Volume 5, December 2012 Volume 5, December 2012

1. Perceived Quality Of Coconut Sugar By Producers, Traders And Downstream Industries In Indragiri Hilir District, Riau Province, Indonesia
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Author (s) :
Yeni Kusumawaty, Evy Maharani and Susy Edwina

Keywords:Brown sugar, coconut ugar, perceived quality, consumer preference, gula kelapa, SII

Coconut sugar (gula kelapa) production is a common economic activity of coconut farmers in the Indragiri Hilir District. It is concentrated in the Tempuling sub-district. The producers have low bargaining positions compared to that of the traders or wholesalers. Producers' lack of knowledge about end-consumers' perceptions of good quality coconut sugar makes the situation worse. The study was aimed at identifying the perceived quality by the producers, traders and buyers of coconut sugar. Aspects of quality assessed were colour, texture, aroma, flavour, hygiene, weight, shape, shelf-life and packaging. In general, the producers, traders and industries shared similar quality perceptions of coconut sugar which is similar to the Industrial Standard of Indonesia (SII). However, there were differences in colour preferences. The majority of producers preferred pale colour coconut sugar while the majority of the traders and industries preferred reddish brown coconut sugar. These findings offer guidelines for the producers to reconsider the use of sodium metabisulphite which has been used to enhance pale-colour coconut sugar.
2. The Influence Of Food Product Packaging Attributes In Purchase Decision: A Study Among Consumers In Penang, Malaysia

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Author (s):
Siti Hasnah Hassan, Lee Wai Leng and Wong Wai Peng
Keywords: Packaging, purchase decision, consumer, food industry, Malaysia.
Packaging has become a vital means for differentiating items and attracting consumer attention. Packaging is now an important aspect in marketing and is treated as one of the most influential factors concerning consumer purchase decision at the point of purchase. Therefore, this study was conducted to investigate the effect of verbal and visual attributes on food packaging in consumer purchase decision. The data were collected using structured questionnaires from 181 respondents. The results of the analysis show that among all the packaging attributes, information concerning the packaging and the shape of the packaging has a significant impact on the purchase decision of processed food. Interestingly, attributes, such as graphics, colour, size and material, are not significant in influencing the purchase decision of processed packaged foods. The results of this study provide important insights to marketers and food manufacturers concerning the need to adopt an appropriate packaging strategy for processed foods in the Malaysian market.
3. Factors Influencing Fruits And Vegetables Consumption Behaviour Among Adults In Malaysia

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Author (s):
Khairunnisa Izzati Othman, Muhammad Shahrim Ab Karim, Roselina Karim, Noranizan Mohd Adzahan, Nurhasmilaalisa Abdul Halim and Syuhailly Osman
Keywords: Fruits, vegetables, consumption behaviour, adults, Malaysia
Numerous studies have been carried out on fruits and vegetables consumption and factors that influenced consumers' fruits and vegetables intake. However, there is limited knowledge on factors that influence fruits and vegetables consumption in Malaysia. Hence, it is important to determine factors that increase the consumption of fruits and vegetables. Therefore, the aims of this research were to evaluate the personal and environmental factors on fruits and vegetables consumption behaviour among adults in Malaysia. Social Cognitive Theory (SCT) supports this study. A total of 1200 respondents were selected in seven cities in Malaysia. Data were analysed by using multiple linear regressions, independent sample t-test and one-way ANOVA to address the research objective. Descriptive analysis was employed to profile the respondents. Based on the findings, attitude (p=.001), habit (p=.002), social influences (p=.001) and availability (p=.001) were found important towards fruits and vegetables consumption behaviour. Females were found to have higher interests than their counterparts in all those factors measured in this study. It indicates that women are more health conscious than men. Age and marital status were significant factors in fruits consumption behaviour whereas age, race, marital status and household income were found to have significant influences in vegetables consumption behaviour.
4. Small Farmers And Factors That Motivate Them Towards Agricultural Entrepreneurship Activities

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Author (s):
Mohd Riduwan Mohd Hussin, Muhammad Hasmi Abu Hassan Asaari, Noorliza Karia and Anees Janee Ali@Hamid
Keywords: Small Famers, entrepreneurship factors
Entrepreneurship in agribusiness is among efforts undertaken to transform the country's agricultural sector towards a higher dynamism. Dependence on middlemen in the marketing of agricultural products should be reduced step by step to ensure that farmers get a return commensurate with the efforts that have been put in over the years. Returns are important in motivating more individuals to enter the field of agriculture, which has been ignored especially by the young and highly educated. In addition to encouraging the participation of more individuals in the agricultural sector, good returns to farmers will also help the government to improve the standard of living of farmers while reducing the rate of extreme poverty in the  future. This study was carried out to identify the factors motivating small farmers to engage in farming and entrepreneurial activities. The methodology used in this study was face-to-face interviews using set questionnaires to gather information. A total of 400 respondents from small farmers who cultivated vegetables, miscellaneous crops, fruits and aquaculture were interviewed. This study covered nine states in Peninsular Malaysia, namely, Perlis, Kedah, Perak, Selangor, Penang, Johor, Kelantan, Terengganu and Pahang. The results from this study show that the involvement of young people in farming remains low.