Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction

Purpose: There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase beha...

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Published in:Journal of Islamic Marketing
Main Author: Azman N.I.D.B.; Zahari M.S.M.; Hanafiah M.H.; Ferdian F.
Format: Article
Language:English
Published: Emerald Publishing 2024
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85161391420&doi=10.1108%2fJIMA-09-2022-0249&partnerID=40&md5=e471225bc9734f6f23d6e0e1e1543003
id 2-s2.0-85161391420
spelling 2-s2.0-85161391420
Azman N.I.D.B.; Zahari M.S.M.; Hanafiah M.H.; Ferdian F.
Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
2024
Journal of Islamic Marketing
15
1
10.1108/JIMA-09-2022-0249
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85161391420&doi=10.1108%2fJIMA-09-2022-0249&partnerID=40&md5=e471225bc9734f6f23d6e0e1e1543003
Purpose: There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction. Design/methodology/approach: This study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar. Findings: The findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction. Practical implications: The result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products. Originality/value: Paying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability. © 2023, Emerald Publishing Limited.
Emerald Publishing
17590833
English
Article

author Azman N.I.D.B.; Zahari M.S.M.; Hanafiah M.H.; Ferdian F.
spellingShingle Azman N.I.D.B.; Zahari M.S.M.; Hanafiah M.H.; Ferdian F.
Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
author_facet Azman N.I.D.B.; Zahari M.S.M.; Hanafiah M.H.; Ferdian F.
author_sort Azman N.I.D.B.; Zahari M.S.M.; Hanafiah M.H.; Ferdian F.
title Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
title_short Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
title_full Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
title_fullStr Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
title_full_unstemmed Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
title_sort Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction
publishDate 2024
container_title Journal of Islamic Marketing
container_volume 15
container_issue 1
doi_str_mv 10.1108/JIMA-09-2022-0249
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85161391420&doi=10.1108%2fJIMA-09-2022-0249&partnerID=40&md5=e471225bc9734f6f23d6e0e1e1543003
description Purpose: There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction. Design/methodology/approach: This study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar. Findings: The findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction. Practical implications: The result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products. Originality/value: Paying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability. © 2023, Emerald Publishing Limited.
publisher Emerald Publishing
issn 17590833
language English
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