Consumer acceptance toward dietary supplement

Dietary supplement are widely used in Malaysia. Purpose of consuming dietary supplement is often related to prevention and improvement of body health performance. However, acceptability of dietary supplement still an issue due to there are many factor that would influence consumer perception. The aim of study was to examine acceptability of dietary supplement influence by four of independent variable which included product characteristic, health awareness, effectiveness and safety from consumer perspective. Besides, the researcher has investigated the association between income levels with four of the independent variable. 100 respondents from Malacca are selected randomly to examine the outcome of study by using questionnaire method. Descriptive analysis and Chi-square analysis has applied in this study to observe the finding. The final result of this study has provided an insight to government and dietary supplement industry based on consumer perception. This research has presented a beneficial to further researcher to investigate more independent variables and getting the accuracy results in future study.