The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia

Bee Lian, Song, Meysam Safari, Shaheen Mansori

Abstract


ABSTRACT

The aim of this study is to examine the effects of marketing stimuli factors on consumers’ perceived value and subsequently on their actual purchase of organic food in Malaysia. Five key marketing stimuli variables were examined in this study, and they were product attributes, price, availability, sales promotion and marketing communications. This paper presents the results of a survey conducted on a sample of 430 organic food consumers in Malaysia. The structural equation modelling was used for data analysis and six hypotheses were tested. The results revealed that product attributes, availability and marketing communication have significantly influenced consumers’ perceived value of organic food. Subsequently, consumers' perceived value is positively correlated to the actual purchase of organic food. There was no significant effect of price and sales promotion on consumers’ perceived value of organic food. Based on the findings, the marketing stimuli strategies should be focused on providing superior value to consumers in the aspects of nutritional value, long term health benefits, environment friendliness, social status symbol and easy accessibility to increase consumers' purchase of organic foods.

Keywords: Marketing stimuli; perceived value; product attributes; organic food

ABSTRAK

Objektif kajian ini adalah untuk menguji kesan faktor rangsangan pemasaran terhadap persepsi nilai pengguna and seterusnya pembelian makanan organik di Malaysia. Lima jenis faktor rangsangan pemasaran dikaji, iaitu atribut produk, harga, ketersediaan, promosi jualan dan komunikasi pemasaran. Kajian ini berdasarkan keputusan daripada kaji selidik terhadap 430 pengguna makanan organik di Malaysia. Dengan menggunakan struktur pemodelan persamaan (SEM), enam hipotesis telah dikaji. Keputusan kajian menunjukkan atribut produk, ketersediaan dan komunikasi pemasaran mempunyai kesan signifikasi terhadap persepsi nilai pengguna untuk makanan organik. Seterusnya, persepsi nilai pengguna mempunyai hubungan positif dengan pembelian makanan organik. Tiada kesan yang signifikan bagi faktor harga dan promosi jualan terhadap persepsi nilai pengguna untuk makanan organik. Berdasarkan kajian ini, faktor rangsangan pemasaran perlu ditumpukan terhadap pemberian nilai kepada pengguna dalam aspek nilai nutrisi, manfaat kesihatan jangka panjang, mesra alam, simbol status sosial dan ketersediaan produk untuk menggalakkan pembelian makanan organik oleh pengguna.

 

Kata kunci: Rangsangan pemasaran; persepsi nilai; atribut produk; makanan organik


Keywords


marketing stimuli, perceived value, product attributes, organic foods

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