Menu attributes and students’ purchase decision: a case of Tealive / Hazmal Ismail ... [et al.]

• Main Authors: Ismail, Hazmal, Abdullah, Dayang Nur Aisyah, Noor Rizian, Awang Tuah Nurain Fatihah, Rasul, Rozaidy, Md Zain, Nur Adilah
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Beverages
• Online Access: https://ir.uitm.edu.my/id/eprint/97905/1/97905.pdf; https://ir.uitm.edu.my/id/eprint/97905/; https://www.jthca.org/

Menu attributes offer the customer convenience and option before the buying decision is made. Therefore, this study was conducted to explore the theory of menu attributes that influence purchasing decisions of Tealive products among students in UiTM Puncak Alam, Selangor. The data for this research...