MARKETING CHANNELS FOR FRESH VEGETABLES AND FRUITS IN MALAYSIA

Rapid economic growth and urbanization have transformed the retail food sector in developing countries, including Malaysia.
The number of modern retail stores is increasing with a higher growth rate.
A survey involving 770 respondents was carried out in Peninsular Malaysia to investigate consumer perceptions and preferences towards marketing channels for fresh vegetables and fruits in Malaysia.
This study revealed that the wholesale market was the most preferred marketing channel for fresh agriculture produce, followed by hypermarket/supermarket, the night market and the agro-market.
In general, Malaysian consumers were not loyal to a specific outlet.
The main factors that influenced the consumer to patronize a specific outlet to buy fresh agricultural produces were “cleanliness of a store”, “parking space” and “safety during shopping”. On the other hand, consumers were particular with “the convenience to visit the outlet”, “store operation time” and “good services offered by the store workers”. Consumers from rural areas were more influenced by “distance of outlet” as compared to urban consumers who were more indifferent.
Besides store ambience, price and information of the product were also important to consumers when deciding on patronage of an outlet.

VII International Postharvest Symposium

A.D. Rozhan, Z. Mohd Hafizuddin, A.H. Noorlidawati

fresh vegetables, fresh fruits, consumer preferences, consumer loyalty

https://doi.org/10.17660/ActaHortic.2013.1012.185