The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers

Unhealthy food consumption has been linked to the risk of many diseases such as noncommunicable diseases and obesity. Thus, this study aimed to examine the effects of marketing mix dimensions (product, price, promotion, and place) on the consumption patterns of healthy food and healthy lifestyle as...

Full description

Saved in:
Bibliographic Details
Main Author: Djermani, Farouk
Format: Thesis
Language:English
English
English
English
Published: 2020
Subjects:
Online Access:https://etd.uum.edu.my/8820/1/Depositpermission-Allow_Not%20Allow_s96019.pdf
https://etd.uum.edu.my/8820/2/s96019_01.pdf
https://etd.uum.edu.my/8820/3/s96019_02.pdf
https://etd.uum.edu.my/8820/4/s96019_references.docx
https://etd.uum.edu.my/8820/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.etd.8820
record_format eprints
spelling my.uum.etd.88202021-11-16T02:51:46Z https://etd.uum.edu.my/8820/ The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers Djermani, Farouk HF5415.33 Consumer Behavior. Unhealthy food consumption has been linked to the risk of many diseases such as noncommunicable diseases and obesity. Thus, this study aimed to examine the effects of marketing mix dimensions (product, price, promotion, and place) on the consumption patterns of healthy food and healthy lifestyle as well as to examine the mediating effects of healthy lifestyle between the specified linkages. A quantitative research design approach was selected where the questionnaire was formulated for primary data collection. The variables were measured using 33 items sourced from past studies. All the items were assessed using the five-point Likert scale. 500 questionnaires were distributed to academicians from four Universities (UUM, UniMap, UPSI, USM) by using the random sampling technique. 357 responses were returned, representing a 71.4% response rate. The analysis method used the partial least square (PLS 3) regression and descriptive methods. The findings indicate that consumer healthy lifestyle, promotion and place are positive and significant predictors of consumption patterns while product, price, and promotion are significant predictors of a consumer healthy lifestyle. The results of the mediation effects of a healthy lifestyle show that healthy lifestyle is a significant mediator between product, price, and promotion with consumption patterns. As Malaysian consumers exhibit serious concern towards healthy food consumption patterns, it is recommended that the managers focus their strategies on promotion and place more significance on healthy lifestyle in their healthy food consumption patterns. The study discusses the implications to various stakeholders, its limitation and recommendations for future studies. 2020 Thesis NonPeerReviewed text en https://etd.uum.edu.my/8820/1/Depositpermission-Allow_Not%20Allow_s96019.pdf text en https://etd.uum.edu.my/8820/2/s96019_01.pdf text en https://etd.uum.edu.my/8820/3/s96019_02.pdf text en https://etd.uum.edu.my/8820/4/s96019_references.docx Djermani, Farouk (2020) The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers. Doctoral thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Djermani, Farouk
The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
description Unhealthy food consumption has been linked to the risk of many diseases such as noncommunicable diseases and obesity. Thus, this study aimed to examine the effects of marketing mix dimensions (product, price, promotion, and place) on the consumption patterns of healthy food and healthy lifestyle as well as to examine the mediating effects of healthy lifestyle between the specified linkages. A quantitative research design approach was selected where the questionnaire was formulated for primary data collection. The variables were measured using 33 items sourced from past studies. All the items were assessed using the five-point Likert scale. 500 questionnaires were distributed to academicians from four Universities (UUM, UniMap, UPSI, USM) by using the random sampling technique. 357 responses were returned, representing a 71.4% response rate. The analysis method used the partial least square (PLS 3) regression and descriptive methods. The findings indicate that consumer healthy lifestyle, promotion and place are positive and significant predictors of consumption patterns while product, price, and promotion are significant predictors of a consumer healthy lifestyle. The results of the mediation effects of a healthy lifestyle show that healthy lifestyle is a significant mediator between product, price, and promotion with consumption patterns. As Malaysian consumers exhibit serious concern towards healthy food consumption patterns, it is recommended that the managers focus their strategies on promotion and place more significance on healthy lifestyle in their healthy food consumption patterns. The study discusses the implications to various stakeholders, its limitation and recommendations for future studies.
format Thesis
author Djermani, Farouk
author_facet Djermani, Farouk
author_sort Djermani, Farouk
title The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_short The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_full The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_fullStr The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_full_unstemmed The relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among Malaysian consumers
title_sort relationship between marketing mix, healthy lifestyle and the consumption patterns of healthy food among malaysian consumers
publishDate 2020
url https://etd.uum.edu.my/8820/1/Depositpermission-Allow_Not%20Allow_s96019.pdf
https://etd.uum.edu.my/8820/2/s96019_01.pdf
https://etd.uum.edu.my/8820/3/s96019_02.pdf
https://etd.uum.edu.my/8820/4/s96019_references.docx
https://etd.uum.edu.my/8820/
_version_ 1717096369509892096
score 13.160551