Cb Finalized

8/12/2019 Cb Finalized

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1.0 Executive Summary

Malaysia is multiracial country where all races are gathered and live in one

country which is Malay, Indian, Chinese and many more. According to the different

race, each race had their own type own food preferences. They usually consume their

food according to culture and tradition.

The survey is conducted by Utar student which is 2 female and 2 male of

respondents. !ased on the survey conducted, the respondents are affected by the

respective influences of purchase decision for dinner. "uch influences li#e price,

pac#aging, taste, food $uality, convenient, services and promotion. %urthermore,

pac#aging element such as shape and si&e, labeling and color and design are also the

influences of purchase decision.

According to the data that received, the highest rate of influences of purchase

decision for dinner is taste, $uality of food, price and services. 'ournals are found to

support the respective influences that respondent chose. As for male respondent, it is

found that convenient, price, services and taste are the influences of purchase decision

for dinner.

(astly, the survey also included the preferred dinner meal time of female and

male. %emale usually would prefer have dinner at earlier time around pm to )pm

while male would prefer around *pm to +pm. This is due to female afraid of gain

weight if late consume dinner. owever, male usually would go for e-ercise in the

evening and hence they might late have their dinner.

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2.0 Introduction

Malaysia is a multiracial country. !asically there are three maor races, which

are Malay, Chinese, and Indian. owever, various #ind of ethnic groups have their

own types of dishes and usually their food consumption is affected by their own

tradition and culture. Thus, the food preparation would be different from places to

places even though most of the food is sharing similar characteristic.

Malay/s food is the mostly common and available, because Malay has its

largest popularity in the country. 0ver since, Muslims are not allowed to consume

alcohol and non1halal food, hence they usually only consume chic#en, beef and fish.

%or instance, the popular Malay cuisines are asi (ema#, "atay, asi 3agang,

4eropo# (e#or, and etc.

As for the Chinese tradition and culture, they believe that as long as any

animal with the bac# faces up toward the s#y and sun, then they allowed consume

them. %or Malaysian Chinese, the most favorable cuisines are erb !one "oup 5!a#

4ut Teh6, 3im "um, Char 4eow Teow, 7an Mee, and others.

Meanwhile, as for Indian/s cuisine is commonly consumes by every nation,

which being offered in restaurants and stalls which usually referred to 8Mama#9. :n

the other the hands, Indian cuisine also available in Malaysia, which are usually

categori&ed as orthern and "outhern Indian Cuisine. Indian preferred hot and spicy

foods; however they do not consume beef because of their belief and religion. ence,

Indian usually only consume chic#en, lamb, chic#en, fish. %or instance, the popular

Indian foods are Mutton 4urma,


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!esides, list of options of meal has been listed in the $uestionnaire to conduct

the survey. %or e-ample, choices li#e fried rice, noodles, mi-ed rice, fast food and

vegetarian food as for dinner. :ther than that, factors given li#e promotion also listed

in the survey, such as Mc3onald/s Mc>alue 3inner and 4%C/s = percent of dinner

plate, which are available during the dinner time.

(ast but not least, the survey is also included the preferred dinner time and the

result shows that female would probably li#e to have their dinner at earlier time,

around pm to )pm due to the belief of gaining e-tra weight if having dinner later.

owever, due to the students/ classes are usually ending at late evening, so they

usually have their dinner at ?pm to *pm or even after +pm.

3.0 Knowledge and content

Product attributes

To investigate the relationship between gender and the factor that affecting food

purchase decision among students. = $uestionnaires have been distributed to 2 male

and 2 female to conduct a survey on dinner purchase decision. owadays, consumerpreferred to choose the food which is more nutritious and healthy such as organic

food, due to the rising issue of health consciousness among the consumer. The

following factors are influences of consumer in food purchasing decision.

Price

7rice is defined as the total amount of money that consumer willing to pay and seller

willing to accept in e-change for goods or services. 7rice is one of the main factors

that affecting consumer in purchasing decision, while some of the consumers is even

more sensitive toward the pricing. %emale are usually consider price as the main

factor to purchase their food; they would compare the price and choose the one which

offer the cheapest price. !esides, our research/s respondent are the students, hence,

they will probably see# for cheaper food because they have limited e-penses.

owever, they are still willing to pay for e-pensive price if the food is high $uality

and bigger portion.

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Taste

Taste is the sense of tongue that distinguishes the different #ind flavors such as sweet,

sour, salty, bitter, and spicy. The sensory of taste plays an important role in

e-perience foods and beverages. "ome consumers li#e spicy food; meanwhile some

of them prefer sour. owever, if the food/s taste is too e-traordinary, consumers

might disli#e and refuse to purchase the food again. Thus, producers have to ensure

the food/s taste must be acceptable by maority of their target audience and to attract

more new customers as well.

ood !uality

%ood $uality can be determined by its nutrition content, safety and consumers

perceived $uality. owadays consumers are aware of their health consciousness;

hence they preferred healthy food, which contains rich in nutrition. Thus, the food

$uality has become an important factor affecting consumer food purchasing decision.

Consumer will intend to pay more as compared to normal food, because of the $uality

and nutrition content. %or e-ample, consumer would prefer the vegetable which is

organic, without any additives that ris# health.

:ther than that, most of the female are do not li#e to consume too much calories

because in order to maintain their body weight. Thus, food $uality is an important

factor for them because it helps them to have a balance diet. In the other hand, male

are probably prefer to have more calories food in order to sustain their daily active

lifestyle.

"onvenient

Convenient can be defined as time, way and place that consumers would approach

and consume the preferred food in the most ideal time and distance. Most of people

would li#e to choose dining1in at the nearest place, to avoid any uncertain incident

and save travelling time, for e-ample traffic am. 3ue to our respondents are students,

they are usually living alone or friends and some of them do not have their own

transport, therefore they probably prefer the nearest dining place.

%urthermore, the students probably would prefer the food that can be easily coo#ed,

li#ewise food that can be done by them. !esides, canned, preserved and instant food

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will also be their choice as long as it is convenient to consume and the longer life span

of the food.

Services

"ervices can be defined as any e-tra value added component which attached to the

food that they are selling and perform to consumer, included serving time, delivering

time, and serving attitude. "ervice is an important factor, as it would affect

consumers/ purchase decision. @ood customer service can build good relationship

between seller and customer. Moreover, customers will spread positive word1of1

mouth to others such as family, friend, peers or relative if they have a good perceived

service. %or instance, information and word1of1mouth can be easily spread on any

social networ#, for e-ample %aceboo# or Twitter. Thus, a good $uality customer

service can successfully attract more customers as they spread the positive word1of1

mouth and they satisfy the service that they have.

Promotion

7romotion refers to the mar#eting communication tools for the purpose to promote the

products or services to the public in order to attract and create awareness among the

consumers. 7romotion is an important tool to attract customer to approach and

purchase the product. !esides, it also creates awareness among consumer and

notifying them that the e-istence of the product and the benefits that product delivers.

"ales will be boost during the promotion period which provide e-tra benefits or

discounts. %or e-ample, Mc3onald in Malaysia offers Mc>alue (unch at 2pm to

Bpm and Mc>alue dinner at )pm to *pm. 3uring these two promotion period, most of

the meals will be discounted in price. Thus, it will attract more customers at the

period as compared to normal period.

Pac#aging elements

7ac#aging is an element which to enhance its competiveness for any product as

consumer might be choosing a product through the way they present themselves. A

well designed pac#aging could attract customers without any further information

being displayed and presented. !esides from the attractiveness, pac#aging also

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presents its si&e, shape, and outloo#. hile the material of pac#aging used is for the

purpose of protection, handling and preservation of the product.

S$a%e and Si&e

"hape is an element of art, an enclosed space, and often referred to the outloo# that

presented by the pac#aging and often being related to the elements of si&e, which

determines the convenience of the product to be brought anywhere, anytime. A simple

and convenient design of pac#aging would be preferred by maority of the consumers.

The smaller si&e of a food pac#aging will attract more attention from consumers

especially female.

'abeling

(abeling is the element which to display of information about a product, information

of the ingredient or nutrition. (abeling is important for seller to identify the product,

differentiate from competitor and also categori&e them easily. :n the other hand,

consumers would not be easily cheated by imitation product, while the producer could

enhance their brand reputation and name and differentiate itself from the competitor.

"olor and (esign

Color is the element of art that is produced when light stri#ing on an obect and

reflected to people. It evo#es perception and feelings of people, certain color might

represent certain obect or symboli&ing certain purpose. %or instance, American would

perceive grey color product as classy and premium. Moreover, design of color on the

pac#aging will attract more customers especially the female. 0ye catching color can

gain competitive advantage to attract consumer when they are loo#ing for the product

category. %or instance, consumer might purchase a food due to the attractiveness of

the pac#aging, but not because of the needs to consume. Thus, most of the mar#eters

are designing the pac#age in small si&e and colorful to attract more customers.

).0 *%%lication + *nalysis

5i6%emale agree on the four influences of purchase decision for dinner

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The highest data for influence of purchase decision for dinner is taste and it

indicates that 2 numbers of females agreed that taste of the food is the maor

influence. %emales had perception of thin#ing that taste is more important as

compared to other influences. In addition, this factor has been proved by Clar# and

@lan& et al during ++*. They said consumers often say the taste of a product or

beverage is the decisive factor in their purchase decision. owever, taste preferences

may also be influenced by past e-periences said by 0ertmans, !aeyens, and >an den

!ergh 2==; Matlin +*B.

"econd highest factors is food $uality and according to research, the

consumers are preferring more on food products that are safe and high $uality said by

@runert, 2==. !esides that, consumers also concerned about the safety and $uality of

food tend to affect their future intentions to purchase food proved by "mith D


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there are numerous ways of price framing. According to !riesch, 4rishna, (ehman D

Guan, 2==2, price framing is defined as how the offered price is communicated to the

consumers. "o, it proved that price is one of the factors that influence the purchase

decision.

The last highest factor is service which is agreed by 2 female respondents.

According to @roroos 2===b, p. , he said that services are produced in a process

wherein consumers interact with the production resources of the service firm. The

important part is the service process will involve interaction with the customers and

their presence. hat the customer consumes in a service conte-t is hence

fundamentally different from what traditionally has been the focus of consumption in

the conte-t of physical goods. "ervice is also one of the factors which focus or

oversee by the female, because they would li#e to perceive more high $uality of

services when purchasing their dinner.

5ii6Male agree on the four influences of purchase decision for dinner

The highest numbers for male agreed among the influence of purchase

decision for dinner is convenient. As the result, it indicates that 2= males agreed that

the convenient will influence their purchase decision for the dinner and it is observed

that main influence of purchase decision for dinner is convenient.


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area of mar#et. !esides, the convenient place also must be situated near to public

transports areas so that the consumer can easily travel bac# or to get bac# to the place

to purchase the products again. :n the other hand, the lowest ran# for male is the food

$uality. Therefore, B males were agreed food $uality will influence their purchase

decision for the dinner. (ast but not least, as for female is the pac#aging of the food

and ? of them agreed that it will influence their purchase decision for the dinner.

"econd highest factor is price and service, there are + male respondents

agreed this 2 factors that will influence their purchase decision for dinner. Thedemographic bac#ground such li#e gender or income of a consumer may affect their

interest in products as well as their e-pertise according to their prices. !y Mar#et


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As overall, there is a theory that can e-plain why the consumer will be

influenced by those factors when they are going to decide purchase the dinner. The

theory is component of cognitive which under the tri1component model. This theory

e-plained what you thin# or thin# about an obect, it can come from direct e-perience

or what you learn from others. %ishbein also announced the notion of cognitive1based

attitude by suggesting that a consumerHs attitude is a function of 5cognitive6 beliefs

and those beliefs predict intentions of behavior. 5%ishbein and Middlestadt, ++6

,.0 -ecommendation

!ased on the $uestionnaire that we had distributed, we found that still have

other factors which could influent students/ food purchasing decision besides from the

seven factors we had mentioned above. %or instance, li#e environment condition, peer

group 5friends or housemates6, and variety choices of food in the menu.

Thus, we would recommend the mar#eters to add in more choices of food in

their menu in order to attract more students to have dinner at that particular restaurant.

%or instance, different #ind of set dinner should be introduced for everyday, to attract

and promote its product. The students are usually lives alone; hence it is easier to

target since they will need to have dinner every day. Therefore, the restaurant should

provide more variety of dishes in order to attract more students to dine in and to

increase their sales.

The ne-t recommendation would be the environment of a dining place. A

good environment is an important factor which could affect students/ food purchase

decision. %or e-ample, nowadays people would prefer a dining place where providing

i1%i service because it enable students to discuss and do their assignment during

their meal time, such as Caf, and Mc3onald/s. Thus i1%i service has become a

very important element which has to ta#e in consideration. The layout and design of a

place is also important because consumers would feel more comfortable when they

are dining in while enoying the uni$ue design restaurant rather than a normal place

especially during special occasion. !esides, students also preferred a restaurant which

has air1conditioner due to the hot weather in Malaysia. :ther than that, the cleanliness

of a dining place also one of the important aspect, because dining place is meant to be

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cleaned and it would be rude if the restaurant has a dirty environment. Thus,

mar#eters should provide good environment in order to increase appetite of students.

Third recommendation would be the pricing of the food that they offer,

fre$uent adustment of the food price should be done because students would

probably prefer cheaper price of food. owever, due to all products had become more

e-pensive; restaurant should sell the food at the price that is not e-pensive but still

affordable. %or instance, restaurant could come out with set of dinner with variety of

combination of food with the price a bit e-pensive as compared to the normal serving,

hence the consumer will perceive it as cheaper because more variety of food have

included.

:n the other hands, normally student is being influent by their peer or friends.

Thus, their friends would be an important aspect for their food purchase decision.

@ood service should always be provided in order to have a good image and reputation

among the students mar#et. Moreover, a good mouth1 of1words would be spread

among the students if they are satisfied by the services and the foods that offered.

!esides that, in our survey, many students recommend that serving time is a

factor which would affect their purchase decision for dinner. This is probably due tostudent/s hopes that have dinner on time and do not have to waste time on waiting

their meals. o one would li#e to wait long time for their meals because they might

get frustrated and loss of appetite. ence, mar#eters could ta#e consideration on

agility of service. %or instance, the restaurant could employ more wor#ers so that can

serve their customers more efficiently. Thus, customers can gain satisfaction on it and

probably would visit the same restaurant again.

(ast but not least, recommendation could ta#e place li#e the special event,

celebration and occasion. "pecial menu should be prepared and offered for the

students in order to attract them to have their dinner celebration at the dining place.

%or instance, special menu should be prepared for the special occasion li#e Christmas

by providing food that related to the occasion and price should be offered in order to

attract more customers to their restaurant. Customer would appreciate a restaurant

which could provide special treatment for the special occasion or event. 0ventually,

result of loyalty e-ist and spreading the positive word1of1mouth

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"onclusion

!ased on the survey we had done, the factors that female affected the most are

services, taste, price and food $uality while for male are convenient, services and

taste. The results shown both female and male would get affect by services provided

by the mar#eters. A good service could build good relationship between mar#eters

and customers. Therefore, mar#eters should put more effort in services in order to

gain more customers loyal to them.

Most of the female would love to consume more on sweet taste of food.

owever, due to consume sweet taste of food products more could lead to gain body

weight. Thus, female would prefer consume not too sweet. %or male, they are more

easily satisfied as long as the food is taste good. Malaysia is a multicultural country,

hence there are many different types of cuisine in Malaysia and most foods are more

to spicy taste. This would probably ma#e the Malaysians loves spicy food as well.

owever, it is advisable not to consume too much of spicy food because could easily

fall sic# during hot weather

:ther than that, food $uality is one of factors affect female purchase decision

during dinner time. This is due to most female would tend to have a healthy lifestyle

nowadays. They would want to consume more on high nutrition ingredients, less

calories and less oily food because could help them maintain their ideal weight all the

time. "ome female even would calculate how much calories contain in every meal.

Then only they would decide whether should purchase the food or not especially

during dinner time. They believe that would easily gain when eating at dinner time.

Thus, female would more concern on $uality of food that consumed by them.

:n other hand, male are intended to prefer convenient as their dining place

because do not have to waste time in deciding where to have their meals.

%urthermore, due to most male students are living alone outside, they would purchase

food that are easy to coo#. "o they would not have any trouble during coo#ing food as

for their dinner.

As a conclusion, there are several factors that would affect students/purchasing decision during dinner time. owever, it might be changed from time to

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time. Thus, mar#eters should ta#e consideration in consumer behavior toward food

purchasing decision in order to gain more profit. They also able to decide which

strategy should be used to target more audience.

.0 -e/erences

"helley. 0. 52=26. Color.


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!otshabelo 4ealesitse. 0-ploring the Influence of Fuality and "afety on

Consumers/%ood 7urchase 3ecisions in !otswana, retrieved March , 2=2

"elda !asaran AlagK&. @enderJ As a 7urchasing 3ecision >ariable and a

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