The Implication of Supply Chain Management on Consumer Purchasing Decision Toward Food Industry in Melaka

Abstract

Managing the supply chain is essential in order to supply end-customers with the goods and services. However, the notions of supply chain management can only indirectly linked to the problems of consumer purchasing decision and avoid customer satisfaction. The role of supply chain management is, without a doubt, an important factor for improving corporate success, as mentioned in many publications. The consumer behavior is also an important consideration for organizational viability in years to come from a distinct view. This study attempts to study the relationship between factors in supply chain management on consumer purchasing decision towards food industry in Malacca. The factors in supply chain management in this study are inventory management, traceability and customer service. 173 respondents in Melaka City took placed as the sample in this study.  From the results, it showed, customer service, inventory management, and traceability has significant effect to the consumer purchase decision. This study provides the important for organizational to deliver good supply chain managements as the consumer nowadays are became aware about their needs and wants, it will results for organizational to deliver better supply chain and improved customer satisfaction towards food industry.