CONSUMERS' AWARENESS AND WILLINGNESS TO PURCHASEORGANIC RICE: A CASE STUDY IN JASIN, MELAKA.

NUR NADIRAH BINTI RAZMAN

Final Year Project Report Submitted inPartial Fulfilment of the Requirements for the

Bachelor of Science (Hons.) Plantation Management and Technologyin the Faculty of Plantation and Agrotechnology

Universiti Teknologi MARA

JULY 2016

DECLARATION

This Final Year Project is a partial fulfilment of the requirements for a degree ofBachelor of Science (Hons.) Plantation Technology and Management, Faculty ofPlantation and Agrotechnology, Universiti Teknologi MARA.

It is entirely my own work and has not been submitted to any other University orhigher education institution, or for any other academic award in this University.Where use has been made of the work of other people it has been fully acknowledgedand fully referenced.

I hereby assign all and every rights in the copyright to this Work to the UniversitiTeknologi MARA ("UiTM"), which henceforth shall be the owner of copyright inthis Work and that, any reproduction or use in any foml or by any means whatsoeveris prohibited without a written consent ofUiTM.

C d'd ' . ~lJ.l.'an 1 ate s sIgnature: I..'tP.'. .

Name: ~!-!.~ M.(I.Q.!.~YJ.li. ~!~J.~ ..Rl!f.MA.I1 .

Date: ..~~...?:~9.. :tO.l.b.....

I hereby declare that I have checked this project and in my opinion, this project isadequate in terms of scope and quality for the award of the degree of Bachelor ofScience (Hons.) Plantation Technology and Management, Faculty of Plantation andAgrotechnology, Universiti Teknologi MARA.

Signature: . ' .

. DR NOR AZMA YUSUfName of SupervIsor: :.~

ACKNOWLEDGEMENTS

Alhamdulillah, all praises to Allah for the strengths and His blessing incompleting this thesis. Special appreciation goes to my supervisor, Dr Nor AzmaYusof, for her supervision and suppoli. Her invaluable help of constmctivecomments and suggestions have contributed to the success of this study. Notforgotten, my appreciation to my co-supervisor, Miss Siti Nordiana Ibrahim for hersupport and knowledge regarding this survey.

I would like to express my appreciation to the Dean and all lectures and staffof Faculty Plantation and Agrotechnology, in UiTM Jasin campus.

Sincere thanks to all my friends for their kindness and moral support duringmy study. Thanks for the friendship and memories.

Last but not least, my deepest gratitude goes to my beloved parents;Mr.Razman Bin Adam and Mrs.Noor Azura Binti Zulkifli and also to my siblings fortheir endless love, prayers and encouragement. To those who indirectly contributedin this research, your kindness means a lot to me. Thank you very much.

NUR NADlRAH BINTI RAZMAN

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TABLE OF CONTENTS

ACKNOWLEDGEMENTSTABLE OF CONTENTSLIST OF FIGURESLIST OF TABLESLIST OF ABBREVIATIONSABSTRACTABSTRAK

CHAPTER1 INTRODUCTION

1.1 Background1.2 Problem statement1.3 Objective of study1.4 Significance of study

PageIII

IV

VI

VII

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2

3

4

LITERATURE REVIEW2.1 Awareness on organic rice2.2 Intention of purchasing organic rice.2.3 Willingness of purchasing organic rice

MATERIALS AND METHODS / RESEARCHMETHODOLOGY3.1 Location of study3.2 Descriptive study3.3 Theoretical Framework3.4 Sampling Design

3.4.1 Probability3.4.2 Sample size (n)

3.5 Measurement and Measures3.5.1 Scale

3.6 Pilot test3.7 Reliability3.8 Hypothesis Testing3.9 Data

analysisRESULTS AND DISCUSSION4.1 Introduction4.2 Demographic information4.3 Reliability analysis4.4 Awareness of organic rice4.5 Intention to Purchase Organic Rice4.6 Correlation analysis4.7 Regression analysis

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ABSTRACT

CONSUMERS' AWARENESS AND WILLINGNESS TO PURCHASEORGANIC RICE: A CASE STUDY IN JASIN,MELAKA

This study seeks to understand the level of awareness, the intention and willingnessof purchasing organic rice in Jasin, Melaka population area. This smdy was carriedout by distribute the questionnaire randomly to the Jasin population based on samplesize. Data were analyzed using descriptive, correlation and regression analysis todetermine relationship between awareness and intention toward willingness. Theresult showed 31.51 % of respondents have received information about organic rice.Correlation and regression analysis stated there was significant relationship forintention, but awareness no significant in regression analysis. This indicates thatawareness does not necessarily affect the willingness of purchasing organic rice.Thus, understanding willingness concept will contribute in expanding market oforganic rice. Thus, these study can be used in fuhlre to encourage people consumeorgamc nce.

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CONSUMERS' AWARENESS AND WILLINGNESS TO PURCHASEORGANIC RICE: A CASE STUDY IN JASIN, MELAKA.DECLARATIONACKNOWLEDGEMENTSTABLE OF CONTENTSLIST OF FIGURESLIST OF TABLESLIST OF ABBREVIATIONSABSTRACTABSTRAKCHAPTER 1 INTRODUCTION1.1 Background of Study1.2 Problem statement1.3 Objective of study1.4 Significant of research

CHAPTER 2 LITERATURE REVIEW2.1 Awareness on organic rice2.2 Intention of purchasing organic rice.2.3 Willingness of purchasing organic rice.

CHAPTER 3 METHODOLOGYIntroduction3.1 Location of Study3.2 Descriptive Study3.3 Theoretical Framework3.4 Sampling Design3.4.1 Probability3.4.2 Sample size (n)

3.5 Measurement and Measures3.5.1 Scale

3.6 Pilot Test3.7 Reliability3.8 Hypothesis Testing3.9 Data Analysis

CHAPTER 4 RESULTS AND DISCUSSION4.1 Introduction4.2 Demographic information4.3 Reliability analysis4.4 Awareness of Organic Rice4.5 Intention to Purchase Organic Rice4.6 Correlation analysis4.7 Regression analysis

CHAPTER 5 CONCLUSION AND RECOMMENDATIONS5.1 Conclusion5.2 Recommendations

CITED REFERENCESAPPENDIXCURRICULUM VITAE