RESUMEN
Aim: To examine consumers’ opinion towards food product harm crisis. Research Design: Primary data was collected using well-structured questionnaire. Online survey was conducted and responses were obtained from 100 respondents. The study used convenience sampling technique in order to full fill the objectives. Methodology: Percentage analysis was used to analyze the data collected. Results: The results revealed that that the quality is the major factor influencing purchase of food products rather than its taste and promotional activities. Besides, majority of respondents would buy the product again if the issues were resolved. Also, the study revealed that consumers’ would switch the brand if there is any quality issues arise in usual brands they are buying. Conclusion: Results inferred that brand loyalty is dependent on the quality of the product. In order to overcome the food harm crisis, it is suggested that, stringent measures need to be taken regarding the quality of the product, traceability system needs to be implemented for the food products to ensure food safety.