Comparison of quality perception: an analysis of local traditional snack food in Penang, Perlis and Kedah
Loading...
Date
2010
Authors
Mudor, Hamdia
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This study seeks to compare the quality perception between MSMEs (Micro-Small
and Medium Enterprises) which are local bahulu food producers and their consumers
in terms of objective quality (sensory, functional and symbolic dimensions) and
perceived quality (intrinsic and extrinsic attributes). It further studies whether/how
objective quality has influence over perceived quality of bahulu for both MSMEs and
consumers. Data were obtained from 58 local MSMEs and 671 consumers surveyed
in the Northern states of Malaysia covering Penang, Perlis and Kedah. The study
reveals that there is a significant gap between MSMEs and consumers in objective
quality of bahulu in terms of sensory and symbolic dimensions except for functional
dimension which reveals no significant gap between the two groups. Besides, the
study shows a significant gap in intrinsic as well as extrinsic attributes of perceived
quality of bahulu by MSMEs and consumers. The results indicate that for MSMEs,
only sensory, out of three dimensions of objective quality, influences MSMEs’
perceived quality of bahulu in terms of intrinsic and extrinsic attributes. As for
consumers, three dimensions of objective quality, namely sensory, functional, and
symbolic, of the consumers influence their perceived quality in terms of intrinsic and
extrinsic attributes. This study implies a mismatch in quality perception of bahulu
between MSMEs and consumers. The gaps perceived can be used by MSMEs to
improve on their bahulu quality offer to satisfy consumers and gain competitive edge
in the marketplace.
Description
Keywords
Business Administration , Snack Food