FACTOR INFLUENCING PURCHASE INTENTION TOWARDS COLD-INTENTIONAL JUICE PRODUCTS IN CONSUMERS IN THE BANGKOK METROPOLITAN AREA. Cold pressed juice is one of the healthy products that meets the needs of consumers because it helps to keep the body healthy and can be consumed every day. Additionally, cold-pressed juice is the beverage of choice for many people who are concerned about nutritional value because it contains "vitamins, fiber and minerals."
In this paper, the researcher wants to highlight the factors that influence the purchase intention of consumers who decide to buy cold-pressed juice.
Problem statement
Market leading brands including Make it HAPPEN Juice, My Everyday Juice, Habille Healthy Juice, U R What U Juice, Daily Cold Pressed Juice, Happy Cleanse, Brunch Bowl and Puk Pun are selling with the average price range between 200 - 300 baht per bottle. . In this study, the research aims to explore the influencing factors that affect consumers' intention to purchase cold-pressed juices in Bangkok, including demographic factors, market factors and other related factors, which will serve as a guide for development of marketing strategy to satisfy customer need.
Research Questions
How to develop effective marketing strategies that attract target consumers to consider cold-pressed juice.
Research Scope
Expected Beneficial
LITERATURE REVIEW
- Theories of Consumer Behavior
- Attitude toward Buying Healthy Foods
- Marketing Factors
- Product Attributes
- Previous Studies
In other words, we could say that consumers' response is the result of influencing factors and the mechanism of operation of their purchase decision process in a black box in which they will deal with the purchase, the choice of store, the choice of time to purchase. , and deciding on the purchase amount when the response is positive (Eisend, 2015). According to Al-Nasser et al.'s (2014) proposal, attitude is described as a predisposition to respond to stimuli with a certain type of response, which can be identified in three main responses comprising cognitive response, affective response and behavioral response. the answer. Al-Nasser et al (2014) further explained the cognitive components as perception and knowledge and individuals' perceptions that develop based on the individual's past experiences or acquired information related to the object.
Al-Nasser et al (2014) also explained that attitude is a persistent system of positive or negative evaluation, feeling as well as pro or conaction tendencies in relation to social object. The study by Fishbein et al (1974) was influential in the theory of reasoned action (TRA) or the theory of planned behavior (TPB), suggesting that behavior is mediated through the behavioral intention, which is influenced through one's attitude and social norm for such. behavior. Al-Nasser et al (2014) further explained that attitudes and behavior are related when the attitude is dependent on the direct experience with the object of the attitude, and to the extent that the attitudes are cognitively accessible. 1978) used the social information processing approach to explain that the process of attributing attitude is influenced by one's commitments to the behavior, information about past behavior that is salient at the time the attitude is made, and social norm and expectation that influence what that can be considered rational or legitimate explanations for past behavior.
According to Shaharudin et al. 2011), today consumers usually use product attributes such as specifications, functions, aesthetics, status and image to determine the quality of the product or service. For promotion, this marketing element is intended to build positive consumer attitudes and demand through the use of promotional mix such as advertising, personal selling, sales promotion and public relations or even a combination of them. As mentioned by Grunert et al (2004), the external cue of the product can consist of price, store, packaging and advertising, where the price is one of the most important criteria influencing the purchase decision based on the consumers' monetary costs.
Munusamy and Wong (2008) pointed out that consumers' perception of price positively influences their purchase intention of private label products, with consumers likely to make the purchase. Kim and Parker (1999) further mentioned that effective advertising contributes to a favorable image of the product or brand; while Liljander et al. 2009) suggested that store image has a positive influence on consumers' purchasing decision towards private label products.
RESEARCH METHODOLOGY
Methods of Research Used
Sampling Procedures
- Population Target
- Sample Size
- Sampling Technique
Sampling is described as a single or group of elements selected for investigation, as larger number of population sizes require more effort and resource in the investigation process. Regarding the population size exceeds 100,000, the precision level of +/- 5% indicates that the sample size of 400 is considered suitable for this research, in which the relevance of sample size determination as suggested by Yamane (1967) is shown in Table 3.2 .2 below. Non-probability sampling was used with the use of convenience sampling in selecting the respondents based on their accessibility to reach the researcher through online survey.
Research Instruments/ Questionnaire
- Questionnaire
RESEARCH FINDINGS
- Respondents’ Profiles
- Factor Analysis
- Total Variance Explained
- Rotate component Matrix
- Hypothesis Testing
- Cross-tabulation analysis
Most respondents mostly recognized cold-pressed juice from online such as websites and social media (80.7%), followed by TV (11.8%), pop-up stand/. As a result of rotated component, matrix indicated that it reduced the component from 27 components and regroups the sensible components to be five factors influencing consumer purchase intention towards cold pressed juice which are information and brand, product quality, appearance and Availability, Social influence and Risk avoidance. From the ANOVA table, the results show the F-test of 57.364 and the p-value of 0.00, which suggests that something of product quality, social influence, risk avoidance, appearance and accessibility, and information and brand significantly affect the purchase intention of cold-pressed juice.
From the coefficient table, the results indicate that product quality positively affects the purchase intention of cold-pressed juices (p-value <.05, Beta = .425). There is no significant influence of social influence and risk avoidance on purchase intention (p-value > 0.05). Meanwhile, information and brand positively affect purchase intention of cold-pressed juice (p-value < . .05, Beta = .494).
Cross tabulation analysis was used to analyze the relationship between the purchase intention among different demographic groups and profiles to find out the potential target customer. From the cross-tabulation analysis of research results, cold-pressed juice products are already very well-known and recognized among consumers, as the result shows that the majority of the sample size has experience of consuming the product in the past. Cold-pressed juice is the healthy lifestyle product and is for consumers who understand and value fitness and life well-being through consumption as essential.
The result shows that consumers are more inclined to consume cold pressed juice than men. According to the finding, people aged 36 and over will consume 20% more cold-pressed juice than those under 36. Knowledge and understanding of a healthy lifestyle also play an important role in the decision to consume cold-pressed juice.
A challenge is the price of cold-pressed juice product, in which due to the quality of ingredient and production process can be relatively high.
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
Recommendations
In terms of hypothesis testing using multiple linear regression to explore factors, the results show that the factors that influence the consumer to purchase cold pressed juice are product quality, information and brand, as well as appearance and availability. The finding shows that the appearance and availability of cold pressed juice do not have a significant effect on consumer purchase intention even though the appearance and availability are changed. According to the findings of the factors and the target consumer, the cold pressed juice seller can apply the 4Ps (Marketing Mix) to develop marketing strategies that attract and retain the target consumers.
By focusing on the product, potential customers prefer the highest quality, which is the main criterion when purchasing cold-pressed juice. Put effort into product design; The beautiful design of the box and bottle will create a quality image of the product. The packaging must be transparent so that consumers can see the liquid of the cold-pressed juice.
From the survey, the analysis indicates that most respondents believe that the price of cold-pressed juice is reasonable for them. In addition, cold-pressed juice producers may consider developing a joint marketing program with gyms, yoga and sports clubs, and restaurants to reach more customers. Such as Review health changes after drinking cold pressed juice every day as a video clip story.
For example, on the brand's fan page, the manufacturer should upload the production process with the practice of TQM on YouTube to increase consumer confidence in the product quality and product image. Create contests online, (think the new ingredient for cold pressed juice for example) get the customer involved and share their opinion, helping to increase followers, engagement and boost sales.
Suggestion for Future Research
Available from http://www.euromonitor.com/naturally-healthy-packaged-food-in-thailand/report, viewed 16 January 2017. In: Readings in Attitude Theory and Measurement, Fishbein, M. Theory-based Instrumentation to Measure the intention to use electronic commerce in small and medium-sized enterprises”. -Source Ad Research Heralds Detailed Look of Households Habits”, The Wall Street Journal Assessing Consumer Preferences for Organic, Ecolabeled and Regular Apples”, Journal of Agricultural and Resource Economics, December.
In Search of Market Segments for Green Products”, Advances in Environmental Marketing: New Developments in Practice, Theory and Research, Haworth Press, New York, NY, pp. 2012), “Factors Affecting Green Housing Purchase”. 34; Adoption of mobile internet services: an exploratory study of mobile commerce early adopters", Journal of Organizational Computing and Electronic Commerce. Attitude development hierarchy and segmentation". 1996), "Consumer attitudes and behavior to Organic Foods in Ireland", Journal of International Consumer Marketing, 9(2), p.
Journal of Economics, Business and Management Consumer’s Attitudes and Understanding of Organic Food: The Case of South Korea”, Journal of Foodservice Business Research, 15 (1), p. NCDs in Thailand.” Available at http://www.who.int/nmh/countries/tha_en.pdf, accessed 10 January 2017.
APPENDICES
Appendix A: Questionnaire
Demographic
Income level
What do you do in your free time? (Choose the best one)
Past Experience
Do you have experience of drinking cold-pressed juice?
What are the reason why you purchase cold-pressed juice?
What brand have you tried before? (Can choose more than 1 choice)
What kind of information source that influenced you to recognize product?
Explore the factors that influence purchasing intention toward Cold- pressed juice
20. The price of cold-pressed juice is lower than the average market price compared to similar products for healthy drinks. 21. When buying cold-pressed juice, I think convenience is important.
