Consumer perceptions of food quality in Malaysia

Abstract

Purpose -This paper was written to gain an understanding of the quality cues that consumers look for in purchasing fresh meat and fresh fruit and vegetables in Malaysia. Through a perceived quality model, this paper identifies the implicit, intrinsic, extrinsic and credence quality cues consumers' use in their decision to purchase fresh meat and fresh fruit and vegetables.Design/methodology/approach -This study utilised the shopping mall intercept survey method. Data were collected from traditional markets and modern retail outlets in the Klang Valley region in Malaysia. A structured questionnaire was designed to measure consumer's perceptions and experiences of food quality when purchasing fresh meat and fresh fruit and vegetables from retail outlets. In this study, univariate data analysis (descriptive analysis, one-way analysis of variance) and exploratory factor analysis were performed to analyse the data sets.Findings -Freshness (intrinsic cue), was the most frequently cited variable when respondents thought about the quality of both product categories. Other variables included price and cleanliness (extrinsic cues) and Halal (credence cue), which was associated with the quality of fresh meat. Quality was associated with freshness, food safety, nutrition and value. Exploratory factor analysis identified food safety (implicit cue) as the most important construct in the respondents' evaluation of quality for both fresh meat and fresh fruit and vegetables.Originality/value -There is a paucity of research focusing on consumer's perceptions and experiences of food quality in the purchase of fresh meat and fresh produce in Malaysia. The findings of this research may assist the Malaysian food industry by providing new insights into the consumers' perceptions of food quality.

Consumer Understanding of Food Quality, Healthiness, and Environmental Impact: A Cross-National Perspective

“…This finding was in agreement with previous studies that highlighted one or more of these cues as the most important in food quality evaluation [1,112]. Similarly, a study on Malaysian consumers highlighted that freshness and price were two of the most used quality cues for fresh meat, fruits, and vegetables, and freshness was judged by the physical appearance of the meat [50]. The price can be regarded as a motive to purchase, as an indicator of quality, and as an indicator of socio-economic status [113].…”

“…In the total food quality model, Grunert et al [48] employed the term "cues", and he identified two moments for their use, that is for quality evaluation (before purchase, when consumers form quality expectations, and after purchase, when consumers undergo the quality experience). Other studies, which investigated food quality evaluation by consumers, also used the term "cues" [49][50][51]. The current study investigated food quality evaluation at the purchasing moment; therefore, we adopted Steenkamp's [48] definition, and the term quality "cues" was used.…”

Factors Influencing the Frequency of Consumers’ Purchases of Locally-Produced Rice in Indonesia: A Poisson Regression Analysis

“…However, a lack of market demand for locally-produced products has weakened this innovation. Consumers are often concerned about the quality and safety of locally-produced food [1]. The lack of consumer interest in purchasing local products is mainly due to their low quality, a low level of differentiation, market segmentation, and the development of specific client niches [2].…”

Effect of pretreatment on rehydration, colour and nanoindentation properties of potato cylinders dried using a mixed‐mode solar dryer

“…The quality of the dried food products can be very well identified by sensory perceptions, and consumers mostly notice the colour and texture as indicators . Pre‐drying treatment is often carried out in different food products to reduce enzymatic spoilage and further adverse changes during different drying processes.…”