Exploring factors influencing purchase intention on semi-prepared food among Malaysia consumers/ Hairunnisa Mohamad Ibrahim, Azuralisda Mohd Ghazali and Zuratulraha Jaafar

• Main Authors: Mohamad Ibrahim, Hairunnisa, Mohd Ghazali, Azuralisda, Jaafar, Zuratulraha
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2021
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Customer services. Customer relations; Purchasing. Selling. Sales personnel. Sales executives; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/67558/1/67558.pdf; https://ir.uitm.edu.my/id/eprint/67558/; https://www.jthca.org/

The purpose of this study is to discover Malaysian millennial consumer attitudes in the direction of semi-prepared food and their purchase objective. The objective set for this research was conducted with the following objectives respectively getting an insight into the semi- prepared food market in...