The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim

Buying processes of healthy food involve many factors relating to the final decision of the consumers and those aspects influence consumer perceived value and their buying behavior on deciding which type of product they would buy. This study is attempted to gain knowledge about parent intentions tow...

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Main Author:	Rahim, Norhidayu
Format:	Thesis
Language:	English
Published:	2013
Online Access:	https://ir.uitm.edu.my/id/eprint/16698/2/TM_NORHIDAYU%20RAHIM%20HM%2013_5.pdf
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id	my-uitm-ir.16698
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spelling	my-uitm-ir.166982019-02-22T07:20:18Z The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim 2013 Rahim, Norhidayu Buying processes of healthy food involve many factors relating to the final decision of the consumers and those aspects influence consumer perceived value and their buying behavior on deciding which type of product they would buy. This study is attempted to gain knowledge about parent intentions towards buying cereal food products. With sample of 300 respondents, consist of parents from selective hypermarket in Kuala Lumpur, the data obtained from the survey were analyzed with reliability test, correlation, t-test and regression analysis. Result from this study indicated that parents are aware about what is happening to the health care of the children with regards to nutritional concerns. The findings indicated that price factor have more impact on parents buying intentions of cereal product rather than labeling factor. Both factors are significantly impact parents buying intentions however the strengths are not too high. It have been noticed that high-income parents more concern on price because they need to feel in a position to justify a product through other gains before they are willing to pay for the price. Hence, this study is expected to provide understanding on the reasons of buying and would probably help marketers of cereal food products to establish a proper communication message to different category of buyers who care much on their family healthy food consumption. The limitation of this study is that the sample was restricted to a single geographic area in Malaysia and one group of consumers. Future research should focus on extended scope to all states in Malaysia and may extend on other marketing aspects such as advertisement, sales promotions and customer relationship management. 2013 Thesis https://ir.uitm.edu.my/id/eprint/16698/ https://ir.uitm.edu.my/id/eprint/16698/2/TM_NORHIDAYU%20RAHIM%20HM%2013_5.pdf text en public mphil masters Universiti Teknologi MARA Faculty of Hotel and Tourism Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
description	Buying processes of healthy food involve many factors relating to the final decision of the consumers and those aspects influence consumer perceived value and their buying behavior on deciding which type of product they would buy. This study is attempted to gain knowledge about parent intentions towards buying cereal food products. With sample of 300 respondents, consist of parents from selective hypermarket in Kuala Lumpur, the data obtained from the survey were analyzed with reliability test, correlation, t-test and regression analysis. Result from this study indicated that parents are aware about what is happening to the health care of the children with regards to nutritional concerns. The findings indicated that price factor have more impact on parents buying intentions of cereal product rather than labeling factor. Both factors are significantly impact parents buying intentions however the strengths are not too high. It have been noticed that high-income parents more concern on price because they need to feel in a position to justify a product through other gains before they are willing to pay for the price. Hence, this study is expected to provide understanding on the reasons of buying and would probably help marketers of cereal food products to establish a proper communication message to different category of buyers who care much on their family healthy food consumption. The limitation of this study is that the sample was restricted to a single geographic area in Malaysia and one group of consumers. Future research should focus on extended scope to all states in Malaysia and may extend on other marketing aspects such as advertisement, sales promotions and customer relationship management.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Rahim, Norhidayu
spellingShingle	Rahim, Norhidayu The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim
author_facet	Rahim, Norhidayu
author_sort	Rahim, Norhidayu
title	The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim
title_short	The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim
title_full	The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim
title_fullStr	The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim
title_full_unstemmed	The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim
title_sort	effect of pricing and labeling of cereal products on parent buying intentions / norhidayu rahim
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Hotel and Tourism Management
publishDate	2013
url	https://ir.uitm.edu.my/id/eprint/16698/2/TM_NORHIDAYU%20RAHIM%20HM%2013_5.pdf
_version_	1783733542972293120

The effect of pricing and labeling of cereal products on parent buying intentions / Norhidayu Rahim

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