Exploring factors influencing purchase intention on semi-prepared food among Malaysia consumers

  • hairunnisa binti mohamad ibrahim Miss
  • azuralisda mohd ghazali
  • zuratulraha Jaafar


The purpose of this case study is to the determinant’s Malaysian millennial consumer attitude towards semi ready food and their purchase intention. The objective set for this research was conduct with the following objectives respectively getting an insight of semi ready food market in Malaysia and explore the attributes that local consumers attitude consumption and to determine the relation between each dimension(s) of consumers’ attitude towards purchase intention of semi ready food as well as the study results provide a better understanding about the industry and consumer attitude consumption variables.

The model and the design of the questionnaire content in this study was based on the measures of previous related research and literature review that has been developed and used in the present study. Results has shown to be a valid instrument for the measurement with five factors (Health Risk, Nutritional Value, Family Orientation, Value for Money, and Convenient & Lifestyle) toward with Purchase Intention. In this regard, other questions such as demographic information has been added in this research. Moreover, the findings showed that there is significant positive relationship between the purchase intentions and three variables which is Health Risk, Nutritional Value and Family Orientation. As intention to purchase is an important indicator of consumer attitude consumption, the industry may use results as part of the tool when promoting and enhance acceptance of semi ready among the consumers.

How to Cite
MOHAMAD IBRAHIM, hairunnisa binti; MOHD GHAZALI, azuralisda; JAAFAR, zuratulraha. Exploring factors influencing purchase intention on semi-prepared food among Malaysia consumers. Journal of Tourism, Hospitality and Culinary Arts, [S.l.], v. 13, n. 2, p. 21-32, dec. 2021. ISSN 2590-3837. Available at: <https://myjms.mohe.gov.my/index.php/jthca/article/view/14182>. Date accessed: 21 may 2022.