Influence of the price factors on consumer buying decision of organic food products in Melaka

Chiong, Li Xiang (2018) Influence of the price factors on consumer buying decision of organic food products in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research aims to investigate the influence of the price factors on consumer buying decision of organic food products in Melaka.This is because the consumption of the organic food products among the Malaysian is rapid increasing nowadays.However,economic recession affect the importance of pricing as the challenges of the consumer buying decision to buy the product.The data were collected using questionnaires from 250 respondents in Melaka,Malaysia.This study was a descriptive research study.This study used quantitative method and data collection sources from primary data and secondary data. SPSS software version 22.0 was used to analyze questionnaire-based survey data.Furthermore,pilot test, descriptive analysis,reliability test,validity test and inferential analysis that including Pearson Correlations, Multiple Regression Analysis and Hypothesis testing had been discussed in Chapter 4 in order to analysis the data collection.The finding of this research show that there have significant relationship between the factor which included quality,costs,demand and price adjustment that able to influence the consumer buying decision of organic food products in Melaka.Lastly,the results also show that quality was the most influential price factors that influence on consumer buying decision of organic food products.

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