The importance of consumer perception towards willingness to pay of Sarawak layered cake / Noor Ashyikin Jamali

• Main Author: Jamali, Noor Ashyikin
• Format: Student Project
• Language: English
• Published: 2018
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Customer services. Customer relations
• Online Access: https://ir.uitm.edu.my/id/eprint/98917/1/98917.pdf; https://ir.uitm.edu.my/id/eprint/98917/

The main purpose of this study was to determine factors of customer perception towards willingness to pay for Sarawak layered cake. This research was done with reviewing and analyzing various researches in Malaysia. The findings revealed that the premiums that consumers were willing to pay vary insi...