The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia

Song, Bee Lian and Meysam, Safari and Shaheen, Mansori (2016) The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia. Jurnal Pengurusan, 47. pp. 119-130. ISSN 0127-2713

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Abstract

The aim of this study is to examine the effectsof marketing stimuli factors on consumers’ perceived value and subsequently on their actual purchase of organic food in Malaysia. Five key marketing stimuli variables were examined in this study, and they were product attributes, price, availability, sales promotion and marketing communications.This paper presentsthe results of a survey conducted on a sampleof 430 organic food consumers in Malaysia. The structural equation modelling was used for data analysis and six hypotheses were tested.The resultsrevealed that product attributes, availability and marketing communication have signicantly inuencedconsumers’ perceived value of organic food. Subsequently, consumers’ perceived value is positively correlated to the actual purchase of organic food.There was no signicant effect of price and sales promotion on consumers’ perceived value of organic food.Based on the ndings, the marketing stimuli strategies should be focused on providing superior value to consumers in the aspects of nutritional value,long term health benets, environment friendliness, social status symboland easy accessibility to increase consumers’ purchase of organic foods

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