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

    247795.pdf (450.8Kb)
    Access Status
    Open access
    Authors
    Chamhuri, N.
    Batt, Peter
    Date
    2013
    Type
    Journal Article
    
    Metadata
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    Citation
    Chamhuri, N. and Batt, P. 2013. Exploring the factors influencing consumers' choice of retail store when purchasing fresh meat in Malaysia. International Food and Agribusiness Management Review. 16 (3): pp. 99-122.
    Source Title
    International Food and Agribusiness Management Review
    ISSN
    1559-2448
    School
    CBS Faculty Operations
    URI
    http://hdl.handle.net/20.500.11937/46147
    Collection
    • Curtin Research Publications
    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.

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