Consumers’ purchase intention towards prebiotic fortified kuini juice: a preliminary study

Rusli,, Rawaida and Md. Noh,, Nur Fazliana and Kasron,, Nor Zalila and Saari,, Saiful Bahri and Hassan,, Hadijah (2020) Consumers’ purchase intention towards prebiotic fortified kuini juice: a preliminary study. [Journal / Magazine]

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Abstract

This preliminary study aimed to explore sensory attributes influencing consumer’s purchase intention towards a new indigenous Malaysian fruit product, prebiotic fortified kuini juice developed by MARDI. A survey was conducted based on convenience sampling involving 100 respondents in Klang Valley by using structured questionnaires. The attributes evaluated were taste, colour, appearance, aroma, viscosity and overall acceptance. The results revealed that taste and overall acceptance significantly influenced purchase intention. In addition, there were statistically significant associations between demographic factors (ethnic, age, education and gender) and respondent’s knowledge on prebiotics, consumption of indigenous fruits and perceived health benefits. This study provided important insights for the industry players especially potential entrepreneurs on the consumer’s preferred attributes and purchase intention for the product development and effective marketing strategy when the product is ready to be commercialised.

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