Quality label as a marketing advantage: The case of Malaysia's best fruit / Rofika Sae

• Main Author: Sae, Rofika
• Format: Student Project
• Language: English
• Published: 2004
• Subjects: Marketing; Marketing research. Marketing research companies. Sales forecasting
• Online Access: https://ir.uitm.edu.my/id/eprint/77046/1/77046.pdf; https://ir.uitm.edu.my/id/eprint/77046/
• Institution: Universiti Teknologi Mara

The research is carried out to find out the quality labels as a marketing advantage towards Malaysia's Best fruits. The objectives of the study are firstly, to examine whether quality labels add to fruits value, strength and description of the fruits and secondly to examine the effectiveness of quality labels in promoting the fruits to customers at Tesco Malacca.The scope of the study is limited to customers of Tesco Malacca. There are 50 respondents that were involved in this study. The questionnaires were conducted in both English and Malay language. The questionnaires were divided into two section, Section A and Section B. All the data was analyzed using the Statistical Package for Social Science (SPSS) version 11.5. Based on the analyzed data, the results showed that, majority of respondents didn't know the existence of Malaysia's Best as a quality label for local fruits. The objective of this research was not achieved.