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hand, findings from this study can be the reference point for potential entrepreneurs to estimate
customer demand on frozen foods.

5.1 LIMITATIONS AND RECOMMENDATATIONS TO FUTURE RESEARCH

There are some limitations discovered by researcher while running this research which can provide
suggestions to future research. Although there are a total 150 respondents for the sample size (n=150)
determined by subject-to-item ratio of 5:1, researcher find out that it still couldn’t represent the
whole population of the customers at Restaurant Vegetarian S.I. Jin Wei in this study. On the other
hand, purposive sampling method used in this study which is totally based on judgement of
researcher tend to lead to the bias on the sample selection. Therefore, researcher would like to
suggest for future research to increase the sample size based on desired accuracy with confidence
level of 95% and 99% from the population size whereas other sampling methods through probability
sampling methods. Under probability sampling methods, it consists of simple random, stratified
random, cluster sampling and systematic sampling are encouraged to use in future research to
increase data accuracy.

In addition, findings show that there is a hypothesis proposed (H4) not supported in this study, thus
further investigation on the relationship between store environment and customer purchase intention
suggested to future research in order to find out the reasons for inconsistent findings.

Since the language used in the questionnaire is only in the English version, it might influence the
answer provided by targeted respondents, especially elderly as they cannot understand the questions
given clearly. Hence, future research could adopt the 3 languages questionnaire to improve the results’
consistency.

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