Factors influencing customer perception and purchase intention towards organic foods

Mohd Yasin, Muhammad Nur Hakim (2019) Factors influencing customer perception and purchase intention towards organic foods. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this research is to identify the relation between customer perception and purchase intention on organic foods. Within the study, the purchase intention variables are organic food’s packaging, organic food’s product value and the advertisements on organic foods. First the researcher will determine whether customer perception on organic foods elements which is one of the purchase intention elements. Secondly, the study will investigate factors of customer purchase intention on organic foods. Thirdly, the scope is to distinguish impact of perception toward purchase intention on organic foods. The research method used in the study is by quantitative approach where sample of 384 questionnaire will be distribute at to customer at shopping center in Melaka Tengah. In discoveries of this study, all the factors will be analyzed by using Pearson Correlation Simple Regression. To complete this research, researcher utilized Theory of Planned behavior (TPB) as the main theory to be adopt.

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