDA results showed that products were differentiated mainly by taste and overall acceptability. In assessing whether consumers would buy the products the LRA on purchace intent with full logit model indicated that purchase intent could be predicted with 84.5 accuracy.

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Item Type:	Article
AGROVOC Term:	Consumer preferences
AGROVOC Term:	Purchasing habits
AGROVOC Term:	Biscuits
AGROVOC Term:	Desserts
AGROVOC Term:	Sensory evaluation
AGROVOC Term:	Taste (sensation)
AGROVOC Term:	Aromatic compounds
AGROVOC Term:	Color
AGROVOC Term:	Texture
AGROVOC Term:	Acceptability
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9725

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