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Consumers’ Purchasing Decision towards Food Products of Small and Medium Enterprises

Author

Listed:
  • F. Diana-Rose

    (Department of Accounting and Finance, Faculty of Economics and Management, Universiti Putra Malaysia, 43400 UPM Serdang, Malaysia,)

  • M. A. Zariyawati

    (Department of Accounting and Finance, Faculty of Economics and Management, Universiti Putra Malaysia, 43400 UPM Serdang, Malaysia)

  • K. Norazlina

    (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, 43400 UPM Serdang, Malaysia,)

  • M. N. Annuar

    (Department of Accounting and Finance, Faculty of Economics and Management, Universiti Putra Malaysia, 43400 UPM Serdang, Malaysia,)

  • O. Manisah

    (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, 43400 UPM Serdang, Malaysia.)

Abstract

The gross domestic product (GDP) of Malaysia has continuously increased from year to year. All industry sectors are responsible for contributing to Malaysia’s GDP, including the food and beverage (F&B) industry. The sales within the Malaysian F&B retail industry were forecast to grow yearly. This study is to examine Malaysian consumers’ acceptance of F&B products of small and medium enterprises (SMEs). In depth, this study also tries to investigate whether consumers use experience when making a decision to buy SMEs’ F&B products in the hypermarket. Results from structural equation modeling shows that consumers are barely aware of the existence of SMEs’ F&B products and prefer to buy establish brands’ products in the hypermarket. Hence, we suggest SMEs be more prominent in marketing their products. This action will influence consumer decisions in choosing SMEs brands over established brands’ products

Suggested Citation

  • F. Diana-Rose & M. A. Zariyawati & K. Norazlina & M. N. Annuar & O. Manisah, 2016. "Consumers’ Purchasing Decision towards Food Products of Small and Medium Enterprises," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 836-842.
    • Handle: RePEc:eco:journ3:2016-04-24
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    Citations

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    Cited by:

    1. Ginanneschi, Marco, 2021. "Long-term strategic thinking, the Themis method and the future of food," Technological Forecasting and Social Change, Elsevier, vol. 165(C).

    More about this item

    Keywords

    Food and Beverage Product; Small and Medium Enterprises; Purchasing Decision;
    All these keywords.

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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