Citation

Yeow, Steven Ho Chiang and Chin, Susan Tee Suan and Yeow, Jian Ai and Tan, Khong Sin (2013) Consumer purchase intentions and honey related products. Journal of Marketing Research & Case Studies, 2013. pp. 332-345. ISSN 2165-7009

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Abstract

Honey products have been developing from health supplements field to economic development field. There are numerous of explanations when it comes to exploring the factors that influence consumers to consume honey products. The portrayal of honey congregated importance ever since it has been commonly used in both medical and domestic needs and as well as beauty needs. In peoples’ perspective, the quality of the product will be the key success factor of honey product where industries of honey maker faced challenges for making and maintaining as well as preserving of honey products. With the increasing market size and the increasing consumer demand each year, honey makers have to search for new approaches and to learn to understand the consumers’ need in order to increase their product satisfaction and customers’ loyalty. The purpose of this study is to determine the factors that will influence consumers’ purchase intention of honey related products. To facilitate this study, both quantitative and qualitative methods have been employed to gather the data. 200 questionnaires were collected. It was found that Medical condition, Quality of product, Brand Reputation and Pricing do influence the purchase intentions.

Item Type:	Article
Additional Information:	Other Title: Entrepreneurship Vision 2020: Innovation, Development Sustainability, and Economic Growth - Proceedings of the 20th International Business Information Management Association Conference, IBIMA 2013 Volume 1, 2013, Pages 332-345 20th International Business Information Management Association Conference, IBIMA 2013; Kuala Lumpur; Malaysia; 25 March 2013 through 26 March 2013
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business and Law (FBL)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	04 Sep 2014 08:04
Last Modified:	04 Sep 2014 08:04
URII:	http://shdl.mmu.edu.my/id/eprint/5714

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