CHAPTER 5: DISCUSSION, CONCLUSION AND IMPLICATIONS
5.3 Implications of the Study
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remember what actually the brand stands for. The pharmaceutical company that putting the effort in every of their action will indicate to consumers that the company are serious about serving their business.
Therefore, company proper brand building and sustaining effort have to be the main concern in order to develop a positive brand image in consumers’ mind. Consumers are not keen on buying the product or service but they are buying what actually the brand means to them. Thus, strong brand image can enhance sales and profit of the company as well as company’s overall performance, market share and bargaining power in the industry.
5.3.1.2 Perceived Value
Based on the research finding, the result shows that perceived value and young adults’ purchase behavioural intention on vitamin supplement have a significant relationship. It indicated that perceived value has an impact for young adults in Malaysia on their decision of behavioural intention towards vitamin supplement.
The value was judged in different aspects like monetary value, social value and many more in consumers’ mind but in overall, those values play a role in determining purchase behavioural intention of young adults in Malaysia towards vitamin supplement. In this case, consumers might judge the importantness of vitamin supplement in comparison of what they have forgone to what will they received in before engaging in certain behaviour.
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The pharmaceutical company need to leverage the value provided or being perceived by consumers to match with what the consumers forwent and what they have received in reality. A value-added towards vitamin are applicable and sell at a premium, as long as consumers’ perceived the value of the vitamin matched or exceeded their requirements. This will enhance their purchase behavioural intention towards the product, in this case, vitamin.
Thus, the company have to build a strong perceived value in order to gain purchase behavioural intention of the vitamin for young adults in Malaysia.
5.3.1.3 Customer Satisfaction
Based on the research finding, the result shows that customer satisfaction and consumers’ purchase behavioural intention on vitamin supplement have a significant relationship. It indicated that customer satisfaction has an impact for young adults in Malaysia on their decision of behavioural intention towards vitamin supplement.
Customer satisfaction categorises into three categories which are unsatisfied, satisfied and delight (above satisfaction level).
Consumers need to be satisfied with the vitamin supplement offered by the pharmaceutical company upon acting towards it. Usually, customer satisfaction is closely related to the expectation they establish on the vitamin supplement.
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Moreover, expectation can build from various aspects such as brand, favourability, preferences, packaging and many more. When consumers expecting a favourable outcome upon receiving the vitamin supplement, the marketer has to make sure what consumers received align with their expectations or perform exceed their expectations.
In fact, vitamin supplement itself should not just be good looking but also to improvise consumers’ health to ensure satisfaction.
Hence, customer satisfaction is an important element that marketer have to achieve to gain positive behavioural intention such as spreading positive word-of-mouth and purchase intention.
5.3.1.4 Trust
Based on the research finding, the result shows that trust and consumers’ purchase behavioural intention on vitamin supplement have an insignificant relationship. It indicated that trust does not have a direct impact on young adults in Malaysia on their decision of behavioural intention towards vitamin supplement.
This might happen due to the degree of importance of trust element on vitamin supplement for consumers is relatively low. In purchasing vitamin supplement, a consumers’ trust may not fit on the brand first before purchasing it. However, the trust on vitamin supplement are lies on the authorised provider of the product. As long as the vitamin supplement provider represents by an appropriate authority such as specific vitamin brand shop and vitamin that prescribed by professional physicians, the level of
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reliability on that particular vitamin supplement will eventually increase. This indicates that brand trust is not the main element that able to convince consumers on engaging certain behaviour towards vitamin supplement.
Thus, the pharmaceutical company does not need to emphasise the most on building brand trust as a continuance of enhancing other variables such as customer satisfaction and perceived value will eventually improve the extent of consumer’s trust towards the vitamin supplement.
5.3.1.5 Perceived Risk
Based on the research finding, the result shows that perceived risk and consumers’ purchase behavioural intention on vitamin supplement have a significant relationship. It indicated that perceived risk have an impact for young adults in Malaysia on their decision of behavioural intention towards vitamin supplement.
The perceived risk that associated with vitamin supplement viewed in different aspects such as financial risk, social risk and health risk.
Consumers might worry that consuming vitamin supplement that was highly priced were unable to provide desired benefits. Vitamin supplement might have caused allergies to certain consumers without their acknowledgement and those negative side effects arise can even eventually badly affect their social life.
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In addition, consumers also fear the risk of vitamin consumption in terms of long-term health-related issue. The worst-case scenario arises if the vitamin consumed is defective and might worsen the user’s health or even cause death. Consumers can proceed to legal suit towards responsible pharmaceutical company if those issues arise but health-related issue have an absolute value that no compensation can be accepted.
Therefore, pharmaceutical companies have to develop reliable approaches to reduce all these issues in order to lower consumers’
perceived risk on vitamin supplement and thus improve their purchase behavioural intention.