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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Nur Zahirah Sikumbang
Universiti Sains Malaysia
Humanities

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How Nestle Succeed in the Food Industry: A Consumer Perspective Daisy Mui Hung Kee; Nur Hannis Syakirah; Nurun Najihah; Nur Anis Aliya; Nur Zahirah Sikumbang
International Journal of Tourism and Hospitality in Asia Pasific Vol 4, No 2 (2021): June 2021
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v4i2.1062

Abstract

The purpose of this study is to analyze consumer perception of how Nestle succeeds in the food industry. The study employed a quantitative research approach, and an online survey was carried out. Data were collected from 121 Nestle consumers in Malaysia. The results show that Nestle's success factor is from the provision of good products at a reasonable price and marketing strategies that Nestle has developed to be the main driver of the growth, which contribute to the organizational success. Discussion and recommendations are presented.
Co-Authors Daisy Mui Hung Kee Nur Anis Aliya Nur Hannis Syakirah Nurun Najihah