Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin

Sabah Tea is one of the few products locally produced in Sabah by Desa Tea Sdn. Bhd. Prompted by the curiosity on why some domestic consumers have low preference towards Sabah Tea, a survey was conducted to find out the factors that influenced the domestic consumers' low preference towards the...

Full description

Saved in:

Bibliographic Details
Main Authors:	Adzi, Kamal, Paulus Jidwin, Agnes
Format:	Thesis
Language:	English
Published:	2008
Subjects:	Consumer behavior Consumers' preferences Consumer research Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/94643/1/94643.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uitm-ir.94643
record_format	uketd_dc
spelling	my-uitm-ir.946432024-05-07T04:19:51Z Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin 2008 Adzi, Kamal Paulus Jidwin, Agnes Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Sabah Tea is one of the few products locally produced in Sabah by Desa Tea Sdn. Bhd. Prompted by the curiosity on why some domestic consumers have low preference towards Sabah Tea, a survey was conducted to find out the factors that influenced the domestic consumers' low preference towards the product. In addition, this study also looks into the strengths and weaknesses of the company; identify ways to overcome the weaknesses and exploit the strengths as well as to recommend strategies to increase Sabah Tea Company's market share. Based on the convenient sampling technique, a total of 200 local consumers around Kota Kinabalu and the surrounding areas were chosen as respondents. The team also conducted interviews with the management of the company. Results from the survey indicate that the domestic consumers' low preference towards Sabah Tea is being influenced by its quality, price, promotion and distribution. In addition, Sabah Tea is confronting threats and weaknesses that can only be dealt with by the company strengths and opportunities. In dealing with the threats and weaknesses faced by the company, Sabah Tea must take advantage of its marketing, human resource and the company's production strengths to take on the potential threats such as economic uncertainty, environmental damage, competitors' challenges and to minimize the weaknesses confronted by the company such as lack of infrastructure facilities. At the same time Sabah Tea can also use its internal strength factors to tap into the available opportunities such as involving in free trade agreement and acquiring new sophisticated tea processing machinery for long term production efficiency and effectiveness. 2008 Thesis https://ir.uitm.edu.my/id/eprint/94643/ https://ir.uitm.edu.my/id/eprint/94643/1/94643.pdf text en public masters Universiti Teknologi MARA, Sabah Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Consumer behavior Consumers' preferences Consumer research Including consumer profiling
spellingShingle	Consumer behavior Consumers' preferences Consumer research Including consumer profiling Adzi, Kamal Paulus Jidwin, Agnes Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin
description	Sabah Tea is one of the few products locally produced in Sabah by Desa Tea Sdn. Bhd. Prompted by the curiosity on why some domestic consumers have low preference towards Sabah Tea, a survey was conducted to find out the factors that influenced the domestic consumers' low preference towards the product. In addition, this study also looks into the strengths and weaknesses of the company; identify ways to overcome the weaknesses and exploit the strengths as well as to recommend strategies to increase Sabah Tea Company's market share. Based on the convenient sampling technique, a total of 200 local consumers around Kota Kinabalu and the surrounding areas were chosen as respondents. The team also conducted interviews with the management of the company. Results from the survey indicate that the domestic consumers' low preference towards Sabah Tea is being influenced by its quality, price, promotion and distribution. In addition, Sabah Tea is confronting threats and weaknesses that can only be dealt with by the company strengths and opportunities. In dealing with the threats and weaknesses faced by the company, Sabah Tea must take advantage of its marketing, human resource and the company's production strengths to take on the potential threats such as economic uncertainty, environmental damage, competitors' challenges and to minimize the weaknesses confronted by the company such as lack of infrastructure facilities. At the same time Sabah Tea can also use its internal strength factors to tap into the available opportunities such as involving in free trade agreement and acquiring new sophisticated tea processing machinery for long term production efficiency and effectiveness.
format	Thesis
qualification_level	Master's degree
author	Adzi, Kamal Paulus Jidwin, Agnes
author_facet	Adzi, Kamal Paulus Jidwin, Agnes
author_sort	Adzi, Kamal
title	Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin
title_short	Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin
title_full	Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin
title_fullStr	Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin
title_full_unstemmed	Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin
title_sort	low preference for sabah tea by domestic consumers in kota kinabalu, sabah, malaysia / kamal adzi and agnes paulus jidwin
granting_institution	Universiti Teknologi MARA, Sabah
granting_department	Faculty of Business and Management
publishDate	2008
url	https://ir.uitm.edu.my/id/eprint/94643/1/94643.pdf
_version_	1804889935260418048

Low preference for Sabah Tea by domestic consumers in Kota Kinabalu, Sabah, Malaysia / Kamal Adzi and Agnes Paulus Jidwin

Similar Items