An exploration of the key factors affecting consumer buying behaviour of instant food products: A case study of Kota Bharu

Abstract

With modernization and lifestyle changes, instant food emerges as a fast-growing food product in the food industry worldwide, and Malaysia makes no exception. Most people like to eat food that can be prepared quickly, thereby saving time and energy. Instant food satisfies the convenience seekers’ demand since it is a convenient food that requires minimal preparation before consumption. To dominate the competitive handicap in the marketplace, marketers must have a good grasp on consumer behaviour and preferences that prevail buying decisions. However, information on what constitutes buying behaviour of consumers from Kota Bharu, Kelantan towards instant food products is relatively limited. In this context, a survey study is presented to explore the key factors affecting consumer buying behaviour of instant food products in Kota Bharu. The questionnaire, validated by the Cronbach’s Alpha test had been distributed to 384 Kota Bharu respondents who were sampled by convenience sampling. Demographic characteristics of respondents are summarized by the descriptive analysis. Exploratory factor analysis unveiled eight underlying factors prompting consumers to buy instant food products. These eight factors accounted for around three-fifths of the total variance explained. It was found that the factor “marketing and branding attributes” had the most decisive influence on consumers.