Labeling of food products and purchase decision among staffs of Pejabat Perbendaharaan Negeri Selangor for the year 2008 / Noor Syahidah Saadon

Label in a product is important as it is used by the consumer to refer what are the advantages or even the disadvantages they get if they take the food. This research is about the labeling and purchase decision among staffs of Pejabat Perbendaharaan Negeri Selangor. This research is to identify whether there is a significant relationship between the labeling and the purchase intention with brand, nutrients, halal logo, ingredients, and expiry date.

The survey is conducted at Shah Alam. The sample size for this study is 117 staffs but only 80 staffs had respond to the questionnaire. Data obtained using two methods which is primary and secondary data. Respondents are required to answer the questionnaires that include the statements regarding the customer awareness towards food labels. Once the necessary data has been collected, the data will be analyzed and summarized in a readable and easily interpretable form. The Statistical Package for the Social Science (SPSS) version 11.0 has been used to summarize the data. The results are in the form of reliability testing, frequency, cross tabulation and correlation. Based on this research, the result indicates that there are significant relationships between customer awareness towards food labels. Even though they are aware of the factors but they are not intending to make a purchase. Maybe there are many other factors that most influence the purchase intention.