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Canadian Social Science
Vol. 7, No. 1, 2011, pp. 110-118

ISSN 1712-8056 [Print] ISSN 1923-6697[Online] www.cscanada.net www.cscanada.org

Innovative Food and Its Effects toward Consumers’ Purchase Intention of Fast Food Product LES ALIMENTS INNOVANTS ET SES EFFETS VERS L'INTENTION D' ACHAT DES PRODUIT DE FAST FOOD DES CONSOMMATEURS Mohd Rizaimy Shaharudin1 Abdul Sabur Bin Ismail2 Suhardi Wan Mansor3 Shamsul Jamel Elias4 Muna Abdul Jalil5 Maznah Wan Omar6

Abstract: This study is about the discoveries on innovative food and its effects toward consumers’ purchase intention of fast food products in Malaysia. The research aims to investigate whether consumers really consider the innovation factor when making decision to purchase the fast food products. The findings of the study indicated that there is less influence of innovative food on the consumers’ purchase intention which emphasizes more on the ‘output’ (which is the end products) rather than ‘input’ (which is raw materials used in producing the foods). Innovative food is being too narrowly defined by the consumers’ as only a technology-related part of innovations. Whereas innovative food could be perceived in a broader scope such as product innovation, process innovation, organizational innovation and market innovation. The result has shown some differences with the previous literature where food innovativeness were found to have positive relationship toward the consumers’ satisfaction. Hence, this study is expected to contribute to the existing knowledge on the dimension of consumer Faculty of Business Management, Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah, Malaysia Email: rizaimy@kedah.uitm.edu.my 2 10, Jalan Limau Manis, Taman Bukit Tengah, 14000 Bukit Mertajam, Pulau Pinang, Malaysia Email: waja_4898@hotmail.com 3 Language Academy, Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah, Malaysia Email: suhardiwm@kedah.uitm.edu.my 4 Faculty of Computer Science, Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah, Malaysia Email: shamsulje@kedah.uitm.edu.my 5 Faculty of Business Management, Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah, Malaysia E-mail: munaaj741@kedah.uitm.edu.my 6 Faculty of Business Management, Universiti Teknologi MARA, P.O Box 187, 08400 Merbok, Kedah, Malaysia E-mail: maznah199@kedah.uitm.edu.my *Received 15 November 2010; accepted 20 January 2011 110 1

Mohd Rizaimy Shaharudin; Abdul Sabur Bin Ismail; Suhardi Wan Mansor; Shamsul Jamel Elias; Muna Abdul Jalil; Maznah Wan Omar/Canadian Social Science Vol.7 No.1, 2011 purchase intention to the industry players as well as academicians. Future research should focus on the similar study with the extended scope to other fast food restaurants in Malaysia. By doing this, hopefully we can get a clearer picture on the existing and new variables which can be further examined. Key words: Innovative Food; Freshness; Presentation; Taste; Fast Food Restaurant Résumé: Cette étude porte sur les découvertes concernant les denrées alimentaires innovantes et de ses effets à l'intention d’achats des consommateurs sur les produits de restauration rapide en Malaisie. La recherche vise à déterminer si les consommateurs ont vraiment considérer le facteur de l'innovation lors de la décision d'achat des produits de restauration rapide. Les conclusions de l'étude indiquent qu'il y a moins d'influence de la nourriture innovantes sur l’'intention d' achat des consommateurs qui met l'accent plus sur la «production» (ce qui est produit fini) plutôt que «input» (ce qui est de matière première utilisée dans la production des aliments ). Les alimentaires innovants sont trop étroitement définie par les consommateurs car seule une partie de technologie liés à des innovations. Considérant que les aliments innovants pourrait être perçue dans un plus large champ d'application tels que l'innovation produit, innovation de processus, l'innovation organisationnelle et innovation sur le...
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