Consumers’ perceptions and preferences for traditional cake production technology in Malaysia

Rusli, Rawaida and Nik Omar, Nik Rahimah and Md. Noh, Nur Fazliana (2018) Consumers’ perceptions and preferences for traditional cake production technology in Malaysia. [Journal / Magazine]

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Abstract

This study was carried out to investigate the consumers’ perceptions and preferences for traditional cake production in Malaysia based on the different production technologies i.e. traditional and modern. A survey questionnaire was distributed to 1,208 respondents based on purposive sampling strategy in six zones across Malaysia. The study revealed that the majority of respondents preferred both traditional cake production technologies (49%), followed by traditional method (47.8%) and modern method (3.1%). The respondents’ knowledge on traditional cake technology indicated that formulation technology recorded the highest (40.8%), followed by shelf-life technology (15.2%), and quality assurance technology (12.7%). The taste and aroma of cakes (96%) were the main factors influencing consumer purchase decisions in the traditionally produced cakes, followed by the quality of cakes (95.4%) and less colouring used (92.6%). The findings of this study are useful for the technology developers to identify consumers’ preferences in the traditional cake production by developing technologies that help boost the profitability, quality and productivity of a product and beneficial to the industry players, research institutions and policy makers.

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