Analysis on the impact of marketing mixs toward Malaysian consumer’s satisfaction in purchasing organic pineapple: a case study at Merlimau Utara / Masedayu Othman and Nur Nabila Huda Aziz

Pineapple (Ananas comosus) is tropical fruit that known as a member of Bromeliaceae. Organic pineapple is consumed in Malaysia by using environmental friendly without use chemical pesticides and fertilizers. However, the market of organic pineapple still not get fully attention in agriculture industry. Organic pineapple would earn a premium price compared to conventional varieties. Thus, the factor of marketing mix was applied to realize the needs and desire of consumers. To achieve high consumer's satisfaction, we should identify the factors and impacts of marketing mix (product, price, place, and promotion) to develop better strategies for maximizing production whilst increasing profitability of pineapple’s producers. By using organic pineapple as a case study, the objective of this study is to determine the factor of marketing mixs that influenced the Malaysian consumer's satisfaction in purchasing organic pineapple. The study was focused on 5 blocks at Merlimau Utara, Melaka, where 155 randomly respondents were identified to answer the question in the questionnaire. The results obtained have been analysed using Statistical Package for Social Science 22 Version for reliability test, descriptive analysis, factorial analysis, and multiple regression. Two factors were identified by factorial analysis which is price and product that influenced consumer’s satisfaction. Kaiser-Meyer-Olkin Measure is 0.622indicate that the value was acceptable which means factor analysis was appropriate for the data. Factorial analysis result show that price was the dominant attribute which represented by four factor that eigenvalues more than 1, factor 1 (affordable price), factor 2 (changes in price), factor3 (willing to pay more), factor 4 (reasonable price). It was 59.60% of the total variance explained by the factor. The study recommended on the improvement on services, research and development related on pineapple industry should give fully attention by farmers and government.