Consumer’s preference towards fresh coconut and coconut based food products in Malaysia

Mohd Hafizudin Zakaria, . and Muhammad Faireal Ahmad, . (2024) Consumer’s preference towards fresh coconut and coconut based food products in Malaysia. Economic and Technology Management Review, 22. pp. 31-39. ISSN 1823-8149

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Abstract

Intention to purchase a product can be determined by the behavioural dimensions related to the knowledge, behaviour and socioeconomic background of consumers. Researchers, producers, marketers and policy makers must be more sensitive to the needs of Malaysian consumers and increase their confidence on purchasing coconut based food products. This article aims to examine consumers’ willingness to purchase coconut products. Furthermore, this article focuses on determining their preference for coconut based products such as coconut water, coconut milk and others. A total of 649 consumers were evaluated using a structured questionnaire survey. They were asked to indicate their preference for the characteristics of coconut, the reason for choosing coconut products and the frequency of purchasing coconut products. Consumers were also asked to explain their knowledge about the coconut variety. Descriptive analysis was used to measure the highest percentage of trend composition, which was then tested using the t-test and chi-square test. Furthermore, Exploratory Factor Analysis (EFA) was used to determine the underlying dimension of coconut consumption factors. The most preferred products were coconut water, followed by coconut milk, coconut jelly and kerisik. It was found that 60% of consumers could not distinguish coconuts based on variety. EFA showed that the factors that influence consumers when consuming coconut products are influence, financial value and health.

Item Type:	Article
Creators:	Mohd Hafizudin Zakaria, . and Muhammad Faireal Ahmad, .
Title:	Consumer’s preference towards fresh coconut and coconut based food products in Malaysia
Date:	2024
Location:	Economic and Technology Management Review website
Publication:	Malaysian Agricultural Research and Development Institute
Volume:	22
Physical Description:	10p.
Agency Name:	Universiti Putra Malaysia (UPM)
Date Deposited:	17 Nov 2025 02:36
Last Modified:	17 Nov 2025 02:36
URI:	http://myagric.upm.edu.my/id/eprint/23747

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