Page 127 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)

Presentation Final Year Project AHIBS, UTM

CHAI JING MIN (2022)
PRESENTATION

FINAL YEAR PROJECT JAN 2022
AHIBS UTM

Understanding Purchase Intention of University Students Towards Healthy Snack
Product: A Case of One Little C Enterprise

CHAI JING MIN, ENCIK AHMAD SHARIFUDDIN BIN SHAMSUDDIN

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

a jingmin@graduate.utm.my

Abstract

Purpose – The purpose of this paper to examine the factors which will contribute to consumers’ purchase intention on healthy snack product. That was four
factors included in this study: brand awareness, brand association, perceived quality and brand loyalty.

Design/methodology/approach – In total, 200 sets of self-administered questionnaires were distributed to students in Universiti Teknologi Malaysia in Johor
Bahru. The convenience sampling was used and data collected were analysed using SmartPLS to perform the measurement model and structural model.

Findings – Findings have showed that there are positive relationships between brand awareness, brand association, perceived quality and brand loyalty and
consumers’ purchase intention towards One Little C’s healthy snack product.

Originality/value – One Little C Enterprise are able to benefit from this study by formulating their brand management tactics referring to the findings to have
competitive advantage over their competitors and increase their sales.

Keywords: Brand awareness, Purchase intention, Brand loyalty, Brand association, Perceived quality, Healthy Snack products, One Little C Enterprise

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