Customers’ Awareness and Attitude in Purchasing Herbal Products in Kuala Terengganu

Abstract

The growth of the herbal industry in Malaysia has sparked the economy and it is identified as one of the new incomes to the country. This industry is expected to bring more job opportunities to the citizen in Malaysia. Demand for herbal products also has been increasing for the past few years. This study aims to contribute the general understanding of customer awareness and attitude in purchasing herbal products and show the relationship between demographic profile and customer awareness and attitude in purchasing herbal products. This study was conducted in Kuala Terengganu and the online Google form was used as study instrument for data collection. There were around 150 respondents that answered the questionnaire. The questionnaire was divided into 2 sections. The first section which is section A, discusses the socio-demographic profile of the respondents. The second part which is section B were in Likert-scale design to obtain the customers’ awareness and attitude in purchasing herbal products. Data that were collected in this study were analysed using a statistical tool which is Statistical Package for Social Science (SPSS). The Descriptive analysis was used to provide simple summaries of the respondents while the Cross-tab with Chi-Square analysis was chosen to be used to test the statistical independence of the variables. From this study, the variable Age is the only demographic factor that shows a significant relationship towards the customers’ awareness and attitude in purchasing herbal products. Other demographic factors such as Gender, Education, Occupation, and Income shows independent and no relationship towards the customers’ awareness and attitude in purchasing herbal products. This study could be beneficial to researchers and marketers in understanding customer buying behaviour.