Factor Affect The Purchasing Intentions Of UTeM's FPTT Undergraduates Toward Dietary Supplements Consumption

Tan, Chuan Chien (2016) Factor Affect The Purchasing Intentions Of UTeM's FPTT Undergraduates Toward Dietary Supplements Consumption. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Factor Affect The Purchasing Intentions Of UTeM's FPTT Undergraduates Toward Dietary Supplements Consumption.pdf - Submitted Version Download (338kB)

Abstract

Dietary Supplements products were often misunderstood by people as medicine. But, in recent years, more and more people were starting to take on dietary supplement. This was due to the changes in lifestyle of people all over the world. As the trend of healthy lifestyle rose, dietary supplements became one of the main products consume by consumers. So, this study was conducted to study the attitude of consumers towards the consumption of dietary supplements. Data were collected by using questionnaires distribute to 265 respondents in City Campus of UTeM. The respondents were undergraduates of FPTT of UTeM. There were a few factors that influenced the purchasing intention of FPTT’s undergraduates. The factors were the attitude, health awareness and advertisement. There was a significant relationship between the factors to the consumers’ purchasing intention towards dietary supplement. In the research, the researcher used a few data analysis method to analyse the data. The methods used were Pearson’s correlations, Cronbach’s Alpha, and Multi Regressions. The results of the analysis show that out of the three variables researched which were attitude, health awareness and advertisement, all of them were having significant impact toward the purchasing intention of UTeM’s FPTT undergraduates in dietary supplement products. This result of the study contributes exceptional judgement to marketers and dietary supplements manufacturers in Malaysian market.

Actions (login required)

View Item