The study of consumer’s behavior and perception in purchasing rice: case at Jitra, Kedah / Siti Nur Aimi Ahmad

Ahmad, Siti Nur Aimi (2018) The study of consumer’s behavior and perception in purchasing rice: case at Jitra, Kedah / Siti Nur Aimi Ahmad. Student Project. Faculty of Plantation and Agrotechnology, Jasin, Melaka. (Unpublished)

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Abstract

This research had been conducted to study the factors that affect consumer’s decision in purchasing rice at Jitra, Kedah. Survey questionnaire had been used to gather inputs and feedbacks from 382 identified respondents from mall interception method. The result from the study shows that both factor examine (behavior and perception) give significant in influencing consumer’s decision in purchasing rice by p-value < 0.001.the result also indicate behavior factor show the dominant as compared to perception by beta value 0.478 and 0.438 respectively. Thus, it was concluded that behavior of consumer play an important role in influencing consumer’s purchasing rice especially in Jitra, Kedah.

Item Type: Monograph (Student Project)
Creators:
CreatorsEmail
Ahmad, Siti Nur AimiUNSPECIFIED
Subjects: B Philosophy. Psychology. Religion > BF Psychology > Perception
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
S Agriculture > S Agriculture (General)
Divisions: Universiti Teknologi MARA, Melaka > Jasin Campus > Faculty of Plantation and Agrotechnology
Item ID: 22880
Uncontrolled Keywords: Behavior; Perception; Purchasing
Last Modified: 15 May 2019 01:25
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/22880

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