Potensi pasaran kuih-muih tradisional sejuk beku di Selangor
(Market potential of frozen traditional cakes in Selangor)
Sharina Shamsudin*, Rozhan Abu Dardak**, Mohd Nizam Mohd Nizat* dan Suwardi Afandi Ahmad*
Kata Penunjuk: teknologi pembekuan makanan, pasaran produk sejuk beku, produk sejuk beku, kecenderungan pengguna, saluran perolehan
Abstrak
Permintaan dan penggunaan kuih-muih tradisional sejuk beku di Selangor telah dikaji pada tahun 2014. Kajian ini dijalankan menggunakan kaedah borang kaji selidik di empat pasar raya terpilih di sekitar Selangor dan melibatkan seramai 406 responden. Objektif kajian ini adalah untuk menilai penggunaan makanan sejuk beku, mengenal pasti produk sejuk beku dan ciri-cirinya yang digemari oleh pengguna dan menganggarkan potensi pasaran produk sejuk beku di Malaysia. Keputusan menunjukkan produk sejuk beku diterima baik oleh pengguna dengan 99% responden mengatakan mereka makan produk tradisional sejuk beku. Ini menunjukkan produk sejuk beku tradisional mempunyai potensi yang baik di pasaran. Produk sejuk beku yang mendapat permintaan tinggi di Selangor ialah karipap (92%), pau (78%) dan donat (63%). Antara faktor yang mendorong pembelian produk sejuk beku ialah harga yang berpatutan, menjimatkan masa penyediaan, kesibukan bekerja dan produk tersebut mudah diperoleh di pasaran. Pasar raya merupakan saluran pemasaran utama bagi produk sejuk beku, diikuti oleh kedai runcit dan pasar tani.
Abstract
The demand and consumption of frozen traditional cakes in Selangor was studied in 2014. The study was performed using a survey form at four selected hypermarkets in Selangor involving 406 respondents. The objectives of this study were to evaluate the consumption level of frozen traditional cakes, to identify the attributes of the cakes that appeal to consumers, to forecast the market potential for frozen food products in Malaysia as well as the marketing factors that drive purchases by the consumers. The results show that frozen products are well accepted by consumers where 98.8% of the respondents stated that they do consume frozen traditional products. This suggests that frozen traditional products have a good potential in the market. According to the study, amongst the products that are highly demanded in Selangor are currypuff (91.5%), steamed buns (77.7%) and doughnuts (63.3%). Among the factors that drive the purchase of these products are reasonable price, lesser preparation time, ideal for working parents as well as easily available in market. Hypermarket is the main marketing channel for frozen traditional products followed by sundry shops and pasar tani.