Research Survey on the Consumers’ Awareness, Acceptability and Consumption of Edible Bird’s Nest as a Healthcare Product among the General Public of Kuala Lumpur, Malaysia.

Norizan, Norfitrah (2018) Research Survey on the Consumers’ Awareness, Acceptability and Consumption of Edible Bird’s Nest as a Healthcare Product among the General Public of Kuala Lumpur, Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Edible Bird Nest (EBN) said to be one of the high value agriculture products of Malaysia. EBN contains multiple beneficial nutrients that may be in this case unaware to a cluster of the general public in Malaysia. The objectives of this study are: i) To investigate the current trend on the awareness of the EBN, ii) To determine how the general public perceived EBN as a health product and understanding theinfluence of attitude and practice in the purchase intention for edible bird nest products. The collection of data was gathered through a survey using convenient sampling. A total of 310 respondents of various backgrounds have answered the survey, which contained multiple sections of questionnaire. The multiple sections are divided into three, testing on the Knowledge, Attitude and Practice area regarding to the consumption of EBN. Open-ended question was also included to ask participants on their opinions regarding the type of EBN products consume and the factor influencing consumption of EBN. Various types of analysis were conducted to examine the results such as descriptive analysis and analysis of variance (ANOVA). The results only show significant in certain areas (e.g. price, health benefits and perception towards race). Results have also shown that, the consumption of EBN is through the majority influence of health and family. The most preferred product is the Ready-To-Eat (RTE) EBN due to its convenience and availability. Based on the general public’s results, about 81% of the sample size is willing to try on EBN.