Consumer Preferences for Imported Beef Meat Purchasing in Johor Bahru

Meat consumption in Malaysia is increasing in the past decades. While local beef meat cannot meet the local demand, Malaysia government has to import beef meat in order to fulfil the local consumption. When it comes to imported beef meat for consumption, there are many factors that are involved before consumers decide to purchase, hence it is important to understand the relevance of customers preferences in imported beef meat purchase. This study aims to identify the level of consumers preferences for imported beef meat purchasing and to determine the most influential factors for the consumers when purchasing imported beef meat in Johor Bahru. This study adopts a conceptual framework, which includes perceived quality and quality que among Johor Bahru consumers. 100 respondents participated in this study through convenience sampling. A self-administered questionnaire was distributed through an online platform which is Google form. Descriptive analysis and factor analysis were used to analyse the data. Results showed that consumers preferred to buy imported beef meat with Halal logo. The other factors that influence imported beef meat preference are freshness and cleanliness. The outcomes of this study might help marketers to have a better understanding on consumers preferences when it comes to purchasing imported beef meat from retail outlets