Determinants of Consumers Purchasing Behavior for Rice in Malaysia
Marlia Musa, Nasuddin Othman, Fazleen Abdul Fatah

The goal of this research is to examine the determinants affecting the consumer’ purchasing behaviour for rice in Malaysia. It was based on a survey of rice consumers in the Shah Alam City of Selangor, West Malaysia. From the analysis the variables of great importance that affect the purchasing behavior are the marital status, gender, age, occupational status, head and household number. The results also indicated that rice attributes such as flavor, taste of cooking, price, and location also affect their choices of the brands available in the market. The majority of the consumers however, preferred to purchase local white rice instead of those imported from overseas. They were loyal to the brand and the results pointed to the needs of producing high quality local rice and to develop the pricing and marketing strategies.

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