Meal Kit Perceived Value and Purchase Intention during Movement Control Order (MCO)

Abstract

Meal Kit has been one of the meal deliveries services that is well accepted by European countries such as Switzerland, Germany, and Denmark, and also in the United States of America too. The demand for the service has been rising for years since it was introduced. Thus, this research aims to determine the meal kit's perceived value and purchase intention during the MCO in Klang Valley, Malaysia. By using a quantitative approach, this study was conducted by sending out a questionnaire to the potential meal kit users in Klang Valley, Malaysia to understand their possible intention to purchase the product based on their view on the meal kit attributes, with a mediating role of perceived value. The research was analysed through SPSS analysis of the dataset for descriptive and multiple linear regression analysis once the data collection was fulfilled. The findings show that half of the objectives were met while the other two were partially achieved. Some of the findings in this study show a different pattern of results compared to previous findings regarding the factors that affect the perceived value and purchase intention. Hence, the research on meal kits in the setting of Malaysia is still far from being fully explored. There can be many more other factors that can impact a consumer’s purchase intention and there are also many areas that future researchers can still study to help the industry practitioners.