Effect of Production Quality on Consumer Behavioral Intention to Purchase Local Food Production in Brunei / Azyan Izzati Hj Masru
Material type:
TextPublication details: Brunei Darussalam : Universiti Teknologi Brunei , © 2018 . Description: vii, 94 Pages : illustrations ; 30 cmSubject(s): -- Dissertation Universiti Teknologi Brunei | Food industry and trade -- Brunei Darussalam | Consumer behavior -- Brunei Darussalam | Food preferences -- Brunei DarussalamOther classification: UTB 120 REPORT, THESIS & DISSERTATION | RTDS 260 Dissertation note: Dissertation (Degree of Masters of Science Msc. Management and Technology)
| Item type | Current library | Call number | Status | Notes | Date due | Barcode |
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Reports, Thesis & Dissertation Students
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Universiti Teknologi Brunei Library - at level 2 | UTB 120 REPORT, THESIS & DISSERTATION RTDS 260 (Browse shelf(Opens below)) | Not for loan | Reg. no. 002022_UTB [RTDS 260] | 829317 | |
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Reports, Thesis & Dissertation Students
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Universiti Teknologi Brunei Library - at level 2 | UTB 120 REPORT, THESIS & DISSERTATION, RTDS 257 (Browse shelf(Opens below)) | Not for loan | Reg. no. 002021_UTB [RTDS 257] | 829316 |
Dissertation Submitted to UTB School of Business, Universiti Teknologi Brunei, in Fulfillment of the Requirement for the Degree of Masters of Science MSc. Management and Techonlogy.
ABSTRACT
The main objective of this study is to examine the effect of product quality attributes on the consumer behavioral intention. Specifically, product quality attributes were operationalized in terms of Price, Taste, Healthy Option, Packaging and Halal Labelling as the independent variables while the dependent variable was the consumer intention to purchase local Brunei food. The study used a survey, cross-sectional, descriptive and explanatory research design on the infinite population of the customers of Brunei local foods. A sample of 358 respondents was drawn from the infinite customer's population using a convenient sampling technique. Structured questionnaires were used for data collection using both online and physical collection and administration with help of Personal Research Assistant. Questionnaire responses were collected, processed and analyzed by using The Statistical Package of Social Science (SPSS) for descriptive and inferential statistics. The correlation analysis helps to identify the establishment of a relationship between the main research variables. Whereas, regression analysis was conducted to identify both the relations and best predictor variable used for hypothesis testing. The results of the findings revealed that there is a strong significant positive relationship between Price, Taste, Healthy Option, Packaging and Halal Labelling and the consumer intention to purchase local Brunei food. Moreover, Price, Taste, Healthy Option, and Halal Labelling were found to be the predictors of the consumer intention to purchase local Brunei food. Among the predictor variables, the Bruneian is strongly affected by the availability of Halal Label on the product. However, packaging was an insignificant predictor of the Brunei behavioral intention to purchase the local product. The conclusion of the findings was that the products quality (Price, Taste, Healthy Option and Halal Labelling) are important factors that will change the Brunei consumer behavior to purchase the local product in Brunei unexpectedly. As a whole, the outcome of the study will provide an important insight to any food production company in Brunei and gives them a better understanding of their consumer behavior. The necessary suggestions for further study were recommended for future research.
Keyword: Consumer Purchase Intention, Taste, Price, Healthy Option, Halal Label, Packaging, Brunei Food.
Dissertation (Degree of Masters of Science Msc. Management and Technology)
Includes bibliography references.
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