Consumer preferences on egg purchasing among local residences in Kota Bharu, Kelantan

Nowadays, the eggs consumption have related with a lot of things commonly living standard, consumer prices, diet and the preferences on egg purchasing. The study had conducted in order to find consumer’s preferences on egg purchasing among local residences in Kota Bharu, Kelantan. There are three main independent variables used in this study namely behavioural attitude, subjective norms and perceived behavioural control. The method used for this study is by quantitative analytical approaches. Total of 125 respondents was gathered and the data was analysed using parametric analysis by SPSS software. Through this study, it was founded that perceived behavioural control shows the highest level among other variables that is subjective norms and behavioural attitude. In addition, the behavioural attitude shows the highest relationship towards consumer’s preferences on egg purchasing. the results show that the entire hypotheses are supported by the study and there is positive significant relationship between independent variables and dependent variables. It is recommended that this study should be enlarged the target respondents in order to get a more precise result