Consumers purchase intention towards dietary health supplement product in Ipoh, Perak

• Main Author: Mohamad Khairi, Norizzati
• Format: Undergraduate Final Project Report
• Published: 2020
• Online Access: http://discol.umk.edu.my/id/eprint/4223/

Dietary health supplement can be found in wide range of the products in the market. The purpose of supplement intake may be varying among people but the main reason is to support health. It is an additional health product made up with micronutrients such as vitamins, minerals, amino acids and so forth in order to supplement the dietary food which in particular, the supplement is to complete the nutrient that we lack during eating either in the form of tablets, powder, capsules, solutions etc. However, several issues pertaining supplement product consumption such as particular type of supplement intake would cause adverse effects besides less data found regarding the consumption of dietary health supplement in Malaysia. Thus, the aim of this study carried out was to find out what might influence consumers intention to purchase dietary health supplement focused in Ipoh, Perak with an objective which was to identify the most influential factors that might contribute to the purchase intention of dietary health supplement product. Self-administered questionnaires were distributed to 384 respondents to collect the required data. The reliability of questionnaires was tested using Cronbach's Alpha test. The targeted respondents were selected from the whole population in Ipoh by using convenience sampling method. Descriptive analysis was employed to analyze the data from questionnaires completed by respondents by using Statistical Package for Social Sciences. Seven factors categories were identified which believed influence purchase intention of consumers towards dietary health supplements by applying factor analysis. Theory of Planned Behaviour was used to determine the correlation between the variables. At the end of this study, purchase intention of Ipoh consumers towards dietary health supplement was determined.