The Effect of Socio Demographic Profile on the Purchasing of Functional Food in Malaysia

Leong, Wai Ling (2020) The Effect of Socio Demographic Profile on the Purchasing of Functional Food in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Functional foods are whole foods and fortified, enriched, or enhanced foods that have a potentially beneficial effect on health when consumed as part of a varied diet on a regular basis, at effective levels. This project aims to examine consumers’ profile towards purchasing of functional food as well as investigate the effect of socio demographic profile on the purchasing of functional food in Malaysia. Databases were used to search for studies are related to the research topic and nine journals that meet the inclusion criteria were extracted, compiled and recorded in this project. The findings revealed that there is a higher percentage of journals that show a significant relationship (p<0.05) between age (85.71%), area (100%), education level (57.14%), income level (60.00%), ethnicity (66.67%), gender (80.00%) and marital status (75.00%) with the purchase intention of functional foods by consumers. On the other hand, a same percentage of journals (50%) reported a significant (p<0.05) relationship between household size and employment status with the purchase of functional foods by consumers. A higher percentage of journals reported that consumers who are younger (50%), from urban area (100%), with higher education levels and income (100%), females (75%), and married (100%) are more willing to purchase functional foods.