Understanding the Relationship Between Perceived Quality Cues and Quality Attributes in the Purchase of Meat in Malaysia

Abstract

This study utilizes the Total Food Quality Model to gain a better understanding of how Malaysian consumers make their decision to purchase fresh/chilled meat. We examine the association between quality cues and desired values (quality attributes) with regard to food that is guaranteed Halal, safe to eat, healthy and nutritious, has a good taste, represents good value for money, and is produced in a way that protects the environment and worker welfare. The findings reveal that different quality cues assume different levels of importance when pursuing different desired values.

KEYWORDS:

• fresh meat
• Malaysia
• perceived quality
• quality attributes
• quality cues

Notes

Note. 1 = not at all important and 6 = very important. Those items with the same superscript are not significantly different at p = .05. Superscript letters indicate where those items in the same column are not significant.

Note. 1 = not at all important and 6 = very important. Those items with the same superscript are not significantly different at p = .05. Superscript letters indicate where those items in the same column are not significant.

Additional information

Notes on contributors

Norshamliza Chamhuri

Norshamliza Chamhuri is a lecturer at the Faculty of Economics and Management, National University of Malaysia (UKM), Bangi, Malaysia.

Peter J. Batt

Peter J. Batt is a professor of Food and Agribusiness Marketing at Curtin University in Perth, Western Australia.