Consumer Acceptance of Fermented Drinks in Malaysia

  • Norzalila Kasron Malaysian Agricultural Research and Development Institute (MARDI), Persiaran MARDI-UPM, 43400 Serdang, Selangor, Malaysia.
  • Musaalbakri Abdul Manan Malaysian Agricultural Research and Development Institute (MARDI), Persiaran MARDI-UPM, 43400 Serdang, Selangor, Malaysia.
  • Mohd Nur Hafiz Mat Azmin Malaysian Agricultural Research and Development Institute (MARDI), Persiaran MARDI-UPM, 43400 Serdang, Selangor, Malaysia.
  • Nor Azlina Saari Malaysian Agricultural Research and Development Institute (MARDI), Persiaran MARDI-UPM, 43400 Serdang, Selangor, Malaysia.
  • Malisah Abd Latip Faculty of Humanities, Management and Science, University Putra Malaysia Bintulu Campus, Sarawak, Malaysia.
Keywords: consumer acceptance, exploratory factor analysis (EFA), fermented drinks, indigenous fruits, willingness to pay

Abstract

Fermented beverages have become a powerful player in the global beverage sector because of the increased demand for health products and their nutritional benefits to societies. This study aimed to identify consumer acceptance and willingness to pay for fermented drinks developed by MARDI. It also will evaluate the market potential of products among industry players. In this study, the data was collected using structured questionnaire and face-to-face interviews focused on the population in Peninsular Malaysia. The population's selection by stratified random sampling technique and the major survey locations included mall and hypermarket. Exploratory factor analysis (EFA) was used to discover the underlying structure of observed variables. A total of 400 respondents had participated in the study. A field survey conducted showed that 54% of respondents knew about functional foods and 55% of these are aware of functional foods based on fruits were in the market. The survey found that 30% of respondents had taken fermented drinks before, while the rest had never known this drink. Age and income have a significant influence on consumers' willingness to pay fermented drinks at a reasonable price if this product is available in the Malaysian market. Government support is needed to encourage the cultivation of indigenous fruit in Malaysia. It can be done through the provision of seed subsidies and financial resources to farmers in expanding and increasing the supply of these raw materials for the production of value-added products.

Statistics
Abstract views: 54 , PDF downloads: 33

Downloads

Download data is not yet available.

References

Andreessen, M. (2021). A Step-by-Step Guide to Product-Market Validation. Retrieved from https://www.singlemindconsulting.com/blog/a-step-by-step-guide-to-product-market-validation/ on March 2021.

Corbo, M.R., Bevilacqua, A., Petruzzi, L., Casanova, F.P. & Sinigaglia, M. (2014). Functional beverages: The emerging side of functional foods. Comprehensive Reviews in Food Science and Food Safety, 13(6), 1192 – 1206.

Dan Olsen. (2015). The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback. John Wiley & Sons Inc

Dimidi, E., Cox S.R., Rossi, M. & Whelan, K. (2019). Fermented foods: Definitions and characteristics, impact on the gut microbiota and effects on gastrointestinal health and disease. Nutrients, 11(8), 1806.

Hanemann, M. (1984). Welfare evaluation in contingent valuation experiment with discrete responses. American Journal of Agricultural Economics, 66, 332–341

Hanley N. & Barbier E.B. (2009) Pricing Nature: Cost – Benefit Analysis and Environmental Policy. heltenham: Edward Elgar, USA

Hanley, N. & Barbier, E.B. (2009). Cost-Benefit Analysis and Environmental policy. Edward Elgar, USA

Hoehn J, Randall A. (1987). A satisfactory benefit cost indicator from contingent valuation. Journal of Environmental Economics and Management, 14, 226–47.

Kok, C.R. & Hutkins, R. (2018). Yogurt and other fermented foods ad sources of health-promoting bacteria. Nutrition Reviews, 76(1), 4 – 15.

Kombucha Market (By Flavors: Original, Flavoured; By Distribution Channel: Supermarkets, Online Stores, Health Stores) - Global Industry Analysis, Market Size, Opportunities and Forecast, 2018 – 2026. Retrieved from https://www.acumenresearchandconsulting.com/kombucha-market on March 2021

Krystallis, A. & G. Chryssohoidis. (2005). Consumers’ willingness to pay for organic food: Factors that affect it and variation per organic product type. British Food Journal, 107(5), 320- 343

Liburdi, K., Bernini, R. & Esti, M. (2020). Fermented beverages: Geographical distribution and bioactive compounds with health benefits. In: New and future developments in microbial biotechnology and bioengineering – Microbial biomolecules: Properties, relevance and their translational applications. Edited by: Rodrigues, A.G. Elsevier, Netherlands. 131 – 151.

MacCallum, R. C., Widaman, K.F., Zhang, S., & Hong, S. (1999). Sample size in factor analysis. Psychological Methods, 4, 84-99.

Mvududu, N. H., & Sink, C. (2013). Factor analysis in counseling research and practice. Counselling Outcome Research and Evaluation, 4(2), 75-98

Richard, A., Johnson & Dean W. W. (2007). Applied Multivariate Statistical Analysis (6th Edition). USA: Pearson Education Publications

Sahu, L. & Panda, S.K. (2018). Innovative technologies and implications in fermented food and beverage industries: An overview. In: Food Microbiology and Food Safety. Edited by: Panda, S.K. and Shetty, P.H. Springer Nature, 1 – 23.

Saxe L. (2021). Fermented Foods Are Up 149 Up 149% – As Long As They’re Unfamiliar. Forbes. Retrieved from https://www.forbes.com/sites/lizzysaxe/2019/02/06/fermented-foods-are-up-149-percent-as-long-as-theyre-unfamiliar/#5f5043a9673f on January 2021

Semick, J. (2021). Lean Market Validation: 10 Ways to Rapidly Test Your Startup Idea. Retrieved from https://www.productplan.com/blog/lean-market-validation-10-ways-rapidly-test-startup-idea/ on March 2021

Stanton, Emms, & Sia. (2011). Malaysia's Market for Functional Foods, Nutraceuticals and Organic Foods. An Introduction for Canadian Producers and Exporters. Counsellor and Regional Agri-Food Trade Commissioner, South East Asia

Watawana, M.I., Jayawardena, N., Gunawardhana, C.B. & Waisundara, V.Y. (2015). Health, wellness, and safety aspects of the consumption of kombucha. Journal of Chemistry, 591869: 1 – 11.

Williamson, A. R., Hunt, A. E., Pope, J. F., & Tolman, N. M. (2000). Recommendations of dietitians for overcoming barriers to dietary adherence in individuals with diabetes. The Diabetes Educator, 26, 272-278
Published
2021-11-10
How to Cite
Kasron, N., Abdul Manan, M., Mat Azmin, M. N. H., Saari, N. A. and Abd Latip, M. (2021) “Consumer Acceptance of Fermented Drinks in Malaysia”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(11), pp. 306 - 314. doi: https://doi.org/10.47405/mjssh.v6i11.1163.
Section
Articles