Young Consumers’ Expectation, Perceived Performance and Disconfirmation towards SMEs Halal Food Products in Klang Valley, Malaysia
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 11
Abstract
In tandem with the global growth of the halal industry, abundant choices of halal food products are expected to be available in the market. Therefore, in order to be dominant and able to compete with other brands in the halal marketplace, domestic halal food producers need to revise their strategies and produce superior products that will be able to meet Muslim consumer’s increasing expectation on halal food products. In order to find out the extent to which consumers’ expectation towards halal food product has been met, expectancy-disconfirmation theory (EDT) was utilized in this study. Halal confectionery products produced by small and medium-sized enterprises (SMEs) were chosen as the product of analysis. Questionnaires consisted of 45 determinants measuring expectation and perceived performance were then administered using purposive sampling within young Muslim consumers in Klang Valley area. A total of 390 usable questionnaire forms were collected and subjected to data analysis. The finding revealed that all the attributes listed experienced negative disconfirmation, which point toward the conclusion that SMEs halal confectionery products are unable to meet consumers’ expectation. This study will broaden the insights of halal food manufacturers and related parties in understanding Muslim consumer preferences in halal food products.
Authors and Affiliations
Siti Soleha Abdul Salam, Mohhidin Othman, Ungku Fatimah Ungku Zainal Abidin, Nitty Hirawaty Kamarulzaman
Keywords
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- EP ID EP422187
- DOI 10.9790/487X-2011032734.
- Views 50
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