Study on preference of consumers toward the banana product

This thesis presents the preference of consumers toward the banana product. Banana is the genus Musa that belongs to Musaceae family. In Malaysia, this is the second cultivars that widely cultivated by farmers. Banana is very good for our health and can give us fast energy. The main objective of the research was to investigate the highest demanding of banana products on Malaysian based on four products (such as banana chips, fried banana, banana muffins and banana pudding) in Jeli, Kelantan. The specific objectives were to identify the relationship between consumer wage and preference product and to understand the relationship between the influencing factors (such as knowledge, acceptance and perception) on consumer purchasing intention based on banana products. To this end, 200 Jeli consumers from Batu Melintang, Jeli
and Kuala Balah districts were participated in filling the questionnaires. Data analysis uses were descriptive statistics, reliability test, chi-square test and factor analysis. The results show a positive result between demographic factor like education and wage towards KAP variables. Fried banana is the highest demand of banana product compare to another three banana products. Generally there was a need for further simplification and information about banana product from the producer of banana product.