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Consumers knowledge and perception towards Melicope ptelefolia (Daun Tenggek Burung): a preliminary qualitative study

Abdul Karim, Muhammad Shahrim and Nasouddin, Siti Safrina and Othman, Mohhidin and Mohd Adzahan, Noranizan and Hussin, Siti Rahayu and Shaari, Khozirah (2011) Consumers knowledge and perception towards Melicope ptelefolia (Daun Tenggek Burung): a preliminary qualitative study. International Food Research Journal, 18 (4). pp. 1481-1488. ISSN 1985-4668; ESSN: 2231-7546

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Official URL: http://www.ifrj.upm.edu.my/18%20%2804%29%202011/%2...

Abstract

Melicope ptelefolia (MP) is one of the alternative herbal resources which have a great potential to be marketed worldwide. Because of its exploratory nature, this study used qualitative research methodology, which is natural and highly interpretive in order to gain consumer insights. This preliminary qualitative study used an in-depth personal interview approach for data collection. Informants for this study were 30 regular consumers of MP, aged from 18 years old and above. From the findings, it is reported that MP had a slightly bitter taste, crunchy young leaves, pungent, and lemon-lime aroma. In terms of its physical characteristics, it is said that MP has trifoliate, green, thick, broad leaves and has small white and greenish flowers. Respondents have varying levels of awareness and knowledge regarding MP but most of them believed that medicinal products can be produced from this herb. Respondents also stressed the importance of scientific research to properly develop MP into medicinal products and turn it into alternative treatment that has commercial values in the market.

Item Type:Article
Keyword:Melicope ptelefolia; Daun Tenggek Burung; Herbs; Herbal product; Consumption pattern; Purchase intention
Faculty or Institute:Faculty of Economics and Management
Faculty of Food Science and Technology
Institute of Bioscience
Publisher:Faculty of Food Science and Technology, Universiti Putra Malaysia
ID Code:24109
Deposited By: Nur Farahin Ramli
Deposited On:24 Oct 2013 08:54
Last Modified:29 Sep 2015 10:21

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