Hypermarket fresh foods' attributes toward customer satisfaction

Malaysia's food retailing industry has been experiencing tremendous growth over the years. This evolving pattern is influenced by the changing behavior and lifestyle of local consumers, thus impacting their purchase behaviour. Through quantitative research approach, this paper examined customers' satisfaction toward fresh food attributes in hypermarkets. Through self reported questionnaire, 387 respondents were approached using convenience sampling method. It was discovered that majority of them are satisfied with the overall quality of fresh food products, slightly satisfied with price and availability of fresh foods. Overall, understanding the importance of fresh food attributes is crucial as it impacts customer's satisfaction at large.