The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers

Unhealthy food consumption has been linked to the risk of many diseases such as noncommunicable diseases and obesity. Thus, this study aimed to examine the effects of marketing mix dimensions (product, price, promotion, and place) on the consumption patterns of healthy food and healthy lifestyle as...

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Main Author:	Djermani, Farouk
Format:	Thesis
Language:	eng eng eng eng
Published:	2020
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8820/1/Depositpermission-Allow_Not%20Allow_s96019.pdf https://etd.uum.edu.my/8820/2/s96019_01.pdf https://etd.uum.edu.my/8820/3/s96019_02.pdf https://etd.uum.edu.my/8820/4/s96019_references.docx
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id	my-uum-etd.8820
record_format	uketd_dc
spelling	my-uum-etd.88202021-11-16T02:51:46Z The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers 2020 Djermani, Farouk Sulaiman, Yaty Nik Mat, Nik Kamariah Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Unhealthy food consumption has been linked to the risk of many diseases such as noncommunicable diseases and obesity. Thus, this study aimed to examine the effects of marketing mix dimensions (product, price, promotion, and place) on the consumption patterns of healthy food and healthy lifestyle as well as to examine the mediating effects of healthy lifestyle between the specified linkages. A quantitative research design approach was selected where the questionnaire was formulated for primary data collection. The variables were measured using 33 items sourced from past studies. All the items were assessed using the five-point Likert scale. 500 questionnaires were distributed to academicians from four Universities (UUM, UniMap, UPSI, USM) by using the random sampling technique. 357 responses were returned, representing a 71.4% response rate. The analysis method used the partial least square (PLS 3) regression and descriptive methods. The findings indicate that consumer healthy lifestyle, promotion and place are positive and significant predictors of consumption patterns while product, price, and promotion are significant predictors of a consumer healthy lifestyle. The results of the mediation effects of a healthy lifestyle show that healthy lifestyle is a significant mediator between product, price, and promotion with consumption patterns. As Malaysian consumers exhibit serious concern towards healthy food consumption patterns, it is recommended that the managers focus their strategies on promotion and place more significance on healthy lifestyle in their healthy food consumption patterns. The study discusses the implications to various stakeholders, its limitation and recommendations for future studies. 2020 Thesis https://etd.uum.edu.my/8820/ https://etd.uum.edu.my/8820/1/Depositpermission-Allow_Not%20Allow_s96019.pdf text eng staffonly https://etd.uum.edu.my/8820/2/s96019_01.pdf text eng staffonly https://etd.uum.edu.my/8820/3/s96019_02.pdf text eng staffonly https://etd.uum.edu.my/8820/4/s96019_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng eng
advisor	Sulaiman, Yaty Nik Mat, Nik Kamariah
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Djermani, Farouk The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
description	Unhealthy food consumption has been linked to the risk of many diseases such as noncommunicable diseases and obesity. Thus, this study aimed to examine the effects of marketing mix dimensions (product, price, promotion, and place) on the consumption patterns of healthy food and healthy lifestyle as well as to examine the mediating effects of healthy lifestyle between the specified linkages. A quantitative research design approach was selected where the questionnaire was formulated for primary data collection. The variables were measured using 33 items sourced from past studies. All the items were assessed using the five-point Likert scale. 500 questionnaires were distributed to academicians from four Universities (UUM, UniMap, UPSI, USM) by using the random sampling technique. 357 responses were returned, representing a 71.4% response rate. The analysis method used the partial least square (PLS 3) regression and descriptive methods. The findings indicate that consumer healthy lifestyle, promotion and place are positive and significant predictors of consumption patterns while product, price, and promotion are significant predictors of a consumer healthy lifestyle. The results of the mediation effects of a healthy lifestyle show that healthy lifestyle is a significant mediator between product, price, and promotion with consumption patterns. As Malaysian consumers exhibit serious concern towards healthy food consumption patterns, it is recommended that the managers focus their strategies on promotion and place more significance on healthy lifestyle in their healthy food consumption patterns. The study discusses the implications to various stakeholders, its limitation and recommendations for future studies.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Djermani, Farouk
author_facet	Djermani, Farouk
author_sort	Djermani, Farouk
title	The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_short	The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_full	The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_fullStr	The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_full_unstemmed	The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_sort	relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among malaysian consumers
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2020
url	https://etd.uum.edu.my/8820/1/Depositpermission-Allow_Not%20Allow_s96019.pdf https://etd.uum.edu.my/8820/2/s96019_01.pdf https://etd.uum.edu.my/8820/3/s96019_02.pdf https://etd.uum.edu.my/8820/4/s96019_references.docx
_version_	1747828467603341312

The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers

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