Abstract
The present study was conducted to identify the factors that affect consumers’ rice selection in Shah Alam, Malaysia. A set of structured questionnaires were distributed to 400 respondents in Shah Alam, Selangor through a convenient sampling method. The descriptive method was used to analysed the quantitative data. The findings have identified several factors other than the ones listed in the 4P Theory that can affect the purchasing behaviour for rice among the population. In specific, price, health consciousness, perceived quality (e.g., aroma, taste, cooking duration, and easiness), and informative packaging are the factors identified. The findings also revealed that the price factor is the main factor influencing consumers’ selection of rice which was followed by health consciousness and perceived quality factors, whereas the packaging is the least influencing factor. Moreover, this study has found that the consumers are satisfied with their selection of rice in the market and the marketers must strengthen their marketing strategy to make the consumer stay loyal to their choices. Regarding the marketers, they must strengthen and developed more comprehensive approaches to attract consumers in buying locally produced rice rather than the imported ones.
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