Identifying the Customers’ Acceptance Levels towards Healthy Cakes at Hypermarkets in Klang Valley, Malaysia

Abstract

With the rising of chronic diseases worldwide, healthy food is becoming an option. Consumers are becoming more selective and food ingredients are one of the concern. Food producers need to cater the demand by providing healthier foods. With regard to the current issue, a study was conducted to identify customer acceptance towards healthy cakes. A set of questionnaire was given to the customers at five different locations of the well-known hypermarket in the Klang Valley area, Malaysia. The analysis was done using SPSS version 12.0 statistical software. Significant relationship was found for both affective and cognitive aspects in determining the customer acceptance of healthy cakes. Functional aspect of the food has been shown to be the most influential contributor in determining customer’s acceptance towards healthy cakes. Thus, we could conclude that healthy foods may have potentials to be explored further and would have greater demands by the public.