Determinants of Malaysian Urban Consumers’ Purchase Intention toward Ready-to-eat Food
DOI:
https://doi.org/10.21834/e-bpj.v9iSI19.5758Keywords:
Ready-to-eat, Purchase intention, Urban consumersAbstract
Ready-to-eat food (RTE) refers to meals or food prepared or cooked in advance, with no further cooking or preparation required before being eaten. This study examines the factors influencing the consumers' purchase intention towards RTE food: price, quality, convenience, and packaging. An online survey among Kuala Lumpur residents generated 180 usable responses. The results of multiple regression indicated that respondents' buying intention toward RTE was significantly determined by convenience and price factors. Product quality and packaging have no significance influence on purchase intention. Managerially, focusing on RTE's convenience and strategic promotion could enhance the urban consumers' buying intention of RTE
References
WResearch (Feb. 2023). Malaysia Ready to Eat Food Market (2020-2026). https://www.6wresearch.com/industry-report/malaysia-ready-to-eat-food-market-2020-2026 [Retrieved on 1 June 2023)
Adeosun KP, Oosterveer P, Greene M (2023). Informal ready-to-eat food vending governance in urban Nigeria: Formal and informal lenses guiding the practice. PLoS ONE, 18(7), e0288499. DOI: https://doi.org/10.1371/journal.pone.0288499
Allah Pitchay, A., Ganesan, Y., Zulkifli, N. S., & Khaliq, A. (2022). Determinants of customers' intention to use online food delivery application through smartphone in Malaysia. British Food Journal, 124(3), 732-753. DOI: https://doi.org/10.1108/BFJ-01-2021-0075
Aviles, M. V., Naef, E. F., Abalos, R. A., Lound, L. H., Olivera, D. F., & García-Segovia, P. (2020). Effect of familiarity of ready-to-eat animal-based meals on consumers’ perception and consumption motivation. International Journal of Gastronomy and Food Science, 21, 100225. DOI: https://doi.org/10.1016/j.ijgfs.2020.100225
Bhuyan, S., & Govindasamy, R. (2020). Factors affecting consumption of RTE (Ready-To-Eat) international food in the United States. International Journal of Food and Agricultural Economics, 8(1128-2020-1531), 257-269.
Department of Statistics Malaysia (2024). Demography: The Population of Malaysia. https://open.dosm.gov.my/dashboard/population [Retrieved on 26 February 2024]
Han, J. W., Ruiz‐Garcia, L., Qian, J. P., & Yang, X. T. (2018). Food packaging: A comprehensive review and future trends. Comprehensive Reviews in Food Science and Food Safety, 17(4), 860-877. DOI: https://doi.org/10.1111/1541-4337.12343
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 5th Edition. Harlow: Pearson.
Ketelsen, M., Janssen, M., & Hamm, U. (2020). Consumers’ response to environmentally-friendly food packaging - A systematic review. Journal of Cleaner Production, 254, 120123. DOI: https://doi.org/10.1016/j.jclepro.2020.120123
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Global Edition. Pearson.
Mandelkar, P. (2019). Intrinsic and extrinsic factors affecting consumer purchase intention for ready-to-eat food in Bangkok and its vicinity.
Mordor Intelligence (2023). Ready-To-Eat Food Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028). https://www.mordorintelligence.com/industry-reports/ready-to-eat-food-market [Retrieved on 1 June 2023)
Poon, W. C., & Tung, S. E. H. (2022). The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk. European Journal of Management and Business Economics. DOI: https://doi.org/10.1108/EJMBE-04-2021-0128
PricewaterhouseCoopers. (2021). 2021 ESG Consumer Intelligence Series: PwC. PwC. https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/consumer-and-employee-esg-expectations.html [Retrieved on 1 June 2022]
Priebe, M. G., & McMonagle, J. R. (2016). Effects of ready-to-eat-cereals on key nutritional and health outcomes: a systematic review. PloS One, 11(10), e0164931. DOI: https://doi.org/10.1371/journal.pone.0164931
Sgroi, F., Piraino, F., & Donia, E. (2018). Determinants of ready-to-eat products purchase intentions: An empirical study among the Italian consumers. HortScience, 53(5), 656-660. DOI: https://doi.org/10.21273/HORTSCI12834-17
Singhal, N. (2022). Moderating effects of a health consciousness on consumer behavior towards RTE foods. Academy of Marketing Studies Journal, 26(S2), 1-15
Statista (2024). Online Food Delivery – Statistics & Facts. https://www.statista.com/topics/9212/online-food-delivery/#topicOverview [Retrieved on 25 February 2024]
Statista Market Insight (2023). Ready-to-Eat Meals – Malaysia. https://www.statista.com/outlook/cmo/food/convenience-food/ready-to-eat-meals/malaysia [Retrieved on 10 June 2023]
Suci, A., Maryanti, S., Hardi, H., & Sudiar, N. (2022). Willingness to pay for traditional ready-to-eat food packaging: examining the interplay between shape, font and slogan. Asia Pacific Journal of Marketing and Logistics, 34(8), 1614-1633. DOI: https://doi.org/10.1108/APJML-04-2021-0233
Tunung, R., Simmons, A. A. C., & Chirara, K. A. (2019). Consumers’ consumption practices of ready-to-eat foods and food safety knowledge. International Conference on Social Sciences and Humanities.
Zeithaml, V. A. (1982). Consumer response to in-store price information environments. Journal of Consumer Research, 8(4), 357-369. DOI: https://doi.org/10.1086/208876
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. DOI: https://doi.org/10.1177/002224298805200302
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Siti Khadijah Rosli, Siti Zaleha Sahak
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
