customer perception toward SME brand

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CHAPTER 1
PROBLEM DEFINITION

1.1 BACKGROUD TO THE PROBLEM
For our research, we found that SME product can’t compete with global or multinational product or brand. That why we conduct this research to know or investigate what are their (household) perception about SME product based on 4 factor which is brand, purchase intention, packaging and last but not least price. For instance, SME product that we choose is MUNIRAH and on the other hand we compare with well-known fruit juice for example PEEL FRESH juice.
Although SME brand is cheaper than well-known brand, but we found that consumer is willing to pay at high cost because of the brand. They think, SME brand is lack of quality, that why they can’t compete at international level. But the truth is, there are a few SME brand are good enough based on quality instead of packaging and other factor. Although the price is cheap and the quality is good but some consumer prefer to purchase based on brand rather than quality or price. Their perception tell that only branded will give them high satisfaction.
Is there any chances that SME brand can be more competable with branded product? Well the answer is YES, if our government take this problem seriously and also support their local product. Not just government play the role but we as a Malaysian also have to support and purchase SME brand so that they can compete global and well-known at other country especially US or CHINA where there is the place that you want to try your product. The market at US and CHINA are very large and the competition is very drastic

1.2 PROBLEM STATEMENT
The major problem that we found are SME brand which mean what are the factors that consumer buy (based on well-known brand or SME brand) and the second problem is purchase intention (intend to purchase SME brand in the next future, advice others to puchase and will consider to purchase next time).

CHAPTER 2
RESEARCH APPROACH

An analytical model consists of a set of variable

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