This study explores consumer perceptions surrounding palm oil-based products, concentrating specifically on the M40 income groups in Malaysia. The data collection employ purposive sampling, the investigation aims to inravel the intricate connection between value consciousness, perceived price, perceived quality and product attitude, and their collective impact on consumer purchase intention. The deliberate choice of the M40 income group, known for its substantial growth, add a nuanced layer to the study, providing insights crucial for the palm oil industry to strategically position its products in the local market. By comprehending these consumer perceptions, the research endeavors to offer actionable insights for the palm oil industry to not only navigate the marketplace effectively but also to expand its market share and ensure sustained success.
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