An Analysis of the Determinants that Influence the Purchase Intention of Frozen Food Products amongst Millenials in Kuala Lumpur Malaysia

Frozen food products have traditionally been used as a line of products that are utilized for fast and effective consumption among consumers of various age groups. In this fast-paced lifestyle of consumers all over the world, frozen food is commonly used by adults of all ages as a quick meal alternative. In the fast-paced lifestyle of younger adults in Kuala Lumpur, frozen food products are an imminent alternative to fresh food, as it is often faster to prepare than traditional food products. Frozen food products are convenient, as it is often microwaveable and quick to prepare. Rather than making a mess from scratch, it becomes an easy method to prepare the meal as it is fast in its preparation. Consumers who are mainly in the city often are seen to have less time for themselves, as they often lead a very hectic life. It is only common that these groups of consumers will prefer a quick meal, rather than an alternative home-cooked meal, where the meal is cooked from scratch. As young millennials are often lacking in their ability to cook, they are often seeking convenient alternatives to prepare their meals. Various elements interplay here, with various factors that influence the buyers to make a decision in their buying pattern. This research proposes three main factors that act as independent variables, namely Perceived Benefit, Product Packaging, and Price, that seem to affect the purchase intention of millennials. Purposive sampling was implemented to capture data from respondents using a 5-item Likert scale, while the validity of the questionnaire items was further verified using statistical techniques such as Average Variance Extracted, Composite Reliability, and Cronbach's Alpha. Hypothesis testing was tabulated using Structural Equation Modelling in the AMOS SPSS (v.24) program. The results showed a positive impact of Price, Product Packaging, and Perceived Benefit on the purchase intention of millennials towards these frozen food products. This research showed that millennials are more influenced by the frozen food products’ perceived benefit to make their purchases, as many tend to be intrigued by the beneficial aspects of frozen food products for their health. Additionally, the price of the products tends to guide the buying intention of millennials, as many of these buyers are still young and use social media to often gauge their price ranges.

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