Perceived satisfaction with sweetened condensed milk in Malaysia

Ong, Victor Ching Poh * and Sri Sivabalan Danapalam *, and Choy, Tuck Yun * (2012) Perceived satisfaction with sweetened condensed milk in Malaysia. In: Annual Conference on Global Economy, Business and Finance, 25 - 28 July 2012, Beijing, China. (Submitted)

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Abstract

Purpose: This research examined factors that would influence customer satisfaction of premium-priced Brand X sweetened condensed milk among teh-tarik restaurant operators in Peninsular Malaysia. Approach: Past literature suggested that factors such as perceived quality, logistic process responsiveness, sale force effectiveness, brand association and trade promotion would significantly influence customer satisfaction in purchasing a consumer product.This research attempted to affirm that these factors do indeed influence customer satisfaction in the context of Brand X which is a premium brand sweetened condensed milk. A personally-administered questionnaire survey was done to collect data from 80 respondents and which were then statistically analyzed using reliability, correlation and regression analysis. Findings: Results from the statistical analyses indicated that all the five examined factors are positively correlated with the satisfaction level of Brand X. Furthermore, the factors explained 63.3% of the variance in the respondents' satisfaction with Brand X.

Item Type: Conference or Workshop Item (Paper)
Additional Information: 2nd author was a Masters in Management student with the Sunway University Business School.
Uncontrolled Keywords: brand; restaurants; milk; satisfaction; quality; business-to-business; Malaysia
Subjects: H Social Sciences > HF Commerce
Divisions: Sunway University > Sunway University Business School > Dept. Marketing
Depositing User: Ms. Molly Chuah
Date Deposited: 15 Jul 2013 08:33
Last Modified: 15 Jul 2013 08:33
URI: http://eprints.sunway.edu.my/id/eprint/173

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