Factors Affecting Selection of Rice among the Consumer in Shah Alam, Selangor

Abstract The present study was conducted to identify the factors that affect consumers’ rice selection in Shah Alam, Malaysia. A set of structured questionnaires were distributed 400 respondents Selangor through a convenient sampling method. descriptive method used analysed quantitative data. findings have identified several other than ones listed 4P Theory can purchasing behaviour for among population. In specific, price, health consciousness, perceived quality (e.g., aroma, taste, cooking duration, and easiness), informative packaging are identified. also revealed price factor is main influencing which followed by consciousness factors, whereas least factor. Moreover, this has found consumers satisfied with their market marketers must strengthen marketing strategy make consumer stay loyal choices. Regarding marketers, they developed more comprehensive approaches attract buying locally produced rather imported ones.