Exploring the factors influencing consumers' choice of retail store when purchasing fresh meat in Malaysia

Norshamliza Chamhuri, Peter J. Batt

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

This research explores the preferred place for Malaysian consumers to purchase fresh meat. From four focus group discussions, participants indicated that their decision to purchase fresh meat from either a modern retail outlet or the traditional market was influenced by five key variables: perceptions of freshness, Halal assurance, a good relationship with retailers, a competitive price and a pleasant environment for shoppers. Results were subsequently validated in a quantitative survey of 250 respondents in the Klang Valley. Despite the increasing number of supermarkets and hypermarkets, not only are the traditional markets able to coexist with modern retail formats, but they remain the preferred place for respondents to purchase fresh meat.

Original languageEnglish
Pages (from-to)99-122
Number of pages24
JournalInternational Food and Agribusiness Management Review
Volume16
Issue number3
Publication statusPublished - 2013

Fingerprint

Malaysia
consumer preferences
purchasing
Meat
meat
markets
focus groups
freshness
supermarkets
Focus Groups
valleys
Research
Surveys and Questionnaires
Purchase
Retail stores
Purchasing
Influencing factors
Consumer choice

Keywords

  • Fresh meat
  • Malaysia
  • Retail
  • Supermarkets
  • Traditional markets

ASJC Scopus subject areas

  • Food Science
  • Business and International Management

Cite this

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