Assessing consumer purchasing intent of MARDIs granola bar: an ethnic analysis


Citation

Sharifah Samsiah Mohamad, . and Rashilah Mohamad, . and Nur Fazliana Md. Noh, . and Nor Azlina Saari, . Assessing consumer purchasing intent of MARDIs granola bar: an ethnic analysis. pp. 85-93. ISSN 1823-8149

Abstract

A study on consumer acceptance towards granola bar developed by MARDI involving 1 200 respondents was carried out in the Klang Valley between November and December 2012. One part of the study was about assessing consumer purchasing intent of the four different flavours of granola bars (roselle-almond dates-almond banana-almond and coconut-almond). This study found that between 20 and 30 of the Chinese consumers would not buy all four different flavours of granola bar as compared to the Malay consumers who were treated as a reference group. This finding is a very useful input in formulating precise strategy for marketing the product.


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Abstract

A study on consumer acceptance towards granola bar developed by MARDI involving 1 200 respondents was carried out in the Klang Valley between November and December 2012. One part of the study was about assessing consumer purchasing intent of the four different flavours of granola bars (roselle-almond dates-almond banana-almond and coconut-almond). This study found that between 20 and 30 of the Chinese consumers would not buy all four different flavours of granola bar as compared to the Malay consumers who were treated as a reference group. This finding is a very useful input in formulating precise strategy for marketing the product.

Additional Metadata

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Item Type: Article
AGROVOC Term: Consumer preferences
AGROVOC Term: Purchasing habits
AGROVOC Term: Consumer surveys
AGROVOC Term: Ethnic groups
AGROVOC Term: Snack foods
AGROVOC Term: Health foods
AGROVOC Term: Consumer response
AGROVOC Term: Flavour
AGROVOC Term: Marketing strategy
AGROVOC Term: Market promotion
Depositing User: Mr. AFANDI ABDUL MALEK
Last Modified: 24 Apr 2025 00:55
URI: http://webagris.upm.edu.my/id/eprint/9715

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