Pt Enthira, H Yusnita, Y Azizulyadi, A Asma', J Siti Nur'afifah
Faculty of Fisheries and Food Science, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Terengganu, Malaysia.
Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030, Kuala Nerus, Terengganu, Malaysia.
Heliyon. 2023 May 5;9(5):e15819. doi: 10.1016/j.heliyon.2023.e15819. eCollection 2023 May.
This study was aimed to assess internal and external factors related to youths' consumption behavior towards roasted chicken products. Qualitative interview was conducted with 30 selected respondents aged 15-20, 21-25 and 26 to 30 from a university and two high schools at Serdang, Selangor. An audio recorder was used to gather qualitative data over two months. A thematic content analysis was applied to identify the needed information, comprising of transcription, coding and theme development. Results disclosed that respondents in this study implied physiological attributes (delicious, tastiness, crispy texture, good flavour, brown colour, smoky aroma, own eating preference), personality attributes (availability, good hygiene, health concern), reference groups (friends, family members) and culture (family lifestyle, early life feeding behaviour) as significant factors that drive their purchase of roasted chicken products. This study's results also disclosed that the most prioritized factors were brown colour, health concern, friends and family lifestyle. The results of this study further identify physiological and personality attributes as internal factors, and reference groups and culture as external factors. Hence, this study concluded that internal factors (physiological, personality) and external factors (reference groups, culture) as essential factors in influencing youths' purchase of roasted chicken products. Thus, this study's outcome is beneficial for the vendors to boost their sales as well as promoting better ways of selecting foods to reduce the risk of non-communicable diseases amongst the youth in Malaysia.
本研究旨在评估与年轻人对烤鸡产品消费行为相关的内部和外部因素。对来自雪兰莪州士拉央一所大学和两所高中的30名选定受访者进行了定性访谈，这些受访者年龄在15 - 20岁、21 - 25岁和26至30岁之间。在两个月的时间里，使用录音机收集定性数据。采用主题内容分析法来确定所需信息，包括转录、编码和主题发展。结果显示，本研究中的受访者认为生理属性（美味、可口、酥脆口感、风味好、棕色、烟熏香气、个人饮食偏好）、个性属性（可获得性、卫生状况良好、关注健康）、参照群体（朋友、家庭成员）和文化（家庭生活方式、早期喂养行为）是促使他们购买烤鸡产品的重要因素。本研究结果还表明，最优先考虑的因素是棕色、关注健康、朋友和家庭生活方式。本研究结果进一步确定生理和个性属性为内部因素，参照群体和文化为外部因素。因此，本研究得出结论，内部因素（生理、个性）和外部因素（参照群体、文化）是影响年轻人购买烤鸡产品的重要因素。因此，本研究结果有利于商家提高销售额，并促进选择更健康食物的更好方式，以降低马来西亚年轻人患非传染性疾病的风险。
