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  1. Rahman, Abdullah Abdull, Albattat, Ahmad Rasmi, Nurul Fadhillah, Ahmad Fakhry, Nur Syafiqah, Mohd Idris
    MyJurnal
    Bakery industry in Malaysia is a very dynamic and fast-moving industry, where the use of bakery products has become common among society. The purpose of this study is to understand the behaviour of consumers as well as their purchase decision process. Two objectives of this research are to identify consumer’s behaviour towards bakery product in Section 13, Shah Alam, and to study the factors that influence consumers behaviour in their decision making. Researcher has developed a questionnaire to collect the primary data. A survey consisted of a quantitative method and the data were analysed by Statistical Package for Social Science using descriptive statistics. The data were derived from self-administrated questionnaires consisted of structured questions related. A survey is performed by involving 400 bakery consumers. The theoretical framework focusing on the developed marketing mix, consisting of product, price, place, and promotion that resulted positively, and significantly related to consumers’ behaviour in their decision making. Based on the results of this study, it show that the freshness of bakery products leads to the tendency of weekly purchase among consumers. Although consumers’ monthly income is ranging between RM1000-RM4000, the amount of RM51-RM100 as the cost of buying bakery products is considered as preferable and valuable. Moreover, consumers tend to spend their time in bakery within 20 to 30 minutes. Bagus Bakery has become the most visited bakery because of its status as the preferred convenient place with promotional offers during festive season. The most common reason of buying bakery products is determined because of the variety selection. As the study has achieved its objectives, it can be concluded that consumers are having their impression while making the decision towards bakery products during the pre-purchase and post purchase.
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