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Penerimaan dan kesanggupan membayar bar granola yang dibangunkan oleh MARDI
(Acceptance and willingness to pay for granola bar developed by MARDI)
Nur Fazliana Md Noh*, Rashilah Mohamad* dan Sharifah Samsiah Mohamad**
Kata penunjuk: bar granola, penerimaan pengguna, harga dibayar

Abstrak
Penerimaan pengguna terhadap bar granola yang dibangunkan oleh MARDI telah dikaji di Lembah Klang, melibatkan seramai 1,200 responden. Empat jenis bar granola telah dibangunkan dengan menggunakan kombinasi rosel dan badam, kurma dan badam, pisang dan badam, serta kelapa dan badam. Hasil kajian menunjukkan pengguna menerima baik keempat-empat produk, dengan keseluruhannya 69% menggemari keseluruhan atribut dan kurang 10% tidak menggemarinya. Pengguna paling menggemari bar granola kurma dan badam, diikuti oleh pisang dan badam, rosel dan badam, dan yang paling kurang digemari ialah kelapa dan badam. Pengguna mempunyai persepsi yang bar granola MARDI sebagai produk standard dan dengan beratnya 22 g/bar, harga yang sanggup dibayar ialah RM1.40 berbanding dengan harga yang disyorkan iaitu RM2.00. Pengusaha perlu merangkakan strategi pemasaran yang paling berkesan bagi memasarkan bar granola yang dikuasai oleh syarikat tempatan dan antarabangsa.

 

Abstract
A consumer acceptance on granola bar developed by MARDI was studied in Klang Valley, involving 1,200 respondents. Four types of granola bars were developed with the combination of rosel and almond, date and almond, banana and almond, and coconut and almond. The results showed that all types were well accepted by the respondents, with 69.1% respondents like them for all the attributes and about 10% did not like. However, among the four products, the most prefered were the date and almond granola bar, followed by banana and almond, and rosel and almond and the least preferred is coconut and almond. Consumers have the perception that MARDI granola bar as standard product and willingness to pay at RM1.40 compared with the recommended price RM2.00 per bar. Producer or operator must formulate the most effective marketing strategies to market granola bar which is being dominated by local and international companies.

Copyright 2012 ©
Economic and Technology Management Research Centre,
MARDI Headquarters, Persiaran MARDI- UPM, 43300 SERI KEMBANGAN,
SELANGOR, MALAYSIA
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