10 22 STPM/STAM

2 10 10 22 STPM/STAM

Based on Table 2 above, crosstab analaysis had been used to analyse the data between level of education and buying prophetic foods. A total of 6 respondents from total sample did not answer this question. Meanwhile, 125 respondents had expressed that they were buying prophetic foods. However, only

29 respondents did not buy prophetic foods. From the analysis shown in Table 2, people with high level of education were more influenced to buy prophetic foods,

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where diploma and degree holders ranked highest in buying prophetic foods followed by other education levels.

Influence of gender on buying of prophetic foods

Descriptive analysis on the tabulation of gender and the tendency to buy prophetic was also performed as follows.

Table 3: Tabulation of gender and buying prophetic foods

Crosstab gender buying

Gender Total Not answered

Not buying Male

Table 3 shows how gender influences on buying prophetic foods. From the analysis, female (73 respondents) purchases more prophetic food as compared to male (52 respondents). This indicates that female are more influenced to buy prophetic foods rather than male respondents. There can be several reasons for this behaviour, which may be due to females are more inclined to do more shopping and they have high interest in caring for their family by providing prophetic foods that contain high nutrition and heath benefits.

Purchasing patterns of prophetic foods

The purchasing patterns of the respondents were analysed further by looking at the frequency of buying, the reason for buying and how frequent they consume prophetic foods.

Table 4: Frequency of buying prophetic foods

Frequent of buying

Cumulative percent Everyday

Frequency

Percent

39 24.4 24.4 Once per week

28 17.5 41.9 Once per month

60 37.5 79.4 Once per year

Table 4 shows the frequency of Malaysian buying prophetic foods. Based on the analysis on frequent purchasing, 37.5% respondents bought prophetic foods at least once per month. Meanwhile, 24.4% of the respondents bought prophetic foods on daily basis, 20.6% bought once in a year. The lowest frequency of buying is represented by 17.5% Malaysian whom had purchased prophetic foods once in a week.

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Table 5: Reasons for buying prophetic foods

Reason of buying

Cumulative percent Intention

Frequency

Percent

55 34.4 34.4 Follow friend

71 44.4 78.8 Brand

22 13.8 92.5 Recommend by

As shown in Table 5, the highest percentage for reason to buy prophetic foods is 44.4%, which is respondents tend to follow their friends in buying similar products. Other than that, 34.4% of the respondents bought because of their own intention, whereas 13.8% bought prophetic foods because they had already used that brand. Meanwhile, for others (7.5%), they had bought due to recommendations from their relatives to purchase the prophetic foods.

Table 6: Frequency on consumption of Prophetic foods

Frequent consume

Cumulative percent Respondent not

31 19.4 20.0 During fasting

Everyday

17 10.6 30.6 month

48 30.0 60.6 Once per month

Once per week

36 22.5 83.1 Once per year

Based on Table 6, 30.0% of respondents had consumed prophetic foods once a week, whereas 22.5% had consumed it at least once per month and only 19.4% had consumed on daily basis. Meanwhile, 16.9% of the respondents consumed at least once a year and 10.6% had consumed only during the fasting month.

Association between education level and purchasing pattern of prophetic foods

Based on the tabulation in Table 2 which showed that as the education level increase, the tendency for respondents to buy prophetic foods, further correlation analysis is performed to determine the strength of this relationship.

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Table 7: Pearson correlation analysis between frequency purchasing patterns and education level.

Frequency

Education

purchasing Pearson

Sig. (2-tailed)

Sig. (2-tailed)

Pearson correlation is used to investigate the relationship between education level and purchasing pattern of prophetic foods. Table 7 shows there is

a strong relation between level of education and purchasing patterns on Prophetic foods. Level of education has significant influence on the purchasing patterns of Prophetic foods.

Factors of education such as easy access to information, knowledge about good consumption of Prophetic foods, and religious knowledge about consuming Prophetic foods also play a role in explaining the significant relationship between level of education and purchasing patterns. However, high level of awareness and level of income are other factors that may contribute to the purchasing patterns of Prophetic foods. Besides that, awareness about healthy consumption on Prophetic foods amongst Malaysian has made Malaysia as one of the halal hubs in the world.

Based on the pearson correlation, the correlation coefficient is a positive number of r = 0.692 with p-value, p<.001 Based on Cohen (1988), the value of the correlation coefficient of .50 to 1.0 is considered as having a strong relationship. In conclusion, the correlation coefficient indicates that the strength of association between the variables is very high (r = 0.692), and that the correlation coefficient is highly significantly different from zero (p< 0.001). In addition, it showed that education level helps to explain nearly 48 percent of the variance in respondents‟ patterns on purchasing prophetic foods.