Lycopene Rich Drink: Consumers Acceptance and Purchase Intention in Malaysia

Rawaida Rusli; Siti 'Aisyah Baharudin; Nur Fazliana Md.Noh; Mohamad Nazim Anvarali; Hadijah Hassan

doi:10.12928/optimum.v11i2.4652

Authors

Rawaida Rusli Malaysia Agricultural Research Development Institute
Siti 'Aisyah Baharudin Universiti Sains Malaysia
Nur Fazliana Md.Noh Malaysia Agricultural Research Development Institute
Mohamad Nazim Anvarali Malaysia Agricultural Research Development Institute
Hadijah Hassan Malaysia Agricultural Research Development Institute

DOI:

https://doi.org/10.12928/optimum.v11i2.4652

Abstract

This study had been carried out to assess the level of acceptance and purchase intention towards new functional beverages developed by the Malaysia Agricultural Research Development Institute (MARDI). The Lycopene Rich Drink (LRD) had been assessed towards 400 respondents in 4 Zone in Malaysia which is Northern, Southern, Western, and Eastern using stratified sampling. The results revealed that the consumers had well accepted the LRD based on the highest mean score acceptance (mean=4.16) compared to the commercial (mean=3.15) beverages in the market. Taste and color are the most preferred attributes that influenced the purchase intention. The logistic regression analysis had predicted almost 95% of the respondents' intent to purchase. Marital status and number of households are the sociodemographic factors that show a significant relationship based on the Chi-Square analysis. The findings of this study are beneficial for the beverages industry players towards exploiting the opportunity of health additional benefit offered.Â

Author Biography

Siti 'Aisyah Baharudin, Universiti Sains Malaysia

Dr. Siti â€˜Aisyah BaharudinÂ is a Senior Lecturer of Economics at the School of Social Sciences, Universiti Sains Malaysia.Â Her areas of specialization are Agricultural Economics,Â Energy EconomicsÂ and System Dynamics Analysis.Â HerÂ researchÂ in agricultural economics includes food supply chain management, food production and marketing, crop energy efficiency and sustainable policy.Â She teaches Introduction of Economics Issue, Agricultural Economics, Malaysian Economics and Research Methodology at undergraduate levels.Â She is a member of the Malaysian Economic Association,Â reviewer for Jurnal Ekonomi Malaysia, Geografia and Pertanika Journal and Editor Board for Optimum Journal

References

Chang, H.-P., Ma, C.-C., & Chen, H.-S. (2020). The impacts of young consumers’ health values on functional beverages purchase intentions. International journal of environmental research and public health, 17(10), 3479-3491.

Chua, Y. P. (2014). Ujian regresi, analisis faktor dan analisis SEM (2nd ed.). Shah Alam, Malaysia: McGraw-Hill Education.

Corbo, M. R., Bevilacqua, A., Petruzzi, L., Casanova, F. P., & Sinigaglia, M. (2014). Functional beverages: the emerging side of functional foods: commercial trends, research, and health implications. Comprehensive reviews in food science and food safety, 13(6), 1192-1206.

Darusalam, G., & Hussin, S. (2018). Research methodology in education (2nd ed.). Kuala Lumpur: University of Malaya.

Hardy, G. (2000). Nutraceuticals and functional foods: introduction and meaning. Nutrition (Burbank, Los Angeles County, Calif.), 16(7-8), 688-689.

Henry, C. J. (2010). Functional foods. European Journal of Clinical Nutrition, 64(7), 657-659.

Kwak, N.-S., & Jukes, D. J. (2001). Functional foods. Part 1: the development of a regulatory concept. Food Control , 12(2), 99-107.

Luckow, T., & Delahunty, C. (2004). Which juice is ‘healthier’? A consumer study of probiotic non-dairy juice drinks. Food Quality and Preference , 15(7-8), 751-759.

Maoto, M. M., Beswa, D., & Jideani, A. I. (2019). Watermelon as a potential fruit snack. International Journal of food properties, 22(1), 355-370.

Ministry of Agriculture and Food Industry . (2020). Crop Statistics Booklet (Food Crops Sub Sector). Retrieved 9 15, 2021, from

http://www.doa.gov.my/index.php/pages/view/622?mid=239

Mordor Intelligence. (2021). Functional Beverage Market – Growth, Trends, Covid-19 Impact, and Forecasts (2021-2026) . Retrieved 9 10, 2021, from

https://www.mordorintelligence.com/industry-reports/functional-beverage-market?gclid=Cj0KCQjwh_eFBhDZARIsALHjIKcwk-ZSNC-tIsOd6e4Tl_Id6mjLVF01zqmN4w_WPagty_Y1UeWEHJcaAgrmEALw_wcB

PF Guiné, R., Ramalhosa, E. C., & Valente, L. P. (2016). New foods, new consumers: innovation in food product development. Current Nutrition & Food Science, 12(3), 175-189.

Piqueras-Fiszman, B., & Spence, C. (2015). Sensory expectations based on product-extrinsic food cues: An interdisciplinary review of the empirical evidence and theoretical accounts. Food Quality and Preference, 40(Part A), 165-179.

Ried, K., & Fakler, P. (2011). Protective effect of lycopene on serum cholesterol and blood pressure: Meta-analyses of intervention trials. Maturitas , 68(4), 299-310.

Sabbe, S., Verbeke, W., Deliza, R., Matta, V. M., & Damme, P. V. (2009). Consumer liking of fruit juices with different açaí (Euterpe oleracea Mart.) concentrations. Journal of food science, 74(5), S171-S176.

Sahar, A., Rahman, U. u., Ishaq, A., Munir, M. S., & Aadil, R. M. (2019). Health-Promoting Perspectives of Fruit-Based Functional Energy Beverages. Sports and Energy Drinks , 10(1), 399-439.

Siro, I., Kápolna, E., Kápolna, B., & Lugasi, A. (2008). Functional food. Product development, marketing and consumer acceptance—A review. Appetite , 51(3), 456-467.

Skąpska, S., Marszałek, K., Woźniak, Ł., Szczepańska, J., Danielczuk, J., & Zawada, K. (2020). The Development and Consumer Acceptance of Functional Fruit-Herbal Beverages. Foods , 9(12), 1-16.

Stanton, C., Ross, R. P., Fitzgerald, G. F., & Sinderen, D. V. (2005). Fermented functional foods based on probiotics and their biogenic metabolites. Current opinion in biotechnology, 16(2), 198-203.

Tschannen‐Moran, M., & Gareis, C. R. (2004). Principals' sense of efficacy: Assessing a promising construct. Journal of Educational administration, 42(5), 573-585.

Zaidel, Abang, D. N., Ida Idayu Muhamad, Z. H., Jusoh, Y. M., & Salleh, E. (2021). Innovation and Challenges in the Development of Functional and Medicinal Beverages. In D. K. Mahapatra, C. N. Aguilar, & A. K. Haghi (Eds.), Natural Products Pharmacology and Phytochemicals for Health Care (1st ed., pp. 157-217). New York: Natural Products Pharmacology and Phytochemicals for Health Care.