The study on factors influencing the quality perceptions of dairy products among schools teachers in Ranau / Mohd Farid Mohd Zaini

People are becoming more health awareness nowadays due to development in educational and
technology advancement influencing also towards the consumption of food among peoples from
traditional food consumption to more healthier consumption; as can be seen among Malaysian trend for
breakfast had change from traditional breakfast consists of fried rice, fried noodles and etc. to more
healthier breakfast such as bread, milk, dairy products and etc. The health benefits of dairy product are
become more acknowledged to people as the consumption for dairy products are increasing. This
research will study on the factors influencing the quality perceptions of dairy products among schools
teachers in Ranau. By utilizing the aid of questionnaire, distributed to the target sample, the objectives
of this research is to determine the purchasing pattern of dairy products among teachers in Ranau,
examine the factors lead to quality perceptions on dairy products among schools teachers in Ranau and
determining the significance influence of three identified factors (price, brand acknowledgement and
packaging information) towards quality perceptions of dairy products. Analysis on percentage and
frequency distribution are conducted for nominal variables. Pearson Correlation Coefficient as to
determine the correlation between each independent variables toward the dependent variables and
Multiple Regression Analysis as to determine the p-value or significance of each independent variables
toward the dependent variable as well as to determine the percentage of those independent variables in
explaining the dependent variable through calculations of R2. Results shows that all three factors
analyzed (price, brand and packaging information) do have significant influence towards perceived
quality of dairy products among school teachers in Ranau. However, packaging information and brand
has more significance influence compared to price towards the perceived value of dairy products among
school teachers in Ranau. The result of the study will be a leading paradigm in the related firms whereby
this research will provide related firms with a better concept of factors affecting the demand and
purchasing pattern among working personnel, thus, coming out with proper planning in the future for
effective marketing strategies, therefore, ensuring consumer satisfaction.