A study of the factors towards consumer’s perception on high priced foods in Malaysia / Siti Anis Adilah Tarmizi ... [et al.]

In Malaysia, the country is currently facing with a situation where basic essential foods groups have become the price of more than RM100 per shopping spree. The purpose of this study was to examine the factors that affect Malaysians' perceptions of high-priced foods. This study employed quantitative techniques and issued an online self-administered questionnaire that was distributed in March until June 2023 through WhatsApp, Instagram, and Telegram. Descriptive and regression analysis was performed to analyse the data using SPSS version 21. According to the result, only inflation and middlemen was contributed to the consumer perception on high-priced foods. In conclusion, it showed that Malaysians were conscious of rising food prices and worried about the harm they would do in the future.