International Journal of Tourism and Hospitality in Asia Pasific
Vol 4, No 2 (2021): June 2021

How Nestle Succeed in the Food Industry: A Consumer Perspective

Kee, Daisy Mui Hung (Unknown)
Syakirah, Nur Hannis (Unknown)
Najihah, Nurun (Unknown)
Aliya, Nur Anis (Unknown)
Sikumbang, Nur Zahirah (Unknown)

Article Info

Publish Date
21 Jun 2021

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.

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Journal Info
International Journal of Tourism and Hospitality in Asia Pasific
Website

Abbrev

IJTHAP

Publisher

AIBPM Publisher

Subject

Humanities

Description

IJTHAP aims to enhance theoretical development in the field of hospitality and tourism. In order to promote those innovations and fresh ideas, the journal alsso accepts conceptual research, book review, as well as essays of experience belongs to hospitality practitioners. The mission of IJTHAP is to ...