Lee, Yoon Ling (2004) The influence of product and consumer characteristics on the accepance of new seaweed food products. Masters thesis, Universiti Malaysia Sabah.
![[img]](https://eprints.ums.edu.my/style/images/fileicons/text.png) |
Text
24 PAGES..pdf Download (1MB) |
|
Text
FULLTEXT..pdf Restricted to Registered users only Download (10MB) |
Abstract
Recently the government had invested a lot of time and money in an attempt to develop the seaweed industry in East Malaysia especially here in Sabah. Universiti Malaysia Sabah (UMS) became involved in this project and one of the consequences is that the School of Food Science and Nutrition of UMS deveioped four new food products that use the locally grown seaweed as its main ingredient. This is an exploratory study to examine whether these products have a market potential and what factors can influence the acceptance by the local consumers. 304 participants from ages 16 and above took part in this market survey. They were given a sample each, made up of seaweed cake, seaweed chocolate, seaweed crackers and seaweed biscuits to taste. They were then required to record their opinions on thes8 products in a self-administered questionnaire. Data on product attributes, consumers' characteristics and cultural influences were collected and evaluated to ascertain their relationship with the consumers' willingness to buy these products, so as to determine product acceptance. Further tests were ca·rried out to see if age and the amount spent on these food items would moderate the relationship between the aforesaid variables and the acceptance of the new products. The study's results show that consumers' characteristics played the most significant role in the food choice; product characteristics came second in the influence on acceptance of the new food products, and then followed by cultural influences. Age was found to affect food choice directly whilst the amount spent on these food items had a moderating effect on thA acceptance of the new seaweed food products.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Seaweed industry, Seaweed-based food products, Product acceptance, Consumer behavior, Food innovation, Market survey |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Department: | SCHOOL > School of Business and Economics |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 29 Sep 2025 11:37 |
| Last Modified: | 29 Sep 2025 11:37 |
| URI: | https://eprints.ums.edu.my/id/eprint/45240 |
Actions (login required)
 |
View Item |