Determinants of Malaysian Urban Consumers’ Purchase Intention toward Ready-to-eat Food
Siti Khadijah Rosli,
Siti Zaleha Sahak
Abstract:Ready-to-eat food (RTE) refers to meals or food prepared or cooked in advance, with no further cooking or preparation required before being eaten. This study examines the factors influencing the consumers' purchase intention towards RTE food: price, quality, convenience, and packaging. An online survey among Kuala Lumpur residents generated 180 usable responses. The results of multiple regression indicated that respondents' buying intention toward RTE was significantly determined by convenience and price facto… Show more
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