Determinants of Secondary School Teachers’ Purchase Intention Towards Ready-To-Eat Products in Dungun, Terengganu, Malaysia
Keywords:
Ready-To-Eat, Convenience, Brand, Price, Purchase Intention, Teachers
Abstract
The increasing demand for ready-to-eat products has become a significant trend, particularly among busy professionals like secondary school teachers in Dungun, who often face time constraints due to their professional commitments. While consumer behavior and purchase intentions in Malaysia have been widely studied, limited research specifically explores secondary school teachers' purchase intentions toward ready-to-eat products. Therefore, the purpose of this study is to explore the factors, particularly the most significant ones, that impact secondary school teachers' purchase intentions for ready-to-eat products in Dungun. The study gathered 205 respondents by distributing a printed and online survey via WhatsApp to secondary school teachers in Dungun. Then, the data was analyzed using SmartPLS 4 to determine the frequency of demographic profiles, descriptive analyses, measurements, and structural models. This study reveals that the three independent variables- convenience, price and brand are significantly influenced by purchase intention, and brand is the most significant factor. Understanding the factors that influence school teachers to purchase their RTE items is crucial, as this knowledge will enable them to design high-quality RTE products.
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References
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Jia, X., Alvi, A. K., Nadeem. M. A., Akhtar, N., & Zaman, H. M. F. (2022). Impact of perceived influence, virtual interactivity on consumers' purchase intentions through the path of brand image and brand expected value. 13. Original Research article. https://doi.org/10.3389/fpsyg.2022.947916
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Kaviyar, R. (2023). A study on consumer behaviors towards ready-to-eat foods. International Journal of Creative Research Thoughts. 11(4). https://ijcrt.org/papers/IJCRT23A4138.pdf
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Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(3), 607–610.
Li, J., Guo, F., Xu, J., & Yu, Z. (2022). What influences consumers’ intention to purchase innovative products: Evidence from China. Original Research article. 13. https://doi.org/10.3389/fpsyg.2022.838244.
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Mumtaz, A. M., Ting, H., Hwa, C. J., and Ramayah, T. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling. 4(2), 1-14.
Mulyandi, M. R., & Tjandra, R. H. (2023). The influence of product quality and brand image on repurchase intention of halal cosmetic products in e-commerce. Journal Of Industrial Engineering & Management Research. 4(1). DOI: 10.7777/jiemar.v4i1.438.
Muhammad, A., Abd Aziz, N., Bakar, R. A., & Harun, S. (2022). Factors Influencing the Intention for Early Retirement: A Case Study Among Teachers at Secondary Cluster Schools in Dungun, Terengganu. Responsible Education, Learning and Teaching in Emerging Economies, 4(1), 47-56.
Nardi, V. A. M., Jardim, W. C., Ladeira, W., & Santini, F. (2019). Predicting food choice: a meta-analysis based on the theory of planned behavior. British Food Journal, 121(10), 2250-2264.
Nwoko, J.C., Emeto, T.I., Malau-Aduli A.E.O., & Malau-Aduli, B. S. (2023). A systematic review of the factors that influence teachers’ occupational wellbeing. Int J. Environ Res. Public Health, 6;20 (12).
Othman, M. Z., Ismail, I., Hasan, H. F., & Razali, F. (2022). The role of the product quality and price in achieving customer satisfaction in online shopping. International Journal of Academic Research in Business & Social Sciences. 12(10), 3118 – 3129 Doi: 10.6007/IJARBSS/v12-i10/15123.
Panduan Malaysia (2020, April 5). Apakah tanggungjawab seorang guru? Retrieved on 8 December 2024 at https://www.panduanmalaysia.com/tanggungjawab-seorang-guru
Petal, D., (2019). Impact of brand consumer behavior concerning ready-to-eat food. Pramana Research Journal. 9(4). https://www.pramanaresearch.org/gallery/prj-p727.pdf
Rathee, P., & Bhuntel, R. (2018). Factors affecting work-life balance of women in the education sector. International Journal of Social Science and Economic Research. 3(3).
Safeer, A.A., He, Y., Abrar, M.,& Lin, Y. (2021). Impact of perceived brand authenticity on consumer behavior: evidence from generation Y in an Asian perspective. International Journal of Emerging Markets. 10.1108/IJOEM-09-2020-1128.
Selvarathinam, E. (2020). Effect Of Price on The Purchase Intention Of Customers Towards Readymade Food Stuffs. International Journal of Scientific & Technology Research. Volume 9(4). 3238-3239.
Sobaih, A. E. E., Algezawy, M., & Elshaer, I. A. (2023). Adopting an extended theory of planned behavior to examine buying intention and behavior of nutrition-labelled menu for healthy food choices in quick service restaurants: does the culture of consumers matter? International Journal of Environmental Research and Public Health, 20(5), 4498.
Srinivasan, S., Kulkarni, V. D. (2019). A study on the preference of convenience foods by working segments of the information technology companies, Pune City. A Journal of Hospitality. 5(1).
Raj, S., Suvadarshini, A., & Mishra, B. B. (2021). Role, Relevance and Significance of Convenience Food-A Literature Review Approach. Global Media Journal, 19(41), 1-6.
Ushiama, S., Vingerhoeds, M. H., Kanemura, M., Kaneko, D., & De Wijk, R. A. (2021). Some insights into the development of food and brand familiarity: The case of soy sauce in the Netherlands. Food Research International, 142, 110200.
Wong, S. L., Hsu, C. C., & Chen, H. S. (2018). To buy or not to buy? Consumer attitudes and purchase intentions for suboptimal food. International journal of environmental research and public health, 15(7), 1431.
Zainol, Z., Yazit, R., Zakaria, T., Habidin, N. F., & Osman, J. (2017). Online purchase intention among school teachers: Extension of Technology Acceptance Model (TAM). Journal of Contemporary Issues and Thought, 7, 88-103.
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role. Frontiers in psychology, 12, 720151.
Antin, A., & Kiflee, AG. N. (2018). Pengaruh Beban Tugas dan Motivasi Terhadap Keefisienan Kerja Guru Sekolah Menengah di Sabah. Malaysian Journal of Social Sciences and Humanities (MJSSH). 3(2). 77- 84
Azman, A. B., Mazlan, N., Ghani, F. A., Ramli, N., & Yusoff, N. M. (2023). A Study on Consumer Behavior towards Ready-To-Eat Food in Peninsular Malaysia Based on Food-Related Lifestyle. Journal of Islamic, Social, Economics and Development (JISED), 8(53), 15 - 24.
Baskaran, S., Ayob, S.A., Ng, C.H., & Mahadi, N. (2017). Understanding Purchase Intention of Ready-to-Eat Food among Malaysian Urbanites: A Proposed Framework. International Journal of Academic Research in Business and Social Sciences. 7(11). DOI: 10.6007/IJARBSS/v7-i11/3496.
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. 5(1). Doi: 10.26656/fr.2017.5(1).357.
Friani, G., Igir, J.R. E., & Tampi, H. T, (2018). Pengaruh kualitas produk dan harga terhadap keputusan pembelian mobil daihatsu grand max pick up. Jurnal Administrasi Bisnis, 6(2). https://doi.org/10.35797/jab.v6.i002.%25p
Genoveva, G., & Samukti, D. R. (2020). Green marketing: Strengthen the brand image and increase the consumers’ purchase decision. Mix Jurnal Ilmiah Manajemen, 10(3), 367.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd Edition). SAGE Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications. Doi: 10.1007/978 3-030-80519-7
Horning, M. L., Fulkerson, J. A., Friend, S. E., & Story, M. (2017). Reasons parents buy pre-packaged, processed meals: It is more complicated than BI, they don't have time. Journal of Nutrition Education and Behavior. 49(1). 60–66.
Imtiyaz, H., Soni, P., & Yukongdi, V. (2022). Understanding Consumer's purchase intention and consumption of convenience food in an emerging economy: Role of marketing and commercial determinants. Journal of Agriculture and Food Research. (10). https://doi.org/10.1016/j.jafr.2022.100399
Jalolov, T. S. (2024). Use of SPSS Software in Psychological Data Analysis. Psixologiya Va Sotsiologiya Ilmiy Jurnali, 2(7), 1-6.
Janoskova, K., & Kral, P. (2020). Perception of selected sportswear brands with emphasis on expected benefits and features as a prerequisite for customer satisfaction. In SHS Web of Conferences (Vol. 74, p. 01008). EDP Sciences.
Jia, X., Alvi, A. K., Nadeem. M. A., Akhtar, N., & Zaman, H. M. F. (2022). Impact of perceived influence, virtual interactivity on consumers' purchase intentions through the path of brand image and brand expected value. 13. Original Research article. https://doi.org/10.3389/fpsyg.2022.947916
Kaur, K., Zarin, I., Chen, L. E., Choong, Y. V., & Sze-siong, C. (2022). Constructing a stress index for teachers in Malaysia: A fuzzy delphi approach. Asian Journal of University Education (AJUE). 18(3).
Kaviyar, R. (2023). A study on consumer behaviors towards ready-to-eat foods. International Journal of Creative Research Thoughts. 11(4). https://ijcrt.org/papers/IJCRT23A4138.pdf
Kee, D. M. H., Chze, F. M., Ayuni, F., Najwa, F., Nadia, F., Yadav, S., & Das, A. (2022). Are You a Satisfied Customer at Aeon? A Case Study in Malaysia. International Journal of Tourism and Hospitality in Asia Pacific (IJTHAP), 5(1), 49–61
Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement, 30(3), 607–610.
Li, J., Guo, F., Xu, J., & Yu, Z. (2022). What influences consumers’ intention to purchase innovative products: Evidence from China. Original Research article. 13. https://doi.org/10.3389/fpsyg.2022.838244.
Malaysian School Governance. (2021). Garis panduan tadbir urus sekolah menengah kementerian pendidikan Malaysia. Kementerian Pendidikan Malaysia. Retrieved on 8 December 2024 at https://www.moe.gov.my/spi-kpm-bil-4-tahun-2021-garis-panduan-tadbir-urus
Meshram, S. R., Muralidharan, P., & Mulky, A. (2020). Consumer Behavior in the Ready to Eat Foods Category: An Exploration in an Emerging Market. Retrieved on 8 December 2025 at https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1402&context=ama_proceedings
Ministry of Education Malaysia (2020, July 30). Statistik Bilangan Sekolah, Murid & Guru. Retrieved on 8 December 2024 at https://www.moe.gov.my/statistik-bilangan-sekolah-murid-guru
Ministry of Education Malaysia. (2023, June 11). Ministry of Education Malaysia monthly pay. Retrieved on 8 December 2024 at https://www.glassdoor.com/Monthly-Pay/Ministry-of-Education-Malaysia-Teacher-Malaysia-Monthly-Pay-EJI_IE561117.0,30_KO31,38_IL.39,47_IN170.htm
Mordor Intelligence (2021). Ready to eat food market size & share analysis - growth trends & forecasts (2023-2028). Retrieved on 8 December 2024 at https://www.mordorintelligence.com/industry-reports/ready-to-eat- food-market
Mumtaz, A. M., Ting, H., Hwa, C. J., and Ramayah, T. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling. 4(2), 1-14.
Mulyandi, M. R., & Tjandra, R. H. (2023). The influence of product quality and brand image on repurchase intention of halal cosmetic products in e-commerce. Journal Of Industrial Engineering & Management Research. 4(1). DOI: 10.7777/jiemar.v4i1.438.
Muhammad, A., Abd Aziz, N., Bakar, R. A., & Harun, S. (2022). Factors Influencing the Intention for Early Retirement: A Case Study Among Teachers at Secondary Cluster Schools in Dungun, Terengganu. Responsible Education, Learning and Teaching in Emerging Economies, 4(1), 47-56.
Nardi, V. A. M., Jardim, W. C., Ladeira, W., & Santini, F. (2019). Predicting food choice: a meta-analysis based on the theory of planned behavior. British Food Journal, 121(10), 2250-2264.
Nwoko, J.C., Emeto, T.I., Malau-Aduli A.E.O., & Malau-Aduli, B. S. (2023). A systematic review of the factors that influence teachers’ occupational wellbeing. Int J. Environ Res. Public Health, 6;20 (12).
Othman, M. Z., Ismail, I., Hasan, H. F., & Razali, F. (2022). The role of the product quality and price in achieving customer satisfaction in online shopping. International Journal of Academic Research in Business & Social Sciences. 12(10), 3118 – 3129 Doi: 10.6007/IJARBSS/v12-i10/15123.
Panduan Malaysia (2020, April 5). Apakah tanggungjawab seorang guru? Retrieved on 8 December 2024 at https://www.panduanmalaysia.com/tanggungjawab-seorang-guru
Petal, D., (2019). Impact of brand consumer behavior concerning ready-to-eat food. Pramana Research Journal. 9(4). https://www.pramanaresearch.org/gallery/prj-p727.pdf
Rathee, P., & Bhuntel, R. (2018). Factors affecting work-life balance of women in the education sector. International Journal of Social Science and Economic Research. 3(3).
Safeer, A.A., He, Y., Abrar, M.,& Lin, Y. (2021). Impact of perceived brand authenticity on consumer behavior: evidence from generation Y in an Asian perspective. International Journal of Emerging Markets. 10.1108/IJOEM-09-2020-1128.
Selvarathinam, E. (2020). Effect Of Price on The Purchase Intention Of Customers Towards Readymade Food Stuffs. International Journal of Scientific & Technology Research. Volume 9(4). 3238-3239.
Sobaih, A. E. E., Algezawy, M., & Elshaer, I. A. (2023). Adopting an extended theory of planned behavior to examine buying intention and behavior of nutrition-labelled menu for healthy food choices in quick service restaurants: does the culture of consumers matter? International Journal of Environmental Research and Public Health, 20(5), 4498.
Srinivasan, S., Kulkarni, V. D. (2019). A study on the preference of convenience foods by working segments of the information technology companies, Pune City. A Journal of Hospitality. 5(1).
Raj, S., Suvadarshini, A., & Mishra, B. B. (2021). Role, Relevance and Significance of Convenience Food-A Literature Review Approach. Global Media Journal, 19(41), 1-6.
Ushiama, S., Vingerhoeds, M. H., Kanemura, M., Kaneko, D., & De Wijk, R. A. (2021). Some insights into the development of food and brand familiarity: The case of soy sauce in the Netherlands. Food Research International, 142, 110200.
Wong, S. L., Hsu, C. C., & Chen, H. S. (2018). To buy or not to buy? Consumer attitudes and purchase intentions for suboptimal food. International journal of environmental research and public health, 15(7), 1431.
Zainol, Z., Yazit, R., Zakaria, T., Habidin, N. F., & Osman, J. (2017). Online purchase intention among school teachers: Extension of Technology Acceptance Model (TAM). Journal of Contemporary Issues and Thought, 7, 88-103.
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role. Frontiers in psychology, 12, 720151.
Published
2025-03-29
How to Cite
Mohd Zaki, M. I., Mohammad Samauludin, N. A. S., Muhamad, S. F., Mohd Fuza, Z. I., & Yusoff, A. M. (2025). Determinants of Secondary School Teachers’ Purchase Intention Towards Ready-To-Eat Products in Dungun, Terengganu, Malaysia. Information Management and Business Review, 17(1(I)S), 68-76. https://doi.org/10.22610/imbr.v17i1(I)S.4427
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Copyright (c) 2025 Mohd Izwan Mohd Zaki, Nur Amira Syasya Mohammad Samauludin, Siti Fatima Muhamad, Zatul Iffah Mohd Fuza, Abdullah Muhamed Yusoff
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