Transcript MAHA - NewSAFE

BUSNIESS OPPORTUNITIES IN THE AGRO-FOOD
INDUSTRY BASED ON THE CONSUMER
BEHAVIOR ON FRESH PRODUCE
Siti Rahayu Hussin
Fakulti Ekonomi & Pengurusan
Universiti Putra Malaysia
22nd August 2008
MAHA Walk-in Seminar
PRESENTATION OUTLINE
•
1.
2.
3.
RESEARCH FINDINGS
Product choice
Product attributes
Retail outlet choice
•
-
OPPROTUNITIES
Consumptions
Retailing
•
-
RECOMMENDATIONS
Planters/producers
Retailers
Government agencies
Consumer education
The research
To investigate consumers’ patronage
behaviour in terms of purchasing of
fresh produce in
Semenanjung
Malaysia, Sabah and Sarawak.
The research
• Fresh produce – vegetables (leafy and
non-leafy) and fruits.
• Retail outlets – mobile outlets (pasar
tani, pasar malam, etc), hypermarket,
supermarket, department store, sundry
shop.
• Sample – urban areas, adult shoppers
RESEARCH FINDINGS
1. Product choice
2. Product attributes
3. Retail outlet choice
RESEARCH FINDINGS
1. Product choice
Respondents’ choice of fruits
Respondent Choice of Fruits
25
22.4
22.4
Percentages
20
18.2
papaya
15
15
banana
10.7
pitaya(dragon
fruit)
w ater melon
10
5.8
5
3.8
honey dew
mango
pineapple
0
Type of Fruits
Respondents’ choice of leafy
vegetables
Respondent Choice of Vegetables Leafy
40
Percentages
35
33.5
30
25
20
15
25.4
19.3
22.2
mustard
spinach
cabbage
convolvulus
10
5
0
Type of Vegetables Leafy
Respondents’ choice of non leafy
vegetables
Respondent Choice of Vegetables Non Leafy
25
19.1
Percentages
20
15
12.3
11
10.3 10.8
8.6
10
6.6
6
5.2
3.8
5
2.4 3.1
0.8
0
Type of Vegetables Non Leafy
lady finger
capsicum
egg plant
long plant
pumpkin
sw eet corn
tomato
chili
cucumber
long bean
french bean
sw eet potato
loofah
Expenses on Fruits and Vegetables
in a Month
41
.5
445
.4
9
Expenses on Fruits and Vegetables in a Month
50
40
35
30
25
20
10
5
10
.5
11 6
.9
7
Vegetables
10
.5
12 6
.1
6
17
.8
6
13
.5
7
12
.5
10 5
.1
8
15
Fruits
6.
91
7.
62
percentages
45
0
Less than
RM10
Between
Between
Between
Between
RM11-RM15 RM16-RM20 RM21-RM25 RM26- RM30
Expenses
More than
RM30
RESEARCH FINDINGS
2. Product attributes
Product attributes
(1) quality, (2) value-added, (3) country of origin and (4) price
• Quality:
absence of defect, absence of blemishes, ripeness, freshness, absence of pesticides,
absence of preservatives, nutritional value, and cleanliness.
• Value-added:
pre-cut, ready to eat and ready to cook are not considered as important as cleaned,
labelled and organically grown to many respondents.
• Country of origin:
are also considered important by the respondents. Locally grown produce is an
important attribute.
• Price:
Reasonable price, availability of promotion and price bargaining as very important.
Product attribute &
demography
Cleaned and age
Cleaned
Very Unimportant
21-25 yrs
old
17
4.6%
66
26-30 yrs
old
10
3.4%
67
31-35 yrs
old
17
6.3%
59
Age
36-40 yrs
old
17
8.1%
52
17.7%
23.0%
21.9%
24.6%
16.0%
16.4%
35.6%
21.2%
129
96
110
71
68
56
25
555
34.6%
33.0%
40.7%
33.6%
36.2%
43.8%
24.8%
35.5%
41-45 yrs
old
20
10.6%
30
46-50 yrs
old
13
10.2%
21
More than 51
yrs old
13
12.9%
36
Total
Unimportant
Fq
%
Fq
%
Important
Fq
%
161
118
84
71
70
38
27
569
Very Important
Fq
%
43.2%
40.5%
31.1%
33.6%
37.2%
29.7%
26.7%
36.4%
Fq
%
373
100.0%
291
100.0%
270
100.0%
211
100.0%
188
100.0%
128
100.0%
101
100.0%
1562
100.0%
Total
Table : Crosstab between Product Attributes Importance (Cleaned) and Age
107
6.9%
331
Cleaned and household income
Cleaned
Very Unimportant Fq
%
Fq
Unimportant
%
Fq
Important
Very Important
Total
%
Fq
%
Fq
%
Household Income per Month
RM2501RM3501RM5501RM3500
RM5500
RM7500
24
13
6
7.6%
6.2%
8.7%
70
51
21
22.1%
24.4%
30.4%
RM1500 or
less
18
3.4%
122
23.1%
RM1501RM2500
43
10.8%
61
15.3%
174
33.0%
214
150
37.5%
146
132
41.6%
91
66
31.6%
79
40.5%
36.5%
28.7%
528
100.0%
400
100.0%
317
100.0%
RM7501RM10,000
Total
1
3.7%
5
18.5%
More Than
RM10,000
2
16.7%
1
8.3%
19
27.5%
23
9
33.3%
12
5
41.7%
4
555
35.5%
569
37.8%
33.3%
44.4%
33.3%
36.4%
209
100.0%
69
100.0%
27
100.0%
12
100.0%
1562
100.0%
Table : Crosstab between Product Attributes Importance (Cleaned) and Household
Income per Month
107
6.9%
331
21.2%
Cleaned and race
Race
Cleaned
Very Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
Malay
58
5.8%
233
23.3%
347
34.6%
364
36.3%
1002
100.0%
Chinese
26
8.9%
56
19.2%
111
38.0%
99
33.9%
292
100.0%
Total
Indian
19
11.4%
32
19.2%
61
36.5%
55
32.9%
167
100.0%
Others
4
4.0%
10
9.9%
36
35.6%
51
50.5%
101
100.0%
Table : Crosstab between Product Attributes Importance (Cleaned) and Race
107
6.9%
331
21.2%
555
35.5%
569
36.4%
1562
100.0%
Organically grown and age
Organically Grown
Very Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
21-25 yrs
old
21
5.6%
85
22.8%
150
40.2%
117
31.4%
373
100.0%
26-30 yrs
old
16
5.5%
57
19.6%
142
48.8%
76
26.1%
291
100.0%
31-35 yrs
old
11
4.1%
56
20.7%
131
48.5%
72
26.7%
270
100.0%
Age
36-40 yrs
old
7
3.3%
45
21.3%
113
53.6%
46
21.8%
211
100.0%
41-45 yrs
old
11
5.9%
39
20.7%
83
44.1%
55
29.3%
188
100.0%
Table : Crosstab between Product Attributes Importance (Organically grown) and
Age
46-50 yrs
old
4
3.1%
33
25.8%
59
46.1%
32
25.0%
128
100.0%
More than
51 yrs old
5
5.0%
27
26.7%
41
40.6%
28
27.7%
101
100.0%
Total
75
4.8%
342
21.9%
719
46.0%
426
27.3%
1562
100.0%
Organically grown and household
income
Organically Grown
Very Unimportant
Unimportant
Important
Very Important
Total
Household Income per Month
RM5501RM3501RM2501RM7500
RM5500
RM3500
5
8
14
7.2%
3.8%
4.4%
13
36
61
More than
RM10,000
1
0
8.3%
.0%
4
8
RM7501RM10,000
Total
RM1500
or less
26
4.9%
151
RM1501RM2500
21
5.3%
69
28.6%
17.3%
19.2%
17.2%
18.8%
29.6%
33.3%
21.9%
Fq
%
Fq
%
216
40.9%
135
188
47.0%
122
164
51.7%
78
105
50.2%
60
32
46.4%
19
12
44.4%
7
2
16.7%
5
719
46.0%
426
25.6%
30.5%
24.6%
28.7%
27.5%
25.9%
41.7%
27.3%
Fq
%
528
400
317
209
69
27
12
1562
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
Fq
%
Fq
%
Table : Crosstab between Product Attributes Importance (Organically grown) and
Household Income per Month
75
4.8%
342
Labeling and age
Labelling
Very Unimportant Fq
%
Unimportant
Important
Very Important
Total
21-25 yrs
old
27
26-30 yrs 31-35 yrs
old
old
17
16
Age
36-40 yrs
old
14
41-45 yrs
old
18
46-50 yrs More than
old
51 yrs old
8
14
Total
114
7.2%
5.8%
5.9%
6.6%
9.6%
6.3%
13.9%
7.3%
Fq
%
93
66
65
59
58
45
37
423
24.9%
22.7%
24.1%
28.0%
30.9%
35.2%
36.6%
27.1%
Fq
%
Fq
%
Fq
%
159
42.6%
94
25.2%
373
100.0%
143
49.1%
65
22.3%
291
100.0%
137
50.7%
52
19.3%
270
100.0%
96
45.5%
42
19.9%
211
100.0%
84
44.7%
28
14.9%
188
100.0%
50
39.1%
25
19.5%
128
100.0%
34
33.7%
16
15.8%
101
100.0%
703
45.0%
322
20.6%
1562
100.0%
Table : Crosstab between Product Attributes Importance (Labelling) and Age
Labeling and household income
Labelling
Important
Very Important
Total
RM7501RM10,000
More than
RM10,000
2
1
Total
RM1500
or less
42
RM1501RM2500
31
8.0%
7.8%
5.0%
6.7%
11.6%
3.7%
16.7%
7.3%
165
101
86
51
12
6
2
423
31.3%
25.3%
27.1%
24.4%
17.4%
22.2%
16.7%
27.1%
Fq
%
Fq
%
205
38.8%
116
186
46.5%
82
166
52.4%
49
98
46.9%
46
29
42.0%
20
14
51.9%
6
5
41.7%
3
703
45.0%
322
22.0%
20.5%
15.5%
22.0%
29.0%
22.2%
25.0%
20.6%
Fq
%
528
400
317
209
69
27
12
1562
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
Very Unimportant Fq
%
Unimportant
Household Income per Month
RM5501RM3501RM2501RM7500
RM5500
RM3500
8
14
16
Fq
%
Table : Crosstab between Product Attributes Importance (Labelling) and Household
Income per Month
114
100.0% 100.0%
Pre-cut and age
Fq
%
Fq
%
21-25 yrs
old
61
16.4%
142
38.1%
26-30 yrs
old
43
14.8%
121
41.6%
31-35 yrs
old
52
19.3%
132
48.9%
Age
36-40 yrs
old
49
23.2%
99
46.9%
41-45 yrs
old
43
22.9%
82
43.6%
46-50 yrs
old
36
28.1%
61
47.7%
More than
51 yrs old
33
32.7%
45
44.6%
Fq
%
Fq
%
Fq
%
99
26.5%
71
19.0%
373
100.0%
76
26.1%
51
17.5%
291
100.0%
57
21.1%
29
10.7%
270
100.0%
44
20.9%
19
9.0%
211
100.0%
36
19.1%
27
14.4%
188
100.0%
19
14.8%
12
9.4%
128
100.0%
11
10.9%
12
11.9%
101
100.0%
Pre-cut
Very
Unimportant
Unimportant
Important
Very Important
Total
Table : Crosstab between Product Attributes Importance (Pre-cut) and Age
Total
317
20.3%
682
43.7%
342
21.9%
221
14.1%
1562
100.0%
Pre-cut and household income
Pre-cut
Household Income per Month
Very
Unimportant
Fq
%
Fq
Unimportant
%
Fq
Important
%
Fq
Very Important %
Total
Fq
%
RM1500
or less
91
17.2%
229
43.4%
121
22.9%
87
16.5%
RM1501RM2500
74
18.5%
168
42.0%
105
26.3%
53
13.3%
528
100.0%
400
100.0%
RM2501- RM3501RM3500
RM5500
68
50
21.5%
23.9%
151
93
47.6%
44.5%
63
32
19.9%
15.3%
35
34
11.0%
16.3%
317
100.0%
209
100.0%
RM5501RM7500
21
30.4%
29
42.0%
14
20.3%
5
7.2%
69
100.0%
Table : Crosstab between Product Attributes Importance (Pre-cut) and Household
Income per Month
RM7501RM10,000
9
33.3%
9
33.3%
4
14.8%
5
18.5%
27
100.0%
More than
RM10,000
4
33.3%
3
25.0%
3
25.0%
2
16.7%
Total
317
20.3%
682
43.7%
342
21.9%
221
14.1%
12
1562
100.0% 100.0%
Ready to cook and age
Ready to cook
Fq
%
Fq
Unimportant
%
Fq
Important
%
Fq
Very Important %
Very
Unimportant
Total
Fq
%
21-25 yrs
old
66
17.7%
126
33.8%
117
31.4%
64
26-30 yrs
old
60
20.6%
114
39.2%
76
26.1%
41
31-35 yrs
old
61
22.6%
126
46.7%
54
20.0%
29
Age
36-40 yrs
old
52
24.6%
94
44.5%
47
22.3%
18
17.2%
14.1%
10.7%
8.5%
9.6%
5.5%
12.9%
12.2%
373
100.0%
291
100.0%
270
100.0%
211
100.0%
188
100.0%
128
100.0%
101
100.0%
1562
100.0%
41-45 yrs
old
50
26.6%
76
40.4%
44
23.4%
18
46-50 yrs More than
51 yrs old
old
38
38
37.6%
29.7%
38
62
37.6%
48.4%
12
21
11.9%
16.4%
13
7
Table : Crosstab between Product Attributes Importance (Ready to cook) and Age
Total
365
23.4%
636
40.7%
371
23.8%
190
Ready to cook and household
income
Household Income per Month
Ready to cook
Very
Unimportant
Fq
%
Unimportant
Fq
%
Important
Fq
%
Fq
Very Important %
Total
Fq
%
More
RM3501- RM5501- RM7501than
RM5500
RM7500 RM10,000 RM10,000
57
22
7
4
Total
RM1500
or less
102
RM1501RM2500
97
RM2501RM3500
76
19.3%
210
24.3%
155
24.0%
139
27.3%
88
31.9%
29
25.9%
10
33.3%
5
23.4%
39.8%
38.8%
43.8%
42.1%
42.0%
37.0%
41.7%
40.7%
142
96
70
41
14
7
1
371
26.9%
24.0%
22.1%
19.6%
20.3%
25.9%
8.3%
23.8%
74
52
32
23
4
3
2
190
14.0%
13.0%
10.1%
11.0%
5.8%
11.1%
16.7%
12.2%
528
400
317
209
69
27
12
1562
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
Table : Crosstab between Product Attributes Importance (Ready to cook) and
Household Income per Month
365
636
100.0% 100.0%
Ready to eat and age
Ready to eat
Very Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
21-25 yrs
old
44
11.8%
99
26.5%
145
38.9%
85
22.8%
373
100.0%
26-30 yrs
old
30
10.3%
103
35.4%
92
31.6%
66
22.7%
291
100.0%
31-35 yrs
old
41
15.2%
112
41.5%
81
30.0%
36
13.3%
270
100.0%
Age
36-40 yrs
old
35
16.6%
86
40.8%
63
29.9%
27
12.8%
211
100.0%
41-45 yrs
old
33
17.6%
67
35.6%
54
28.7%
34
18.1%
188
100.0%
Table 41: Crosstab between Product Attributes Importance (Ready to eat) and Age
46-50 yrs More than
old
51 yrs old
23
30
18.0%
29.7%
54
38
42.2%
37.6%
31
18
24.2%
17.8%
20
15
15.6%
14.9%
128
101
100.0%
100.0%
Total
236
15.1%
559
35.8%
484
31.0%
283
18.1%
1562
100.0%
Ready to eat and household
income
Household Income per Month
Ready to eat
Very
Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
RM1500
or less
71
13.4%
175
33.1%
183
34.7%
99
18.8%
528
100.0%
RM1501RM2500
65
16.3%
128
32.0%
133
33.3%
74
18.5%
400
100.0%
RM2501RM3500
52
16.4%
120
37.9%
93
29.3%
52
16.4%
317
100.0%
RM3501RM5500
29
13.9%
88
42.1%
53
25.4%
39
18.7%
209
100.0%
RM5501RM7500
12
17.4%
35
50.7%
13
18.8%
9
13.0%
69
100.0%
Table 42 : Crosstab between Product Attributes Importance (Ready to eat) and
Household Income per Month
RM7501RM10,000
4
14.8%
11
40.7%
6
22.2%
6
22.2%
27
100.0%
More than
RM10,000
3
25.0%
2
16.7%
3
25.0%
4
33.3%
12
100.0%
Total
236
15.1%
559
35.8%
484
31.0%
283
18.1%
1562
100.0%
Price factor and demographics
Price Bargaining
Very Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
21-25 yrs
old
7
1.9%
63
16.9%
166
44.5%
137
36.7%
373
100.0%
26-30 yrs
old
9
3.1%
53
18.2%
154
52.9%
75
25.8%
291
100.0%
31-35 yrs
old
2
.7%
47
17.4%
137
50.7%
84
31.1%
270
100.0%
Age
36-40 yrs
old
3
1.4%
32
15.2%
102
48.3%
74
35.1%
211
100.0%
41-45 yrs
old
0
.0%
39
20.7%
87
46.3%
62
33.0%
188
100.0%
46-50 yrs
old
2
1.6%
27
21.1%
62
48.4%
37
28.9%
128
100.0%
More than
51 yrs old
4
4.0%
27
26.7%
36
35.6%
34
33.7%
101
100.0%
Total
27
1.7%
288
18.4%
744
47.6%
503
32.2%
1562
100.0%
Table 47 : Crosstab between Product Attributes Importance (Price Bargaining) and
Age
Price Bargaining
Very
Unimportant
Fq
%
Unimportant
Fq
%
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Household Income per Month
RM2501RM3501RM5501RM3500
RM5500
RM7500
5
2
6
RM1501RM2500
5
1
More than
RM10,000
0
1.5%
1.3%
1.6%
1.0%
8.7%
3.7%
.0%
1.7%
92
17.4%
232
43.9%
196
37.1%
528
75
18.8%
187
46.8%
133
33.3%
400
54
17.0%
160
50.5%
98
30.9%
317
42
20.1%
111
53.1%
54
25.8%
209
16
23.2%
32
46.4%
15
21.7%
69
4
14.8%
18
66.7%
4
14.8%
27
5
41.7%
4
33.3%
3
25.0%
12
288
18.4%
744
47.6%
503
32.2%
1562
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
Table 48 : Crosstab between Product Attributes Importance (Price Bargaining) and
Household Income per Month
RM7501RM10,000
Total
RM1500
or less
8
27
Price bargaining
Races
Price Bargaining
Very Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
Malay
14
1.4%
176
17.6%
471
47.0%
341
34.0%
1002
100.0%
Chinese
8
2.7%
74
25.3%
142
48.6%
68
23.3%
292
100.0%
Total
Indian
Others
3
1.8%
23
13.8%
74
44.3%
67
40.1%
167
100.0%
2
2.0%
15
14.9%
57
56.4%
27
26.7%
101
100.0%
27
1.7%
288
18.4%
744
47.6%
503
32.2%
1562
100.0%
Table 49 : Crosstab between Product Attributes Importance (Price Bargaining) and
Race
Reasonable price
Very
Unimportant
Unimportant
Important
Very Important
Total
21-25 yrs
old
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
2
0.5%
8
2.1%
157
42.1%
206
55.2%
373
100.0%
26-30 yrs
old
1
0.3%
15
5.2%
129
44.3%
146
50.2%
291
100.0%
31-35 yrs
old
1
0.4%
13
4.8%
112
41.5%
144
53.3%
270
100.0%
Age
36-40 yrs
old
1
0.5%
7
3.3%
72
34.1%
131
62.1%
211
100.0%
41-45 yrs
old
1
0.5%
10
5.3%
76
40.4%
101
53.7%
188
100.0%
Table 50 : Crosstab between Product Attributes Importance (Reasonable price) and
Age
46-50 yrs More than
old
51 yrs old
0
1
.0%
1.0%
9
3
7.0%
3.0%
49
37
38.3%
36.6%
70
60
54.7%
59.4%
128
101
100.0%
100.0%
Total
7
.4%
65
4.2%
632
40.5%
858
54.9%
1562
100.0%
Reasonable price
Reasonable price
Very
Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
RM1500
or less
2
0.4%
19
3.6%
212
Fq
%
Fq
%
RM1501RM2500
1
0.3%
16
4.0%
162
Household Income per Month
RM2501RM3501RM5501RM3500
RM5500
RM7500
0
3
1
.0%
1.4%
1.4%
11
10
6
3.5%
4.8%
8.7%
134
84
23
RM7501RM10,000
40.5%
42.3%
40.2%
33.3%
37.0%
295
55.9%
528
100.0%
221
55.3%
400
100.0%
172
54.3%
317
100.0%
112
53.6%
209
100.0%
39
56.5%
69
100.0%
15
55.6%
27
100.0%
Reasonable price
Malay
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
58.3%
40.2%
Table 51 : Crosstab between Product Attributes Importance (Reasonable price) and
Household Income per Month
Very Unimportant
0
.0%
2
7.4%
10
More than
RM10,000
0
.0%
1
8.3%
7
1
0.1%
26
2.6%
414
41.3%
561
56.0%
1002
100.0%
Races
Indian
1
1
0.3%
0.6%
21
12
7.2%
7.2%
120
65
41.1%
38.9%
150
89
51.4%
53.3%
292
167
100.0%
100.0%
Chinese
Total
Others
4
4.0%
6
5.9%
33
32.7%
58
57.4%
101
100.0%
7
.4%
65
4.2%
632
40.5%
858
54.9%
1562
100.0%
Table 52 : Crosstab between Product Attributes Importance (Reasonable price) and
Race
Total
7
.4%
65
4.2%
632
40.5%
4
858
33.3% 54.9%
12
1562
100.0% 100.0%
Availability of promotion and age
Availability promotion
Very
Unimportant
Fq
%
Fq
Unimportant
%
Fq
Important
%
Fq
Very Important %
Total
Fq
%
Age
21-25 yrs 26-30 yrs 31-35 yrs 36-40 yrs 41-45 yrs
old
old
old
old
old
16
4
1
4
0
4.3%
1.4%
.4%
1.9%
.0%
74
42
38
20
17
19.8%
14.4%
14.1%
9.5%
9.0%
162
175
143
108
105
43.4%
60.1%
53.0%
51.2%
55.9%
121
70
88
79
66
32.4%
24.1%
32.6%
37.4%
35.1%
373
291
270
211
188
100.0%
100.0%
100.0%
100.0%
100.0%
46-50 yrs
old
4
3.1%
18
14.1%
56
43.8%
50
39.1%
128
100.0%
Table : Crosstab between Product Attributes Importance (Availability promotion) and
Race
More than
51 yrs old
4
4.0%
14
13.9%
35
34.7%
48
47.5%
101
100.0%
Total
33
2.1%
223
14.3%
784
50.2%
522
33.4%
1562
100.0%
Availability of promotion and
household income
Household Income per Month
Availability promotion
Very Unimportant
Fq
%
Unimportant
Fq
%
Important
Fq
%
Very Important
Fq
%
Total
Fq
%
RM1500
or less
13
RM1501RM2500
7
RM2501- RM3501- RM5501RM3500
RM5500 RM7500
2
6
5
2.5%
1.8%
.6%
2.9%
87
55
30
16.5%
13.8%
258
Total
RM7501RM10,000
0
More than
RM10,000
0
7.2%
.0%
.0%
2.1%
32
13
4
2
223
9.5%
15.3%
18.8%
14.8%
16.7%
14.3%
197
163
111
32
16
7
784
48.9%
49.3%
51.4%
53.1%
46.4%
59.3%
58.3%
50.2%
170
141
122
60
19
7
3
522
32.2%
35.3%
38.5%
28.7%
27.5%
25.9%
25.0%
33.4%
528
400
317
209
69
27
12
1562
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
Table : Crosstab between Product Attributes Importance (Availability promotion) and
Household Income per Month
33
Origin factor and demographics
Country of Origin
Very
Unimportant
Unimportant
Important
Very
Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
21-25
yrs old
23
6.2%
87
23.3%
145
38.9%
118
31.6%
373
100.0%
26-30
yrs old
8
2.7%
79
27.1%
141
48.5%
63
21.6%
291
100.0%
31-35
yrs old
5
1.9%
83
30.7%
127
47.0%
55
20.4%
270
100.0%
Age
36-40
yrs old
12
5.7%
61
28.9%
95
45.0%
43
20.4%
211
100.0%
41-45
yrs old
9
4.8%
50
26.6%
83
44.1%
46
24.5%
188
100.0%
46-50
yrs old
5
3.9%
38
29.7%
56
43.8%
29
22.7%
128
100.0%
Table 53 : Crosstab between Product Attributes Importance (Country of
Origin) and Age
More than
51 yrs old
9
8.9%
24
23.8%
43
42.6%
25
24.8%
101
100.0%
Total
71
4.5%
422
27.0%
690
44.2%
379
24.3%
1562
100.0%
Country of origin and household
income
Household Income per Month
Country of Origin
Very
Unimportant
Unimportant
Important
Very
Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
RM1500 RM1501or less
RM2500
26
19
4.9%
4.8%
134
110
25.4%
27.5%
209
174
39.6%
43.5%
159
97
30.1%
24.3%
528
400
100.0%
100.0%
RM2501- RM3501RM3500
RM5500
11
9
3.5%
4.3%
98
59
30.9%
28.2%
159
98
50.2%
46.9%
49
43
15.5%
20.6%
317
209
100.0%
100.0%
RM5501RM7501RM7500
RM10,000
5
0
7.2%
.0%
14
4
20.3%
14.8%
32
14
46.4%
51.9%
18
9
26.1%
33.3%
69
27
100.0%
100.0%
Table 54:Crosstab between Product Attributes Importance (Country of
Origin) and Household Income per Month
More than
RM10,000
1
8.3%
3
25.0%
4
33.3%
4
33.3%
12
100.0%
Total
71
4.5%
422
27.0%
690
44.2%
379
24.3%
1562
100.0%
Locally grown and age
Locally Grown
Very
Unimportant
Unimportant
Important
Very Important
Total
Fq
%
Fq
%
Fq
%
Fq
%
Fq
%
21-25 yrs
old
14
3.8%
48
26-30 yrs
old
6
2.1%
40
31-35 yrs
old
3
1.1%
48
12.9%
13.7%
173
46.4%
138
37.0%
373
100.0%
134
46.0%
111
38.1%
291
100.0%
Age
36-40 yrs
old
4
1.9%
31
41-45 yrs
old
7
3.7%
23
46-50 yrs
old
4
3.1%
11
More than
51 yrs old
4
4.0%
12
17.8%
14.7%
12.2%
8.6%
11.9%
141
52.2%
78
28.9%
270
100.0%
101
47.9%
75
35.5%
211
100.0%
95
50.5%
63
33.5%
188
100.0%
62
48.4%
51
39.8%
128
100.0%
31
30.7%
54
53.5%
101
100.0%
Table 56 : Crosstab between Product Attributes Importance (Locally Grown) and
Age
Total
42
2.7%
213
13.6%
737
47.2%
570
36.5%
1562
100.0%
RESEARCH FINDINGS
3. Retail outlet choice
Store patronage behavior (fruits)
% consumers shopped at this outlet in past 2
months:
•
•
•
•
•
•
•
Wet market (16.9)
Mobile market (16.7)
Hypermarket (15.4)
Department store (13.1)
Street sales (12.4)
Sundry shop (13.6)
Supermarket (11.9)
Store patronage behavior (vegetables)
% consumers shopped at this outlet in past 2
months:
•
•
•
•
•
•
Wet market (20)
Mobile market (18.6)
Hypermarket (17.3)
Sundry shop (16.7)
Department store (14.1)
Supermarket (13.3)
Store Attribute
Very
Unimportant
n
Unimportant
%
n
Total
%
%
Important
Very
Important
n
n
%
Total
%
%
Reputation of outlet
72
4.60
322
20.60
25.20
857
54.90
311
19.90
74.80
Brand carried by outlet
63
4.00
415
26.60
30.60
821
52.60
263
16.80
69.40
Helpfulness of sales
34
2.20
279
17.90
20.10
870
55.70
379
24.30
80.00
Physical attractiveness of store
27
1.70
235
15.00
16.70
890
57.00
410
26.20
83.20
Special sales or promotions
16
1.00
166
10.60
11.60
836
53.50
544
34.80
88.30
Merchandise display
12
0.80
127
8.10
8.90
855
54.70
568
36.40
91.10
Variety of selection
9
0.60
59
3.80
4.40
773
49.50
721
46.20
95.70
Merchandise prices
7
0.40
41
2.60
3.00
696
44.60
818
52.40
97.00
Quality of merchandise
6
0.40
27
1.70
2.10
640
41.00
889
56.90
97.90
Proximity of location
13
0.80
186
11.90
12.70
874
56.00
489
31.30
87.30
Public transportation
57
3.60
302
19.30
22.90
787
50.40
416
26.60
77.00
Easily accessible by car
19
1.20
219
14.00
15.20
785
50.30
539
34.50
84.80
Parking space
23
1.50
207
13.30
14.80
762
48.80
570
36.50
85.30
Convenient hours
11
0.70
145
9.30
11.00
835
53.50
571
36.60
90.10
Convenient method of payment
14
0.90
158
10.10
11.00
807
51.70
583
37.30
89.00
Enjoy talking to vendor/ other
customers
39
2.50
182
11.70
14.20
726
46.50
615
39.40
85.90
Trust/believe that I’m being offered the
best
131
8.40
528
33.80
42.20
613
39.20
290
18.60
57.80
Class of clientele (crowd)
249
15.90
646
41.40
57.30
480
30.70
187
12.00
42.70
Retail Patronage Behaviour (Fruits)
By Overall Respondents
Respondent Monthly Household Income
60
7
.0
48
Percentages
50
40
30
20
10
7
.0
36
1
.5
34
3
.2
31
7
.3
26
5
.9
25
1
.4
20
7
.6
14
99
4.
44 9
1. 0.8
.8
33
1
.1
27
5
.1
20
.4
17
8
.4
12
4
.6
12
29
4. .08 7
2 .5
0
99
3. .95 82
1 0.
7
.7
26
5
.7
24 . 4
21
9
.2
14
15
3. .48 .14
1 1
7
.3
12
11
8.
25
3. .01 41
1 0.
0
once a month
once a week
2-3 times a week once in a 2 week
daily
Frequency of respondent visit Outlet
Rm1500 or less
RM1501 - RM2500
RM2501 - RM3500
RM5501 - RM7500
RM7501 - RM10,000
More than RM10,000
RM3501 - RM5500
continued
Retail Patronage Behaviour (Fruits) on type of outlet
Type of Outlet
38. 95
45
12 17.17
.4
1
3.65
1.22
3.45
10.75
14
12. 01
11.67
13. 75
13. 41
19. 58
27. 24
9.14
5.86
7.69
16.39
11
.2
9
22.38
26.72
17. 66
9.
24
10
10.14
8.92
8.45
15
13. 9
10. 19
12. 14
15
20
15
.5
5
25
8.45
30
21. 64
22. 49
Percentages
35
27.99
40
5
0
Once A Month
Once A Week
2-3 Times A Week Once In 2 Week
Daily
Frequency of respondent visit Outlet
Hypermarket
Department store
Supermarket
Sundry Shop
Wet Market
Mobile Outlet
Street Sales
Retail Patronage Behaviour (Vegetables)
By Overall Respondents
45
.7
7
Respondent Monthly Household Income
50
29
.0
4
6.
62
3.
13
1.
8
1. 4
1
2.
3
1. 8
32
1.
48
4.
6
2. 2
24
0.
51
12
.5
13
.6
5
18
.2
1
12
.2
8
5.
42
1.
0. 6
61
5
4.
0
1. 7
48
0.
79
15
10
25
23 .41
.0
3
25
.7
9
31
.1
8
15
.3
1
20
24
21 .27
.6
1
25
21
.7
3
30
14
.0
1
35
29
28 .88
.0
3
percentages
40
32
.7
3
36
.3
4
45
0
Once A Week
Once A Month
2-3 Times A Week
Once In 2 Week
Daily
Frequency of respondent visit Outlet
Rm1500 or less
RM1501 - RM2500
RM2501 - RM3500
RM5501 - RM7500
RM7501 - RM10,000
More than RM10,000
RM3501 - RM5500
continued
32.54
3.31
1.84
6.07
12.87
21.1
3
16.69
14.31
14.8
12.75
20.31
9.9
6.71
10.35
17.03
11
10.06
9.29
Once A Month
16.73
25.85
30.47
43.38
Once A Week
26.8
1
25.82
29.67
50
45
40
35
30
25
20
15
10
5
0
15.6
10.84
13.43
11.53
18.93
percentages
Type of Outlet
2-3 Times A
Week
Once In 2 Week
Daily
Frequency of respondent visit Outlet
Hypermarket
Department store
Supermarket
Sundry Shop
Wet Market
Mobile Outlet
10
5
Kedah
Hypermarket
Pahang
Department Store
Penang
Supermarket
Johor
Sundry Shop
Selangor
Wet Market
Sabah
Mobile Market
23.94
25.07
22.68
21.1
18.15
18.3
4
20.64
16.78
16.8
4
15.61
17.4
6
15.66
17.91
11.15
13.1
12.5
8
13.25
10.8
6
10.99
11.94
13.13
11.2
3
11.4
10.6 3
4
9.73
11.44
20
7.73
25
17.58
17.81
15.3
8
19.51
22.4
5
21.38
21.39
30
10.83
9.43
10.6
9.98
9.68
10.62
11.54
10.13
10.08
12.2
7
12.07
10.5
6
10.99
12.64
15
3.69
percentages
Store Patronage Behaviour (Fruits) by State
Respondent Purchasing Fruits by State
0
Sarawak
State
Street Sales
Store Patronage Behaviour (Vegetables) by State
Retail patronage Behavior by State
7.39
10.99
11.2
7
10.51
11.68
13.97
13.47
12.2
1
10.58
19.94
16.7
4
18.08
Johor
24.03
25.1
Penang
3.4
10
21.54
15.89
17.13
17.5
1
19.3
15
10.94
9.01
10.99
9.91
9.29
20
10.02
10.63
11.96
11.6
1
10.44
percentages
25
18.39
18.02
15.52
20.7
5
21.8
30
5
0
Kedah
Pahang
Selangor
Sabah
Sarawak
state
Hypermarket
Department Store
Supermarket
Sundry Shop
Wet Market
OPPROTUNITIES
CONSUMPTIONS/ PURCHASE BEHAVIOR
 There is indication of moderate to high consumption of fresh produce
(RM30 per month)
 Persuade consumers to increase consumption: gift giving, health purpose,
etc.
 Product attributes such as quality, value-added, country of origin and price
are all considered important for fresh produce shoppers in Malaysia.
 There seems to be a preference for local produce.
 Consumers aged 40 and above say that price bargaining are unimportant.
 People with household income more than RM10,000 say that price
bargaining is unimportant.
OPPROTUNITIES
 Capitalise on these attributes:
absence of defect, absence of blemishes, ripeness,
freshness, absence of pesticides, absence of
preservatives, nutritional value, cleanliness and
reasonable price.

-
Growers may need to perform more functions such as:
Cleaning
Cutting
Peeling
 Value-added may be the in-thing in the future (ready-tocook, ready-to-eat, etc)
OPPROTUNITIES
RETAILING
•
•
Consumers prefer to purchase fruits and vegetables from mobile
outlet, wet market, hypermarket and department store.
Innovative retailing to increase exposure and frequency of
consumption: e.g. van bergerak, fruit stall, etc.
•
For more frequent purchase, consumers tend to prefer more
traditional retailers such as mobile outlets and wet market. For a
less-frequent purchase, consumers are reported to prefer bigger
retailers such as hypermarkets and department stores.
•
Certain type of consumers still prefer to purchase fresh produce
from sundry shop, especially for daily purchase of fruits and
vegetables.
Retailing
•
•
•
•
•
•
•
•
Product display
Product supply
Product price
Free sampling
Recipes
Cooking instructions
Benefits information
Packaging – loose, wrapped, basket, box, etc.
RECOMMENDATIONS
•
-
Planters/producers
Improve production/supply and quality of produce
Efficient packaging
Better presentation of local fruits

-
Retailers
Identify which segment of the market and for what purpose consumers seek those retailers that
suit their needs and wants.
Positioning strategies require the identification of target customers and strategies that cater to the
needs of that particular target market.
•
-
Government agencies
Grading system for selected fruits
Labelling requirement (nutritional fact, country of origin, date of harvest, etc.)
Quality control certification services
Government’s role in improving mobile outlets should be continued
•
-
Consumer education
Educate public about local fruits - Consumer education starts at school and home
Health campaign
RECOMMENDATIONS
•
•
•
•
Be customer-oriented
Use marketing strategy/marketing orientation
Start with customers
Pull strategy : consumer education, mobile
outlet, organic fruits, gift giving/hamper
• Push strategy : value-added – ready to cook,
ready to eat, food away from home
• Relationship marketing a way forward
• Grab the opportunity! (slipper e.g)