The importance of consumer perception towards willingness to pay of Sarawak layered cake / Noor Ashyikin Jamali

Jamali, Noor Ashyikin (2018) The importance of consumer perception towards willingness to pay of Sarawak layered cake / Noor Ashyikin Jamali. [Student Project] (Submitted)

Abstract

The main purpose of this study was to determine factors of customer perception towards willingness to pay for Sarawak layered cake. This research was done with reviewing and analyzing various researches in Malaysia. The findings revealed that the premiums that consumers were willing to pay vary inside Malaysian country. Consumers' knowledge and awareness about Sarawak Layered Cake differs. Some had more knowledge about Sarawak Layered cake and some were unknowledgeable about Sarawak Layered Cake. Some factors influencing consumers' willingness to purchase Sarawak Layered Cake were Service Quality and Image. Due to the importance of consumers' knowledge about Sarawak Layered Cake for purchase decisions, it is recommended to publish materials about Sarawak Layered Cake and deliver them to the families.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Jamali, Noor Ashyikin 2015139849
Subjects:	H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions:	Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	consumer perception, Sarawak layered cake, service quality, image and willingness to pay
Date:	2018
URI:	https://ir.uitm.edu.my/id/eprint/98917