A preliminary study was conducted to identify consumer preferences toward product attributes in Kopi Ala Kazim functional food. The nutraceutical product known as Kopi Ala Kaizm (KAK) combines healthy foods like coffee, momordica charantia, and goat milk and is known to improve consumer health, packaged with calcium, carbohydrates, and vitamins that contribute to the growing demand for the KAK industry. Furthermore, despite health promises to prevent all diseases, KAK intake is increasing year-round. However, Malaysians currently choose to consume nutritious products in a convenient manner. This is because food quality has become increasingly important in consumer food choices, such as product attributes, which must meet expectations in order to satisfy consumer needs and wants. Thus, the study aims at identifying the factors influencing consumer preferences toward product attributes in KAK. Convenience sampling will use for a pilot test to select 28 consumers (the actual respondent is 300 consumers) to represent Uitm Permatang Pauh community. Primary data will conduct at the UiTM Permatang Pauh and the data was gathered using a structured survey. Data will analyze using descriptive analysis. The conclusions of this study on factors that influenced product attributes will benefit marketing strategy, marketing activities, and tools to capture customers' needs and wants and urge them to purchase KAK. Furthermore, the findings of this study will allow players in the KAK market to develop new methods for expanding KAK consumption among consumers.
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