Consumer acceptance and purchase intent of fresh water fish product developed by MARDI

Rashidah Mohamad, . and Muhamad Faireal Ahmad, . and Ahmad Zairy Zainol Abidin, . and Rokiah Mohamad, . Consumer acceptance and purchase intent of fresh water fish product developed by MARDI. pp. 77-82. ISSN 1823-8149

A consumer acceptance study was undertaken to determine attributes influencing acceptance and purchase intent of fresh water fish products developed by MARDI. A number of statistical techniques such as analysis of variance (MANOVA) descriptive discriminant analysis (DDA) and logistic regression analysis (LRA) were employed to determine crucial underlying attributes that influence preference and purchase intent. ANOVA and MANOVA were employed to find out whether there was significant difference between products reviewed. ANOVA considered each attributed individually while MANOVA considered all attributes simultaneously. It was found that all products were significantly different. Subsequently DDA was performed to identify which attributes contributed to the difference. Attributes taste and overall acceptability were responsible for the difference in the consumer preference. DDA indicated that taste with pooled within canonical structure of 0.904796 was the important attribute followed by overall acceptability with pooled within canonical structure of 0.0897147 in determining customer preference towards fresh water fish products developed by MARDI.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.%206%2...

Abstract

A consumer acceptance study was undertaken to determine attributes influencing acceptance and purchase intent of fresh water fish products developed by MARDI. A number of statistical techniques such as analysis of variance (MANOVA) descriptive discriminant analysis (DDA) and logistic regression analysis (LRA) were employed to determine crucial underlying attributes that influence preference and purchase intent. ANOVA and MANOVA were employed to find out whether there was significant difference between products reviewed. ANOVA considered each attributed individually while MANOVA considered all attributes simultaneously. It was found that all products were significantly different. Subsequently DDA was performed to identify which attributes contributed to the difference. Attributes taste and overall acceptability were responsible for the difference in the consumer preference. DDA indicated that taste with pooled within canonical structure of 0.904796 was the important attribute followed by overall acceptability with pooled within canonical structure of 0.0897147 in determining customer preference towards fresh water fish products developed by MARDI.

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Item Type:	Article
AGROVOC Term:	Consumer preferences
AGROVOC Term:	Purchasing
AGROVOC Term:	Purchasing habits
AGROVOC Term:	Freshwater fishes
AGROVOC Term:	Fish products
AGROVOC Term:	Analysis of variance
AGROVOC Term:	Multivariate analysis
AGROVOC Term:	Prediction
AGROVOC Term:	Food preferences
AGROVOC Term:	Taste (sensation)
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9735

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