Understanding Purchase Intention of Ready-to-Eat Food among Malaysian Urbanites: A Proposed Framework

Changes in life style have brought in profound variations in the purchase intentions among people. This change is even prominent among urban residents who are living a stressful life style and heavily depending on external supplies for their living. In view of this, ready-to-eat food has taken central attention among the urban residents and there are many factors driving such intentions. This conceptual paper will discuss about extrinsic factors that drives purchase intentions among urban residents in Malaysia. In order to investigate this phenomenon, several dimensions of extrinsic factors such as perceived price, perceived safety, perceived packaging, brand image and convenience will be discussed. Apart from that, the mediating effect of nutritional information interest will also be reviewed on the relationship between extrinsic factors and purchase intention. Eventually, this article will propose a conceptual framework that links extrinsic factors, purchase intention and nutritional information interest. Supporting literature about all constructs under study is also discussed in order to contextualize this study. Some direction into undertaking empirical study of this conceptual paper is also provided towards the end of the article.