Determinants of Malaysian Urban Consumers’ Purchase Intention toward Ready-to-eat Food

Abstract

Ready-to-eat food (RTE) refers to meals or food prepared or cooked in advance, with no further cooking or preparation required before being eaten. This study examines the factors influencing the consumers' purchase intention towards RTE food: price, quality, convenience, and packaging. An online survey among Kuala Lumpur residents generated 180 usable responses. The results of multiple regression indicated that respondents' buying intention toward RTE was significantly determined by convenience and price factors. Product quality and packaging have no significance influence on purchase intention. Managerially, focusing on RTE's convenience and strategic promotion could enhance the urban consumers' buying intention of RTE