Segmenting consumers purchase intention towards edible bird’s nest products using the decision tree techniques

• Main Authors: Mohamad Shukri, Nurul Nabilah Huda, Mohd Nawi, Nolila, Abdullah, Amin Mahir, Man, Norsida
• Format: Article
• Language: English
• Published: ExcelingTech Publishers 2019
• Online Access: http://psasir.upm.edu.my/id/eprint/82078/1/Segmenting%20consumers%20purchase%20.pdf; http://psasir.upm.edu.my/id/eprint/82078/; https://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/2599

Domestic consumption of nutritional products and food supplements are on the rise. This is due to the fact that consumers have become more affluent and aware of their health. Edible bird’s nest (EBN) is used as a health supplement for medicinal benefits to improve health quality. However, issues suc...