Open AccessHow Nestle Succeed in the Food Industry: A Consumer Perspective
Author(s) -
Daisy Mui Hung Kee,
Nur Hannis Syakirah,
Nurun Najihah,
Nur Anis Aliya,
Nur Zahirah Sikumbang
Publication year - 2021
Publication title -
international journal of tourism and hospitality in asia pasific
Language(s) - English
Resource type - Journals
eISSN - 2685-8800
pISSN - 2654-7945
DOI - 10.32535/ijthap.v4i2.1062
Subject(s) - marketing , perspective (graphical) , business , food industry , perception , computer science , psychology , political science , artificial intelligence , neuroscience , law
The purpose of this study is to analyze consumer perception of how Nestle succeeds in the food industry. The study employed a quantitative research approach, and an online survey was carried out. Data were collected from 121 Nestle consumers in Malaysia. The results show that Nestle's success factor is from the provision of good products at a reasonable price and marketing strategies that Nestle has developed to be the main driver of the growth, which contribute to the organizational success. Discussion and recommendations are presented.