Consumer acceptance and purchase intent of fresh water fish product developed by MARDI
2011
Rashidah Mohamad | Muhamad Faireal Ahmad | Ahmad Zairy Zainol Abidin | Rokiah Mohamad
A consumer acceptance study was undertaken to determine attributes influencing acceptance and purchase intent of fresh water fish products developed by MARDI. A number of statistical techniques such as analysis of variance (MANOVA), descriptive discriminant analysis (DDA) and logistic regression analysis (LRA) were employed to determine crucial underlying attributes that influence preference and purchase intent. ANOVA and MANOVA were employed to find out whether there was significant difference between products reviewed. ANOVA considered each attributed individually while MANOVA considered all attributes simultaneously. It was found that all products were significantly different. Subsequently, DDA was performed to identify which attributes contributed to the difference. Attributes taste and overall acceptability were responsible for the difference in the consumer preference. DDA indicated that taste with pooled within canonical structure of 0.904796 was the important attribute, followed by overall acceptability with pooled within canonical structure of 0.0897147 in determining customer preference towards fresh water fish products developed by MARDI.
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