The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia
The aim of this study is to examine the effectsof 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, a...
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| Format: | Article |
| Language: | English |
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Universiti Kebangsaan Malaysia
2016
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/717/ http://eprints.intimal.edu.my/717/1/The_Effects_of_Marketing_Stimuli_Factors_on_Consum.pdf |
| _version_ | 1848766548451262464 |
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| author | Song, Bee Lian Meysam, Safari Shaheen, Mansori |
| author_facet | Song, Bee Lian Meysam, Safari Shaheen, Mansori |
| author_sort | Song, Bee Lian |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | The aim of this study is to examine the effectsof 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 presentsthe results of a survey conducted on a sampleof 430 organic food consumers in Malaysia. The structural equation modelling was used for data analysis and six hypotheses were tested.The resultsrevealed that product attributes, availability and marketing communication have signicantly inuencedconsumers’ perceived value of organic food. Subsequently, consumers’ perceived value is positively correlated to the actual purchase of organic food.There was no signicant effect of price and sales promotion on consumers’ perceived value of organic food.Based on the ndings, the marketing stimuli strategies should be focused on providing superior value to consumers in the aspects of nutritional value,long term health benets, environment friendliness, social status symboland easy accessibility to increase consumers’ purchase of organic foods |
| first_indexed | 2025-11-14T11:52:54Z |
| format | Article |
| id | intimal-717 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:52:54Z |
| publishDate | 2016 |
| publisher | Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-7172017-03-13T05:28:18Z http://eprints.intimal.edu.my/717/ The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia Song, Bee Lian Meysam, Safari Shaheen, Mansori HF Commerce The aim of this study is to examine the effectsof 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 presentsthe results of a survey conducted on a sampleof 430 organic food consumers in Malaysia. The structural equation modelling was used for data analysis and six hypotheses were tested.The resultsrevealed that product attributes, availability and marketing communication have signicantly inuencedconsumers’ perceived value of organic food. Subsequently, consumers’ perceived value is positively correlated to the actual purchase of organic food.There was no signicant effect of price and sales promotion on consumers’ perceived value of organic food.Based on the ndings, the marketing stimuli strategies should be focused on providing superior value to consumers in the aspects of nutritional value,long term health benets, environment friendliness, social status symboland easy accessibility to increase consumers’ purchase of organic foods Universiti Kebangsaan Malaysia 2016 Article PeerReviewed text en http://eprints.intimal.edu.my/717/1/The_Effects_of_Marketing_Stimuli_Factors_on_Consum.pdf Song, Bee Lian and Meysam, Safari and Shaheen, Mansori (2016) The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia. Jurnal Pengurusan, 47. pp. 119-130. ISSN 0127-2713 |
| spellingShingle | HF Commerce Song, Bee Lian Meysam, Safari Shaheen, Mansori The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia |
| title | The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and
Purchase of Organic Food in Malaysia |
| title_full | The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and
Purchase of Organic Food in Malaysia |
| title_fullStr | The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and
Purchase of Organic Food in Malaysia |
| title_full_unstemmed | The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and
Purchase of Organic Food in Malaysia |
| title_short | The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and
Purchase of Organic Food in Malaysia |
| title_sort | effects of marketing stimuli factors on consumers’ perceived value and
purchase of organic food in malaysia |
| topic | HF Commerce |
| url | http://eprints.intimal.edu.my/717/ http://eprints.intimal.edu.my/717/1/The_Effects_of_Marketing_Stimuli_Factors_on_Consum.pdf |