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All Journal Optimum: Jurnal Ekonomi dan Pembangunan
Siti 'Aisyah Baharudin
Universiti Sains Malaysia
Economics, Econometrics & Finance

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Lycopene Rich Drink: Consumers Acceptance and Purchase Intention in Malaysia Rawaida Rusli; Siti 'Aisyah Baharudin; Nur Fazliana Md.Noh; Mohamad Nazim Anvarali; Hadijah Hassan
Optimum: Jurnal Ekonomi dan Pembangunan Vol. 11 No. 2 (2021)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/optimum.v11i2.4652

Abstract

This study had been carried out to assess the level of acceptance and purchase intention towards new functional beverages developed by the Malaysia Agricultural Research Development Institute (MARDI). The Lycopene Rich Drink (LRD) had been assessed towards 400 respondents in 4 Zone in Malaysia which is Northern, Southern, Western, and Eastern using stratified sampling. The results revealed that the consumers had well accepted the LRD based on the highest mean score acceptance (mean=4.16) compared to the commercial (mean=3.15) beverages in the market. Taste and color are the most preferred attributes that influenced the purchase intention. The logistic regression analysis had predicted almost 95% of the respondents' intent to purchase. Marital status and number of households are the sociodemographic factors that show a significant relationship based on the Chi-Square analysis. The findings of this study are beneficial for the beverages industry players towards exploiting the opportunity of health additional benefit offered. 
Consumer Acceptance and Willingness to Pay for Prebiotic Kuini Juice in Malaysia Norzalila Kasron; Siti 'Aisyah Baharudin; Saiful Bahri Saari; Mohd Nur Hafiz Mat Azmin; Nor Azlina Saari
Optimum: Jurnal Ekonomi dan Pembangunan Vol. 11 No. 2 (2021)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/optimum.v11i2.4653

Abstract

Changing consumers' lifestyles and food consumption patterns provide an excellent opportunity to develop the prebiotics market in Malaysia. Therefore, Malaysia is trying to improve products based on local ingredients such as kuini juice developed by the Malaysian Agricultural Research and Development Institute (MARDI). The high fibre content found in kuini makes it suitable to be used as one of the essential ingredients in prebiotic drinks.  This research attempted to analyse consumer acceptance and willingness to pay for prebiotic kuini juice.  A survey was conducted in Peninsular Malaysia, where 400 respondents were interviewed using a structured questionnaire.  Exploratory factor analysis, Kaiser-Meyer-Olkin test and Bartlett's Test of Sphericity were utilised for objective analysis 1, while the Contingent Valuation Method was utilised for objective analysis 2.  The result showed that 73% of respondents had taken prebiotic juice in the past. The tendency to choose prebiotic kuini juice by MARDI was 52% compared to existing products in the market. Significant findings determined consumers' preference factors, including product marketing and promotion, which influenced the purchasing of prebiotic kuini juice. The willingness to pay by respondents was lower at RM4.10/300ml bottle than the actual price bid at RM5.70/300ml bottle. As consumer awareness of health increases, it was an opportunity for the health food industry to expand the functional food market. However, some improvements should be adjusted to ensure prebiotic kuini juice can compete with other similar products in the market. Government support is needed to encourage indigenous fruits cultivation and to produce value-added products.
Co-Authors Hadijah Hassan Mohamad Nazim Anvarali Mohd Nur Hafiz Mat Azmin Nor Azlina Saari Norzalila Kasron Nur Fazliana Md.Noh Rawaida Rusli Saiful Bahri Saari