Customer perceptions towards local cocoa product / Muhammad Afif Azlan

The Purpose of the study is to examining the factor that influences the consumer perceptions towards local cocoa product. There are three factors that has been used in this research, which is health benefits, brand awareness and perceived quality which stands for the independent variable, while for dependent variable is customer perceptions. This study has able to gather 153 respondents in Kota Kinabalu area, by using convenience sampling this study able to collect data with much more efficient, the tools that has been used to analyzed the data is SPSS. From the reliability analysis it shows a higher reliability data which is all the data is higher than the P-values which is 0.75. Thus it means that the data collected is reliable. From the findings that have been found, there is only one significance variable, which is perceived quality. It has a 0.000 significance value. This means that it has the important factor in influencing the consumer perceptions towards local cocoa product.