INDEPENDENT STUDY
CONSUMER PRE-PURCHASE DECISION MAKING PROCESS
OF BEAUTY DRINK PRODUCTS
THANRAVEE
PITIPHUWAPIPAT
GRADUATE SCHOOL OF KASETSART UNIVERSITY
2010
INDEPENDENT STUDY
CONSUMER PRE-PURCHASE DECISION MAKING PROCESS
OF BEAUTY DRINK PRODUCTS
THANRAVEE
PITIPHUWAPIPAT
An Independent Study Submitted in Partial Fulfillment of
the Requirements for the Degree of
Master of Business Administration
Graduate School, Kasetsart University
2010
Thanravee Pitiphuwapipat 2010: Consumer pre-purchase decision making
process of beauty drink products. Master of Business Administration, Major
Field Business Administration, International MBA Program. Independent
Study Advisor: Yurapong Ovatsatit, Ph.D. 98 pages
The objectives of this study were 1) to investigate personal factors and
consumer behaviors on pre-purchase decision-making process (need recognition,
information search and evaluation of alternatives) among beauty drink consumers, 2)
to study consumer pre-purchase decision making process on buying beauty drink
products, 3) to study different personal factors and behaviors that may affect
consumer pre-purchase decision making process of beauty drink products.
The data was collected through questionnaires, surveys of 400 respondents in
Bangkok who had bought beauty drink products as samples by using Multi-stage
sampling method. Then, the data was analyzed by descriptive statistics including
frequency, percentage, means and standard deviation. Hypotheses were tested by
inferential statistics including t-test, F-test and LSD at 0.05 significant levels.
The results showed the pre-purchase decision making process which consisted
of need recognition, information search and evaluation of alternatives were moderate
level of agreement through consumers’ perception when they made a decision to buy
beauty drink products. For the hypothesis testing, it was found that consumers from
different age ranges had different considerations on information search process. But
gender, education and level of income did not have any effect on the processes of prepurchase decision making. For consumer behavior, it was found that consumers with
different frequency of consuming had different considerations on every process of
pre-purchase decision making.
/
Student’s signature
Advisor’s signature
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ธัญรวีร์ ปิ ติภูวพิพฒั น์ 2553: กระบวนการตัดสิ นใจก่อนการเลือกซื้ อเครื่ องดื่มประเภทให้
ความสวยงาม ปริ ญญาบริ หารธุ รกิจมหาบัณฑิต สาขาบริ หารธุ รกิจ โครงการบัณฑิตศึกษา
สาขาธุ รกิจ (นานาชาติ) ประธานกรรมการที่ปรึ กษา: อาจารย์ ยุรพงศ์ โอวาทสาธิ ต , Ph.D.
98 หน้า
วัตถุประสงค์ของการศึกษาครั้งนี้ 1) ศึกษาปัจจัยส่ วนบุคคลและพฤติกรรมผูบ้ ริ โภคต่อ
กระบวนการตัดสิ นใจก่อนการเลือกซื้ อเครื่ องดื่มประเภทให้ความสวยงาม
(ขั้นการตระหนักถึง
ปั ญหา, การค้นหาข้อมูล และการประเมินทางเลือก) 2) ศึกษากระบวนการตัดสิ นใจก่อนการเลือก
ซื้ อเครื่ องดื่มประเภทให้ความสวยงามของผูบ้ ริ โภคเครื่ องดื่มประเภทให้ความสวยงาม 3) ศึกษา
ความแตกต่างของปั จจัยส่ วนบุคคลและพฤติกรรมผูบ้ ริ โภคที่มีผลต่อกระบวนการตัดสิ นใจก่อนการ
เลือกซื้ อเครื่ องดื่มประเภทให้ความสวยงาม
กลุ่มตัวอย่างของการศึกษาครั้งนี้คือกลุ่มผูบ้ ริ โภคเครื่ องดื่มประเภทให้ความสวยงาม ในเขต
กรุ งเทพมหานคร โดยใช้แบบสอบถามเพื่อเก็บข้อมูลจากกลุ่มตัวอย่างจํานวน 400 คน ด้วยวิธีการ
สุ่ มตัวอย่างแบบหลายขั้นตอน ข้อมูลที่ได้นาํ มาประมวลผลโดยใช้หลักสถิติเชิงพรรณนา ได้แก่
ความถี่ ร้อยละ ค่าเฉลี่ย และความเบี่ยงเบนมาตรฐาน และทดสอบสมมุติฐานโดยใช้หลักสถิติเชิง
อนุมาน ได้แก่ t-test, F-test และ LSD ณ ระดับนัยสําคัญทางสถิติที่ 0.05
ผลการศึกษาพบว่าผูบ้ ริ โภคเครื่ องดื่มประเภทให้ความสวยงาม เห็นด้วยกับกระบวนการ
ตัดสิ นใจก่อนการเลือกซื้ อเครื่ องดื่มประเภทให้ความสวยงามในขั้นการตระหนักถึงปัญหา, การ
ค้นหาข้อมูลและการประเมินทางเลือกในระดับปานกลาง
จากการทดสอบสมมุติฐานพบว่า
ผูบ้ ริ โภคที่มีอายุต่างกัน มีความแตกต่างอย่างมีนยั สําคัญในด้านการค้นหาข้อมูล แต่ผบู ้ ริ โภคที่มีเพศ
การศึกษาและรายได้ต่อเดือนต่างกัน ไม่มีความแตกต่างในทุกกระบวนการตัดสิ นใจก่อนการเลือก
ซื้ อเครื่ องดื่มประเภทให้ความสวยงาม ในด้านของพฤติกรรมการบริ โภคพบว่าผูบ้ ริ โภคที่มีความถี่
ของการบริ โภคที่ต่างกัน มีความแตกต่างอย่างมีนยั สําคัญในทุกกระบวนการตัดสิ นใจก่อนการเลือก
ซื้ อเครื่ องดื่มประเภทให้ความสวยงาม
/
ลายมือชื่อนิสิต
ลายมือชื่อประธานกรรมการที่ปรึ กษา
/
ACKNOWLEADGEMENT
My independent study has depended on the generous support, insight, and
assistance of many people, and it is a great pleasure to offer my thanks here for what I
have received.
First of all, I wish to express my deepest gratitude and sincere appreciation on
Dr. Yurapong Ovatsatit, my independent study advisor for his invaluable guidance,
advice, encouragement and kindness throughout this study, in parallel, Dr. Haruthai
Numprasertchai, independent study co-advisor for serving as my co-advisor and
offering valuable suggestion. This study would not have been successful without the
helpfulness of my beloved family for their love and support throughout the periods of
my study.
Lastly, I would like to take this opportunity to extend special thanks to all my
friends and KIMBA staffs for their help support and assistance for the completion of
this study.
Thanravee Pitiphuwapipat
May 2010
i
TABLE OF CONTENTS
Page
LIST OF TABLE
iii
LIST OF FIGURES
viii
CHAPTER I INTRODUCTION
Problem Statement
1
Objectives of the study
5
Benefits of the study
5
Scope of the study
6
Definitions
6
CHAPTER II LITERLATURE REVIEW
Consumer behavior
8
Buying decision process
18
Marketing mix
25
Related studies
31
Conceptual framework
35
Hypothesis
35
CHAPTER III METHODOLOGY
Population and sample size
40
Study Instrument
41
Pre-testing
43
Data collection
44
Data analysis
48
CHAPTER IV RESULTS AND DISCUSSION
Part 1: Personal Characteristics
53
Part 2: Consumer behavior of buying beauty drink products
55
ii
TABLE OF CONTENTS (CONTINUED)
Page
Part 3: Consumer pre-purchase decision making process
59
Part 4: Hypotheses testing
63
CHAPTER V CONCLUSIONS AND RECOMMENDATIONS
Conclusions
73
Recommendations
75
REFERENCES
79
APPENDICES
Appendix A Questionnaire (English Version)
82
Appendix B Questionnaire (Thai Version)
87
Appendix C Statistical Analysis
92
iii
LIST OF TABLES
Table
1
Page
7 Questions (6Ws and 1H) to find 7 answers regarding
1
consumer behavior
2
6 zone, 50 districts of Bangkok
44
3
The data collection sites from 6 zones
47
4
Variables of the study of consumer buying decision process
48
5
Regroup data
51
6
Frequency and percentage of the respondents classified
53
by personal characteristics
7
Frequency and percentage of the respondents classified
56
by brand of beauty drink products.
8
Frequency and percentage of the respondents classified by
56
type of beauty drink that the respondents consuming currently
9
Frequency and percentage of the respondents classified
57
by amount of money in buying beauty drink per time
10
Frequency and percentage of the respondents classified
58
by frequency of buying beauty drink
11
Frequency and percentage of the respondents classified
by purchasing place
58
iv
LIST OF TABLES (CONTINUED)
Table
12
Page
Mean, standard deviation and level of agreement of consumer
59
pre-purchase decision making toward need recognition process
on buying beauty drink
13
Mean, standard deviation and level of importance of consumer
60
pre-purchase decision making toward information search process
on buying beauty drink
14
Mean, standard deviation and level of importance of consumer
61
pre-purchase decision making toward evaluation of alternatives
process on buying beauty drink
15
Consumer pre-purchase decision making classified by gender
64
16
Consumer pre-purchase decision making classified by age
65
17
Post Hoc LSD test on the age toward information search
66
18
Consumer pre-purchase decision making classified by education
67
19
Consumer pre-purchase decision making classified by income
68
20
Consumer pre-purchase decision making classified by frequency
69
on consuming beauty drink
21
Post Hoc LSD test on different frequency on consuming
beauty drink toward need recognition
70
v
TABLE OF CONTENTS (CONTINUED)
Table
22
Page
Post Hoc LSD test on different frequency on consuming
70
beauty drink toward information search
23
Post Hoc LSD test on different frequency on consuming
71
beauty drink toward evaluation of alternatives
Appendix Table
1
Reliability analysis by Cronbach's Alpha
92
2
Reliability analysis by Cronbach's Alpha on need recognition stage
93
3
Reliability analysis by Cronbach's Alpha on information search stage
93
4
Reliability analysis by Cronbach's Alpha on evaluation of alternatives
94
stage
5
Information search stage classified by age
94
6
Need recognition stage classified by frequency on consuming
95
7
Information search stage classified by frequency on consuming
95
8
Evaluation of alternatives stage classified by frequency on consuming
96
vi
LIST OF FIGURES
Figure
Page
1
Market value of non-alcoholic drinks in Thai market 2008
2
2
Functional requirement and current products available
3
in Thai market 2009
3
Model of Buyer Behavior
12
4
Factors Influencing Behavior Model
13
5
Five-stage Model of decision making process
18
6
Marketing Mix
27
7
Conceptual Framework
35
1
CHAPTER I
INTRODUCTION
Beverage business has been typically identified as one of the most successful and
profitable in Thai market. Many choices, tastes and categories of drinks are being offered
to meet customers’ demands. Many beverage manufacturers have tried to catch up with
the rapidly changing needs of consumers by offering something new and by expanding
their line of products. This study, therefore, will touch upon one of the newest categories
of drinks being launched in the market; functional beverages (such as sports drinks,
ready-to-drink tea, and designer water). The author wants to focus on health and wellness
and the increasing demand for ‘healthy drinks’. New products were launched in new
flavors and value-added functional ingredients to target not only an increasing number of
health-conscious consumers, but also beauty-conscious women (Manager Weekly: 11 Jan
2007). In regards to this study, one particular category of functional drinks will be mainly
focused on since it has been forecasted as a best seller in this industry.
These kinds of drinks are currently on the increase and very popular in many
countries, especially Japan. Functional drinks originated in Japan who are in the vanguard
of beverage innovation and widely regarded as the source of health trends (Beverage
Daily: 26 Feb 2003). In line with this growing health consciousness, functional drinks
continued to be the strongest performers in the market and have become as an
opportunity area in the Thai soft drinks market where producers can meet the needs of
consumers looking for ways to maintain health despite their hectic lifestyle.
AC Nielsen, the world's leading marketing information provider estimated market
value of non-alcoholic drinks in the Thai market in year 2008, showing functional drinks
had a market value of 2,000 MB and 100% growth rates.
2
Figure 1 Market value of non-alcoholic drinks in Thai market 2008
Source: AC Nielsen, 2008
The amount of growth rate indicates that functional drinks do present an
opportunity in the market. Consumer's consumption of functional drinks is increasing
year-on-year, mainly to fulfill health demands and partially to satisfy elaborated needs
(Marketeer: Sep 2008). Going forward to the specific demand towards functional drinks,
beauty-conscious trends obviously becomes stronger but currently nobody knows who
the market leader is and no brand loyalty would be taking in place. Therefore, this can be
an opening for the beverage players who expect to expand their product lines and gain a
new market share from this growing opportunity. The newest sub-category drink under
the functional drink umbrella are Beauty drinks, they were introduced into the market to
serve a specific demand and getting the highest requirement from consumers compared to
others such as anti-stress & relax, smart brain and muscle and cell products (In
Marketing: 16-30 Apr 2009).
3
The figure below shows the product opportunity in the functional drink market
Figure 2 Functional requirement and current products available in Thai market 2009
Source: www.foodindustrythailand.com
Functional drinks with a beauty concept are a new trend and gradually growing in
popularity in the market. This has a special appeal to beauty conscious consumers aged
20 or above who find it hard to resist unhealthy foods and environments. More beverage
providers have been launching beauty drinks to fulfill the specification of consumer’s
need and to take advantage of this popular trend as an opportunity to gain market share
(BizWeek: May 2007). Amongst an increasingly in strongly competitive environment,
there were many brands providing beauty drinks but not being able to gain market share
as expected. Some had failed to perform while the market itself continues to grow.
Regarding buying behaviors, consumers will usually engage in a decision process
by understanding their preliminary needs and concerns. A Buying decision process is the
4
process that consumers go through when they decide to purchase something. The first
step is to recognize their need. They may have an idea of what will be purchased and then
probably want to do some researches in order to compare alternatives and evaluate
options to figure out the best choice before making the decision to purchase. It might be
based on different criteria such as design, features, price and trustworthiness of brand.
Once they purchased the product, they will basically assess whether it lives up to their
expectations. They might find that the product can be qualified as meeting their need or
decide that they will never buy this brand again. Since there is no formal research that has
been done on the topic of the study of the consumer buying decision process of beauty
drink products, so this topic has been chosen as a study to understand the buying decision
making
process
by
studying
characteristics
of
individual
consumers.
There
are demographics and behavioral variables in an attempt to understand the differentiation
of what consumers want.
There is a need for an independent study to be conducted with the purpose to
study consumer pre-purchase decision making process by focusing on need recognition,
information search and evaluation of alternatives on buying beauty drinks. Need
recognition will be studied to find out what kinds of needs or problems arise, what
brought them about and what led the consumers to this particular product. Secondly,
information search will be researched to discover how they firstly heard about the brand,
what information they received and what importance they placed on different information
sources. At the important search stage the consumer will search out information about the
product and brand, if we know what is influences impact at this stage we then can design
marketing mix to meet their needs.. For evaluation of alternatives will be studied to find
out how consumers actually evaluate brand alternatives. If we know what evaluative
processes go on we can take steps to influence the buyer's decisions. These are significant
key factors that need to be understood very deeply before getting into purchase decisions
and post-purchase behavior. The result of this study may be able to enable beverage
5
providers to develop and streamline their market models to maximize the influence on the
process.
Objectives of the study
1. To study personal factors and consumer behavior on pre-purchase decision
making process of beauty drink products.
2. To study the consumer pre-purchase decision making process of beauty drink
products.
3. To study the difference in personal factors and behavior in the consumer prepurchase decision making process of beauty drink products.
Benefits of study
1. To understand the difference of demographic factors of consumers on prepurchase decision making process regarding beauty drink products.
2. To understand behavior factors of consumers towards consumer pre-purchase
decision making process for beauty drink products.
3. To understand factors that influence the consumer pre-purchase decision making
process in order to determine effective and appropriate marketing strategies and
directly respond to customers demand.
6
Scope of the study
The study reviews the consumer pre-purchase decision making process of beauty
drink products; there are need recognition, information search and evaluation of
alternatives stages. Beauty drinks in this study focused on “ready to drink” products. The
targeted populations of the study are the beauty drink consumers who had experience of
consuming beauty drink products in the Bangkok area age between 20-45 years old. A
questionnaire was used to collect data from the sample taken in February 2010.
Definitions
Soft drink: A drink that typically contains no alcohol and is usually referred to as a
sugary drink.
Functional drink: An additional fortified with an assortment of nutritional supplements
and designed to act as a stimulant or to benefit health.
Beauty drink: Dietary supplement work synergistically with beauty products to beautify
the skin, body shape and to produce better healthful benefits by nourishing the beauty
from within with beautifying antioxidants.
Ready to drink (RTD): A term used to describe packaged beverages that are sold in a
prepared form, ready for consumption. The term is typically used to contrast packaged
forms of beverages that are also sold in forms that require preparation.
Customer characteristic: The customer characteristics in the study include gender, age,
education level and average income per year.
7
Buying behavior: The behavior of individuals and households who buy goods and
services for personal consumption.
Need recognition: The first stage in the buying process in which someone recognizes a
problem or need that can be met by acquiring a good or a service.
Information search: The stage that consumer is urged to search information for more
information; the consumer may simply have heightened attention or may go into active
information search.
Evaluation of alternatives: The stage in the process of decision making in which the
buyer uses information to evaluate the alternative brands available.
8
CHAPTER II
LITERATURE REVIEW
This chapter will explore the literature relevant to understanding the development
and interpreting the results of this convergent study. The study was conducted under the
development of concepts and ideas from the review of various literatures, the literature
review concentrates on a range of consumer buying behavior, consumer buying decision
process and marketing mix to provide the necessary background for the purpose of this
study. The related researches and studies will be reviewed, as well as the conceptual
framework, as follows:
Consumer Behavior
Consumer behavior is defined as the dynamic interaction of affect and cognition,
behavior, and environmental events by which human beings conduct the exchange
aspects of their lives, Consumer behavior can be defined as the behavior is searching for:
purchasing, using, evaluating and disposing of unsatisfying products and services
(Schifman and Kanuk, 1991). Equally, consumer behavior is the individual decision
procedure and physical activities to consume products or use service are referred to the
consumer behavior and are about think and behave when making purchase decision.
The nature of consumer behavior is the individuals develop self-concepts and
subsequent lifestyle based on a variety of internal (mainly psychological and physical)
and external (mainly sociological and demographic) influences. These self-concepts and
lifestyles produce needs and desires, many of which require consumption decisions to
satisfy. As individuals encounter relevant situations, the consumer decision process is
activated. This process and the experience and produces in turn influence the consumers’
self-concept and lifestyle by affecting their internal characteristics (Hawkins et al., 1998)
9
Marketers have classified types of customer buying behavior by using different
criteria. According to Schiffman and Kanuk (1991), consumers make two types of
purchases: trial purchases and repetitive purchases. Trial purchases are the exploratory
phase of purchasing behavior in which consumers attempt to evaluate a product through
direct use. But repetitive purchases are closely related to the concept of brand loyalty
which most firms try to encourage because it ensures them of stability in the marketplace.
Classified by intention of purchases (Engel and Blackwell, 1993), purchasing
behaviors fall into three categories:
1. Fully planned purchase: both product and brand are chosen before the store visit.
2. Partially planned purchase: there is an intention in buying the product only but
brand choice is deferred until shopping.
3. Unplanned purchase: both the items and brand are chosen in the store. This is
often referred to as the impulse purchase.
Consumer Analysis
Consumer behavior is the actions a person takes in purchasing and using products
and services, including the mental and social processes that precede and follow these
actions. Belch and Belch (2004) define consumer behavior as “the process and activities
people engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires”. This concept
helps answer questions such as why people choose one product or brand over another;
how they make these choices; and how companies use this knowledge to provide value to
consumers.
10
According to Marketing Management (Kotler, 1997), 7 O’s framework is a model
of consumer behavior that mangers have had to rely on for consumer research to answer
the following questions about the market;
Table 1 7 Questions (6Ws and 1H) to find 7 answers regarding consumer behavior
Questions (6Ws and
1H)
1. Who is in the
target market?
Answer to be desired
Marketing strategies
Occupants
(The type of target group)
4Ps Product, Price, Place, Promotion
Objects
2. What does the
consumer buy?
3. Why does the
consumer buy?
What the consumer wants to buy is the
product or service which is different
from other competitors.
Product strategy; The difference in
product and service of staffs and also
good image.
Objectives
1.
Product strategy
Consumers buy product and service to
fit their needs for both physical and
psychological needs.
2.
Price strategy
3.
Place strategy
4.
Promotion strategy
1.External or psychological factor
2. Social and culture factor
3. Individual factor
4. Who participates
in buying?
5. When does the
consumer buy?
6. Where does the
consumer buy?
Organizations
Influence of organization in buying
decision.
Advertisement strategy and group
promotion.
Occasions
Such as which season, special
occasions.
Promotion strategy
Outlets
The place which consumers buy such
as Department store , Convenient store
etc.
Place strategy
Try to seek to channel that reach the
target customers.
Operations
7. How does the
consumer buy?
Need to understand customer buying
process and how they evaluate after the
purchase.
Source: Armstrong and Kotler (2001)
Promotion strategy such as
advertisement, public relation, holding
event.
11
The field of consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes have
on the customer and society (Hawkins, D.I., Best, R.J. and Coney, K.A., 1998)
Marketing managers must have knowledge of consumer behavior. Therefore,
consumer behavior is studied in order to understand perceptions, attitudes, and activities in
which person responds to his or her environments. This understanding can provide
guidelines to develop marketing approaches and activities to encourage people to purchase
products.
Model of Consumer Buying Behavior
In earlier times, marketers could understand consumers well through the daily
experience of selling to them. But as firms and markets have grown in size, many
marketing decision makers have lost direct contact with their customers. Most marketers
have had to turn to consumer research. They are spending more money than ever to study
consumers, trying to learn more about consumer behavior. The company that really
understands how consumers will respond to different product features, prices, and
advertising appeals has a great advantage over its competitors. Therefore, companies and
academics have heavily researched the relationship between marketing stimuli and
consumers response. The starting point for understanding buyer behavior is the stimulusresponse model shown in figure 3
12
Stimulus response
Buyer’s black box
Buyer
Marketing
Stimulation
Other
Stimulation
Buyer's
Characteristic
Buyer's Decision
Process
Buyer's
Decision
Product
Economic
Cultural
Problem or need recognition
Product choice
Price
Technological
Social
Information search
Brand choice
Place
Political
Personal
Evaluation of alternatives
Dealer choice
Promotion
Cultural
Psychological
Purchase decision
Purchase timing
Post purchase behavior
Purchase amount
Figure 3 Model of Buyer Behavior
Source: Kotler, 2003
The marketing stimulus consists of product, price, place and promotion. Other
stimulus included major force and event in buyer’s environment: economic,
technological, and political and competition. Both the other stimuli and the element of the
marketing mix enter the buyer black box and interact with the buyer’s characteristics and
decision process to produce the output series inform of purchase decision. Included in the
question of whether to buy, which product and brand, which dealer, when and in what
qualities, the buyer characteristic including cultural, social, personal, and psychological
factors influencing how we perceived and react to the stimulus (Kotler and Armstrong,
2001).
Marketing and environmental stimuli enter the buyer’s consciousness. The buyer’s
characteristics and decision processes lead to certain purchase decisions. The marketer’s
task is to understand what happens in the buyer’s consciousness between the arrival of
outside stimuli and the purchase decisions.
13
The Factors Influencing Consumer Buying Behavior
According to the article by Kotler (1997), the individual background is the
individual influences making a consumer to behave differently. They can be divided into
4 main factors. Model of factors influencing behavior shown in Figure 4
Culture
Subculture
Social
Social class
Reference Groups
Personal
Family
Age and life - cycle
Roles and status
Occupation
Motivation
Economic situation
Perception
Lifestyle
Learning
Personality
Beliefs and attitudes
Psychological
Buyer
And self-concept
Figure 4 Factors Influencing Behavior Model
Source: Kotler, 1997
1. Cultural Factors
Culture, subculture and social class are particularly important influences on
consumer buying behavior. These factors are often considered to be the greatest and
deepest influences on consumer behavior in a particular society.
1.1 Culture: The fundamental determinant of a person’s wants and behavior. The
growing child acquires a set of values, perceptions, preferences and behaviors through his
or her family and other key institutions.
1.2 Subculture: Each culture consists of smaller subcultures that provide more
specific identification and socialization for their members. Subcultures include
nationalities, religions, racial groups and geographic regions.
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1.3 Social class: Social classes are relatively permanent and ordered divisions in a
society whose members share similar values, interests and behaviors. Social classes show
distinct product and brand preferences in many areas
2. Social Factors
Social factors are influenced by reference groups, family, and roles and status.
This explains the outside influences on buying decisions either directly or indirectly.
2.1 Reference Groups: A person’s reference groups consist of all the groups that
have a direct (face-to-face) or indirect influence on the person’s attitudes or behavior.
Groups having a direct influence on a person are called membership groups. Some
membership groups are primary groups, such as family, friends, neighbors, and coworkers, with whom the person interacts fairly continuously and informally. People also
belong to secondary groups, such as religious, professional, and trade-union groups,
which tend to be more formal and require less continuous interaction.
Reference groups have basically two functions (Kelley, 1965): a normative
function that sets and enforces standards for the individual, and a comparative function
that serves as a comparison point against which an individual evaluates himself and
others (Cocanougher and Bruce, 1971). Normative reference group is that group in which
the consumer had direct relation or face to face relation and influence on the consumer
buying decision and behavior, for example family and friends etc. The members of the
family are always in interaction with the consumer and they give different ideas and
suggestions or advice to the consumer to buy a specific product or brand. And thus they
influence the consumer. Comparative reference group is that group in which the
consumer has indirect relation and less face to face interaction, such type of groups
attract the consumer and the consumer gradually start to adopt the life style of the
personalities lying in the comparative reference group. The consumers are attracted by
15
the marketer through different types of promotional campaigns and start to purchase
different types of products used by the personalities of the comparative reference group.
The distinction between normative and comparative reference groups is important
in that both groups have their own unique sets of theoretical and research problems.
Kelley maintained that the distinction helps emphasize that, in order to develop a more
complete and comprehensive theory of reference groups, researchers must integrate a
variety of perceptual and motivational phenomena. Additionally, the distinctions between
normative and comparative reference groups help emphasize the fact that reference
groups can serve many different functions for individuals and groups. Although the two
are often times regarded as separate, they are both equally important, in regard to
scientific investigations (Kelley, 1952).
2.2 Family: The family is the most important consumer-buying organization in
society, and it has been researched extensively. Family members constitute the most
influential primary reference group.
2.3 Roles and Statuses: A person participates in many groups family, clubs,
organizations. The person’s position in each group can be defined in terms of role and
status. A role consists of the activities that a person is expected to perform. Each role
carries a status. People choose products that communicate their role and status in society.
3. Personal factors
A buyer’s decisions are also influenced by personal characteristics consist of ages
and the life cycle stage, occupations, economic circumstances, lifestyle, personality and
the self-concept. These may explain why preferences often change along with the
situation.
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3.1 Age and life cycle stage: Age directly changes buying behavior. A person who
is a young age and old age has different buying behavior because the different of age.
Life cycle stage is the stages through which families might pass as they mature over time.
3.2 Occupation and Economic Circumstances: Occupation also influences a
person’s consumption pattern. Marketers try to identify the occupational groups that have
above-average interest in their products and services. Product choice is greatly affected
by economic circumstances: spendable income (level, stability, and time pattern), savings
and assets (including the percentage that is liquid), debts, borrowing power, and attitude
toward spending versus saving.
3.3 Lifestyle: A lifestyle is the person’s pattern of living in the world as expressed
in activities, interests, and opinions. Lifestyle portrays the “whole person” interacting
with his or her environment.
3.4 Personality and Self-Concept: Each person has a distinct personality that
influences buying behavior. Personality is usually described in terms of such traits as
self-confidence, dominance, autonomy, deference, sociability, defensiveness, and
adaptability. Related to personality is self-concept (or self-image) means how people
view themselves. Self-concept theory has had a mixed record of success in predicting
consumer responses o brand image.
4. Psychological factors
A person’s buying choices are also influenced by four major psychological factors
motivation, perception, learning, and beliefs and attitudes.
4.1 Motivation: A person has many needs at any given time. A need becomes a
motive when it is aroused to a sufficient level of intensity. A motive is a need that is
sufficiently pressing to drive the person to act.
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4.2 Perception: It is the process by which an individual selects, organizes, and
interprets information inputs to create a meaningful picture of the world. Perception
depends not only on the physical stimuli but also on the stimuli’s relation to the
surrounding field and on condition within the individual. People can emerge with
different perception of the same object because of three perceptual processes: selective
attention, selective distortion, and selective retention.
4.3 Learning: When people act, they learn. Learning involves changes in an
individual’s behavior arising from experience. Most human behavior is learned. Learning
theorists believe that learning is produced through the interplay of drives, stimuli, cues,
responses, and reinforcement.
4.4 Beliefs and Attitudes: Through acting and learning, people acquire beliefs and
attitudes. These in turn influence their buying behavior. A belief is a descriptive thought
that a person has about something. Marketers are interested in the beliefs that people
formulate about specific products and services. If some of the beliefs are wrong and
prevent purchase, the marketer will want to launch a campaign to correct them. People
have attitudes regarding religion, politics, clothes, music, food, and almost everything
else. An attitude describes a person’s relatively consistent evaluations, feelings, and
tendencies toward an object or idea. Attidudes put people into a frame of mind of liking
or disliking things, moving toward or away from them.
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Buying Decision Process
There are many stages in buying process before making decision in purchasing
products. The consumer buying process is the sequential parts of need recognition,
information search, and evaluation of alternatives, purchase decision, and post purchase
behavior. Even the simplest purchases can include any or all of these steps. Actual
purchasing is only one stage of the process. Not all decision processes lead to a purchase.
All consumer decisions do not always include all. In more routine purchases, consumer
often skips or reverses some of the stages. Each consumer has difference duration in each
stage of decision, depending on factors such as importance of purchase, urgency of need
and so on between the purchase intention and the purchase decision (Kotler and
Armstrong, 2001).
Need
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Post purchase
behavior
Figure 5 Five-stage Model of decision making process
Source: Kotler and Armstrong, 2001
This process is presented in a sequence of 5 steps. However, whether a consumer
will actually carry out each step depends on the type of purchase decision that is faced.
For instance, for minor re-purchases the consumer may be quite loyal to the same brand,
thus the decision is a routine one and little effort is involved in making a purchase
decision. In cases of routine, brand loyal purchases consumers may skip several steps in
the purchasing process since they know exactly what they want allowing the consumer to
move quickly through the steps. But for more complex decisions, such as major new
purchases, the purchasing process can extend for days, weeks, months or longer. So in
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presenting these steps marketers should realize that, depending on the circumstances
surrounding the purchase, the importance of each step may vary.
Stage 1: Need Recognition
The buying process starts when the buyer recognizes a problem or need. The need
can be triggered by internal or external stimuli. With an internal stimulus, one of the
person’s normal needs-hunger, thirst, sex-rises to a threshold level and become a drive. A
need can also be triggered by external stimuli. For example, an advertisement or a
discussion with a friend might get you thinking about buying a new car. At this stage, the
marketer should research consumers to find out what kinds of needs or problems arise,
what brought them about, and how they led the consumer to this particular product.
According to the article by Dibb et al. (1994) and Sheth et al. (1999), the stage of
identification of needs means that the consumer feels that there is a difference between
his/her desires or needs and the actual situation. This process of recognition may be either
slow or rapid, depending on the urgency of this need and on consumer’s personality. In
this stage, significant individual distinctions resulting from different demographic and
psychographic characteristics, lifestyle, knowledge, attitudes and motivations of
consumers are manifested together with the influences of some macro-environmental
factors – socio-economical, cultural and personal (family-related ones). The personal
experience and data stored in the memory are important as well.
Marketers need to identify the circumstances that trigger a particular need by
gathering information from a number of consumers. They can then develop marketing
strategies that trigger consumer interest. This is particularly important with discretionary
purchases such as luxury goods, vacation packages, and entertainment options. Consumer
motivation may need to be increased so that a potential purchase is even given serious
consideration.
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Stage 2: Information Search
An interested consumer may or may not search for more information. If the
consumer’s drive is strong and a satisfying product is near at hand, the consumer is likely
to buy it then. If not, the consumer may store the need in memory or undertake an
information search related to the need. For example, once you’ve decided you need a new
car, at the least, you will probably pay more attention to car ads, cars owned by friends,
and car conversations. Or you may actively look for reading material, phone friends, and
gather information in other ways. The amount of searching you do will depend on the
strength of your drive, the amount of information you start with, the ease of obtaining
more information, the value you place on additional information and the satisfaction you
get from searching.
An aroused consumer will be inclined to search for more information. We can
distinguish between two levels of arousal. The milder search state is called heightened
attention. At this level, a person simply becomes more receptive to information about a
product. At the next level, the person may enter an active information search. Of key
interest to the marketer are the major information sources to which the consumer will turn
to and the relative influence each will have on the subsequent purchase decision. These
information sources fall into four groups.
1. Personal sources: Family, friends, neighbors, and acquaintances
2. Commercial sources: Advertising, salespersons, dealers, packaging, and displays
3. Public sources: Mass media and consumer-rating organization
4. Personal experience: Handling, examining, and using the product
The relative amount and influence of these sources vary with the product category
and the buyer’s characteristics. Generally, the consumer receives the most information
about a product from commercial sources - those controlled by the marketer. The most
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effective sources, however, tend to be personal. Commercial sources normally inform the
buyer, but personal sources legitimize or evaluate products for the buyer. As one
marketer states, “It’s rare that an advertising campaign can be as effective as a neighbor
leaning over the fence and saying, ‘This is a wonderful product.’
People often ask others friends, relatives, acquaintances, professionals or
recommendations concerning a product or service. Thus, companies have a strong
interest in building such word-of-mouth sources.
Word of mouth (WOM) refers to verbal communications between the actual or
potential consumer and other people, such as the product or service provider, independent
experts, family and friends (Helm and Schlei, 1998). These communications may be
either positive or negative. Positive WOM could be considered by many marketers as,
perhaps, one of the oldest forms of marketing communication. Its value arises as a
consequence of its impact on actual and potential buyers. More specific, positive
comments from satisfied customers can increase purchases, while negative comments
from dissatisfied customers can decrease purchases (Ennew et al., 2000). Moreover,
Gremler and Brown (1996) suggest that customers who are willing to offer positive
WOM messages are more likely to become loyal customers themselves. So, WOM may
have benefits both in terms of retention and acquisition. WOM offers consumers the
ability to make more informed choices. As a result, they can benefit from reduced
perceived risk of a certain buying behaviour. Roselius (1971) mentioned that more risk
averse consumers found WOM to be a very useful strategy in reducing most types of risk,
and particular consumers were found to rate WOM particularly highly.
As more information is obtained, the consumer’s awareness and knowledge of the
available brands and features increase. In your car information search, you may learn
about the several brands available. The information might also help you to drop certain
brands from consideration. A company must design its marketing mix to make prospects
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aware of and knowledgeable about its brand. It should carefully identify consumers’
sources of information and the importance of each source.
Stage 3: Evaluation of Alternatives
We have seen how the consumer uses information to arrive at a set of final brand
choices. How does the consumer choose among the alternative brands? The marketer
needs to know about alternative evaluation - that is, how the consumer processes
information to arrive at brand choice. Unfortunately, consumers do not use a simple and
single evaluation process in all buying situations. Instead, several evaluation processes
are at work.
No single process is used by all consumers or by one consumer in all buying
situations. There are several processes, the most current models of which see the process
as cognitively-oriented. This is, they see the consumer as forming judgments largely on a
conscious and rational basis. Some basic concepts will help us understand consumer
evaluation processes: First, the consumer is trying to satisfy a need. Second, the
consumer is looking for certain benefits from the product solution. Third, the consumer
sees each product as a bundle of attributes with varying abilities for delivering the
benefits sought to satisfy this need. The attributes of interest to buyers vary by product.
The consumer arrives at attitudes toward different brands through some
evaluation procedure. How consumers go about evaluating purchase alternatives depends
on the individual consumer and the specific buying situation. In some cases, consumers
use careful calculations and logical thinking. At other times, the same consumers do little
or no evaluating; instead they buy on impulse and rely on intuition. Sometimes
consumers make buying decisions on their own; sometimes they turn to friends,
consumer guides, or salespeople for buying advice.
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Marketers should study buyers to find out how they actually evaluate brand
alternatives. If they know what evaluative process go on, marketers can take steps to
influence the buyer’s decision.
Stage 4: Purchase decision
In the evaluation stage, the consumer ranks brands and forms purchase intentions.
Generally, the consumer’s purchase decision will be to buy the most preferred brand, but
two factors can come between the purchase intention and the purchase decision. The first
factor is the attitudes of others. If someone important to you thinks that you should buy
the lowest-priced car, then the chances of your buying a more expensive car are reduced.
The second factor is unexpected situational factors. The consumer may form a
purchase intention based on factors such as expected income, expected price, and
expected product benefits. However, unexpected events may change the purchase
intention. For example, the economy might take a turn for the worse, a close competitor
might drop its price, or a friend might report being disappointed in your preferred car.
Thus, preferences and even purchase intentions do not always result in actual purchase
choice.
Stage 5: Post purchase evaluation
The marketer’s job does not end when the product is bought. After purchasing the
product, the consumer will be satisfied or dissatisfied and will engage in postpurchase
behavior of interest to the market. What determines whether the buyer is satisfied or
dissatisfied with a purchase? The answer lies in the relationship between the consumer’s
expectations and the product’s perceived performance. If the product falls short of
expectations, the consumer is disappointed; if it meets expectations, the consumer is
satisfied; if it exceeds expectations, the consumer is delighted.
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The larger the gap between expectations and performance, the greater the
consumer’s dissatisfaction. This suggests that sellers should promise only what their
brands can deliver so that buyers are satisfied. Some sellers might even understate
product performance levels to boost later consumer satisfaction.
Almost all major purchases result in cognitive dissonance, or discomfort caused
by post purchase conflict. After the purchase, consumers are satisfied with the benefits of
the chosen brand and are glad to avoid the drawbacks of the brands not bought. However,
every purchase involves compromise. Consumers feel uneasy about acquiring the
drawbacks of the chosen brand and about losing the benefits of the brands not purchased.
Thus, consumers feel at least some post purchase dissonance for every purchase.
Why is it so important to satisfy the customer? Customer satisfaction is a key to
building profitable relationships with consumers - to keeping and growing consumers and
reaping their customer lifetime value. Satisfied customers buy a product again, talk
favorably to others about the product, pay less attention to competing brands and
advertising, and buy other products from the company. Many marketers go beyond
merely meeting the expectations of customers - they aim to delight the customer.
A dissatisfied consumer responds differently. Bad word of mouth often travels
faster and faster than good word of mouth. It can quickly damage consumer attitudes
about a company and its products. But companies cannot simply rely on dissatisfied
customers to volunteer their complaints when they are dissatisfied. Most unhappy
customers never tell the company about their problem. Therefore, a company should
measure customer satisfaction regularly. It should set up systems that encourage
customers to complain. In this way, the company can learn how well it is doing and how
it can improve.
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By studying the overall buyer decision, marketers may be able to find ways to
help consumers move through it. For example, if consumers are not buying a new product
because they do not perceive a need for it, marketing might launch advertising messages
that trigger the need and show how the product solves customers’ problems. If customers
know about the product but are not buying because they hold unfavorable attitudes
toward it, the marketer must find ways either to change the product or change consumer
perceptions.
Buying Roles
Since may people influence a person in buying a product, this made more difficult
to identify the buyer. Therefore, Kotler (2001) distinguished five roles people might play
in a buying decision; (1) Initiator who played the role of suggesting others to buy a
particular product or service; (2) Influencer whose viewed or advice influences the
decision; (3) Decider who decided whether, what, how or where to buy a product or
service; (4) Buyer who made the actual purchase and (5) User who consumed or used the
product or service.
Therefore, a company needs to understand the needs of all buying decision
participants because the company has implications for designing the product, determining
messages and allocating the promotional budget.
Marketing Mix
Marketing Mix is the set of marketing tools that a company uses to pursue its
marketing objective in the target market. (Kotler, 2001) The marketing mix consists of
everything the firm can do to influence the demand for its product. The many possibilities
could be collected into four groups of variables known as the four Ps: product, price,
place, and promotion.
26
Marketing Mix elements were combined together to create an effective marketing
program in order to achieve the company’s marketing objectives. The American author,
Philip Kotler prefers the four Cs. He suggested that the four Ps are a seller’s mix or the
scales-orientated approach and it therefore should be replaced by the four Cs which are
customer-oriented, or marketing-orientated.
4Ps
Product
Price
Place
Promotion
Kotler (2003) said that marketing mix is the set of the marketing tools that the
firm uses to pursue its marketing objectives in the target market. The term marketing mix
refers to the four major areas of decision making in the marketing process that are
blended to obtain the results desired by the organization. The four elements of the
marketing mix are sometimes referred to the 4 Ps of marketing. Each element in the
marketing mix is product, price, promotion, and place (Kotler, 2000).
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Figure 6 Marketing Mix
Source: Kotler, 2003
From a consumer’s point of view, each marketing tool was designed to deliver
value a consumer benefit. Therefore, companies needed to concern more about
consumer’s four Cs along with company’s four Ps. The successful companies were those
who can meet consumer needs economically and conveniently and with effective
communication (Kotler, 1999)
1. Product
Product means the goods and service combination that the company offers to the
target market. (Kotler, Armstrong, 1999) The product is the most basic marketing mix
tool. It is a utility and value in consumer’s mind and it includes the product quality,
quantity, features, design, brand and packaging.
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Historically, the thinking was a good product will sell itself. However there are no
bad products anymore in today's highly competitive markets. Plus there are many laws
giving customers the right to return products that perceives as bad. Therefore the question
on product has become: does the organization create what its intended customers want?
Define the characteristics of your product or service that meets the needs of your
customers. The successful company will find out what customers need or want and then
develop the right product with the right level of quality to meet those needs in the present
and in the future. The perfect product must provide value for the customer.
Product is defined by Kotler, 1999 that is anything that can be offered to a market
for attention, acquisition, use or consumption that might satisfy a want or need. This may
include physical goods, services, persons, places, organization, and ideas.
The marketing strategy starts with the product. You cannot plan a distribution
system or set a price, if you do not know what you are going to market. (Gitman,
McDanial, 2005
2. Price
Price is the amount of money customers have to pay to obtain the product.
(Kotler, Armstrong, 1999)
Price is the costs of consumers are willing to pay in order to receive the benefits
of using product and service. Because of price is the only element in the marketing mix
that can be viewed as a source of income and it is a very sensitive factor that can affect to
consumer buying decision and perception. Then it is important to set the most reasonable
price to maximize business profit. When setting price, there are many internal and
external factors that are considered such as marketing strategy, company’s marketing
objective, costs of product, the market and demand, rival’s costs and prices, economic
29
crisis and etc. The price strategy is base on demand on the product and cost of the
product. (Gitman, McDanial, 2005)
A product is only worth what customers are prepared to pay for it. The price also
needs to be competitive, but it is not necessary mean the cheapest. Although competing
on price is as old as mankind, the consumer is often still sensitive for price discounts and
special offers. Price has also an irrational side: something that is expensive must be good.
Permanently competing on price is for many companies not a very sensible approach.
Pricing strategy must address the central issue of what price to charge for selling a given
unit of service at a particular point in time. It is essential that the monetary price charged
should reflect good knowledge of the service provider’s fixed and variable costs,
competitor’s pricing policies, and the value of the service to the customers.
Price decisions must be coordinated with product design, distribution, and
promotion decision to form a consistent and effective marketing program. In addition,
decisions made for other marketing mix variables may affect to pricing decisions.
Therefore, these elements must be carefully coordinated when designing the marketing
program. (Kotler, Armstrong, 1996)
3. Place
The place where customers buy product and ways of displaying the product to
customers, it could be via internet. The product must be available in the right place, at the
right time, in the right quantity, inventory and distribution costs to an acceptable level.
Place in a service-oriented company includes the accessibility of the service. Delivering
product to customers involves decision on the place of delivery, as well as the methods
and channels employed. Speed and convenience of place for customers are becoming
important determinants in service delivery strategy.
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Place includes company locations that make the product available to target
consumers. (Kotler, Armstrong, 1999) These include distribution channels. The place of
scale generates an impact on the perception of product, so setting an effective channel of
distribution is critical. To decide which channels of distribution to choose depends upon a
variety of factors. Instances are production specifics, need of control, and desired margin.
The distribution strategy has created the means (the channels) by which a product
flows from a producer to a customer. One aspect of the distribution strategy deciding how
many stores and which specific wholesalers and retailers will handle the product in a
geographic area. (Gitman, McDanial, 2005)
4. Promotion
Promotion means activities that communicate the merits of the product and
persuade target customers. (Kotler, Armstrong, 1999) The communication process
consists of a source sending a message through a channel to a receiver. The success of
communication depends on how well the message is encoded, how easily and clearly it
can be decoded. Because of promotion are more effects to consumers’ buyer behavior,
the communication is very important. It enhances the companies’ image and the sales of
products. The purposes of promotion are to inform, persuade, and remind consumers.
Promotion consists of advertising, sale promotion, public relations, sales force and direct
marketing.
Promotion is the way a company communicates what it does and what it can offer
customers. It includes activities such as branding, advertising, PR, corporate identity,
sales management, special offers and exhibitions. Moreover, internal stakeholders are
aware of the value and attributes of your products that they can be knowledgeable and
share expertise with customers. Promotion in a service-oriented company includes the
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input of front-line service personnel. Promotion has become the most important P to
focus on. No marketing program can succeed without affective communications.
Promotions can add excitement to mundane repetitive purchases and appeal to
price-conscious consumers. Many people believe that promotion is the most exciting part
of the market mix. The promotion strategy covers personal selling, advertising, public
relations and sales promotion. Each element together with the others creates a
promotional blend. An advertisement helps a buyer get to know the company and paves
the way for a sales call. A good promotion strategy can dramatically increase a firm’s
sales. (Gitman, McDanial, 2005)
Related studies
For this research, the researcher has studied and examined the related study or
previous study that will give benefit to this research as follows.
M. Foret, P. Prochzka (2006) studies “Behavior and decision making of Czech
consumers when buying beverages” The article deals with the problem of analysis of the
factors that influence the behavior and decision-making of consumers when buying
beverages. Based on the results obtained, it was concluded that quality was the most
important of all factors influencing the decision-making process concerning the purchase
of beverages. As far as mineral water was concerned, brand was the most important
reason of purchase while in case of packed water and distillates, price and package were
the most important factors. When analyzing the demographic characteristics (sex, age,
domicile, social group), no statistically significant correlation was found out. It is also
interesting to ascertain to which extend is the purchasing and consumption of beverages
influenced by other factors, e.g. price, quality, advertisement, package, brand and novelty
of products.
32
Ulf Fohannson (2002) studied “Food retail buying processes – a study of the UK,
Italy and Sweden”. Investigates the issue of retail buying by focusing on the process
rather than on any specific point of time, considers the use of information during the
buying process, building on case studies from three European countries. Analyses how
buying processes in food retailing are structured in different buying contexts; what
information is utilized in the process and utilized throughout the buying process. Reveals
in all the case studies, the activities of the retail buying process were quite similar. It was
mainly the same sequence of activities that was performed (even though there were some
differences related to what parts of the process the retailers emphasized). Concludes that
it was not possible to detect any real process innovation but rather everybody follows
basically the same routine processes.
Girish Punj, Narasimhan Srinivasan (1992) studies "Influence of problem
recognition on search and other decision process variables” An analytic framework of
problem recognition, consisting of four segments; new need, product depletion, expected
satisfaction and current dissatisfaction is proposed. The new need and product depletion
groups differ significantly from the others in terms of several pre-search, search, and
alternative evaluation and satisfaction variables. Problem Recognition, though recognized
as being a critical part of the consumer decision process, remains relatively under
researched. This study presents a conceptual framework of problem recognition. Results
indicate that two segments a new need segment and a product depletion segment are
clearly distinguishable in terms of the subsequent decision process variables. Two other
groups, though conceptually distinct, do not reveal any statistical uniqueness. Additional
research is needed to gain a richer and more precise understanding of how this important
construct might actually frame and guide consumer decision making.
Gilly, Mary C., Yale, Laura J. (1995) studied “Dyadic perceptions in personal
source information search”. A study on the relationship between the source and receiver
in word-of-mouth (WOM) communications showed that consumers have different
33
perceptions about the source of the information and the situation. Perceptions were
measured based on the perceptions of consumers on 'opinion leadership,' product
knowledge and the influence of the information on product judgments. The results of the
study suggest that the WOM process has a significant impact on the consumers' buying
behavior. However, this effect cannot be fully understood unless the nature of
information source selection and influence are studied.
In this independent study has been covered 3 stages of consumer buying decision
process, there are need recognition, information search and evaluation of alternatives.
These stages will enable to understand consumer need recognition, how consumer search
for more product information and what were the factors that influence consumer on
buying the product.
Based on the literature review and related research, the phenomena can be
summarized as follows of the conceptual frame work
Gender: The influence factors on buying decision process are perceived
differently by males and females. They indentified three phases of decision making:
problem recognition, search for information and final decision. The roles and relative
influence of males and females differed based on decision making stage and product type.
Age:
The differences of age determine the complex of decision-making
processes. There are significant differences in the decision processes of the respondents
who are younger and older. Depending on their ages, the respondents do not behave in
the same way when they make decisions. Decision-making processes in older people are
more complex comparing with younger people.
Education: The level of education has made a significant difference in buying
decision. Higher education consumers are more likely to search information before
34
buying product than less education consumers. Those consumers who were more
educated were likely to get more aware of buying decision process.
Monthly income: The differences of monthly income affected to the potential of
consumer and to the concerning on seeking information before buying product.
Consumers who have higher income are more informational sensitive and seek more
information than lower income consumers. Also high-income is expected to allow
consumers to purchase more expensive product than low income consumers.
Frequency on consuming: Consumer behavior is being marked by changes in
consumption trends. Therefore, consumers’ consumption levels increase their decision
making processes and become more complex. The consumers who have higher frequency
on consuming will pay more concern on buying decision process than the consumers who
have lower frequency on consuming.
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Conceptual Framework
Below table is provided to help clearly identify on the relationship of this study
Independent Variable
Personal Factors
Dependent Variable
Pre-purchase Decision Making Process
- Gender
- Age
- Education
- Monthly Income
Need Recognition
Consumer behavior
Information Search
Frequency on consuming
Evaluation of Alternatives
Figure 7 Conceptual Framework
Hypothesis
Sources of information are perceived differently by males and females depending
on their levels of purchase confidence and internal knowledge, suggesting that, when
consumers consider sources of information, such as retail clerk, family/friends or
themselves, the purchase situation influences that decision. The data overall support
previously established findings that females’ search behavior often entails interpersonal
affiliations, where their preference is to reach out to friends, family or other personal
sources of information and are accepting of others opinions. For males, they found
impersonal or published material, most important in information search confirming the
36
belief that males are less comfortable with personal interaction in making life decisions
(Nelson Barber, Tim Dodd and Natalia Kolyesnikova, 2009)
Therefore:
H 1 : Female is expected to have significant more likely than male to buy beauty
drink toward pre-purchase decision making process.
•
H 1a : Female is expected to have significant more likely than male to buy
beauty drink toward need recognition.
•
H 1b : Female is expected to have significant more likely than male to buy
beauty drink toward information search.
•
H 1c : Female is expected to have significant more likely than male to buy
beauty drink toward evaluation of alternative.
Age is the variable that affects decision making, or rather that allow one to
establish individual differences. There are age differences in the importance that people
allocate to factors that determine the decision process. The study of buying a bottle of
wine showed that there is significant age differences in the decision processes of the
respondents, respondents over 30 years of age were significantly more likely than other
age groups to choose a bottle of wine because of information about food and wine
pairings on the back label. Depending on their ages, the respondents do not behave in the
same way when they make decisions (Nelson Barber, Barbara A. Almanza and Janis R.
Donovan, 2007).
Therefore:
H 2 : Older consumers are expected to have significant more likely than younger
R
R
consumers of age to buy beauty drink toward pre-purchase decision making process.
37
•
H 2a : Older consumers are expected to have significant more likely than
younger consumers to buy beauty drink toward need recognition.
•
H 2b : Older consumers are expected to have significant more likely than
younger consumers to buy beauty drink toward information search.
•
H 2c : Older consumers are expected to have significant more likely than
younger consumers to buy beauty drink toward evaluation of alternative.
The level of education has made a significant difference in purchasing biotech
foods: higher education respondents were more likely to purchase biotech foods. It is
interesting that education influenced purchase of organic food. Higher education
respondents are more likely to read about nutrition information and connect it with dietdisease relationships than less education respondents (Putler and Frazao, 1994; Nayga
and Capps, 1999.). Thus, public health and nutrition education can raise the nutritional
awareness of consumers by targeting the less educated population. Those consumers who
were more educated were likely to be more aware of issues relating to agrobiotechnology.
Therefore:
H 3 : Higher education is expected to have significant more likely than lower
educations to buy beauty drink toward pre-purchase decision making process.
•
H 3a : Higher education is expected to have significant more likely than
lower educations to buy beauty drink toward need recognition.
•
H 3b : Higher education is expected to have significant more likely than
lower educations to buy beauty drink toward information search.
38
•
H 3c : Higher education is expected to have significant more likely than
lower educations to buy beauty drink toward evaluation of alternative.
Higher income is expected to make consumers pay more concern on seeking wine
information. The effect of income shows that consumers who have higher income are
more informational-labeling sensitive and seek more information than lower income
consumers. High-income consumers spend more money than low income consumers
which more than the average quality wine consumer. The result shows that consumers
seeking wine information in radio and television broadcasted programs have a higher
income (Efthalia Dimara and Dimitris Skuras, 2005)
Therefore:
H 4 : Higher income is expected to have significant more likely than lower income
to buy beauty drink toward pre-purchase decision making process.
•
H 4a : Higher income is expected to have significant more likely than lower
income to buy beauty drink need recognition.
•
H 4b : Higher income is expected to have significant more likely than lower
income to buy beauty drink toward information search.
•
H 4c : Higher income is expected to have significant more likely than lower
income to buy beauty drink toward evaluation of alternative.
Consumer behavior is being marked by changes in consumption trends. Hence, a
knowledge and understanding of how consumers reflect key aspects of their personality
in the products they purchase and consume is of vital importance to producers wishing to
enhance their strategic position in the marketplace. The result shows that as consumers’
consumption levels increase, their decision-making processes become more complex, and
39
therefore the reach higher levels of abstraction in the means-end chain (Ramo Barrena
and Mercedes Sánchez, 2008)
Therefore:
H 5 : Higher frequency on consuming beauty drink is expected to have significant
more likely than lower frequency on consuming beauty drink toward pre-purchase
decision making process.
•
H 5a : Higher frequency on consuming beauty drink is expected to have
significant more likely than lower frequency on consuming beauty drink
toward need recognition.
•
H 5b : Higher frequency on consuming beauty drink is expected to have
significant more likely than lower frequency on consuming beauty drink
toward information search.
•
H 5c : Higher frequency on consuming beauty drink is expected to have
significant more likely than lower frequency on consuming beauty drink
toward evaluation of alternative.
40
CHAPTER III
METHODOLOGY
This chapter illustrates and describes research methodologies in detail which were
used in the study. The Chapter contained five stages as follows:
1. Target population and sample size
2. Study instrument
3. Pre-testing
4. Data collection
5. Data analysis
Target Population and Sample Size
To qualify as respondents, the respondents must be fairly experienced consumers,
particularly in beauty drink category. Marketeer Magazine in September, 2008 stated that
beauty drink is a new trend and gradually growing in popularity in Thai market. This new
category of functional drink has a special appeal to beauty conscious consumers aged
between 20-45 years old who find it hard to resist unhealthy foods and environments.
Thus, the sample is targeted at adolescents and middle-aged male and female aged
between 20-45 years old.
The sampling method in this research was non-probability sampling. The sample
size for the research was determined by using confidence interval approach. Furthermore,
95% confidence level was applied. This means that if you took hundred samples from
population, five of those samples would have a rate exceeded the difference you specified
in the previous question.
41
Sample size was calculated by using the following formula (Anderson, Sweeney,
and William, 1994):
n
z2Ơ2
=
e2
P
where
n
=
the sample size
z
=
the confidential level at 95% (z=1.96)
Ơ
=
standard deviation (Ơ = 0.5)
E
=
acceptable sample error at 5% (e= 0.5)
n
=
Calculation
(1.96)2(0.5)2
U
UP
PU
UP
(0.05)2
P
=
384.16
The result from calculating the sample size was 384.16 samples, which means the
appropriate sample size for this study should be at least 384.16 samples. However, 420
sets of questionnaires will be distributed because some mistakes could occur such as
respondents could skip a series of questions or misinterpreted the instructions for filling
out the questionnaire.
Study Instrument
Questionnaire is used as the study instrument to gather data from the collected
samples. Questions in questionnaire derive from the concept and theories as previously
stated in Chapter II and they are designed according to the conceptual framework in order
42
to accurately solve the problem of the study. Questionnaire used in this study consisted of
three main parts as the follows:
Part 1: Personal Characteristics
Demographic variable are the most popular bases for distinguishing consumer
groups. One reason is that consumer wants, preferences, and usage rates are often
associated with demographic variables. This part composes questionnaire which ask
respondents about their demographic data which are gender, age, education, occupation,
and monthly income; total 5 questions. All questions in this part use nominal scale and
the respondents must select only one answer on each question that matches them most
perfectly.
Part 2: Consumer Behavior
Consumer behavior is the study how individuals select, buy, use, dispose of goods
or services, ideas or experiences to satisfy their needs. Thus, studying consumer behavior
provides clues for improving or introducing products or services, setting prices, devising
channels, crafting messages and developing related market activities. This part includes 5
questions that are designed to measure consumer behavior on buying beauty drink
products. These 5 questions are measured in nominal scale. However, some questions
allow respondents to choose more than one answer because there are many choices being
provided in the market then it may be possible that consumers will have experience more
than one.
Part 3: Buying Decision Process
The part was looked at the influences that affect buyers in order to know how
consumers make buying decisions. This part was designed to collect information from 30
43
questions to measure the influence factors affecting each process of buying decision. The
question has been divided to three processes; there are need recognition 8 questions,
information search 12 questions and evaluation of alternative 10 questions. All questions
use Likert’s scale with five-point rating scale.
Likert scale was applied in this part. The respondents answered the questions by
indicated as a rating scale from 1 to 5. The scale is employed to measure the degree of
agreement in each factor, which was determined as follows:
Score
Level
1
Strongly disagree
2
Disagree
3
Neutral
4
Agree
5
Strongly agree
Pre-Testing
In order to check evidence of ambiguity and misunderstanding of questions, a
preliminary test was performed. 30 sets of questionnaires were distributed to the
respondents. These 30 respondents would not be incorporated again when the actual
survey taken. According to the reliability statistics result, the calculation result of alpha
value was 0.879 which means the questionnaire is reliable and able to be used for data
collection from the sampling group. The reliability was classified by pre-purchase
decision making process as follow:
•
Need of recognition stage, the reliability is equal to 0.697.
•
Information search, the reliability is equal to 0.789.
•
Evaluation of alternatives, the reliability is equal to 0.717.
44
Data Collection
Primary Data
After the pretest, the questionnaires were launched and collected them
respectively. The sample method for this study is multi-stage sampling method. In order
to cover all respondents in Bangkok area, the questionnaires were launched to 6 zones.
Each zone was selected one district then we could find different sample characteristics
and behavior of the respondents in Bangkok.
This collection process was done in office area and department store. The
researcher directly distributed the questionnaires to respondents and requested them to
help filling in which shall take their time of 5-7 minutes in average. All questionnaires
were equally separated to distribute the respondents; partially in the morning and in the
afternoon of each official working day. This collection process was conducted during the
February 13-28, 2010. The set of 420 questionnaires were distributed to respondents in
Bangkok who had the experience on buying beauty drink. Total useable questionnaires
were 400 sets from 420 returns.
Bangkok Metropolitan Administration divided Bangkok to 6 zones which
composed 50 districts
Table 2 6 zone, 50 districts of Bangkok
Area No.
District
Zone 1: Central Bangkok
Area No.
District
Zone 2: Southern Bangkok
1
Khet Phra Nakhon
10
Khet Pathum Wan
2
Khet Phra Nakhon
11
Khet Bang Rak
3
Khet Pom Prap Sattru Phai
12
Khet Sathon
4
Khet Sam Phanthawong
13
Khet Bang Kho Laem
45
Table 2 (Continued)
Area No.
District
Zone 1: Central Bangkok (Cont'd)
Area No.
District
Zone 2: Southern Bangkok (Cont'd)
5
Khet Din Deang
14
Khet Yan Nawa
6
Khet Huai Khwang
15
Khet Khlong Toei
7
Khet Phaya Thai
16
Khet Watthana
8
Khet Ratchatavee
17
Khet Phra Khanong
9
Khet Wangtonglang
18
Khet Suan Luang
19
20
Khet Bang Na
Khet Pravet
Zone 3: Northern Bangkok
Zone 4: Easthern Bangkok
21
Khet Chatuchak
28
Khet Bang Kapi
22
Khet Bang Sue
29
Khet Saphan Sung
23
Khet Lat Phrao
30
Khet Bang Kum
24
Khet Lak Si
31
Khet Khan Na Yao
25
Khet Don Muang
32
Khet Lat Krabang
26
Khet Sai Mai
33
Khet Min Buri
27
Khet Bang Khen
34
35
Khet Nong Chok
Khet Khlong Sam Wa
Zone 5: North-Westhern Bangkok
Zone 6: South-Westhern Bangkok
36
Khet Thon Buri
44
Khet Phasi Charoen
37
Khet Khlong San
45
Khet Bang Khae
38
Khet Chom Thong
46
Khet Nong Kheam
39
Khet Bangkok Yai
47
Khet Bang Khun Thian
40
Khet Bangkok Noi
48
Khet Bang Bon
41
Khet Bang Phlad
49
Khet Rat Burana
42
43
Khet Taling Chan
Khet Thwi Whatthana
50
Khet Thung Kru
Source: www.bangkok.go.th
46
In this study, the questionnaires were gathered by using multi-stage sampling
method as follows:
Stage 1: By purposive sampling, Bangkok is divided into 6 zones by geography as
Central Bangkok, Southern Bangkok, Northern Bangkok, Eastern Bangkok, NorthWestern Bangkok and South-Western Bangkok. Then select 6 districts that have the
office building or department store from each zone. The districts selected were Huai
Khwang, Sathon, Chatuchak, Bangkapi, Bang Phlad and Bang Khae respectively.
Stage 2: By purposive sampling, some of office buildings and department stores
around the location indicated above had been randomly selected as targeted places to
collect the sample of questionnaire. CharnissaraII Tower, Krommadit, Sathorn Square,
Trinity Tower, Sun Tower, KPN Tower, Jit Uthai Building, The Mall Bangkapi,
Thanalongkorn Tower and The Mall Bang Khae were where the questionnaires had been
distributed. Under assumption of statistics that the targeted respondents, who had
experience on consuming beauty drink products, would be easily found. Furthermore,
considering lifestyle in the city, the targeted respondents are mostly the groups of office
people who have limited of time in taking care of healthy concerns and been always
looking for any supporting products. And to cover all levels of respondents, department
stores were also selected to ensure that the difference samples of characteristics and
behaviors were fairly measured.
Stage 3: By the quota sampling, 420 self-administrated are distributed to those
places equally of 70 each.
Stage 4: The respondents were selected by convenience sampling.
47
Table 3 The data collection sites from 6 zones
Zone
District
Place
Sample size
1
Khet Huai Khwang
Charnissara/Krommadit
70
2
Khet Sathon
Sathorn Square/Trinity
70
3
Khet Chatuchak
Sun Tower/LPN
70
4
Khet Bangkapi
Jit Uthai Building and
70
The Mall Bangkapi
5
Khet Bang Phlad
Thanalongkorn Tower
70
6
Khet Bang Khae
The Mall Office Tower
70
and Department store
The survey had been conducted during February, 2010. After that, all returned
questionnaires were checked for completeness and analyzed statistically then.
Secondary Data
The secondary data were gathered from textbooks, articles, published journals,
related previous study and thesis which were concerned with buying decision process.
48
Variables of this Study
Table 4 Variables of the study of consumer buying decision process
Independent Variables
Dependent Variables
Personal factors and consumer behavior
Pre-purchase decision making process
1. Gender
1. Need Recognition
2. Age
2. Information Search
3. Education
3. Evaluation of Alternative
4. Income
5. Frequency on consuming
Data Analysis
After gathering data from the questionnaires, editing approach, coding approach
and statistical analysis using Statistical Package for the Social Science (SPSS) program
were used to scrutinize the data. The data analyses in this study were classified in to 4
parts as follow;
Part 1: Personal Characteristics
This part was going to analyze the personal characteristics which are gender, age,
education, occupation and monthly income by using descriptive statistics in order to
process the data as the frequency and percentages interpretation.
49
Part 2: Consumer Behavior
This part focused on the consumer behavior was processed upon the descriptive
statistics as well. The frequency and percentages interpretation of the questions regarding
consumer behavior of buying beauty drink products were clarified.
Part 3: Buying Decision Process
Frequency, percentages, means and standard deviation were applied to describe
the agreement level of difference in personal factors and behavior interacting affect
buying decision process toward need recognition, information search and evaluation of
alternatives on buying beauty products. The level of average scores will be classified at
the interval range. The class of interval range was computed from the following formula;
Interval
=
Highest score – Lowest score
U
Number of interval
=
5–1
U
5
=
0.8
Therefore, from the above calculation, 0.80 was used to separate the score into 5
level of agreement. Each level of the average score described as follows:
50
Average scale
Level of agreement
1.00 - 1.80
Very low
1.81 - 2.60
Low
2.61 - 3.40
Moderate
3.41 - 4.20
High
4.21 - 5.00
Very high
Part 4: Hypothesis Testing
Mean Difference Analysis:
In this study, difference of means employs t-test to examine the difference
between two independent groups. To measure the difference among three or more
dimension groups, one-way ANOVA is utilized. The difference of mean scores between
groups in the same factors will be described by using multiple comparisons LSD (Least
Significant Different) at 95% confidential level.
Significant Mean Difference between Two Groups: t-Test:
It is applied to test difference of mean between two independent groups of
hypothesis stating that the means score on some variable will be significant difference for
two independent groups at 95% level of significant. (α = 0.05) Decision making basis
was to compare the computed t-test value with the critical t-test values from table t-test
distribution at the same probability level and the same degree of freedom. If value of ttest from calculating was smaller than the absolute critical t-value from table, then it was
considered that the hypothesis is substantiated.
Significant Mean Differences among Multiple Groups: ANOVA (F-test):
This method is applied to test a hypothesis stating the difference of mean among
three or more independent groups at 95% level of significant (α = 0.05). The total
variance in the observations is partitioned into two parts that from within group variation
and that from between group variation. That ratio of variance between groups to the
51
variance within groups gives an F-statistic. The F-distribution is a measure used to
determine whether the variability of two samples differs significant.
This study would check significant difference at 95% confidence level. (α. = 0.05)
If the observed statistic is less than the test value for some value of significant, the
hypothesis is that has no significant difference in the means of the sample groups will be
accepted. On the other hand, if the study statistic shows less than the test value for some
level of significance, the hypothesis that has significant level in the means of the sample
groups would be rejected.
Regroup data
According to the collected data there were scatter in some variable of this part.
Therefore the research needed to regroup the data to be relevant as follows:
Table 5 Regroup data
Original Data
Variable
Frequency
Adjusted Data
Percentage
Age
Variable
Frequency
Percentage
Age
20-25 years old
174
43.5
20-25 years old
174
43.5
26-30 years old
143
35.8
26-30 years old
143
35.8
31-35 years old
57
14.2
31-35 years old
57
14.2
36-40 years old
19
4.8
> 35 years old
26
6.5
> 40 years old
7
1.7
Education level
Education level
< Bachelor’s degree
25
6.2
< Bachelor’s degree
25
6.2
Bachelor’s degree
298
74.5
Bachelor’s degree
298
74.5
Master's degree
72
18
> Bachelor's degree
77
19.3
> Master's degree
5
1.3
52
Table 5 (Continued)
Original Data
Variable
Frequency
Adjusted Data
Percentage
Frequency on consuming
Variable
Frequency
Percentage
Frequency on consuming
< 1 time/week
135
33.8
< 1 time/week
135
33.8
1-2 times/week
166
41.5
1-2 times/week
166
41.5
3-4 times/week
53
13.2
> 2 times/week
99
24.7
5-6 times/week
11
2.8
Everyday
35
8.7
53
CHAPTER IV
RESULTS AND DISCUSSION
This part presented the analysis result of the study of consumer pre-purchase
decision making process of beauty drink products of respondents in Bangkok. The
samples of this study were 400 respondents. The analysis was processed by the Statistic
Package for Social Sciences or SPSS. The results of the study were analyzed in four parts
as follows:
Part 1: Personal characteristics
Part 2: Consumer behavior of buying beauty drink
Part 3: Consumer pre-purchase decision making process; need recognition,
information search and evaluation of alternatives on buying beauty drink
Part 4: Hypotheses testing
Part 1: Personal Characteristics
The following information will describe the respondents based on general
information which were gender, age, education level, occupation and monthly income.
The results were presented in terms of frequency and percentage.
Table 6 Frequency and percentage of the respondents classified by personal
characteristics
(n=400)
Frequency
Percentage
Accumulative
Percent
Male
65
16.2
16.2
Female
335
83.8
100
Personal Characteristics
Gender
54
Table 6 (Continued)
Frequency
Percentage
Accumulative
Percent
20-25 years old
174
43.5
43.5
26-30 years old
143
35.8
79.3
31-35 years old
57
14.2
93.5
Over than 35 years old
19
6.5
100
Lower than Bachelor’s degree
25
6.2
6.2
Bachelor’s degree
298
74.5
80.7
Higher Bachelor's degree
77
19.3
100
Student
88
22
22
Business owner
25
6.2
28.2
Company officer
245
61.2
89.5
Government officer
23
5.8
95.2
Employee
13
3.2
98.4
Other
6
1.6
100
Less than or equal 10,000 Baht
95
23.8
23.8
10,001-20,000 Baht
176
44
67.8
20,001-30,000 Baht
62
15.5
83.2
30,001-40,000 Baht
41
10.2
93.5
More than 40,000 Baht
26
6.5
100
Personal Characteristics
Age
Education
Occupation
Monthly Income
The total number of respondents in the study was 400. In table 6, the respondents
are both male and female who had experience on consuming beauty drink products and
live in Bangkok. From surveys of gender, most of the respondents are female accounted
for 83.8% and the rest of the respondents are male accounted for 16.2%.
Age of the respondent was classified into five groups. The majority age of the
respondents is age between 20 to 25 years old accounted for 43.5% while age of
respondents between 26 to 30 years old accounted for 35.8%, 31 to 35 years old
55
accounted for 14.2%, and lastly the respondents of age over than 35 years old accounted
for 6.5%.
For education, the majority education level of the respondents is bachelor’s
degree accounted for 74.5% while higher than bachelor’s degree accounted for 19.3%
and lower than bachelor’s degree accounted for 6.2%.
In terms of occupation, the majority occupation of the respondents is company
officer accounted for 61.2%. Student accounted for 22%, business owner accounted for
6.2%, government officer accounted for 5.8%, employee accounted for 3.2% and other
accounted for 1.5%.
Lastly monthly income, the majority monthly income of the respondents is
10,001-20,000 Baht accounted for 44%. Less than or equal 10,000 Baht accounted for
23.8%, 20,001-30,000 Baht accounted for 15.5%, 30,001-40,000 Baht accounted for
10.2% and more than 40,000 Baht accounted for 6.5%.
Part 2: Consumer Behavior of Buying Beauty Drink
The purpose of this part is to identify consumer behavior on buying beauty drink.
In this part of the study, we studied consumer behavior of purchasing regarding beauty
drink brand that respondents normally purchase, beauty drink type that respondents
normally purchase, the amount of money that respondents spend on purchasing beauty
drink, frequency on consuming and purchasing place. The results of this part are as
follow:
56
Table 7 Frequency and percentage of the respondents classified by brand of beauty drink
products.
(n=400)
Brand
Frequency
Percentage
Accumulative Percent
Sappe Beauti Drink and beauti shot
251
37.6
37.6
Bing (beauty type)
121
18.1
55.7
Amino Plus and shot
145
21.7
77.4
I-Healthy Q10
81
12.1
89.5
Blink
66
9.9
99.4
Other
4
0.6
100.0
Total
668
100.0
Table 7 showed beauty drink brand that the respondents buy at present. The
frequency is more than 400 because the respondents were allowed to choose more than
one answer. The result showed the first is Sappe Beauti Drink accounted for 37.6%, the
second is Amino Plus accounted for 21.7%, and the third is B-ing (beauty type)
accounted for 18.1%. The remaining respondents who buy I-Healthy Q10, Blink and
other brand accounted for 12.1%, 9.9% and 0.6% respectively.
Table 8 Frequency and percentage of the respondents classified by type of beauty drink
that the respondents consuming currently
(n=400)
Type
Frequency
Percentage
Accumulative Percent
Collagen
220
26.1
26.1
Fiber
176
20.9
47
Coenzyme Q10
103
12.2
59.2
Vitamin
118
14
73.2
Kollaphyll
82
9.7
82.9
Detox
55
6.5
89.4
57
Table 8 (Continued)
Type
Frequency
Percentage
Accumulative Percent
Amino Acids and L-Carnitine
90
10.6
100
Total
844
100
Table 12 showed type of beauty drink that the respondents buy at present. The
frequency is more than 400 because the respondents were allowed to choose more than
one answer. The result showed the first is Collagen accounted for 26.1%, the second is
Fiber accounted for 20.9%, and the third is Vitamin accounted for 14.0%. The remaining
respondents who buy Coenzyme Q10, Amino Acids and L-Carnitine, Kollaphyll and
Detox accounted for 12.2%, 10.7%, 10.7 and 6.5% respectively.
Table 9 Frequency and percentage of the respondents classified by amount of money in
buying beauty drink per time.
(n=400)
Price
Frequency
Percentage
Accumulative Percent
20-30 Baht
259
64.8
64.8
31-40 Baht
79
19.8
84.6
41-50 Baht
22
5.4
90.0
More than 50 Baht
40
10
100.0
Total
400
100
Table 9 showed the amount of money that the respondents buy beauty drink per
time. The highest is 20-30 Baht accounted for 64.8%. 31-40 Baht accounted for 19.8%,
41-50 Baht accounted for 5.5% and more than 50 Baht accounted for 10% respectively.
58
Table 10 Frequency and percentage of the respondents classified by frequency on
consuming beauty drink.
(n=400)
Frequency on consuming
Frequency
Percentage
Accumulative Percent
Less than 1 time/week
135
33.8
33.8
1-2 times/week
166
41.5
75.3
More than 2 times/week
99
24.7
100
Total
400
100.0
Table 10 showed the frequency of the respondents consuming beauty drink. The
first is numbers of respondents consuming 1-2 times/week accounted for 41.5%, the
second is less than 1 time/week accounted for 33.8% and the third is more than 2
times/week accounted for 24.7%.
Table 11 Frequency and percentage of the respondents classified by purchasing place.
(n=400)
Frequency of buying
Frequency
Percentage
Accumulative Percent
Convenience Store
363
78.7
87.7
Super Market (such as Top, Foodland)
45
9.8
88.5
Super Store (such as Lotus, Big C)
53
11.5
100.0
Total
461
100
Table 11 showed most of respondents buying beauty drink from convenience
store accounted for 78.7%, super store accounted for 11.5% and super store accounted for
9.8%. The frequency is more than 400 because the respondents were allowed to choose
more than one answer.
59
Part 3: Consumer pre-purchase decision making process on need recognition,
information search and evaluation of alternatives on buying beauty drink.
This part showed the respondents’ agreement level of pre-purchase decision
making process of beauty drink products which are need recognition, information search
and evaluation of alternatives. This part analyzed by mean and standard deviation for
descriptive analysis.
Table 12 Mean, standard deviation and agreement level of consumer pre-purchase
decision making toward need recognition process on buying beauty drink.
Need Recognition
Mean
SD.
Level of agreement
1.1 Better shape
2.74
0.99
Moderate
1.2 Better health
2.94
1
Moderate
1.3 Better skin condition
3.16
1.02
Moderate
1.4 Eliminating thistly and increasing the
freshness
3.7
1.04
High
1.5 The easy way to help recover health
3.21
1.17
Moderate
1.6 Testy concern more than benefit
3.13
1.13
Moderate
1.7 Represents new lifestyle
2.78
1.22
Moderate
1.8 Follow others and recommended to
drink
2.72
1.23
Moderate
3.05
1.1
Moderate
Total
Table 12 could be summarized that overall level of agreement in term of need
recognition on buying beauty drink is 3.05 which falls in the range of moderate level.
Focusing on each particular question, respondents answer one question of agreement
level on need recognition in consumer buying decision process of which they needed
beauty drink to eliminate thistly and increase the freshness with 3.70 mean score.
60
Respondents answer seven questions of moderate level which is the need for better shape
with 2.74 mean score, for better health with 2.94 mean score, for better skin condition
with 3.16 mean score, for easy way to help recover their health with 3.21 mean score, for
tasty more than benefit with 3.13 mean score, for representing new lifestyle and
following others and being recommended to drink with 2.78 and 2.72 mean score
respectively.
Table 13 Mean, standard deviation and agreement level of consumer pre-purchase
decision making toward information search process on buying beauty drink.
Information Search
Mean
SD.
Level of agreement
2.1 Family influence
2.11
1.19
Low
2.2 Friends and office mates influence
2.62
1.25
Moderate
2.3 Guaranteed by food expert
3.35
1.19
Moderate
2.4 Get the confirmation from reliable
organization
3.44
1.14
High
2.5 Advertising from either radio or TV
3.3
1.12
Moderate
2.6 Advertising from Newspaper,
Magazine, and leaflet
3.14
1.11
Moderate
2.7 Support information from sale personal
2.63
1.13
Moderate
2.8 Bottle neck tag on package
3.59
1.04
High
2.9 Search for the information from its
website
2.45
1.2
Low
2.10 Search from related article or research
2.53
1.21
Low
2.11 Consider the benefit and quality that
gain from other products that contribute the
same value
2.78
1.22
Moderate
2.12 Consider the benefit from the other
healthy (functional) drinks.
3.53
1.08
High
2.95
1.16
Moderate
Total
61
Table 13 could be summarized that overall level of agreement in term of
information search on buying beauty drink is 2.95 which can be described as moderate
level. Focusing on each question, respondent answer three questions of agreement level
the confirmation from reliable organization had been responded resulting in 3.44 mean
score. Moving forward, the bottle neck tag on package was measured with 3.59 mean
score and the consideration of the benefit from the other healthy (functional) drinks
resulted in 3.53 mean score. Respondents answered six questions of moderate agreement
level which was concerning the influencing factor from friends and office mates with
2.62 mean score, being guaranteed by food expert showed with 3.35 mean score, the
advertising modes from either radio or TV with 3.30 mean score, advertising from
newspaper, magazine, and leaflet with 3.14 mean score, advertising and support
information from sale personal with 2.63 mean score and consider the benefit and quality
that gain from other products that contribute the same value with 2.78 mean score.
Respondents answer three questions of low agreement level on information search which
are family influence with 2.11 mean score, search for the information from its website
with 2.45 mean score and search from related article or research with 2.53 mean score.
Table 14 Mean, standard deviation and agreement level of consumer pre-purchase
decision making toward evaluation of alternatives process on buying beauty drink.
Evaluation of alternatives
Mean
SD.
Level of agreement
3.1 Realized there are the varieties of
advantage and specifically
3.62
1.02
High
3.2 Obviously fulfill healthy demand which
can’t be found from other drinks
3.28
1.02
Moderate
3.3 Reliable product and guaranteed by the
food and drug administration.
3.84
0.97
High
3.4 Provide more value and benefit than
others
3.09
1.06
Moderate
3.5 Compare the price among functional
drink category before selecting the best one.
3.72
1
High
62
Table 14 (Continued)
Evaluation of alternatives
Mean
SD.
Level of agreement
3.6 Compare the different brands of beauty
drink before buying by testing.
3.56
1.09
High
3.7 Marketing promotion is very attractive
3.13
1.03
Moderate
3.8 Packaging is very attractive
3.3
1.1
Moderate
3.9 Clearly see the message and benefit
about product on its package
3.48
0.99
High
3.10 Presenter is well known and reliable
2.78
1.2
Moderate
3.38
1.05
Moderate
Total
Table 14 could be summarized that overall level of agreement in term of
evaluation of alternatives on buying beauty drink is 3.38 which can describe as moderate
level. Focusing on each question, respondents answer five questions of agreement level
on evaluation of alternatives in buying decision process which are realized that there are
the varieties of advantage and specifically with 3.62 mean score, reliable product and
guaranteed by the food and drug administration with 3.84 mean score, compare the price
among functional drink category before selecting the best one with 3.72 mean score,
compare the different brands of beauty drink before buying by tasting with 3.56 mean
score and clearly see the message and benefit about product on the package with 3.48
mean score. Respondents answer five questions of moderate agreement level on
information search in buying decision process which are obviously fulfill healthy demand
which with 3.28 mean score, provide more value and benefit than others with 3.09 mean
score, marketing promotion is very attractive with 3.13 mean score, packaging is very
attractive 3.3 mean score and presenter is well known and reliable with 2.78 mean score.
63
Part 4: Hypothesis Testing
This part was analyzed the difference on consumer pre-purchase decision making
process with different personal characteristics and buying behavior. It concluded the
results by need recognition, information search and evaluation of alternatives
respectively. Hypotheses were tested by t-test, F-test and LSD at the 0.05 significant
levels. It indicated that at the significant level of higher than 0.05, there was no
differences of independents variables effected to dependent variables. On the other hand,
the significant level of less than or equal to 0.05 indicated that there were differences of
independent variables effected to dependent variables.
Hypothesis testing is calculated with two methods:
1. If only two variable groups which is gender in hypothesis 1 are involved, it
can be calculated by using independent sample t-test.
2. If there are more than two variable groups which are age, education level,
average monthly income and frequency on consuming in hypothesis 2-5
involved, it can be calculated by one way ANOVA differentiating between
groups. If it was dissimilar, multiple comparisons would be calculated by Post
Hoc test as LSD.
H 1 : Female is expected to have significant more likely than male to buy beauty
drink toward pre-purchase decision making process.
•
H 1a : Female is expected to have significant more likely than male to buy
beauty drink toward need recognition.
64
•
H 1b : Female is expected to have significant more likely than male to buy
beauty drink toward information search.
•
H 1c : Female is expected to have significant more likely than male to buy
beauty drink toward evaluation of alternative.
Table 15 Consumer pre-purchase decision making process classified by gender
(n=400)
Mean
Pre-purchase Decision Making
Process
t-test
Male
Female
t-value
Sig
Need recognition
3.06
3.04
0.133
0.895
Information search
3
2.95
0.527
0.598
Evaluation of alternatives
3.39
3.38
0.139
0.889
*The mean difference is significant at the 0.05 level
The result of hypothesis testing in table 15 signified the p value of need
recognition, information search and evaluation of alternatives were greater than
significant level of 0.05. Therefore, this result interpreted that there were no significant
differences in pre-purchase decision making process between consumers with different
gender.
H 2 : Older consumers are expected to have significant more likely than younger
consumers of age to buy beauty drink toward pre-purchase decision making process.
•
H 2a : Older consumers are expected to have significant more likely than
younger consumers to buy beauty drink toward need recognition.
65
•
H 2b : Older consumers are expected to have significant more likely than
younger consumers to buy beauty drink toward information search.
•
H 2c : Older consumers are expected to have significant more likely than
younger consumers to buy beauty drink toward evaluation of alternative.
Table 16 Consumer pre-purchase decision making process classified by age
(n=400)
Mean
Pre-purchase Decision Making
Process
F-test
20-25
26-30
31-35
Over 35
F-value
Sig
Need recognition
3.04
3.03
2.99
3.32
1.582
0.193
Information search
2.88
2.98
2.98
3.31
3.289
0.021*
Evaluation of alternatives
3.35
3.38
3.39
3.52
0.479
0.697
*The mean difference is significant at the 0.05 level
The result of hypothesis testing in table 16 signified the p value of need
recognition and evaluation of alternatives were greater than significant level of 0.05.
Therefore, this result interpreted that there were no significant differences in need
recognition and evaluation of alternatives between consumers with different gender.
The result showed only the p value of information search was 0.021 which less
than significant level of 0.05. Therefore, it indicated that there was significant differences
in information search among consumers with different age. It could be concluded that
only hypothesis 2b was accepted.
66
Table 17 Post Hoc LSD test on the age toward information search
Pre-purchase Decision
Making Process
Information
search
Age (years)
Mean
SD
20-25 years old
2.88
26-30 years old
20-25
26-30
31-35
Over 35
0.72
-
-
-
-
2.98
0.63
-
-
-
-
31-35 years old
2.98
0.54
-
-
-
-
Over than 35
years old
3.31
0.76
(I-J)=0.432*
0.002*
(I-J)=0.331*
0.021*
(I-J)=0.330*
0.038*
-
*The mean difference is significant at the 0.05 level
Table 17 showed the result of Post Hoc LSD test which could be identified the
location of signification difference among different age in aspect of information search at
the significant level of 0.05. It could be concluded that there were statistically significant
difference among respondents who have group of age between 20-25 years old, 26-30
years old and 31-35 years old with respondents who have group of age over 35 years old
with.
Consumers from different age ranges had different considerations on information
search process on buying beauty drink. The results showed that the respondents who age
over 35 years old would more consider information search than the respondents age
between 20-25 years old, 26-30 years old and 31-35 years old.
H 3 : Higher education is expected to have significant more likely than lower
educations to buy beauty drink toward pre-purchase decision making process.
•
H 3a : Higher education is expected to have significant more likely than
lower educations to buy beauty drink toward need recognition.
67
•
H 3b : Higher education is expected to have significant more likely than
lower educations to buy beauty drink toward information search.
•
H 3c : Higher education is expected to have significant more likely than
lower educations to buy beauty drink toward evaluation of alternative.
Table 18 Consumer pre-purchase decision making process classified by education
(n=400)
Pre-purchase Decision Making
Process
Mean
F-test
< Bachelor’s
degree
Bachelor’s
degree
> Bachelor's
degree
F-value
Sig
Need recognition
3.21
3.02
3.11
1.384
0.252
Information search
3.05
2.94
3
0.539
0.584
Evaluation of alternatives
3.52
3.37
3.38
0.586
0.557
*The mean difference is significant at the 0.05 level
The result of hypothesis testing in table 18 signified the p value of need
recognition, information search and evaluation of alternatives were greater than
significant level of 0.05. Therefore, this result interpreted that there were no significant
differences in pre-purchase decision making process between consumers with different
education.
H 4 : Higher income is expected to have significant more likely than lower income
to buy beauty drink toward pre-purchase decision making process.
•
H 4a : Higher income is expected to have significant more likely than lower
income to buy beauty drink need recognition.
68
•
H 4b : Higher income is expected to have significant more likely than lower
income to buy beauty drink toward information search.
•
H 4c : Higher income is expected to have significant more likely than lower
income to buy beauty drink toward evaluation of alternative.
Table 19 Consumer buying decision process classified by income
(n=400)
≤
10,000
10,00120,000
Mean
20,00130,000
Need recognition
3
3.03
3.05
3.14
3.17
0.56
0.692
Information search
2.86
2.94
3.04
3.1
2.95
1.173
0.322
Evaluation of alternatives
3.36
3.37
3.43
3.4
3.37
0.14
0.967
Pre-purchase Decision Making
Process
F-test
30,00140,000
≥
40,000
F-value
Sig
*The mean difference is significant at the 0.05 level
The result of hypothesis testing in table 19 signified the p value of need
recognition, information search and evaluation of alternatives were greater than
significant level of 0.05. Therefore, this result interpreted that there were no significant
differences in pre-purchase decision making process between consumers with different
income.
H 5 : Higher frequency on consuming beauty drink is expected to have significant
more likely than lower frequency on consuming beauty drink toward pre-purchase
decision making process.
•
H 5a : Higher frequency on consuming beauty drink is expected to have
significant more likely than lower frequency on consuming beauty drink
toward need recognition.
69
•
H 5b : Higher frequency on consuming beauty drink is expected to have
significant more likely than lower frequency on consuming beauty drink
toward information search.
•
H 5c : Higher frequency on consuming beauty drink is expected to have
significant more likely than lower frequency on consuming beauty drink
toward evaluation of alternative.
Table 20 Consumer pre-purchase decision making process classified by frequency on
consuming beauty drink
(n=400)
< 1 time/
week
Mean
1-2
times/week
>2
times/week
F-value
Sig
Need recognition
2.73
3.17
3.27
25.568
0.000*
Information search
2.72
3.03
3.14
13.974
0.000*
Evaluation of alternatives
3.19
3.45
3.52
9.008
0.000*
Pre-purchase Decision Making
Process
F-test
*The mean difference is significant at the 0.05 level
The result of hypothesis testing in table 20 signified the p value of need
recognition, information search and evaluation of alternatives were lower than significant
level of 0.05. Therefore, this result interpreted that there were significant differences in
pre-purchase decision making process among consumers with different frequency on
consuming beauty drink. It could be concluded that the hypothesis was accepted.
70
Table 21 Post Hoc LSD test on different frequency on consuming beauty drink toward
need recognition
Pre-purchase Decision Making
Process
time (s)/week
Mean
SD
< 1 time/week
2.73
1-2 times/week
> 2 times/week
Need
Recognition
Lower than 1
1-2
More than 2
0.63
-
-
-
3.17
0.62
(I-J)=0.435*
0.000*
-
-
3.27
0.66
(I-J)=0.537*
0.000*
-
-
*The mean difference is significant at the 0.05 level
From LSD comparison from table 21, it could be concluded that
there
were
statistically significant differences among respondents who consumed beauty drink lower
than 1 time a week with respondents who consumed beauty drink 1-2 times/week and
more than 2 times/week.
Consumers with different frequency of consuming had different considerations on
need recognition process of beauty drink products. The results showed that the
respondents who consumed beauty drink 1-2 times/week and more than 2 times/week
would more consider need recognition than the respondents who consumed beauty drink
lower than 1 time a week.
Table 22 Post Hoc LSD test on different frequency on consuming beauty drink toward
information search
Pre-purchase Decision Making
Process
Information
Search
time (s)/week
Mean
SD
< 1 time/week
2.72
1-2 times/week
3.03
Lower than 1
1-2
More than 2
0.64
-
-
-
0.63
(I-J)=0.315*
sig= 0.000*
-
-
71
Table 22 (Continued)
Pre-purchase Decision Making
Process
Information
Search
> 2 times/week
time (s)/week
Mean
SD
3.14
0.72
Lower than 1
1-2
More than 2
(I-J)=0.422*
sig= 0.000*
-
-
*The mean difference is significant at the 0.05 level
From LSD comparison from table 22, it could be concluded that there were
statistically significant differences among respondents who consumed beauty drink lower
than 1 time a week with respondents who consumed beauty drink 1-2 times/week and
more than 2 times/week.
Consumers with different frequency of consuming had different considerations on
information search process of beauty drink products. The results showed that the
respondents who consumed beauty drink 1-2 times/week and more than 2 times/week
would more consider information search than the respondents who consumed beauty
drink lower than 1 time a week.
Table 23 Post Hoc LSD test on different frequency on consuming beauty drink toward
evaluation of alternatives
Pre-purchase Decision Making
Process
Evaluation of
alternatives
time (s)/week
Mean
SD
< 1 time/week
3.19
0.70
1-2 times/week
3.45
0.60
> 2 times/week
3.52
0.66
*The mean difference is significant at the 0.05 level
Lower than 1
1-2
More than 2
-
-
-
-
-
-
-
(I-J)=0.331*
sig= 0.001*
(I-J)=0.366*
sig= 0.000*
72
From LSD comparison from table 23, it could be concluded that there were
statistically significant differences among respondents who consumed beauty drink lower
than 1 time a week with respondents who consumed beauty drink 1-2 times/week and
more than 2 times/week.
Consumers with different frequency of consuming had different considerations on
evaluation of alternatives process of beauty drink products. The results showed that the
respondents who consumed beauty drink 1-2 times/week and more than 2 times/week
would more consider evaluation of alternatives than the respondents who consumed
beauty drink lower than 1 time a week.
73
CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS
This chapter aims to summarize the results of the study according to the results
from the questionnaire and the evaluation from the hypothesis. Referring to the related
literature reviews and research, the hypothesis of gender, age, education, income level
and frequency of consuming are expected to be significantly differentiated on the buying
decision process toward need recognition, information search and evaluation of
alternatives of beauty drink products. This chapter also provides recommendations and
suggestions for future study in related fields. Beverage providers may be able to better
understand the consumer pre-purchasing process and take these into consideration when
developing strategies to influence factors for growing or maintaining market share by
using effective tools to compete with rival brands and different drink categories.
The objective was to study need recognition, information search and evaluation of
alternatives of beauty drink products with the relationship between personal
characteristics, consumer behavior and pre-purchase decision making process.
From the related research, the author found that the factors that influence the
buying decision process are perceived differently by males and females and in the
different ranges of age. The level of education is also one of the key factors that need to
be considered; for instance, buyers with a higher education might be more likely to be
concerned in the decision processes than lower educated consumers. Moreover, the
author found that a difference in monthly income interacting effect the buying decision
process. The higher earners seem to be interested in the buying decision process before
deciding to buy more than the lower earners. Lastly, consumer behavior is being marked
by changes in consumption trends. Regular consumers will pay more attention to the
74
buying decision process than consumers who have a lower frequency of consuming these
beverages.
The study design was the technique that used to collect primary data, 400
prospects were completed by the target population. These were identified as male and
female, aged between 20-45 years old who were beauty drink consumers living in
Bangkok. The statistic analysis was utilized to complete and summarize the data. This
study used t-test, f-tested and LSD for hypothesis testing. The statistic employed was
frequency, percentage and mean score.
In regards to this study, the results were populated on the agreement level of the
pre-purchase decision making process toward beauty drinks. Consequently, the overall
pre-purchase process was averagely rated as moderate agreement level. In need
recognition, the respondents recognized the need for a product to quench thirst and
refresh with high agreement level. In information search, the respondents were focusing
on getting the confirmation from a reliable source, the product information from bottle
neck tag on package and considering benefits from other healthy (functional) drinks. In
evaluation of alternatives, the respondents recognized the product’s advantages
specifically they considered the product to be guaranteed by the food and drug
administration. They would normally compare the price among functional drink
categories before selecting the best one and they need to get a clear message about
product benefits on its package.
The outcome from hypothesis testing contradicts what has been found by
researcher stating that the difference in gender, education and income would be
significant factors in the process. On the other hand, there was no interacting effect in the
process being captured by these three factors. However, some were relatively outputting
in line with prior studies reflecting difference in pre-purchase process. The difference of
age, for example, was one of the components that might be relevant to information
75
search. Older customers usually required more support information than younger buyers.
The frequency of consuming was another factor to consider. Regular buyers took more
interest in the pre-purchase decision making process than infrequent consumers of the
product.
Recommendations from the Study
The results of the agreement level of pre-purchase decision making process on
buying beauty drinks showed the need recognition, information search and evaluation of
alternatives process that were ranked in the “moderate level”. Furthermore, the results of
this study also represented the agreement level of consumers toward pre-purchase that
can be helpful for understanding consumer behaviors and market. Ultimately, it may
provide crucial information regarding the key driving factors behind the buying decision
process.
Need Recognition
According to the results, the direct benefits that the respondents expected to gain
from the product included better body shape, health, improved skin condition, good taste,
and new lifestyle which these have been rated at moderate level of agreement. In addition
they also expect a product that can eliminate their thirst and refresh as rated as an
agreement level. Another output obviously computed that regular buyers took more
interest in need recognition than infrequent consumers of the product..
Basing on the above analysis, marketers should be strategically focusing on
promoting a product that would help refresh consumers with value added of real health
benefits. Considering the group with a high frequency of consumption who would more
realize on the need recognition, then it can be implied that they were expecting genuine
health benefits. As a result, the clear message should be communicated to the consumers
76
that they will be able to get refreshment, clear health advantages and quench their thirst at
the same time.
Information Search
The results showed that the consumers had the agreement to get the confirmation
from reliable sources or organizations before buying. As researched, the positioning of a
tag on the bottle neck on package is an important point that consumers would pay
attention to before a decision to buy will be finally made. The last important point is that
they considered the benefits from other healthy (functional) drinks such as “energy
enhancement” and nutritional benefits before buying. The result also showed that older
consumers would pay more attention to information search process than younger
customers and the consumers who had higher frequency of consuming will pay more
attention to the information search process than the consumers who had lower
consumption of the beverage.
Soft drink marketers should acknowledge that buyers logically would spend more
time and need the support information to confirm their decision before purchase. Beauty
drinks have been classified as a premium high price product in the functional drink
industry then the reference is significantly becoming one of the factors that can influence
their purchasing. If noticed, the older consumer and the consumer who has a higher
frequency of consuming would pay more attention to information search about the
various alternatives available. In order to satisfy their need the products should be
confirmed by a reliable organization to make consumers trust the product. The advantage
of a tag attached to the bottle neck, is the most convenient location for customers to
enable them make an immediate decision. It should provide enough information of
product benefits to influence a purchase decision.
77
Evaluation of Alternatives
The results showed that consumers had the agreement on evaluation of
alternatives to which they realized the product that has the varieties of advantage and
specific value the reliability of product that has been verified by the food and drug
administration. Also they compare the price among functional drink categories before
selecting the best one and compare the different brands of beauty drink before buying by
testing. To be able to see clearly product information on its packaging is an f important
point that consumers pay attention to at this stage of buying beauty drinks. The results
also showed the consumers who had higher consumption will pay more concern to an
evaluation of alternatives than the consumers who had a lower consumption of the
beverage
At this point, when the market is completely identified as perfect competition and
competitors are becoming involved, marketers could consider in the process of
distinguishing a product from others, to make it more attractive to a particular target
market known as differentiation. This is done in order to demonstrate the unique aspects
of the product and create a sense of value in order to satisfy beauty drink consumers
especially those consumers who are concerned about the evaluation of alternatives. There
are differences in quality which are usually accompanied by differences in price,
differences in functional features or design, sales promotion activities of sellers and, in
particular, advertising and differences in availability. Pricing should remain unchanged if
it was set at product launch because changes in pricing may indirectly b imply a change
in positioning as well, so other schemes of promotion should be partially done instead of
this.
78
Suggestions for Future Study
1. This study focused on the area of Bangkok where a main targeted group of
consumers is supposedly. However, other regions should also be studied
because the behavior and the level of agreement for each buying decision
process may be different.
2. To expand the size of target to increase future sales, the respondents who have
never consumed the products should be interviewed before in order to find out
what is the additional demands and expectations. The substitution of products
might be referred which would be beneficial for the company to develop the
product to meet the customers’ need.
3. The researcher should study the five stages of the consumer buying decision
process. In this study, there are only three stages which are; need of
recognition, information search and evaluation of alternatives. Two remaining
stages were not studied therefore the next study should cover all the stages of
the consumer buying decision process.
4. The researcher should have spent more time on qualitative study to gather an
in-depth understanding of human behavior and the reasons that govern that
behavior.
5. In this study, the number of male respondents was quite low (16.2%) if
compared with female (83.8%). Focusing should be moving forward further to
the ratio of males to understand more about the specific references from this
group.
79
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Czech Republic
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APPENDICES
82
Appendix A
Questionnaire
(English Version)
83
Questionnaire
Subject:
The study of consumer buying decision process of beauty drink products.
Objective:
This study as a partial fulfillment of the academic requirements for Master Degree of Kasetsart
University International MBA Program. The content of the questionnaire aims to study consumer buying decision process
of beauty drink product. For education benefit, the researcher would like to have your corporate to express your idea. Thank
you very much for you precious time and effort to answer this survey.
Have you ever bought beauty drink products?
Yes
No (Thank you, you are not our target respondent)
Part 1: Personal Characteristics
Please mark √ into
which right to your answer.
1. Gender
2. Age
3.
4.
Education level
Occupation
5. Monthly income
Male
Female
20-25 Years Old
36-40 Years Old
26-30 Years Old
Over 40 Years Old
31-35 Years Old
Lower than Bachelor’s degree
Master’s degree
Bachelor’s degree
Higher than Master’s degree
Student
Company officer
Employee
Business owner
Government officer
Other, please specify....................
Less than or equal 10,000 Baht
20,001-30,000 Baht
More than 40,000 Baht
10,001-20,000 Baht
30,001-40,000 Baht
Part 2: Consumer behavior
6. Which brand of beauty drink have you been consuming currently? (More than one answer is acceptable)
Sappe Beauti Drink and beauti shot
Bing (beauty type)
Amino Plus and shot
I-Healthy Q10
Blink
Other, please specify....................
84
7. Which type/kind of beauty drink have you been consuming currently? (More than one answer is acceptable)
Collagen
Fiber
Coenzyme Q10
Vitamin
Kollaphyll
Detox
Amino Acids and L-Carnitine
Other, please specify....................
8. How much do you spend by average to consume beauty drink?
20-30Baht
31-40 Baht
41-50 Baht
More than 50 Baht
9.
How often do you spend by average to consume beauty drink?
Everyday
Less than 1 time/week
1-2 times/week
3-4 times/week
5-6 times/week
10. Where do you usually buy the beauty drink from? (More than one answer is acceptable)
Convenience store
Super Market For example: TOP, Foodland
Super Store For example: LOTUS, BIG C
Other, please specify....................
Part 3: Buying decision process
Please mark √ into
to evaluate the level of importance relating to the following statements (Please choose only one
for each question)
3.1 Need Recognition
Level of agreement
Consumer buying decision process of beauty drink products
5
Strongly
agree
1. Beauty drink can actually help us have a better shape
2. Beauty drink can actually help us have a better health
3. Beauty drink can actually help us have a better skin condition
4. I buy beauty drink for eliminating thistly and increasing the freshness
5. Obviously I have no time to take care of myself so beauty drink is
becoming the easy way to help recover my health
6. I consume beauty drink because of its testy more than its benefit
7. I buy and consume beauty drink because it represents my better and
new healthy lifestyle
8. I buy beauty drink because I have seen from somebody else and have
been introduced by them
4
3
2
Agree
Neutral
Disagree
1
Strongly
disagree
85
3.2 Information search
Level of agreement
Consumer buying decision process of beauty drink products
5
Strongly
agree
9. I research the information of beauty drink from my family before
buying and consuming
10. My friends and office mates are a better source of information
where I should rely more than my direct experience
11. I will be buying beauty drink once its result must be guaranteed
and recommended by food expert only
12. I will be buying beauty drink once I can obviously get the
confirmation from reliable organization only
13. Advertising from either radio or TV is the tool to drive my
buying decision
14. Advertising from Newspaper, Magazine, and leaflet is the tool to
drive my buying decision
15. Support information from sale personal is the tool to drive my
buying decision
16. Bottle Neck Tag on package is very useful to provide the
information as well as benefit of which can drive my buying decision
17. Before making decision, I basically study and research the
information from its website
18. Before making decision, I search the information of beauty drink
from related article or research
19. Before making decision, I would normally consider the benefit
and quality I may be able to gain from other products that contribute
the same value such as collagen capsule.
20. Before making decision to buy beauty drink, I would normally
consider the benefit from the other healthy (functional) drinks such
as anti stress & relax, smart brain
4
Agree
3
2
Neutral Disagree
1
Strongly
disagree
86
3.3 Evaluation of alternatives
Level of agreement
Consumer buying decision process of beauty drink products
5
Strongly
agree
4
Agree
3
2
Neutral Disagree
1
Strongly
disagree
21. I buy beauty drink because I have realized that there are the
varieties of advantage and specifically such as better sharp and better
skin condition
22. I buy beauty drink because it can obviously fulfill my healthy
demand which can’t be found from other drinks
23. I buy beauty drink because it is a reliable product and guaranteed
by the food and drug administration
24. I buy beauty drink because it can provide more value and benefit
than others such as collagen capsule
25. I would basically compare the price among functional drink
category and before selecting the best one
26. I would normally compare the different brands of beauty drink
before buying by tasting
27. I buy beauty drink because its marketing promotion is very
attractive
28. I buy beauty drink because of its package
29. I buy beauty drink because I can clearly see the message and
benefit about product on its package
30. I buy beauty drink because its presenter is very well known and
reliable
Comment:
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Thank you for your kind cooperation
87
Appendix B
Questionnaire
(Thai Version)
88
แบบสอบถาม
เรื่อง:
วัตถุประสงค์ :
กระบวนการตัดสินใจซื้อเครื่องดืม่ ประเภทให้ ความสวยงาม (Beauty drink)
เพือ่ ประกอบการจัดทําวิชาการศึกษาค้ นคว้ าอิสระ โดยนิสิตระดับปริญญาโท คณะบริหารธุรกิจหลักสู ตร
นานาชาติ มหาวิทยาลัยเกษตรศาสตร์ โดยมีวตั ถุประสงค์ เพือ่ ศึกษา กระบวนการตัดสินซื้อ ทีม่ ตี ่ อ เครื่องดืม่
เพือ่ สุ ขภาพประเภทให้ ความสวยงาม (Beauty drink) ของผู้บริโภคในเขตกรุงเทพมหานคร ดังนั้นผู้ศึกษา
ใคร่ ขอความร่ วมมือจากท่ านในการตอบแบบสอบถามให้ ครบทุกข้ อตามความเป็ นจริงเพือ่ ประโยชน์ ทาง
การศึกษา และขอขอบพระคุณอย่ างสู งในความร่ วมมือมา ณ โอกาสนี้
ท่านเคยซื้อเครื่ องดื่มประเภทให้ความสวยงาม (Beauty drink) หรื อไม่
เคย
ไม่เคย (จบแบบสอบถาม)
ส่ วนที่ 1 ข้ อมูลทั่วไปเกีย่ วกับผู้ตอบแบบสอบถาม
คําชี้แจง โปรดทําเครื่ องหมาย √ ลงใน
ให้ตรงกับความเป็ นจริ งของท่านมากที่สุด
1.
เพศ
2.
อายุ (ปี )
3.
ระดับการศึกษา
4.
อาชีพ
5.
รายได้ต่อเดือนของท่าน
ชาย
หญิง
20 – 25 ปี
36– 40 ปี
26 - 30 ปี
40 ปี ขึ้นไป
31 - 35 ปี
ตํ่ากว่าปริ ญญาตรี
ปริ ญญาโท
ปริ ญญาตรี
สู งกว่าปริ ญญาโท
นักเรี ยน / นิ สิต / นักศึกษา
พนักงานบริ ษทั เอกชน
ลูกจ้าง
เจ้าของกิจการ
ข้าราชการ / พนักงานรัฐวิสาหกิจ
อื่นๆ ………….……….…
ตํ่ากว่าหรื อเท่ากับ 10,000 บาท
20,001 - 30,000 บาท
มากกว่า 40,000 บาท
10,001 – 20,000 บาท
30,001 - 40,000 บาท
ส่ วนที่ 2 พฤติกรรมการบริโภค
6.
ปัจจุบนั ท่านบริ โภคเครื่ องดื่มประเภทให้ความสวยงาม ยีห่ ้อใดอยู่ (ตอบได้มากกว่า 1 ข้อ)
เซปเป้ บิวตี้ดริ้ งค์ หรื อบิวตี้ชอต
บีอิ้ง (ประเภทเพื่อความสวยงาม)
อะมิโน พลัส หรื ออะมิโน พลัส Shot
ไอ-เฮลท์ธี คิว-10
บลิ้งค์
อื่นๆ (โปรดระบุ)…….…….………….……
89
7.
ท่านบริ โภคเครื่ องดื่มประเภทให้ความสวยงามสู ตรใด (ตอบได้มากกว่า 1 ข้อ)
สูตรคอลลาเจล
สู ตรไฟเบอร์ ใยอาหาร
สู ตรโคเอ็นไซม์คิวเท็น
สู ตรวิตามินต่างๆ
สู ตรคอลลาฟิ ลล์
สู ตรดีทอ็ กซ์
กรดอะมิโนและแอล-คาร์ นิทีน
อื่นๆ (โปรดระบุ)…………………………
8.
ท่านใช้จ่ายโดยเฉลี่ยในการซื้อเครื่ องดื่มประเภทให้ความสวยงามครั้งละกี่บาท
20-30 บาท
31-40 บาท
41-50 บาท
มากกว่า 50 บาท
9.
ความถี่ในการบริ โภคเครื่ องดื่มประเภทให้ความสวยงาม
ทุกวัน
1-2 ครั้ง / สัปดาห์
5-6 ครั้ง / สัปดาห์
น้อยกว่า 1 ครั้ง/ สัปดาห์
3-4 ครั้ง / สัปดาห์
10. โดยปกติท่านซื้ อเครื่ องดื่มประเภทให้ความสวยงามจากที่ไหน (ตอบได้มากกว่า 1 ข้อ)
ร้านสะดวกซื้ อ
ซุปเปอร์ มาร์ เก็ต เช่น TOP, Foodland
ซุปเปอร์ สโตร์ เช่น LOTUS, BIG C
อื่นๆ ……………………………………….
ส่ วนที่ 3 กระบวนการตัดสิ นใจซื้อ
คําชี้แจง โปรดทําเครื่ องหมาย √ ลงใน
สวยงาม (Beauty drink) ของท่าน
ให้ตรงกับความเห็นของท่านมากที่สุดในกระบวนการตัดสิ นใจซื้ อเครื่ องดื่มประเภทให้ความ
3.1 การรับรู้ปัญหา
ระดับความคิดเห็น
กระบวนการตัดสิ นใจซื้อเครื่ องดื่มประเภทให้ความสวยงาม
(Beauty drink)
1. เครื่ องดื่มประเภทให้ความสวยงาม ช่วยให้ฉนั มีรูปร่ างที่ดี
2. เครื่ องดื่มประเภทให้ความสวยงาม ช่วยฉันดูแลและแก้ไขปั ญหาสุ ขภาพ
3. เครื่ องดื่มประเภทให้ความสวยงาม ช่วยให้ฉนั มีผิวพรรณที่สดใส
4. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงามเพื่อดับกระหายและความสดชื่ น
5. เนื่องจากฉันไม่มีเวลาดูแลตัวเองจึงทําให้ฉนั หันมาพึ่งเครื่ องดื่มประเภทให้ความ
สวยงามเพราะสะดวกสบายต่อการดูแลสุขภาพ
6. ฉันเลือกดื่มเครื่ องดื่มประเภทให้ความสวยงาม ด้วยเพราะรสชาติที่อร่ อยมากกว่า
คุณประโยชน์ที่จะได้รับจากเครื่ องดื่มประเภทนี้
7. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงามเนื่ องจากสัญลักษณ์ที่สามารถบ่งบอกว่า
ฉันเป็ นผูห้ ญิงยุคใหม่ที่ใส่ใจในสุ ขภาพ
8. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงามเพราะเห็นผูอ้ ื่นดื่มและถูกแนะนําให้ดื่ม
5
เห็นด้วย
4
เห็น
3
ไม่
2
ไม่เห็น
1
ไม่เห็นด้วย
อย่างยิง่
ด้วย
แน่ใจ
ด้วย
อย่างยิง่
90
3.2 การค้นหาข้ อมูล
ระดับความคิดเห็น
กระบวนการตัดสิ นใจซื้อเครื่ องดื่มประเภทให้ความสวยงาม
(Beauty drink)
9. ฉันถามหาข้อมูลจากบุคคลในครอบครัวก่อนซื้อเครื่ องดื่มประเภทให้ความ
สวยงามมาบริ โภค
10. เพื่อนและเพื่อนร่ วมงานเป็ นแหล่งข้อมูลที่ฉนั ให้ความเชื่ อถือมากกว่า
ประสบการณ์ตรงของตัวฉันเอง
11.ฉันจะตัดสิ นใจซื้ อเครื่ องดื่มประเภทให้ความสวยงาม ก็ต่อเมื่อได้รับข้อมูล
รับรองจากผูเ้ ชี่ยวชาญที่มีความน่าเชื่อถือรับรองผลเท่านั้น
12. ฉันจะตัดสิ นใจซื้ อเครื่ องดื่มประเภทให้ความสวยงาม ก็ต่อเมื่อได้รับข้อมูล
รับรองจากสถาบันที่มีความน่าเชื่อถือรับรองถึงประโยชน์ต่อร่ างกายเท่านั้น
13. ข้อมูลข่าวสารจากสื่ อโฆษณาทางโทรทัศน์หรื อวิทยุ ทําให้ฉนั ตัดสิ นใจซื้อ
เครื่ องดื่มประเภทให้ความสวยงาม
14. ข้อมูลข่าวสารจากสิ่ งพิมพ์ เช่น หนังสื อพิมพ์ นิตยสาร แผ่นพับ ทําให้ฉนั
ตัดสิ นใจซื้อเครื่ องดื่มประเภทให้ความสวยงาม
15. ข้อมูลข่าวสารจากพนักงานขาย ทําให้ฉนั ตัดสิ นใจซื้อเครื่ องดื่มประเภทให้ความ
สวยงาม
16. ป้ ายที่ติดมากับตัวผลิตภัณฑ์ (Bottle Neck Tag ) ที่ให้ขอ้ มูลที่กระชับ, เชิ ญชวน
เพื่อให้เข้าใจประโยชน์ของผลิตภัณฑ์ ทําให้ฉนั ตัดสิ นใจลองซื้อเครื่ องดื่มประเภท
ให้ความสวยงาม มาบริ โภค
17. ก่อนซื้ อเครื่ องดื่มประเภทให้ความสวยงาม ฉันหาข้อมูลจากเวปไซด์
บริ ษทั ผูผ้ ลิตที่เป็ นผูผ้ ลิตเครื่ องดื่มประเภทนี้
18. ก่อนซื้ อเครื่ องดื่มประเภทให้ความสวยงาม ฉันแสวงหาข้อมูลจากบทความหรื อ
งานวิจยั ที่กล่าวถึงเครื่ องดื่มประเภทนี้
19. ก่อนซื้ อเครื่ องดื่มประเภทให้ความสวยงาม ฉันคํานึงถึงประสบการณ์จากการ
บริ โภคสิ นค้าประเภทอื่นที่มีคุณสมบัติให้ความสวยงามมาก่อนหน้านี้ เช่น คอลลา
เจนชนิดเม็ด, คอลลาเจนแบบฉี ด
20. ก่อนซื้ อเครื่ องดื่มประเภทให้ความสวยงาม ฉันคํานึงถึงประสบการณ์จากการ
บริ โภคเครื่ องดื่มเพื่อสุขภาพประเภทอื่นมาก่อนหน้านี้ เช่น ประเภทให้พลังงาน,
บํารุ งสมอง, บํารุ งสายตา
5
เห็นด้วย
4
เห็น
3
ไม่
2
ไม่เห็น
1
ไม่เห็นด้วย
อย่างยิง่
ด้วย
แน่ใจ
ด้วย
อย่างยิง่
91
3.3 การประเมินทางเลือก
ระดับความคิดเห็น
กระบวนการตัดสิ นใจซื้อเครื่ องดื่มประเภทให้ความสวยงาม
(Beauty drink)
5
เห็นด้วย
4
เห็น
3
ไม่
2
ไม่เห็น
1
ไม่เห็นด้วย
อย่างยิง่
ด้วย
แน่ใจ
ด้วย
อย่างยิง่
21. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงาม เพราะเห็นว่าผลิตภัณฑ์มีหลาย
คุณประโยชน์ให้เลือกและมีคุณสมบัติที่ฉนั ต้องการ เช่นเพื่อรู ปร่ างที่ดี เพื่อ
ผิวพรรณที่สดใส
22. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงาม เพราะเห็นว่าผลิตภัณฑ์มีคุณค่าทาง
โภชนาการที่เครื่ องดื่มประเภทอื่นให้มิได้
23. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงาม เพราะเห็นว่าผลิตภัณฑ์มีความ
น่าเชื่อถือมี อย. รับรอง
24. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงาม เพราะเห็นว่าการบริ โภคผลิตภัณฑ์
ประเภทนี้ให้ประโยชน์มากกว่าผลิตภัณฑ์ประเภทอื่นที่มีคุณสมบัติเหมือนกัน เช่น
คอลลาเจนชนิดเม็ด, , คอลลาเจนแบบฉี ด
25. ฉันเปรี ยบเทียบราคาเครื่ องดื่มประเภทให้ความสวยงามก่อนตัดสิ นใจซื้ อโดย
เลือกซื้อที่คุม้ ค่ากับราคา
26. ฉันเปรี ยบเทียบเครื่ องดื่มประเภทให้ความสวยงามหลายๆยีห่ ้อก่อนตัดสิ นใจซื้ อ
ด้วยการทดลองดื่ม
27.ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงาม เพราะเห็นว่าผลิตภัณฑ์มีโปรแกรม
ส่งเสริ มการตลาดที่ดึงดูดความสนใจ
28. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงาม เพราะผลิตภัณฑ์มีบรรจุภณั ฑ์ที่มี
ลวดลายสวยงามและมีสีสนั ที่ดึงดูด
29. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงาม เพราะเห็นว่าผลิตภัณฑ์มีบรรจุภณั ฑ์ที่
สามารถสื่ อให้เห็นถึงคุณสมบัติของตัวผลิตภัณฑ์ได้อย่างชัดเจน
30. ฉันซื้อเครื่ องดื่มประเภทให้ความสวยงามเพราะพรี เซ็นเตอร์ ของผลิตภัณฑ์
น่าเชื่อถือ เป็ นที่รู้จกั
ความคิดเห็นและข้อเสนอแนะ
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
ขอขอบคุณที่ให้ ความร่ วมมือในการตอบแบบสอบถามอย่ างสู ง
92
Appendix C
Statistical Analysis
93
Appendix Table 1 Reliability analysis by Cronbach's Alpha
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected ItemTotal
Correlation
Cronbach's
Alpha if Item
Deleted
Need recognition1
100.4
146.248
0.383
0.877
Need recognition2
100.53
147.568
0.32
0.878
Need recognition3
100.4
142.938
0.479
0.874
Need recognition4
100.47
148.257
0.217
0.88
Need recognition5
100.37
146.999
0.374
0.877
Need recognition6
100.93
145.444
0.378
0.877
Need recognition7
100.63
138.447
0.685
0.869
Need recognition8
100.73
141.03
0.367
0.878
Information search1
101.3
145.597
0.386
0.876
Information search2
100.73
147.926
0.22
0.88
Information search3
100.4
140.317
0.532
0.873
Information search4
100.43
143.357
0.479
0.874
Information search5
100.6
139.214
0.568
0.872
Information search6
100.63
142.516
0.443
0.875
Information search7
100.83
149.661
0.196
0.88
Information search8
100.2
145.959
0.506
0.875
Information search9
100.93
143.513
0.477
0.874
Information search10
100.97
144.447
0.414
0.876
Information search11
101
144.897
0.379
0.877
Information search12
100.43
140.116
0.684
0.87
Evaluation of alternative 1
100.27
144.409
0.431
0.875
Evaluation of alternative 2
100.53
142.12
0.598
0.872
Evaluation of alternative 3
100.63
145.895
0.239
0.881
Evaluation of alternative 4
100.77
142.185
0.487
0.874
Evaluation of alternative 5
100.47
144.051
0.44
0.875
Evaluation of alternative 6
100.53
142.395
0.492
0.874
Evaluation of alternative 7
100.97
149.137
0.197
0.88
Evaluation of alternative 8
100.7
141.045
0.534
0.873
Evaluation of alternative 9
100.5
145.638
0.379
0.877
Evaluation of alternative 10
100.6
146.662
0.323
0.878
N of Cases
N of Items
Cronbach’s Alpha
=
=
=
30
30
.879
94
Appendix Table 2 Reliability analysis by Cronbach's Alpha on need recognition stage
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected ItemTotal
Correlation
Cronbach's
Alpha if Item
Deleted
Need recognition1
24.63
13.137
0.428
0.661
Need recognition2
24.77
12.323
0.62
0.625
Need recognition3
24.63
12.585
0.429
0.658
Need recognition4
24.7
14.493
0.109
0.727
Need recognition5
24.6
12.8
0.555
0.64
Need recognition6
25.17
13.178
0.355
0.674
Need recognition7
24.87
11.223
0.662
0.601
Need recognition8
24.97
12.654
0.193
0.739
N of Cases
N of Items
Cronbach’s Alpha
=
=
=
30
8
.697
Appendix Table 3 Reliability analysis by Cronbach's Alpha on information search stage
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected ItemTotal
Correlation
Cronbach's
Alpha if Item
Deleted
Information search1
37.93
28.547
0.366
0.78
Information search2
37.37
29.551
0.191
0.799
Information search3
37.03
25.62
0.574
0.758
Information search4
37.07
27.168
0.507
0.767
Information search5
37.23
26.461
0.469
0.771
Information search6
37.27
26.823
0.453
0.772
Information search7
37.47
30.257
0.189
0.795
Information search8
36.83
29.109
0.437
0.776
Information search9
37.57
27.909
0.424
0.775
Information search10
37.6
27.145
0.497
0.768
Information search11
37.63
27.895
0.392
0.778
Information search12
37.07
25.857
0.716
0.747
N of Cases
N of Items
Cronbach’s Alpha
=
=
=
30
12
.789
95
Appendix Table 4 Reliability analysis by Cronbach's Alpha on evaluation of alternatives
stage
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected ItemTotal
Correlation
Cronbach's
Alpha if Item
Deleted
Evaluation of alternative1
31.2
18.441
0.414
0.689
Evaluation of alternative2
31.47
17.43
0.63
0.658
Evaluation of alternative3
31.57
19.909
0.089
0.755
Evaluation of alternative4
31.7
17.872
0.433
0.685
Evaluation of alternative5
31.4
18.317
0.421
0.688
Evaluation of alternative6
31.47
17.43
0.516
0.671
Evaluation of alternative7
31.9
19.817
0.221
0.718
Evaluation of alternative8
31.63
16.585
0.612
0.652
Evaluation of alternative9
31.43
18.806
0.373
0.696
Evaluation of alternative10
31.53
20.051
0.188
0.723
N of Cases
N of Items
Cronbach’s Alpha
=
=
=
30
10
.717
Appendix Table 5 Information search stage classified by age
Consumer pre-purchase decision making
process
Mean
F-test
Level of
agreement
F-value
Sig
20-25
26-30
31-35
Over
35
Total
Information Search
2.88
2.98
2.98
3.31
2.95
Moderate
3.289
0.021*
2.1 Family influence
1.97
2.15
2.16
2.69
2.11
Low
2.981
0.031*
2.2 Friends and office mates influence
2.34
2.80
2.86
2.88
2.62
Moderate
5.039
0.002*
2.3 Guaranteed by food expert
3.18
3.50
3.30
3.77
3.35
Moderate
3.081
0.027*
2.4 confirmed by reliable organization
3.34
3.57
3.30
3.65
3.44
High
1.702
0.166
2.5 radio or TV Advertising
3.23
3.29
3.44
3.50
3.30
Moderate
0.793
0.499
2.6 Newspaper, Magazine, leaflet
Advertising
3.08
3.10
3.23
3.54
3.14
Moderate
1.454
0.227
2.7 Advertising and support
information from sale personal
2.45
2.64
2.86
3.27
2.63
Moderate
5.081
0.002*
2.8 Bottle neck tag on package
3.65
3.48
3.58
3.85
3.59
High
1.306
0.272
2.9 Search for the information from
its website
2.38
2.51
2.32
2.81
2.45
Low
1.34
0.261
2.10 Search from related article or
research
2.54
2.53
2.37
2.81
2.53
Low
0.796
0.497
96
Appendix Table 5 (Continued)
Consumer pre-purchase decision making
process
Mean
Total
F-test
Level of
agreement
F-value
Sig
20-25
26-30
31-35
Over 35
2.11 The benefit and quality that gain
from other products that contribute
the same value
2.80
2.71
2.68
3.19
2.78
Moderate
1.283
0.28
2.12 Consider the benefit from the
other healthy (functional) drinks.
3.53
3.43
3.65
3.73
3.53
High
0.906
0.438
*The mean difference is significant at the 0.05 level
Appendix Table 6 Need recognition stage classified by frequency on consuming
F-test
Mean
Consumer pre-purchase decision making
process
Level of
agreement
F-value
Sig
< 1 time
a week
1-2
times/
week
>2
times/
week
Total
Need Recognition
2.73
3.17
3.27
3.05
Moderate
25.568
0.000*
1.1 Better shape
2.43
2.83
3.00
2.74
Moderate
11.359
0.000*
1.2 Better health
2.64
3.00
3.26
2.94
Moderate
12.218
0.000*
1.3 Better skin condition
2.70
3.32
3.49
3.16
Moderate
23.231
0.000*
1.4 Eliminating thistly increasing
freshness
3.50
3.80
3.81
3.70
High
4.002
0.019*
1.5 Easy way to recover health
2.75
3.34
3.62
3.21
Moderate
18.91
0.000*
1.6 Testy concern more than benefit
2.99
3.22
3.16
3.13
Moderate
1.632
0.197
1.7 Represents new lifestyle
2.39
2.93
3.05
2.78
Moderate
11.077
0.000*
1.8 Follow others and recommended
to drink
2.47
2.90
2.76
2.72
Moderate
4.746
0.009*
*The mean difference is significant at the 0.05 level
Appendix Table 7 Information search stage classified by frequency on consuming
F-test
Mean
Consumer pre-purchase decision making
process
Level of
agreement
F-value
Sig
2.95
Moderate
13.974
0.000*
2.29
2.11
Low
6.776
0.001*
2.76
2.64
2.62
Moderate
2.767
0.064
3.23
3.36
3.48
3.36
Moderate
1.331
0.265
3.36
3.48
3.48
3.44
High
0.523
0.593
<1
time/
week
1-2
times/
week
>2
times/
week
Total
Information Search
2.72
3.03
3.14
2.1 Family influence
1.81
2.25
2.2 Friends and office mates
influence
2.42
2.3 Guaranteed by food expert
2.4 confirmed by reliable
organization
97
Appendix Table 7 (Continued)
F-test
Mean
Consumer pre-purchase decision making
process
Level of
agreement
F-value
Sig
3.30
Moderate
6.17
0.002*
3.43
3.14
Moderate
5.963
0.003*
2.78
2.75
2.63
Moderate
5.806
0.003*
3.38
3.69
3.72
3.59
High
4.37
0.013*
2.9 Search for the information from
its website
2.16
2.49
2.75
2.45
Low
7.28
0.001*
2.10 Search from related article or
research
2.30
2.52
2.86
2.53
Low
6.16
0.002*
2.11 The benefit and quality that gain
from other products that contribute
the same value
2.38
2.97
3.01
2.78
Moderate
11.772
0.000*
2.12 Consider the benefit from the
other healthy (functional) drinks.
3.26
3.60
3.77
3.53
High
7.193
0.001*
<1
time/
week
1-2
times/
week
>2
times/
week
Total
2.5 radio or TV Advertising
3.04
3.39
3.52
2.6 Newspaper, Magazine, leaflet
Advertising
2.93
3.13
2.7 Advertising and support
information from sale personal
2.36
2.8 Bottle neck tag on package
*The mean difference is significant at the 0.05 level
Appendix Table 8 Evaluation of alternatives stage classified by frequency on consuming
F-test
Mean
Consumer pre-purchase decision making
process
Level of
agreement
F-value
Sig
< 1 time
a week
1-2
times/
week
>2
times/
week
Total
Evaluation of alternatives
3.19
3.45
3.56
3.38
Moderate
9.008
0.000*
3.1 Realized there are the varieties of
advantage and specifically
3.33
3.72
3.8485
3.62
High
8.941
0.000*
3.2 Obviously fulfill healthy demand
which can’t be found from other
drinks
2.98
3.39
3.4949
3.28
Moderate
9.372
0.000*
3.3 Reliable product and guaranteed
by the food and drug administration.
3.61
3.87
4.101
3.84
High
7.484
0.001*
3.4 Provide more value and benefit
than others
2.77
3.16
3.3939
3.09
Moderate
10.989
0.000*
3.5 Compare the price among
functional drink category before
selecting the best one.
3.68
3.76
3.7071
3.72
High
0.234
0.791
3.6 Compare the different brands of
beauty drink before buying by
testing.
3.41
3.62
3.6566
3.56
High
1.99
0.138
98
Appendix Table 8 (Continued)
F-test
Mean
Consumer pre-purchase decision making
process
Level of
agreement
F-value
Sig
3.13
Moderate
2.696
0.069
3.2929
3.30
Moderate
0.987
0.374
3.58
3.5354
3.48
High
2.878
0.057
2.83
2.899
2.78
Moderate
1.784
0.169
< 1 time
a week
1-2
times/
week
>2
times/
week
Total
3.7 Marketing promotion is very
attractive
2.98
3.16
3.2828
3.8 Packaging is very attractive
3.20
3.38
3.9 Clearly see the message and benefit
about product on its package
3.32
3.10 Presenter is well known and
reliable
2.62
*The mean difference is significant at the 0.05 level