Understanding the Relationship Between Perceived Quality Cues and Quality Attributes in the Purchase of Meat in Malaysia
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This study utilizes the Total Food Quality Model to gain a better understanding of how Malaysian consumers make their decision to purchase fresh/chilled meat. We examine the association between quality cues and desired values (quality attributes) with regard to food that is guaranteed Halal, safe to eat, healthy and nutritious, has a good taste, represents good value for money, and is produced in a way that protects the environment and worker welfare. The findings reveal that different quality cues assume different levels of importance when pursuing different desired values.
This is an Author's Original Manuscript of an article published by Taylor & Francis in Journal of International Food and Agribusiness Marketing on 10/06/2016 available online at http://www.tandfonline.com/10.1080/08974438.2013.723999
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