ISSN: 2222-6990
Open access
A preliminary study was conducted to identify consumer preferences toward product attributes in Kopi Ala Kazim functional food. The nutraceutical product known as Kopi Ala Kaizm (KAK) combines healthy foods like coffee, momordica charantia, and goat milk and is known to improve consumer health, packaged with calcium, carbohydrates, and vitamins that contribute to the growing demand for the KAK industry. Furthermore, despite health promises to prevent all diseases, KAK intake is increasing year-round. However, Malaysians currently choose to consume nutritious products in a convenient manner. This is because food quality has become increasingly important in consumer food choices, such as product attributes, which must meet expectations in order to satisfy consumer needs and wants. Thus, the study aims at identifying the factors influencing consumer preferences toward product attributes in KAK. Convenience sampling will use for a pilot test to select 28 consumers (the actual respondent is 300 consumers) to represent Uitm Permatang Pauh community. Primary data will conduct at the UiTM Permatang Pauh and the data was gathered using a structured survey. Data will analyze using descriptive analysis. The conclusions of this study on factors that influenced product attributes will benefit marketing strategy, marketing activities, and tools to capture customers' needs and wants and urge them to purchase KAK. Furthermore, the findings of this study will allow players in the KAK market to develop new methods for expanding KAK consumption among consumers.
Abascal, K., & Yarnell, E. (2005). Using bitter melon to treat diabetes. Alternative & Complementary Therapies, 11(4), 179-184.
Adiba, B. D., Salem, B., Nabil, S., & Abdelhakim, M. (2011). Preliminary characterization of food tablets from date (Phoenix dactylifera L.) and spirulina (Spirulina sp.) powders. Powder Technology, 208(3), 725-730.
Battour, M., Ismail, M. N., & Battor, M. (2011). The impact of destination attributes on Muslim tourist's choice. International Journal of tourism research, 13(6), 527-540.
Cardello, A. V. (1995), “Food quality: relativity, context and consumer expectations”, Food Quality and Preference , Vol. 6 No. 3, pp. 163-170.
Creusen, M. E., & Schoormans, J. P. (2005). The different roles of product appearance in consumer choice. Journal of product innovation management, 22(1), 63-81.
Cronin, K., Ring, D., Sheehan, L., & Foulon, A. (2015). Probabilistic analysis of weight variability in tablets and capsules arising from the filling of a cavity with powder of a poly-dispersed size. Powder Technology, 270, 287-295.
Fitzpatrick, J. J., Barringer, S. A., & Iqbal, T. (2004). Flow property measurement of food powders and sensitivity of Jenike’s hopper design methodology to the measured values. Journal of Food Engineering, 61(3), 399-405.
Gahche, J. (2011). Dietary supplement use among US adults has increased since NHANES III (1988-1994) (No. 61). US Department of Health & Human Services, Centers for Disease Control and Prevention, National Center for Health Statistics.
Kristensen, H., & Schaefer, T. (1987). Granulation, a review on wet granulation, Drug Dev. Ind. Pharm, 13(4&5), 803.
Migliore, G. , Schifani, G. and Cembalo, L. (2015), “Opening the black box of food quality in the short supply chain: effects of conventions of quality on consumer choice”, Food Quality and Preference , Vol. 39, pp. 141-146.
Mishra, R., Ray, A., Singh, A., Tripathy, S., Prasad, S., & Yadav, R. (2023). Development And Evaluation Of Anti Diabetic Activity In Polyherbal Tablets Of Local Herbs. Journal of Pharmaceutical Negative Results, 1418-1426.
Moskowitz, H. R. (1995), “Food quality: conceptual and sensory aspects”, Food Quality and Preference , Vol. 6 No. 3, pp. 157-162.
Naidu, A. (2017) ‘Strategies for marketing to the rural customer in India: the 4 As model of rural marketing’, Journal of Rural and Industrial Development, Vol. 5, No. 1, p.35.
Osorio-Fierros, A., Cronin, K., Ring, D., Méndez-Zavala, A., Morales-Oyervides, L., & Montañez, J. C. (2017). Influence of granulation process parameters on food tablet properties formulated using natural powders (Opuntia ficus and Chlorella spp.). Powder Technology, 317, 281-286.
Oude Ophuis, P. A., and Van Trijp, H. (1995), “Perceived quality: a market driven and consumer oriented approach”, Food Quality and Preference , Vol. 6 No. 3, pp. 177-183.
Ozen, A. E., Pons, A., & Tur, J. A. (2012). Worldwide consumption of functional foods: a systematic review. Nutrition reviews, 70(8), 472-481.
Pizzagalli, L., Sharma, A., & Lascu, D. N. (2018). Marketing at the bottom of the pyramid: Serving, and in the service of low-income consumers. Innovative Marketing, 14(2), 35-40.
Shi, L., Feng, Y., & Sun, C. C. (2011). Massing in high shear wet granulation can simultaneously improve powder flow and deteriorate powder compaction: A double-edged sword. European Journal of Pharmaceutical Sciences, 43(1-2), 50-56.
Sy-Changco, J. A., Pornpitakpan, C., and Singh, R. (2009) ‘Mini-sizing consumption or whetting the appetite? Managerial insights on sachet marketing strategies of consumer goods companies’, Paper presented at ANZMAC 2009, Melbourne, December.
Tan, M. J., Ye, J. M., Turner, N., Hohnen-Behrens, C., Ke, C. Q., Tang, C. P., ... & Ye, Y. (2008). Antidiabetic activities of triterpenoids isolated from bitter melon associated with activation of the AMPK pathway. Chemistry & biology, 15(3), 263-273.
Thent, Z. C., Das, S., & Zaidun, N. H. (2018). Emerging trends on drug delivery strategy of Momordica charantia against diabetes and its complications. Current Drug Delivery, 15(4), 453-460.
(Ismail et al., 2024)
Ismail, A. K., Osman, M. S., Wahab, M. S. A., Burhan, N. S., Bashir, M. ‘Arif A., Fadil, N. A. B., Sabry, M. I. B. M., & Zamri, N. I. (2024). Consumer Preferences toward Product Attributes in Kopi Ala Kazim Functional Food: A Preliminary Study. International Journal of Academic Research in Business and Social Sciences, 14(2), 188–197.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode