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Profiling the Malaysian consumers' consumption behaviour toward dietary supplement products

Mohd Noor, Noor Azila and Liew, Kok Hong and Yap, Sheau Fen and Abdul Rahman, Maria and Muhammad, Azli (2013) Profiling the Malaysian consumers' consumption behaviour toward dietary supplement products. Project Report. Universiti Utara Malaysia. (Unpublished)

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There exists compelling evidence linking nutrition deficiency with increased risk for chronic diseases. A good understanding of the determinants of dietary supplement products consumption is therefore important.This knowledge could assist health professional in developing their marketing and health intervention strategies.Based on the theory of planned behaviour (TPB) and the preventive healthcare behavioural model, this study extends previous health research by determining the influence of various health belief, social, and control factors on attitude towards dietary supplement products and the influence of attitude towards dietary supplement products the actual consumption behaviour. This study is correlational in nature, with the intention to obtain a good grasp of the consumer purchasing behavior of dietary supplement products.This study is a cross-sectional where data was gathered once.A survey was carried out to acquire data from 360 respondents at ten main hypermarkets in Malaysia, utilizing a series of mall intercept method.Data were analyzed using descriptive statistics, chi-square test, correlation and regression analysis.Empirical results suggest that health consciousness, health motivation, health value, perceived behavioural control, normative influence have significant effects on consumer attitude towards dietary supplement consumption.The results indicate that a positive attitude towards dietary supplement products predicts greater likelihood to consume dietary supplements.This study has important implications for marketing practitioners, consumer researchers, and public policy makers interested in the determinants of dietary supplement products consumption.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Dietary supplement consumption, health belief, consumer attitude, preventive health care, theory of planned behaviour.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Prof. Madya Dr. Nor Azila Mohd Nor
Date Deposited: 09 Jul 2013 00:47
Last Modified: 19 Apr 2016 00:17
URI: http://repo.uum.edu.my/id/eprint/8513

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