Are You Sure About Your Purchase? Consumer Preferences For Local Beef Purchase Among Malaysians: A Case Study In Johor, Malaysia
Year: 2024
Type: article
Abstract: \nEvery corner of the world loves beef for its juicy and tender texture. As the demand for beef products grows in the Malaysian market, understanding consumer preferences for beef, especially those related to its quality, is essential. The question normally asked is, what are the main factors that influence the customers when buying local beef. Therefore, to unravel the question, this study investigates consumer preferences for purchasing local beef among Malaysians in Johor. We use a quantitative method to report a descriptive statistic based on pilot data collected from 65 respondents working and living in Johor. The results indicate that consumers in Johor prioritize freshness (68.75%) and taste (50%) over halal status (81.25%) when purchasing local beef. The findings obtained will help in providing insightful information to local beef suppliers and the Johor State Department of Veterinary Services, about local beef consumers in Johor.\n
Authors: Siti Nordiyana Isahak, Norfariza Mohd Ali, Rosmah Abd Ghani@Ismail, Nur Fatihah Shaari, Azman Ali, Norazlina Abu Bakar
Institutions: Universiti Teknologi MARA System, Universiti Teknologi MARA
Language: English
Subfield: Animal Science and Zoology
Domain: Life Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W6884532907
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