The Factors Influencing Gender Differences In Purchasing Decision Of Healthy Food Among UTeM Staffs

Wong, Pui See (2017) The Factors Influencing Gender Differences In Purchasing Decision Of Healthy Food Among UTeM Staffs. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays,the continuous rising of the rate of obesity brings the negative effects for health.Not only that,the economy of our country is not ideal because of depreciation of Ringgit Malaysia.These phenomena also lead to the influencing consumers in decision-making about purchasing the healthy food.This research aims to identify the factors that influence consumers in purchasing decision of healthy food.This research is conducted among the staffs of Universiti Teknikal Malaysia Melaka (UTeM).Data is collected through the distribution of questionnaires to 265 respondents.The data analysis in the research is using SPSS version 20. The sampling design is chosen a probability sampling method and the multiple linear regression analysis also used to verify and to prove the research hypotheses as there are three independent variables involved in this study,that are knowledge,risk perceived and price.The data obtained have represented variations in the forms of diagrams,charts,and tables.Meanwhile,knowledge and risk perceived show positive relation in gender’s purchasing decision except price.In addition,the conclusion of this study provides a few recommendations for the future researcher.

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