The purpose of this study is to understand more about Thai consumers' chocolate purchasing behavior. And the last one is the Country of Origin, which is the country that produces and enforces the chocolate brand. Theobroma cacao cacao seeds, used to make cacao, chocolate, and cacao butter since at least 460 to 480 AD, which is the estimated age of cacao remains found in Mayan vessels discovered in northeastern Guatemala.
Taste, clarity and complete melting in the mouth are also some of the sensory characteristics that contribute to the unique character of chocolate (BECKETT, 2000).
Objective of the Study
However, the continued economic recovery, together with strengthened political stability, will provide an opportunity for imported brands to penetrate the Thai market in response to the greater purchasing power of Thai consumers in major cities. Also, this research is useful for marketers because they can create different marketing programs that they think will be of interest to consumers.
Research Question
During the forecast period, the demand for chocolate confectionery in Thailand is expected to approach maturity. Chocolate confectionery in Thailand, Euro monitor, April 2014) These will be opportunities for the growth of chocolate in the Thai market.
Consumer Decision – Making Process
- Consumer Decision – Making Process & Compulsive Buying Consumer buying process offers two useful perspectives: the decision-
- Consumer Food Choice and Perception
- Socioeconomic Conditions and Consumer Behavior
- Brand Choice and Consumer Behavior
Quality and safety are therefore two very important elements in the consumer's perception of food and decision-making about food choice (Grunert et al., 1996). Personal values have been found to be fundamental determinants of various aspects of consumer attitudes and behavior (Peneau et al., 2006).
Consumer’s Buying Behavior
- Complex Buying Behavior
- Dissonance-Reducing Buyer Behavior
- Habitual Buying Behavior
- Variety Seeking Buying Behavior
As with complex buying behavior, consumers with dissonance-reducing buying behavior are highly involved. However, in this behavioral situation, buyers perceive very little difference between the brands they choose products from. There may be many real differences between different brands, but the customer's belief about other brands is that they are very similar or essentially the same.
In "Habitual Buying Behavior" products are brought under conditions of low involvement and absence of significant brand differences, e.g. salt. Habitual buying behavior refers to situations where a consumer has low involvement in a purchase, and is perceived as having very few significant differences between brands in a given product category. Variety Seeking Buying Behavior” involves buying situations, characterized by low involvement but significant brand differences.
Here, consumers often switch brands for the sake of variety rather than out of dissatisfaction. Variety-seeking purchasing behavior refers to situations where consumer involvement is low, but the consumer perceives significant differences between the brand options in front of them. The main purpose of this chapter is to introduce the methods and techniques used to collect the primary data required for this research.
Research Strategy and Design
Since the collection of data and their analysis have a significant impact on the quality of the research, it is essential to carefully define each step of the process, which can be classified into:. McDaniel and Gates, 2002). In contrast, quantitative research deals with mathematical analysis, which aims to classify characteristics, count and contrast statistical models to explain what is observed, what data collected is in the form of numbers and statistics (McDaniel and Gates, 2002). Quantitative research often involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved.
In addition, quantitative research seeks the implications of a larger population, producing a result that illustrates the ability of statistical analysis with high reliability (Sae-Jiu, 2007). Therefore, the researcher separated two steps in this research: office research and survey research. Tull and Hawkins (1984) stated that in any research, the first step is to find secondary data that was done for a specific purpose in the previous study, because these data provide relevant information and are easily obtained by the researcher and help to design the research design. appropriate.
Following this premise, the desk research was conducted with a review of the relevant literature relating to global chocolate purchasing behavior. The second step of the study is to collect primary data through a questionnaire-based research method. Therefore, to answer the objectives of this study, a large scale sample is required and after considering various benefits offered, the quantitative research method is suitable for collecting the primary data and analyzing the obtained data for the study.
Samples Selection
Survey Instrument
Based on previous literature review, the questionnaire was developed and modified from the context of buying behavior of chocolate. Each question scales from number 1 with the statement "Strongly disagree" to number 5 with the statement "Strongly agree". The questions are closed questionnaire and the answer of each question is checklist type with a total number of 5 questions.
Data Collection
Data Analysis
As a rule of thumb, a sample size of 200–300 is considered sufficient for good analysis (A.S. Gaur and S.S. Gaur 2009). Kaiser Meyer–Olkin (KMO) measure of sampling adequacy, a popular diagnostic measure, tests whether the partial correlations among the variables are small. The SME Scores metric recommends an absolute minimum of .5 and that values between .5 and .7 are mediocre, values between .7 and .8 are good, values between .8 and .9 are great, and values above .9 are excellent (Hutcheso & Sofroniou ,1999). In this chapter, the author presents the empirical study of the research, along with an analysis of the empirical study.
The analysis part will be carried out using the reference framework from the second chapter and the method from the third chapter.
The Analysis of Demographic Information of Samples
The Analysis of Reliability Statistics and KMO Bartlett’s Test For the questionnaire which used for this research, the amount Cronbach
The Analytical Results for Factor Analysis
From Table 4.5: The rotated component matrix from the samples does not show a factor loading less than 0.4. From Table 4.6: A scree plot with eigenvalues greater than 1 converged and suggested a 3-factor solution. There was a sharp break in the magnitude of the eigenvalues, resulting in a change from steep to shallow across the first 3 factors.
All variables had the highest loading on the first component and were therefore grouped under the factor name 'Emotional benefits'. The specific question discussed in this section is about the personal reason for purchasing chocolate and the personal opinion when purchasing chocolate. Variables such as those below had the highest loading on the second component and are therefore grouped under the factor name “Marketing Program”.
All questions revolve around the communication and marketing program such as celebrity endorsement, in-store promotion, print advertising and chocolate activities or events. Variables such as below had the highest loading on the third component and therefore grouped under the factor name "Country of origin", which is from specific questions about the product's country of origin, such as imported and local manufacturer.
CONCLUSION, LIMITATION AND RECOMMENDATION
Conclusion
The results of the study also show that marketing activities are the factor that influenced their purchase decision. Although chocolate buying behavior is impulsive, research suggests that the relative accessibility of inputs such as cost versus the benefits of impulsivity influences impulsive behavior. When the preference for impulsivity was the pleasure of giving in to temptation, ads that 'triggered desire' or 'emphasized the benefits of giving in to temptation' were the most appealing to their buying behavior.
Thus, advertisements that justify the costs of impulsivity may help elicit impulsivity in such consumers. The final group is country of origin, that is, the country of manufacture, production or growth from which an item or product comes. It may also say 'Made-in image' (Wikipedia, Online). The research identified a group of countries of origin that resulted from specific questions about imported brands and local brands.
Since chocolate is not created from the Asian country and is not so related to the Thai consumer, they need to trust the brand and have a strong awareness of the product. In the globalized market, consumers pay more and more attention to the country of origin and authenticity of chocolate, heritage will become the dominant criteria for measuring quality and building their trust with consumers (Jorana Jonhson, 2013). According to three groups of factors that influenced Thai consumer's buying behavior for chocolate that can answer the research question as above and also develop the marketing strategies and marketing plan by focusing on the group of factors as above for chocolate product that still has more potential for Thai's market.
Limitations of the Study
Recommendations of the Study
เราขอเชิญคุณเข้าร่วมการศึกษาวิจัยที่มีวัตถุประสงค์เพื่อรวบรวมข้อมูล คุณซื้อช็อกโกแลตบ่อยแค่ไหน o วันละหลายครั้ง / วันละหลายครั้ง o หลายครั้งต่อสัปดาห์ / หลายครั้งต่อสัปดาห์ ควรมากกว่าหนึ่ง) o ครอบครัว / ครอบครัว คุณซื้อช็อคโกแลตที่ไหนมากที่สุด
These have ingredients other than chocolate, giving chunky bites. o Chocolate Breaded Chocolate – Contains chocolate forms such as Butterscotch, Nutties, Tiffuns. கல்லுட்டுக்கு Chocolate price is the most important factor for you to buy. ค้า Luxury packaging of chocolate is the most important factor for you to buy.
มันมีอิทธิพลต่อฉันเมื่อฉันตัดสินใจซื้อช็อคโกแลต โปรโมชั่นร้านค้าเป็นปัจจัยที่ มันมีอิทธิพลต่อฉันเมื่อฉันตัดสินใจซื้อช็อคโกแลต เพื่อนและครอบครัวเป็นปัจจัยที่มีอิทธิพลต่อฉันเมื่อฉันซื้อช็อกโกแลต / เพื่อนและครอบครัว กิจกรรมในร้านมีอิทธิพลต่อฉันเมื่อฉันซื้อช็อกโกแลต กิจกรรมในร้านมีอิทธิพลต่อฉันเมื่อฉันซื้อช็อกโกแลต / กิจกรรมในร้าน ผลต่อการเลือกซื้อช็อกโกแลต สิ่งที่น่าสนใจที่สุดคือโลโก้และแบรนด์บนบรรจุภัณฑ์
ฉันชอบซื้อช็อคโกแลตสำหรับทำอาหาร / ฉันซื้อช็อคโกแลตสำหรับทำอาหาร ฉันชอบซื้อช็อกโกแลตเมื่อมีงานปาร์ตี้ / ฉันตัดสินใจซื้อช็อกโกแลตเมื่อมีงานปาร์ตี้
