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Journal of Applied Sciences
  Year: 2011 | Volume: 11 | Issue: 1 | Page No.: 139-144
DOI: 10.3923/jas.2011.139.144
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Factor Analysis Evidence in Describing Consumer Preferences for a Soft Drink Product in Malaysia

Lazim Abdullah and Hasliza Asngari

Soft drink products are one of the many popular beverages that easily available in today’s market. Somehow, it is quite ambiguous to reason out what factors that influenced the popularity of the products. This paper focuses on factor analysis model and its application to identify consumer preferences for a popular soft drink product in Malaysia. Factor analysis is used to extract factors in consumer preferences and items’ loading factors with data obtained from a survey. The survey conducted via in-person questionnaires at small district in Peninsular Malaysia. Factor analysis results showed that the consumers’ preferences were characterized by a four-factor: branding, validation and prices, packaging and taste, respectively. Rotational factors successfully extracted the factor of branding as the dominant factor. Therefore, factors analysis successfully extracted the factors that play enormous role in elevating the products particularly in the Malaysian market.
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How to cite this article:

Lazim Abdullah and Hasliza Asngari, 2011. Factor Analysis Evidence in Describing Consumer Preferences for a Soft Drink Product in Malaysia. Journal of Applied Sciences, 11: 139-144.

DOI: 10.3923/jas.2011.139.144






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