A Study on Determinant of Honey Consumption in Sarawak

Nurshafiqah, Mohamad Safri (2022) A Study on Determinant of Honey Consumption in Sarawak. [Final Year Project Report] (Unpublished)

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The purpose of the study is to determine the consumption of honey in Sarawak. Data was collected using an online survey through Google Forms that focused on sites of people between the ages of 18 and 40 and above who had used local natural honey. Researchers used IBM SPSS Statistics version 26 (SPSS) to analyze the collected data. A study of 310 Sarawak customers was undertaken with the goal of applying the theory of planned behaviour (TPB) to explain the desire to purchase local honey. When new variables like habits, trust, price sensitivity, and perceived medical benefit are introduced, the TPB model's predictive power grows dramatically. The findings demonstrate that views determine whether people intend to buy local honey. These results may be used to focus private and public initiatives on consumers' intentions to buy honey. The relationship between attitude, subjective norm, price sensitivity, trust, habits, perceived medical benefit with purchase intention of honey is significant positive.

Item Type: Final Year Project Report
Additional Information: Project Report (B.Sc.) -- Universiti Malaysia Sarawak, 2022.
Uncontrolled Keywords: Honey Consumption, Sarawak
Subjects: H Social Sciences > HF Commerce
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Faculties, Institutes, Centres > Faculty of Economics and Business
Depositing User: Unai
Date Deposited: 20 Sep 2022 03:39
Last Modified: 20 Sep 2022 03:39
URI: http://ir.unimas.my/id/eprint/39852

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