Exploring Consumer Preferences on Cucumber (Cucumis sativus) Varieties in Besut, Terengganu

Abstract

Cucumber (Cucumis sativus L.) agriculture production in Terengganu, Malaysia, could boost income due to widespread consumer demand and its nutritional value. Instead of merely cultivating and producing any variety of cucumber, this study looked at what purchasers genuinely want when deciding between three common cucumber varieties (Timun Hijau, Timun Ulam or Timun Jepun) in the Besut area. By verifying genuine options, it attempted to match supply with what consumers desire. The focus was on what makes someone prefer one variety of cucumber over another. Factors like taste, texture, appearance, price or if it is easy to find (availability) can impact decisions, but not much was understood before now. Without that intelligence, marketers and growers frequently guess wrong, which leads to unsold harvests stacking up. The main objectives of this study were to identify what attract consumers in cucumber varieties, measuring how much they prefer one variety over another, while also looking into reasons behind their choices. The study used a quantitative cross-sectional survey design (n=140), drawing on the Theory of Planned Behaviour (TPB) to construct its structure, focusing on individual perceptions impacted by sensory attributes (Taste, Texture, Appearance) and practical accessibility of Perceived Behavioural Control (PBC) through market factors (Price and Availability) of individuals living in Besut, Terengganu. A pilot study confirmed strong reliability, with Cronbach’s alpha values exceeding 0.7 (the lowest was Appearance (0.731) and the highest was Price (0.906)) for all items (n = 20). The data were analyzed using IBM SPSS Statistics (Version 25), applying descriptive analysis, Pearson correlation and regression analysis. The overall multiple regression model was statistically highly significant with [F (5, 134) = 12.506, p< 0.001], accounting for 31.8% of the variance in Consumer Preferences. However, hypothesis testing revealed a clear separation in predictive power. The factors representing PBC, which were Availability (β=0.362, p=0.002) and Price (β=0.253, p=0.035) emerged as the only statistically significant unique predictors. On the other hand, sensory traits like Taste, Texture or Appearance were not significantly influential in the final analysis, suggesting personal opinions on these features matter less compared to pragmatic factors. In Besut, purchasing decisions on cucumbers appeared to be influenced primarily by availability and accessibility, not necessarily their actual quality of the produce. As such, initiatives in biotechnology agriculture or regional farming may prove more effective if they concentrate on reliable distribution systems and consistent pricing, helping align supply with what consumers really respond to.