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Persepsi dan kecenderungan pengguna terhadap produk makanan berasaskan keladi di Pantai Timur Malaysia
(Consumer perception and buying preferences on yam-based products in Malaysian East Coast)
Rawaida Rusli*, Ahmad Zairy Zainol Abidin* dan Zawiyah Pono*
Kata penunjuk: persepsi, penggunaan, kecenderungan pengguna, keputusan pembelian, produk berasaskan keladi

Abstrak

Kajian ini bertujuan untuk mengenal pasti persepsi, penggunaan dan kecenderungan pengguna terhadap produk berasaskan keladi di Pantai Timur Malaysia. Sejumlah 616 responden telah ditemu bual secara bersemuka di pasar raya terkemuka yang terpilih di Kelantan, Terengganu dan Pahang. Kajian mendapati sebanyak 66% responden di pantai timur pernah menggunakan produk berasaskan keladi. Aiskrim keladi merupakan produk yang paling banyak digunakan (87%), diikuti dengan kerepek keladi (80%) dan keladi rebus (60%). Rasa yang sedap, mudah dimakan dan produk tempatan merupakan tiga persepsi tertinggi yang dicatatkan oleh responden di pantai timur. Produk yang paling digemari ialah kerepek keladi, aiskrim keladi dan kek perisa keladi. Hasil daripada analisis faktor, faktor manfaat kesihatan dan produk merupakan dua faktor utama yang mempengaruhi pembelian produk berasaskan keladi. Faktor lain yang turut mempengaruhi pembelian ialah faktor halal, Makanan Selamat Tanggungjawab Industi (MeSTI) dan Amalan Pengilangan Baik (GMP). Dapatan kajian ini penting bagi menentukan strategi pemasaran untuk produk berasaskan keladi.

Abstract

This study aimed at identifying the perception, consumption and buying preference towards yam-based products among consumers in the East Coast of Malaysia. A total of 616 respondents were interviewed in a face-to-face session at the selected renowned supermarkets in Kelantan, Terengganu and Pahang. The study found that 66% of the respondents had the experience of using the yam-based products. Yam ice-cream had the highest percentage of use (87%), followed by yam chips (80%) and boiled yam (60%). Palatability, easiness to consume and being a local product are the three highest perceptions towards the products recorded from the respondents. The most favourite was yam chips, followed by yam ice-cream and yam-flavoured cake. Using factor analysis, health benefits and product were the two main factors influencing the consumers’ buying preference of the yam-based products. Other factors were halal, Food Safety is the Responsibility of the Industry (MeSTI) and Good Manufacturing Practices (GMP). These findings are useful in managing the marketing strategies for the yam-based products.

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