The title of the thesis is “Determinants of Purchase Behavioral Intention on Vitamin Supplementation among Young Adults in Malaysia”. The research study was developed to investigate the determinants of purchase behavior intention of vitamin supplement among young adults in Malaysia.
RESEARCH OVERVIEW
Introduction
Research Background
- Introduction to Supplement Industry
- Overview of Vitamin Supplements Ingredients Market Worldwide
- Health Conscious Attitude among Consumers Globally
- Vitamin supplements Consumption among Young Adults in Malaysia . 7
- Brand Image
- Customer Satisfaction
- Trust
- Perceived Risk
- Perceived Value
- Behavioural Intention
Dietary supplements such as the application of vitamin supplements are relatively widespread in Malaysia, but adequate knowledge about supplement consumption in Malaysia is limited especially among young adults. In addition, young adults in Malaysia perceived the consumption of dietary supplements to help promote weight loss (Yeo, Sahril, Mutalip, Mohd Zaki, & Abdul Ghaffar, 2014).
Research Objectives
- General Objective
- Specific Objectives
To determine the relationship between brand image and young adults' perceived value for vitamin supplements in Malaysia. To determine the relationship between brand image of vitamin supplements and purchase intent of young adults in Malaysia.
Research Question
Hypotheses of the Study
Significance of the Study
At the same time, it plays an important role in customer generation and retention mechanism. Thus, from a practical point of view, it will demonstrate the interrelationship between all variables (brand image, customer satisfaction, trust, perceived risk, perceived value, behavioral intention).
Chapter Layout
- Chapter 1: Research Overview
- Chapter 2: Literature Review
- Chapter 3: Research Methodology
- Chapter 4: Data Analysis
- Chapter 5: Discussion, Conclusion and Implications
This chapter shows the results of analyzes in relation to the research objectives and hypotheses developed in the research. It mainly mentions about the results obtained in the previous chapter, explaining the implication, limitation and future research.
Conclusion
LITERATURE REVIEW
Introduction
Review of Literature
- Behavioural Intention
- Brand Image
- Customer Satisfaction
- Trust
- Perceived Risk
- Perceived Value
According to previous research, brand image, perceived risk, perceived value and trust play an important role in consumers' pre-purchase behavior (i.e. purchase intention). In addition, Keller (1993) provides a definition of brand image as the perception of associations of any brand held in the minds of consumers.
Review of Relevant Theoretical Model
However, the only effect of perceived risk on behavioral intention was adopted for the proposed model of this research. The model proposed by Tonder et al. 2017), illustrated the interrelationships between the relationship of quality factors (customer satisfaction, trust and commitment) with consumer behavioral intention.
Proposed Conceptual Framework
Hypotheses Development
- Relationship between Brand Image and Perceived Value
- Relationship between Brand Image and Behavioural Intention
- Relationship between Customer Satisfaction and Behavioural Intention
- Relationship between Trust and Behavioural Intention
- Relationship between Perceived Risk and Behavioural Intention
- Relationship between Perceived Value and Behavioural Intention
- Mediating Role of Perceived Value on the Relationship between Brand
There is a correlation between young adults' perceived risk of vitamin supplements and their purchase behavioral intentions. H6: There is a relationship between young adults' perceived value of vitamin supplements and their purchase behavioral intention.
Conclusion
However, there are also results of a study that showed that perceived value does not mediate the relationship between brand image and behavioral intention (Soltani et al., 2016). H7: Perceived value of a vitamin supplement mediates the relationship between vitamin supplement brand image and image of young adults.
METHODOLOGY
Introduction
Research Design
- Quantitative Research
- Descriptive Research
Furthermore, it also investigates the influence of the mediator (perceived value) on the relationship between brand image and the behavioral intention of youth to purchase a vitamin supplement. In fact, the quantitative research used in this study aimed to draw from the observation of the subdivision to test the hypotheses formulated regarding the relationship between the research variables (Almalki, 2016). Furthermore, the numerical results of quantitative research provide a clearer picture and understanding for identifying the variables with the most significant influence on the intention of purchase behavior.
In short, questionnaires distributed online and in person will be able to provide preliminary knowledge about the factors that influence consumers' purchasing behavior intention in a vitamin supplement.
Data Collection Methods
- Primary Data
- Secondary Data
According to Lee et al. 2013), secondary data is data collected for other reasons, such as improving the reliability of the research, rather than to address the specific purpose of the study. In this research, secondary data was obtained from sources such as government sources, annual reports and review of previous literature in journals. Government sources such as the National Survey on Vitamin Supplement Use (NSUM) of Malaysian Consumers published by the Ministry of Health Malaysia were used.
This resource helps to find the Malaysian trend in the supplement industry over many years as well as the attitude of Malaysian consumers towards vitamin supplements respectively.
Sampling Design
- Target Population
- Sampling Frame and Sampling Location
- Sampling Elements
- Sampling Technique
- Sampling Size
There is no sampling frame in this study because there is no access to the full consumer market details. The survey respondents for this study are the college students, postgraduates, and teachers between the ages of 18 and 40 years old who have experience consuming vitamin supplements. A non-probability sampling was used in this study since there is no sampling frame in this study.
The sample size setting in this study is supported by Roscoe (1975) as cited in Halim and Ishak (2014) as he argued that the sample size range between 30 and 500 is most appropriate and accurate for the majority of the study to avoid type II errors. than 500) results in a weak relationship.
Research Instrument
- Questionnaire design
- Pilot Test
This section has multiple choice questions and respondents can choose only one answer for each question except for Q1. This section has multiple choice questions and respondents can choose only one answer for each question. In addition, Cronbach's Alpha was chosen to examine the reliability and validity of those questions in the questionnaire.
All the variables in this study are reliable as they all have a Cronbach's Alpha value of more than 0.6.
Construct Measurement
- Origin of Constructs
- Scale Measurement
The example of variables in Section A examined by this scale are the type of vitamin supplements consumed and the frequency of vitamin consumption. While in Section C, the examples measured by this scale are gender and ethnicity. The example of variables in Section A examined by this scale is the average expenditure of the consumer on the purchase of vitamin per month.
In Section C, the examples measured by this scale are income levels.
Data Processing
- Questionnaire Checking
- Editing
- Coding
- Transcribing
- Data Cleaning
This process is necessary because the data analysis software SPSS version 23 requires numerical data as input to help analyze information. Transcription simply refers to transferring the data that has been coded in the questionnaire to the computer (Malhotra, 2010). Once the data is collected, the data will be transcribed into SPSS version 23 to run data analyzes accordingly.
The process involves consistent checking and detection of any absent responses, which are administered using SPSS version 23.
Data Analysis
- Descriptive Analysis
- Frequency Distribution
- Descriptive Statistic
- Scale Measurement
- Reliability Test
- Inferential Analysis
- Simple Linear Regression Analysis
- Multiple Linear Regression Analysis
- Mediation Test
So, if the p-value is less than 0.05, the hypothesis will be accepted which simply proves that there is a relationship between independent variable and dependent variable. Multiple linear regression analysis is a statistical measurement applied to establish a relationship between two or more independent variables on a single dependent variable simultaneously (Saunders et al., 2012). The result of multiple linear regression analysis will decide whether the relationship between independent variables and dependent variables is either significant or insignificant.
So, if the p-value is less than 0.05, the hypothesis will be accepted, which only proves that there is a relationship between the independent variable and the dependent variable.
Conclusion
DATA ANALYSIS
Introduction
Descriptive Analysis
- Respondent Demographic Profile
- Gender
- Age Group
- Ethnicity
- Education Level
- Monthly Income
- Originate State
- General Information
- Vitamin’s Brand that are Familiar
- Most Consumed Vitamin’s Brand
- Frequency of Consuming Vitamin
- Average Spending on Purchasing Vitamin
- Main Source Used to Obtain Vitamin’s Information
- Central Tendencies Measurement of Constructs
- Purchase Behavioural Intention
- Brand Image
- Customer Satisfaction
- Trust
- Perceived Risk
- Perceived Value
From the analysis table, 48.0% of the respondents agree with the statement "The willingness to buy the vitamin is high". Finally, 52.5% of respondents agree with the statement: "I believe that the preferred vitamin brand performs better than other brands". From the analysis table, there are 56.5% of the respondents who agree with the statement: “I think the preferred vitamin is reliable”.
Finally, 42.0% of respondents agree with the statement "The fact that I use the vitamin makes a good impression on other people".
Scale Measurement
- Internal Reliability Test
To summarize, each construct used in this study has different Cronbach Alpha's value indicating a different degree of association strength between the independent variables, mediating variable and dependent variable. However, all the constructs are used to represent a satisfactory result of consistency and reliability when the Cronbach's Alpha value is above 0.6 (Hair et al., 2003).
Inferential Analyses
- Simple Regression Analysis
- Multiple Regression Analysis
- Mediating Test (Causal Test)
- Hypothesis Testing
H0: There is no relationship between vitamin supplement brand image and young adults' purchase behavior intention. This therefore suggests that there is a relationship between vitamin supplement brand image and young adults' purchase behavior intention. H0: There is no relationship between young adults' perceived risk of vitamin supplementation and their purchase behavior intention.
H0: There is no relationship between young adults' perceived value of vitamin supplements and their purchase behavioral intention.
Conclusion
H0: Perceived value of vitamin supplement did not mediate the relationship between vitamin supplement brand image and buyers' purchase behavior intention. H7: Perceived vitamin supplement value mediates the relationship between vitamin supplement brand image and youth purchase behavioral intention. The strength associated with vitamin supplement brand image toward purchase behavior intention decreased from 0.515 to 0.247.
Thus, this indicates that the perceived value of vitamin supplement mediates the relationship between vitamin supplement brand image and consumers' purchase behavior intention.
DISCUSSION, CONCLUSION AND IMPLICATIONS
Introduction
Summary of Statistical Analyses
- Descriptive Analysis
- Demographic Information
- General Information
- Central Tendencies Measurement of Construct
- Scale Measurement
- Inferential Statistic
- Summary of Simple Regression Analysis
- Summary of Multiple Regression Analysis
- Summary of Mediating Test (Causal Test)
The results for measuring central tendencies show that the statement "I will encourage other people to use the vitamin if they face the same problem as me" has the highest mean score of 3.80 under purchase behavior intention. Meanwhile, "I feel safe when the doctor prescribes the vitamin" has the highest average score of 3.91 under the trust. Furthermore, the highest mean score in perceived value goes to the statement "Compared to the effort I put in, I think the use of the vitamin is beneficial to me".
The result of multiple regression analysis showed that perceived value has the strongest influence on vitamin supplement purchase behavior intention with the standardized beta of 0.409 at a significant level of 0.000 (P<0.05) followed by brand image with a standardized beta of 0.212 at a significant level of 0.01 (P<0.05).
Discussions of Major Finding
Therefore, it shows a significant relationship between vitamin supplement brand image and young adults' purchase behavior intention. Therefore, it shows a significant relationship between young adults' satisfaction with vitamin supplementation and their purchase behavior intention. There is a relationship between young adults' perceived value on vitamin supplements and their purchase behavior intention.
Therefore, it shows a significant relationship between the perceived value of vitamin supplements of young adults and their behavioral intention when purchasing.
Implications of the Study
- Managerial Implications
- Brand Image
- Perceived Value
- Customer Satisfaction
- Trust
- Perceived Risk
It showed that perceived value influences young adults in Malaysia on their behavioral intention decision regarding a vitamin supplement. Based on the findings of the research, the results show that customer satisfaction and the behavioral intention of consumers when purchasing a vitamin supplement are significantly related. Based on the findings of the research, the result shows that the perceived risk and the purchase behavioral intention of consumers regarding the vitamin supplement are significantly related.
It indicated that perceived risks influence young adults in Malaysia on their decision about their behavioral intention for vitamin supplements.
Limitations of the Study
In addition, consumers also fear the risk of vitamin consumption in the form of long-term health-related problems. Apart from that, there are also sampling biases that occur when the respondents were selected based on a convenience sampling method. The sample size chosen was decided by the researchers which is not based on any reason or actual experience.
Indeed, the respondents participating in this research are mostly friends or relatives of the researchers, as they are selected based on their availability and proximity.
Recommendations for Future Research
Conclusion
S
To determine the relationship between youths' perceived risk of vitamin supplement and their purchasing behavior intention in Malaysia. H3: There is a relationship between young adults' satisfaction with the vitamin supplement and their purchase behavior intention. H4: There is a relationship between young people's belief in vitamin supplement and their purchase behavior intention.
H0: There is no relationship between young adults' confidence in the vitamin supplement and their purchasing behaviour. H5: There is an association between young adults' perceived risk of vitamin supplements and their purchasing behavior. Research Objective 2: To determine the relationship between brand image of vitamin supplements and purchase intent of young adults in Malaysia.
Research Question 2: Is there a relationship between vitamin supplement brand image and purchase behavior intention of young people in Malaysia. There is a relationship between young adults' trust in vitamin supplements and the intent of their purchase behavior.
