Trend-Driven Innovation for RTE Food Market: A Comparison Study Between Consumers from Malaysia and Indonesia
Abstract
The ready-to-eat (RTE) food market is growing worldwide. Nevertheless, a limited study was found where researchers compare consumer behavioral intention toward RTE foods between countries. This study compares consumers in Malaysia and Indonesia regarding their food preferences and behavioral intentions toward RTE foods. Using a quantitative cross-sectional approach, the researchers developed an online survey and distributed the survey link to consumers aged 18 years and above from both countries via social media platforms. The dataset comprised 321 responses from Malaysia and 262 from Indonesia. Based on the analyses, findings reported some similarities and differences in consumer preferences and behavior intention between both countries. The highest percentages of Malaysian respondents were recorded for plant-based, genetically modified, gluten-free, and allergen-free foods. Interestingly, the highest percentage of Indonesian respondents reported for insect-based food than the Malaysians. More Malaysian consumers preferred ethnic foods from different cultures than Indonesians. About the same highest percentages of consumers from both countries preferred cell-cultured meat, 3D printed foods, and vegan foods. For Malaysian samples, attitude and subjective norms significantly influenced their behavior intention toward RTE foods. For Indonesian samples, subjective norms and behavioral control significantly influence consumer behavior intention toward RTE foods. Findings are relevant for food producers and marketers to explore the young consumer market and to identify new products to fulfill the market demand. This study broadens and deepens the current understanding of both countries' RTE food trends and consumer behavioral patterns. Food producers should promote RTE food products by highlighting their benefits through marketing channels.
Downloads
References
Anusha, A.C.S., Tunung, R., Kavita, C., Ribka, A. and Chandrika, M. (2020). Ready-to-eat food consumption practices, food safety knowledge and relation to gender and education level of consumers in Kuala Lumpur, Malaysia. Food Research, 4(5), 1537-1544. https://doi.org/10.26656/fr.2017.4(5).037
Azman, A.B., Mazlan, N., Abd Ghani, F., Ramli, N., & Mat Yusoff, N. (2023). Consumer behavior: Ready-to-eat food in Peninsular Malaysia based on food-related lifestyle. Journal of Islamic, Social, Economics and Development, 8(53), 15-24. doi:10.55573/JISED.085302
Basurra, R.S., Tunung, R., Kavita, C., Ribka, A., Chandrika, M. & Ubong, A. (2020). Consumption practices and perception of ready-to-eat food among university students and employees in Kuala Lumpur, Malaysia. Food Research, https://www.myfoodresearch.com/uploads/8/4/8/5/84855864/fr-2020-357.pdf
Braunsberger, K., Wybenga, H. & Gates, R. (2007). A comparison of reliability between telephone and web-based surveys. Journal of Business Research, 60, 758-764. doi:10.1016/j.jbusres.2007.02.015
Brislin, R.W. (1980) Translation and content analysis of oral and written material. In: Triandis, H.C. and Berry, J. W., Eds., Handbook of cross-cultural psychology: Methodology, Allyn and Bacon, Boston, 389-444.
Choi, J. (2022). A pilot study on RTE food purchasing and food-related behaviors of college students in an urbanized area. International Journal of Research Public Health, 19(6), doi:10.3390/ijerph19063322
Damayanti, R., Nuryakin, C. & Muchtar, P.A. (2023). Household demand for food prepared at home and food away from home in Indonesia. Economics and Finance in Indonesia, 69(1), 35-46.
Department of Statistics Malaysia (DOSM) (July 31, 2024). How is the population of Malaysia trending? Population & Demographic Statistics Division. Retrieved August 23, 2024, from https://open.dosm.gov.my/dashboard/population
Etikan, I., Musa, S.A., & Alkassim, R.S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4. doi:10.11648/j.ajtas.20160501.11
Fast, R.B. (1999). Origins of the US breakfast cereal industry. Cereal Foods World, 44, 394.
Food Standards Agency (2011). E. coli O157 control of cross-contamination guidance for food business operators and enforcement authorities. http://www.food.gov.uk/multimedia/pdfs/publication/e coliguide0211.pdf
Foster, B. (2020). Ready-to-eat: Repackaging food as a turnaround strategy for Indonesian MSMEs during Covid-19. Advances in Social Science, Education, and Humanities Research, 536, 176-185.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate data analysis (7th ed.). Prentice-Hall.
Huang, L. & Hwang, C.A. (2012). In-package pasteurization of ready-to-eat meat and poultry products. Advances in Meat, Poultry and Seafood Packaging, 437-450. https://doi.org/10.1533/9780857095718.3.437
Huo, H., Ahmad, F.S. & Teoh, B. (2023). Evaluating the purchasing behavior of organic food among Chinese consumers. Young Consumers, 24(6), 669-685. doi:10.1108/YC-04-2023-1721
Investinasia (August 29, 2023). Top 20 FMCG companies in Indonesia. Retrieved January 10, 2024 from https://investinasia.id/blog/top-fmcg-companies-in-indonesia/
Kabir, M.R. (2023). A longitudinal study on organic food continuance behavior of Generation Y and Generation Z: Can health consciousness moderate the decision? Young Consumers, 24(5), 513-539. doi:10.1108/YC-09-2022-1606
Mahasuweerachai, P., Suttikun, C. and Bicksler, W.H. (2023). From pride to plate: How feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants. Young Consumers, 24(6), 831-848. doi: 10.1108/YC-12-2022-1658
McDermott, M.S., Oliver, M., Svenson, A., Simnadis, T., Beck, E.J., Coltman, T., Iverson, D., Caputi, P. & Sharma, R. (2015a). The theory of planned behavior and discrete food choices: A systematic review and meta-analysis. International Journal of Behavioral Nutrition and Physical Activity, 12, 162, https://doi.org/10.1186/s12966-015-0324-z
McDermott, M.S., Oliver, M., Simnadis, T., Coltman, T., Iverson, D., Caputi, P. & Sharma, R. (2015b). The theory of planned behavior and dietary patterns: A systematic review and meta-analysis. Preventive Medicine, 81, 150-156. doi:10.1016/j.ypmed.2015.08.02
Nunnally, J.C. (1978) Psychometric theory. 2nd Edition, McGraw-Hill, New York.
Permana, M.A., Aprianingsih, A. & Fadlullah, H.M. (2023). Consumer behavior and perception to buy from ready-to-eat meals meat-based products: A case study of rendang tastes processed meats in Indonesia. Journal of Social Research, 2(9), 3098-3109. https://doi.org/10.55324/josr.v2i9.1369
Rahayu, W., Sri Marwanti, D. & Antriyandarti, E. (2023). Determinants of ready-to-eat food consumption in Central Java: An evaluation of healthy food awareness in the community. AIP Conference Proceedings, 2583 (1). The 5th International Conference on Agriculture and Life Science 2021 3 – 4 November 2021. https://doi.org/10.1063/5.0116856
Rosli, S.K. & Sahak, S.Z. (2024). Determinants of Malaysian urban consumers’ purchase intention toward ready-to-eat food. Environmental Behavior Proceedings Journal. The 5th Advances in Business Research Conference, Langkawi Island, Malaysia, 27 Sept 2023, E-BPJ, March, 9. (pp.3-9).
Sajjad, M., Bhatti, A., Hill, B., & Al-Omari, B. (2023). Using the theory of planned behavior to predict factors influencing fast-food consumption among college students. BMC Public Health, 23, 987, https://doi.org/10.1186/s12889-023-15923-1
Sierkierski, P., Ponchio, M.C. and Strehlau, V.I. (2013). Influence of lifestyles related to eating habits in ready meal consumption: a comparative study between Sao Paulo and Rome. Review of Business Management, 15(48), 325-342. https:// doi.org/10.7819/rbgn.v15i48.1223
Statista (2024a). Ready-to-eat meals – Malaysia. Retrieved on August 23, 2024, from https://www.statista.com/outlook/cmo/food/convenience-food/ready-to-eat-meals/malaysia
Statista (2024b). Ready-to-eat meals – Indonesia. Retrieved on August 23, 2024, from https://www.statista.com/outlook/cmo/food/convenience-food/ready-to-eat-meals/indonesia
Statista Research Department. (January 18, 2024). FMCG market in Malaysia - statistics & facts. Retrieved on April 3rd, 2024, from https://www.statista.com/topics/7617/fmcg-market-in-malaysia/#topicOverview.
Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Allyn and Bacon.
Tey, Y.S., Arsil, P., Brindal, M., Liew, S.Y., Teoh, C.T. & Terano, R. (2018). Personal values underlying ethnic food choice: Means-end evidence for Japanese food. Journal of Ethnic Foods, 5(1), 33-39. https://doi.org/10.1016/j.jef.2017.12.003
Thakur, S., Chaudhary, J., Sharma, B., Verma, A., Tamulevicius, S. & Thakur, V.K. (2018). Sustainability of bioplastics: Opportunities and challenges. Current Opinion in Green and Sustainable Chemistry, 13, 68-75. https://doi.org/10.1016/j.cogsc.2018.04.013
Thienhirun, S. & Chung, S. (2018). Consumer attitudes and preferences toward cross-cultural ready-to-eat (RTE) food. Journal of Food Products Marketing, 24(1), 56-79. https://doi.org/10.1080/10454446.2016.1266544
Verbeke, W. & Vackier, I. (2005). Individual determinants of fish consumption: Application of the theory of planned behavior. Appetite, 44(1), 67-82. doi:10.1016/j.appet.2004.08.006
Wan, C.J. & Yazdanifard, R. (2021). A study of the prospect of Korean cuisine in two states of Selangor and Kuala Lumpur from a customer decision-making perspective. International Journal of Management, Accounting and Economics, 8(6), 401-446. doi:10.5281/zenodo.5109367
Worldometer (2024). Indonesia population. Retrieved August 23, 2024, from https://www.worldometers.info/world-population/indonesia-population/
Copyright (c) 2024 Nur Hidayah Che Ahmat, Wan Rusni Wan Ismail, Rafidah Aida Ramli, Sri Handajani, Anderson Ngelambong
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
