The research aimed to 1) identify the factors influencing consumers' purchase intention of dairy products in a subscription business model in Bangkok. The assumption was made on the factor affecting consumers' purchase intention of dairy products in a subscription business model in Bangkok via online platform.
INTRODUCTION
- Macro Background
- Micro Background
- Research Objectives
- Subscription Business Model
- Expected Research Benefits
- Brand and manufacturer
- Business sector: Retailer
- Consumer
In New Zealand, there is only a small growth of about half a percent in milk production from 2019 to 2020 due to drought conditions in the North Island. As a source of information and reference in the development of the market and reopening paths for a subscription business model in the milk industry.
LITERATURE REVIEW
- Brand Loyalty
- Perceived Value
- Perceived Risk
- Attitude
- Subjective Norm
- Purchase Intention
- Conceptual Framework
Sometimes an individual's attitude toward an object can influence his/her attitude toward another object with which he/she is associated (Hoyer et al., 1997). H2: Perceived risk has a negative effect on purchase intention H3: Perceived value has a positive effect on attitude.
MATERIALS AND METHODS
- Population
- Method
- Sample Size
- Questionnaire Design
- Data Collection
- Data Analysis
There is no specific demographic area or time when the data is collected. The questionnaire consists of 9 parts, in which all factors of the conceptual model are examined using 41 questions.
RESULT
Frequency
According to Table 4.4 Education, the majority of the 273 respondents have a bachelor's degree, which represents 67.9%, followed by a master's degree with 27.6%, secondary education with 2.7% and other 1.7%. Almost half of the respondents (44.5%) consume dairy products once a week, followed by 35.8% of those who consume them less than once a week, and only 19.7% consume them daily. When it comes to brands of dairy products, more than a third of all respondents (35.8%) enjoy Meji the most.
Reliability Analysis
Descriptive Statistic
According to the highest mean score in the descriptive statistics of the attitude, statement A5: "I think the milk subscription is trustworthy." (M = 3.31), followed by A1: "The milk subscription can save me time." (M = 3.17 ) and A4: “I think milk subscription could become the norm.” (M = 3.03). It can mean that milk subscription is trustworthy, saves time and could become the norm (M = 3.05). PI1: I am interested in subscribing to the milk subscription service, but I need to find more information.
Descriptive statistics on purchase intention show that the highest average score is the statement PI1: 'I am interested in subscribing to a milk subscription service, but I need to look for more information.' (M = 3.15), followed by PI3: ' I am willing to try a milk subscription service.” (M = 3.09) and PI5: “I would recommend others to take out a milk subscription.” (M = 2.95). It indicates that people are interested in subscribing to a milk subscription service, but they need to search for more information. They are also willing to try a milk subscription service and would recommend others to take out a milk subscription.
T-test Analysis
The table of 4.16 shows that people mostly agree with the statements of perceived value with the overall mean score of 3.66, followed by brand loyalty and subjective norm which have the overall mean score of 3.43 and 3.32 respectively. Therefore, the descriptive statistics show that perceived value can influence people's decision making process to buy the most, while purchase intention has the lowest overall mean score which is 2.99, so purchase intention may not be the important consideration of the consumers. Equality of Deviations t-test for Equality of Means. I am going to recommend others to buy the milk from this brand.
'If I have a chance, I am going to recommend others to buy the milk of this brand.' and L5: 'I am willing to support any activities organized by this brand.'. 2-tailed) is 0.000, which supports the difference between men and women. Moreover, the mean score of women (M = 3.5668) is higher than that of men (M = 3.1789), which means that women are more likely to recommend the milk product of the brand they consume most to other than men will recommend.
ANOVA Analysis
- Frequency of Consumption
- Most Consumption Brand
- Marital Status
- Occupation
- Monthly Income
And in the statement of V5: 'I think that consuming milk makes me feel valuable.', the once a week subgroup gives more importance to the statement than the less than once a week subgroup with mean differences of 0.28868 significantly. From the data it shows the significant difference with sig 0.027 between subgroups of consumption frequency in the statement of A2: "Milk subscription suits my lifestyle." According to the Bonferroni table, the daily subgroup gives more importance to the statement. than the subgroup less than once a week with mean differences of 0.41790 significantly. In PI2's statement: 'I am positive about subscribing to the milk subscription service', the daily and once a week subgroup give more importance to the statement than the less than once a week subgroup with mean differences of 0.49710 and 0 ,34555. respectively.
In PI3's statement: 'I am willing to use a milk subscription service.' the subgroup of every day and once a week attaches more importance to the statement than the subgroup of less than once a week with mean differences of 0.46229 and 0.32460. respectively. Q1: 'The quality of the milk reflects the price I pay.', the Foremost subgroup attaches less importance to the statement than the Jitlada subgroup with average differences of (-0.79355). I think this milk brand reflects more value than other brands.', the subgroup of Jitlada attaches more importance to the statement than the subgroup of Foremost, with mean differences of 1.00645 significant.
In the statement of N3: 'I feel more confident in subscribing to a service if I know that my friends use it without any problems.', the subgroup of professionals attaches less importance to the statement than the subgroup of unemployed people with average differ from ( -1.17193). In N4's statement: 'I have more confidence in subscribing to a service if I know that my family uses it without any problems.', the subgroup of professional and pensioners has less interest in the statement than the.
Regression Analysis
In addition, this figure above shows the cause and effect of perceived value and perceived risk regarding attitude, which can prove that perceived risk has no significant effect on attitude since sig. However, there is only one factor, perceived value, that significantly affects attitude. Thus, perceived value is the most influential factor on the relationship with standardized beta coefficients of 0.210.
Referring to the table above, it shows the cause-and-effect relationship of perceived value, perceived risk, brand loyalty, attitude and subjective norm towards purchase intention. There are two factors that do not significantly influence purchase intention, namely perceived value and perceived risk. since sig. On the other hand, there are three factors that have a significant effect on purchase intention, namely brand loyalty, attitude and subjective norm. Of these three significant factors, attitude is the most influential factor in customer satisfaction with the standardized beta coefficients of 0.538, followed by subjective norm and brand loyalty with the standardized beta coefficients of 0.186 and 0.102, respectively.
DISCUSSION
- Gender
- Marital Status
- Occupation
- Monthly Income
- Factors Affecting Purchase Intention
And also in the "Subjective Norm" factor, in N3's statement: "I feel more confident about subscribing to a service if I know my friends use it without a problem." The single subgroup also gives more importance to the statement than the subgroup. married and divorced/widowed. According to the Bonferroni table, the business owner subgroup gives more importance to the statement than the professional subgroup. According to the Bonferroni table, the subgroup of employees gives more importance to the statement than the subgroup of independent employees.
In addition, in Subjective Norm, she found a significant difference between occupational subgroups in the statement N1: 'When I buy, the opinion of my friends is important to me', the student subgroup gives more importance to the statement than the student subgroup. professionally. In the statement N4: "I feel more confident to subscribe to a service if I know that my family uses it without problems.", the working and retired subgroup is less important to the statement than the subgroup. And in the statement N5: 'I am positive about telling others that I subscribe to milk delivery.', the subgroup of students, business owners and the unemployed give more importance to the statement than the subgroup of professionals.
CONCLUSION
Conclusion
Recommendations for milk product in subscription business model
- Brand and manufacturer
- Business sector: Retailer
In the brand loyalty variable, there is the difference in the gender and marital status subgroup, which means that the brands need to understand their triggers and their needs. In the variable of perceived quality, this variable is the most influential factor affecting customer satisfaction and has a positive impact on purchase intention, so the quality of the product is the most important factor for the customers with a positive effect on purchase intention. Good. There are significant differences between age, gender and household income subgroups, which are more concerned about product quality, so this audience segment should be the main target.
They can make partial or full payment and the products they choose will be delivered to their doorstep. Due to the nature of the perishable product and the principles behind home milk delivery, farm-fresh milk delivery companies are generally regionally based. This helps identify how to expand the target audience, stay relevant, retain the brand's existing customer base, and even expand the delivery aspect of subscription business.
Limitation and Opinion for Future Research
Perceived risk and trust as antecedents of online shopping behavior in the US gem industry. Consumers' salient beliefs about dairy products in the functional food era: A qualitative study using concepts from the theory of planned behavior. Explaining consumers' green food purchase intentions in Qingdao, China: modification and extension of the theory of planned behavior.
The role of subjective norms in the theory of planned behavior in the context of organic food consumption. 1988) The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Changes and Future Research. Application of an integrated framework to investigate Chinese consumers' purchase intention toward genetically modified foods.
APPENDICES
Appendix A: Certificates of Approval (COA)
Appendix B: Questionnaire English Version
- Screening Section
- Brand Loyalty
- Perceived Value
- Perceived Risk
- Attitude
- Subjective Norm
- Purchase Intention
- Personal Information 1. What is your gender?
From parts 2 to 7, based on the brand of milk you usually drink, please indicate how much you agree with these statements from 1 to 5, where 1 means strongly disagree and 5 means strongly agree. If the brand of milk I always buy is sold out, I buy another brand. I'm afraid the service and product won't be worth the price I pay (financial risk).
I feel more confident in subscribing to a service when I know my friends are using it without any problems. I feel more confident about subscribing to a service when I know my family can use it without any problems. I am interested in subscribing to the milk subscription service but need to find more information.
Appendix C: Questionnaire Thai Version
ถึงผู้ตอบแบบสอบถาม
ค าแนะน า และค าจ ากัดความ
ส่วนที่ 1: ส่วนคัดกรอง
ใช่ ☐ ไม่ใช่ [จบแบบสอบถาม]
ไทยเดนมาร์ค ☐ แดรี่โฮม
โชคชัย ☐ ดัชมิลล์
เมจิ ☐ โฟร์โมสต์
หนองโพ ☐ จิตรลดา
อื่นๆ _______________
ส่วนที่ 5: ทัศนคติ
ตัดสินใจซื้อ
สถานภาพสมรสของท่านคืออะไร?
โสด ☐ สมรส
ท่านประกอบอาชีพอะไร?
เจ้าของธุรกิจ ☐ อาชีพอิสระ
แม่บ้าน ☐ เกษียณ
ว่างงาน ☐ ข้าราชการ
อื่น ๆ โปรดระบุ _____
85,001 - 160,000 บาท ☐ มากกว่า 160,000 บาท
