Factors Influencing Consumer’s Choices in FMCG Products: A Case Study of Imported Fruit Juices in Malaysia
Zekrgoo, Seyed Masiha (2013) Factors Influencing Consumer’s Choices in FMCG Products: A Case Study of Imported Fruit Juices in Malaysia. [Dissertation (University of Nottingham only)]
Companies specializing in imported Fast Moving Consumer Goods (FMCGs) in Malaysia do not have sufficient knowledge on the factors/variables influencing consumers’ choices of different products in Malaysia. Furthermore, there is lack of literature focusing on Malaysian consumers and especially on influential factors on imported fruit juices in Malaysia. These factors have motivated this researcher to conduct an exploratory research on the variables that influence consumers’ choice of imported fruit juices in Malaysia. The aim of the study was to initially identify the different factors and variables which are influential to Malaysian consumers, and then rank these factors from most influential to least influential. Another aim was to group the factors by re-labelling them to form factors comprising 3-4 variables which are important to consumers of imported fruit juices. To fulfil the aims and objectives of this research, the identification of the variables started with a deep study of the available literature, and the variables were then supported by the data from the qualitative research conducted to customize the variables to Malaysian consumers, especially by interviewing importer companies and individual consumers. Ultimately, a sample of 200 consumers was chosen to answer the survey where the mentioned variables were analyzed and ranked. The findings from this research have indicated some variables as having low importance for imported fruit juices such as advertising and country of origin. However, other variables such as quality, taste and texture and variety of flavours proved to be of higher importance to consumers. The findings from this research are important as they not only add to the available yet limited literature on imported FMCG products in Malaysia, but it is also of value to importers/distributors of imported fruit juices, and also manufacturers of fruit juices globally who wish to penetrate the Malaysian market.
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