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Wei was RM 10 to RM 20 with Malaysian Certified. Hence, consumers will be influenced by
familiarity towards the store as well as affected their purchase intention.

Table 4.7.2: Summary of Hypothesis Testing - Store Visit History
Independent Variable Hypothesis Result
Store Visit History H2: Store visit history will p-value = 0.031 < 0.05
positively and significantly Accepted
influence customer purchase
intention.

4.6.1 CUSTOMER CHARACTERISTICS

Individuals will scan their memory for cues depending on its knowledge level while ongoing the
judgement process in evaluating level of product class knowledge (Park, Mothersbaugh & Feick,
1994). In this study, the p-value of customer characteristics at 0.000 less than 0.05 (as shown at Table
4.7.3) thus there is a positive relationship between customer characteristics and customer purchase
intention. Consumers come along with brand knowledge to represent their understanding and recall of
a brand or product which is agreed by Moon, Russell and Duvvuri’s research (2006). Consumers are
aware of the frozen food produced by Restaurant Vegetarian S.I. Jin Wei and it is recognized by the
consumers for its freshness, delicious, high quality as well as reasonable price compared to other
competitors. Manufacturer only use the raw material (mushroom) sent directly from the farm in order
for them to control the quality of the raw material easily. Besides, manufacturer put a “Bear wearing
as Chef” as their logo to catch consumers’ eyes to buy these products. Hence, consumers with brand
knowledge tend to increase their confidence in making purchase decisions.

Table 4.7.3: Summary of Hypothesis Testing - Customer Characteristics
Independent Variable Hypothesis Result
Customer H3: Customer characteristics will p-value = 0.000 < 0.05
Characteristics positively and significantly influence Accepted
customer purchase intention.

4.6.2 STORE ENVIRONMENT

Since the p-value of store environment is more than 0.05 at 0.406 (as shown at Table 4.7.4) thus it
shows that store environment will not positively and significantly influence customer purchase
intention. This result illustrates that the store environment is not a significant factor in affecting
customer purchase intention. However, some previous studies emphasized that the store environment
will influence customer purchase intention significantly as other product prices displayed in store will
be the reference price which is related to customers' brand choice. On the other hand, some actions can
be taken by sellers while setting the price by putting its products next to more expensive ones to show
that both products belong to the same class (Kotler Marketing). However, a strong brand with unique
and high recognition tends to distinguish it from other brands and will not be easily influenced by its
competitors (Smith et al., 2017). In this case, frozen foods manufactured by Restaurant Vegetarian S.I.
Jin Wei is outperforming and recognized by customers compared to other frozen food brands, thus
there is not direct alternatives bring to lower price sensitivity and higher customer purchase intention.
To specify, if a brand is good, has a high reputation and strong enough,

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