ROLE OF MARKETING MIX AND HALAL CERTIFICATE TOWARDS PURCHASE INTENTION OF AGRO BASED PRODUCTS

Abstract

The agro based products is one of the areas that Malaysian government encourage to stimulate the economy. These products offer unique flavours to the food industry as it capitalizes on local varieties. Though the products are good and have great future, they suffer from lack of strategies to position their product effectively in the market. Hence, this study aims to investigate marketing strategies of local agro based products that influence purchase intention among consumers in Perlis, Malaysia. There were five constructs tested namely price, product, place, promotion and Halal certificate that influence intent to purchase. Data were collected through self-administered survey using mall intercept technique. There were 164 data valid for analysis. The results show that product, place and Halal certificate have a relationship with intent to purchase. However, price and promotion appear to have no effect to the endogenous variable. Discussions, conclusions and recommendations are included in the article.