FACTORS THAT INFLUENCE THAI CONSUMER’S BUYING BEHAVIOR FOR CHOCOLATE SARINTHORN INPOOMMA A THEMATIC PAPER SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF MANAGEMENT COLLEGE OF MANAGEMENT MAHIDOL UNIVERSITY 2014 COPYRIGHT OF MAHIDOL UNIVERSITY
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FACTORS THAT INFLUENCE
THAI CONSUMER’S BUYING BEHAVIOR
FOR CHOCOLATE
SARINTHORN INPOOMMA
A THEMATIC PAPER SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF MANAGEMENT COLLEGE OF
MANAGEMENT MAHIDOL UNIVERSITY
2014
COPYRIGHT OF MAHIDOL UNIVERSITY
Thematic paper
entitled
FACTORS THAT INFLUENCE
THAI CONSUMER’S BUYING BEHAVIOR
FOR CHOCOLATE
was submitted to the College of Management, Mahidol University
for the degree of Master of Management
on
Dec 21, 2014
……………………….….…..………
Asst. Prof. Nathasit Gerdsri,
Ph.D. Advisor
……………………….….…..………
Assoc. Prof. Annop Tanlamai,
Ph.D.
Dean
College of Management
Mahidol University
……………….………….…..………
Miss Sarinthorn Inpoomma
Candidate
……………………….….…..………
Asst. Prof. Pornkasem Kantamara,
Ed.D.
Chairperson
……………………….….…..………
Asst. Prof. Winai Wongsurawat,
Ph.D.
Committee member
ii
ACKNOWLEDGEMENTS
This research could not have been done without the support of researcher
beloved family with understanding and encouraging throughout her study.
Special thanks goes to Inpoomma family for their continued faith and
encouragement over this research and special thanks to my love Gettae,
Mr.Wattanapong Ratchatasap for his moral support and precious love, who was always
stand by me in my hard times during this research. Without them, I cannot finished this.
The researcher wishes to thanks her thematic paper adviser, Dr.Nathasit
Gerdsri for his suggestions and advices.
Sincere thanks goes to all participants who took part in this research.
Sarinthorn Inpoomma
iii
FACTORS THAT INFLUENCE THAIS CONSUMER’S BUYING BEHAVIOR
FOR CHOCOLATE
SARINTHORN INPOOMMA 5649128
M.M. (MARKETING MANAGEMENT)
THEMATIC PAPER ADVISORY COMMITTEE: ASSOC. PROF. NATHASIT
GERDSRI, Ph.D., ASST. PROF. PORNKASEM KANTAMARA, Ed.D., ASST.
PROF. WINAI WONGSURAWAT, Ph.D.
ABSTRACT
There have been several previous studies aiming to measure customer
behavior for chocolate in India. The purpose of this study are to understand more
about Thai consumer’s buying behavior for chocolate. This study would like to know
the factors that affect Thai consumer’s decision making process for buying chocolate
and the association among the factors that influence consumer’s buying behavior. Also
can create and develop marketing strategies and marketing plan. Quantitative
questionnaire survey has been use as a tool to collect primary data from 532 actual
consumer sample and 387 responses who have just purchased chocolate last one week.
The finding of this research conclude that three groups of variables, Emotional
benefits of chocolate which is consumers believe that chocolate have an effect with
emotion. Second groups of factor is Marketing program, consumer aware impulsive
product like chocolate and call to action when they perceived the marketing program.
And the last is Country of origin which is the country that be produce and establish the
brand of chocolate. The recommendation for this study is develop the marketing
program for chocolate product.
KEY WORDS: Chocolate / Buying behavior / Emotional Benefits / Country of origin
40 pages
iv
CONTENTS
Page
ACKNOWLEDGEMENTS ii
ABSTRACT iii
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER I INTRODUCTION 1
1.1 History of Chocolate and Thailand Chocolate Market 1
1.2 Objective of the Study 4
1.3 Research Question 4
CHAPTER II LITERATURE REVIEW 5
2.1 Consumer Decision – Making Process 5
2.1.1 Consumer Decision – Making Process and
Compulsive Buying 5
2.1.2 Consumer Food Choice and Perception 6
2.1.3 Socioeconomic Conditions and Consumer Behavior 7
2.1.4 Brand Choice and Consumer Behavior 7
2.2 Consumer’s Buying Behavior 8
2.2.1 Complex Buying Behavior 8
2.2.2 Dissonance-Reducing Buyer Behavior 8
2.2.3 Habitual Buying Behavior 9
2.2.4 Variety Seeking Buying Behavior 9
CHAPTER III RESEARCH METHODOLOGY 10
3.1 Research Strategy and Design 10
3.2 Samples Selection 11
3.3 Survey Instrument 12
3.4 Data Collection 12
3.5 Data Analysis 13
v
CONTENTS (cont.)
Page
CHAPTER IV RESEARCH FINDING AND ANALYSIS 14
4.1 The Analysis of Demographic Information of Samples 14
4.2 The Analysis of Reliability Statistics and KMO Bartlett’s Test 16
4.3 The Analytical Results for Factor Analysis 17
CHAPTER V CONCLUSION, LIMITATION AND RECOMMENDATION 21
5.1 Conclusion 21
5.2 Limitation of the Study 23
5.3 Recommendations of the Study 23
REFERENCES 24
APPENDICES 26
APPENDIX A: Questionnaire 27
BIOGRAPHY 40
vi
LIST OF TABLES
Table Page
4.1 Frequency and Percentage of Demographic Information from Samples 15
4.2 Reliability Statistics Summary from samples 16
4.3 KMO and Bartlett’s Test Summary from Samples 16
4.4 Total Variance Explained from Samples 17
4.5 Rotated Component Matrix from Samples 18
4.6 Screen Plot from Samples 19
vii
LIST OF FIGURES
Figure Page
1.1 Universe of Chocolate of Thai consumer 3
1
CHAPTER I
INTRODUCTION
1.1 History of Chocolate and Thailand Chocolate Market
People have been eating cacao which is the dried partly fermented seeds of
Theobroma cacao or cacao tree, native to the deep tropical regions of Central and South
America. It is called seeds, cocoa beans, which are used to make cocoa mass, cocoa
powder, and chocolate. Theobroma cacao’s seeds used for making cocoa, chocolate, and
cocoa butter since at least 460-480 A.D. the estimated age of a cocoa residue found in
Patnaik, D., & Sahoo, P. K. (2012). An empirical study on consumer behavior towards
Cadbury’s India Ltd. and Nestle India Ltd. (A case study of male and female
of Cuttack and Bhubaneswar of Odisha). Trans Asian Journal of marketing
and management research, 1(1).
Rowley, I. (1997). Family cacatuidae (cockatoos). Handbook of the Birds of the World,
4, 246-279.
Sahoo, D., & Garg, S. (2012). Buying Motives in the purchase of Cadbury Chocolate
among Young Indians. Romanian Journal of Marketing, (4).
Shaharudin, M. R., Ismail, A. S. B., Mansor, S. W., Elias, S. J., Jalil, M. A., & Omar,
M. W. (2011). Innovative food and its effects toward consumers’ purchase
intention of fast food product. Canadian Social Science, 7(1), 110-118.
Tversky, A., & Shafir, E. (1992). Choice under conflict: The dynamics of deferred
decision. Psychological science, 3(6), 358-361.
26
APPENDICES
27
APPENDIX A: Questionnaire
FACTORS THAT INFLUENCE CONSUMER'S BUYING BEHAVIOR FOR CHOCOLATE AMONG YOUNG THAIS
We are postgraduate student at the College of Management at Mahidol University. We would like to invite you to participate in research study, which aims at collecting data
for a thematic project. Your individual privacy and confidentiality of the information you provide will be
maintained in all published and written data analysis resulting from the study. This questionnaire will ask you about your buying behavior for chocolate.
This questionnaire will take about 10 minutes.
* Required
Definition of Chocolate
28
Example of size of chocolate
Have you purchase chocolate last week? * คณไดซอชอคโกแลตในอาทตยทผานมาบางหรอไม?
o Yes
o No
Do you purchase chocolate occasionally or on usual basis? * คณซอชอคโกแลตเพอโอกาสพเศษๆหรอซออยแลวเปนประจา?
o Occasionally / เพอโอกาสพเศษ
o Usual basis / เปนประจา
What is the brand that you prefer? (You can should more than one) เมอคณซอชอคโกแลต แบรนดใดทคณเลอกซอเปนอนดบแรก (คณสามารถเลอกไดมากกวา 1 ขอ)
o Kit Kat
o Milo
o Nestle
o Hershey
o Ferrero
o M&M
o Snickers
o Mars
o Toblerone
o Lindt
o Van Houten
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o Cadbury Dairy Milk
o Other:
Which type of packaging that you prefer? เมอคณซอชอคโกแลต แพคเกจจงแบบไหนทคณเลอกซอเปนอนดบแรก?
o Piece / ชน
o Bag / ถง
o Box / กลอง
How often that you purchase chocolate? คณซอชอคโกแลตบอยแคไหน?
o Several times per day / หลายครงตอหนงวน
o Once a day / หนงครงตอวน
o Several times per week / หลายครงตอสปดาห
o Once a week / อาทตยละครง
o Once a month / เดอนละครง
o Other:
Which size of chocolate that you purchase the most? เมอคณซอชอคโกแลต ขนาดไหนทคณเลอกซอเปนอนดบแรก?
o 10 - 15 g.
o 20 - 50 g.
o 100 - 150 g.
o 200 - 250 g.
How much do you spend on chocolate? คณใชเงนเทาไหรตอการเลอกซอชอคโกแลตตอครง?
o 10-50 Baht
o 50-100 Baht
o 100-150 Baht
o 150-200 Baht
o 200-250 Baht
What are sweet items beside chocolate that you preferred? (You can should more than one) คณเลอกของหวานอยางอนอกไหม นอกเหนอไปจากชอคโกแลต? (คณสามารถเลอกไดมากกวา 1 ขอ)
o Candy
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o Bakery
o Ice-cream
o Beverages
o Fruits
o Other:
How do you get the information about chocolate? (You can should more than one) คณไดรบขาวสารเกยวกบชอคโกแลตจากทไหนบาง (คณสามารถเลอกไดมากกวา 1 ขอ)
Where do you purchase chocolate mostly? คณซอชอคโกแลตจากทไหนบอยทสด?
o Convenience Store / รานสะดวกซอ
o Department store / หางสรรพสนคา
o Hypermarket / ไฮเปอรมารเกต เชน Tesco Lotus , Big C
o Gas station / รานคาในปมนามน
o Supermarket / ซปเปอรมารเกต เชน Tops
o Fresh market / ตลาดสด
o Mom and Pop shop / รานคาเลกๆในชมชน
Which type of chocolate that you preferred the most? ชอคโกแลตแบบไหนทคณเลอกซอบอยครงทสด?
o Moulded chocolate – Comprising slab chocolate like Dairy Milk chocolate etc. These are made by pouring the ingredients into moulds. Like Hershey bar, Cadbury Dairy milk, Van Hauten. / ชอคโกแลตททาจากชอคโกแลตและนม เทสวนผสมทงหมดลงในแมพมพ ออกมาเปนลกษณะบาร เชน เฮอรชย ชอคโกแลตบาร, แคดเบอร เดรมลด, แวน ฮเตนท เปนตน
o Countline chocolate – Comprising bars like Kit Kat, Nestle etc. These have ingredients others than chocolate, making for chunky bites.
o Choco-panned chocolate – Comprising chocolate forms like Butterscotch, Nutties, Tiffuns. Like Snicker, Mars etc. / ชอคโกแลตทมสวนผสมมากกวาชอคโกแลตและนม เชน ถว, บตเตอร, คาราเมล, ผลไมแหง เชน สนกเกอร, มาร เปนตน
o Sugar-panned chocolate – Comprising chocolate forms such as M&M, Gems. These generally have a sugar coating on the outside. / ชอคโกแลตทมการเคลอบนาตาลเอาไวดานนอก เชน เอมแอนดเอม เปนตน
o Option 5
What is flavor that you mostly purchase? (Please rank from 4 most preferred to 1 less preferred ) ชอคโกแลตรสชาตใดทคณเลอกซอบอย กรณาใหคะแนน 4 เทากบ ซอบอยครง ไปจนถง 1 เทากบซอนอยสดหรอไมเคยซอเลย
1 2 3 4
Chocolate filled nuts. / ชอคโกแลตสอดไสถว
Chocolate filled with caramel. / ชอคโกแลตสอไสคาราเมล
Chocolate filled with dried fruits. / ชอคโกแลตสอดไสผลไมแหง
Chocolate filled with waffles or biscuits. / ชอคโกแลตสอดไสเวเฟอรหรอบสกต
Please indicate to what extend you agree or disagree with each of the following statement.ร กรณาแสดงความคดเหนของทานกบขอความเหลาน?
Strongly Disagree
Disagree Agree Strongly
Agree
I prefer chocolate milk / ฉนชอบชอคโกแลตนม
I prefer dark chocolate / ฉนชอบดารกชอคโกแลต
I prefer white chocolate / ฉนชอบชอคโกแลตขาว
32
Strongly Disagree
Disagree Agree Strongly
Agree
I prefer chocolate with low calories / ฉนชอบชอคโกแลตทมแคลอรตา
Price of chocolate is the most important factor for you to buy chocolate / ราคาของ ชอคโกแลต เปนปจจยทสาคญทสดสาหรบคณเวลาซอชอคโกแลต
I prefer chocolate even it has high calories / ฉนชอบชอคโกแลตถงแมจะมแคลลอรสง
Luxury packaging of chocolate is the most important factor for you to buy chocolate / บรรจภณฑท หรหราของ ชอคโกแลต เปนปจจยทสาคญทสดสาหรบคณเวลาซอชอคโกแลต
Famous brand of chocolate is
33
Strongly Disagree
Disagree Agree Strongly
Agree
the most important factor for you to buy chocolate / แบรนดทมชอเสยงของชอคโกแลตเปนปจจยทสาคญทสดสาหรบคณเวลาซอชอคโกแลต I think chocolate is the best gift for special occasion / ฉนคดวาชอคโกแลตเปนของขวญทดทสดสาหรบโอกาสพเศษ
I prefer to buy chocolate for releasing my stress / ฉนชอบทจะซอชอคโกแลตสาหรบชวยผอนคลายความเครยด
I prefer to buy imported brand chocolate / ฉนชอบชอคโกแลตทเปนสนคานาเขา
I prefer to buy chocolate as gift / ฉนชอบซอชอคโกแลตเปนของขวญ
I prefer to buy local brand chocolate / ฉน
34
Strongly Disagree
Disagree Agree Strongly
Agree
ชอบซอชอคโกแลตแบรนดทองถน
I think imported brand chocolate has good taste / ฉนคดวาชอคโกแลตทนาเขาจากตางประเทศมรสชาตอรอย
I buy chocolate because i saw their advertisement online / ฉนซอชอคโกแลตเพราะเหนโฆษณาทางอนเตอรเนต
TV commercial is the factor that influenced me when buy chocolate / โฆษณาทางทวมผลตอฉนเวลาเลอกซอชอตโกแลต
Print advertising is the factor that influenced me when buy chocolate / ใบปดประกาศโฆษณามผลตอฉนเวลาเลอกซอชอคโกแลต
In store promotion is the factor that
35
Strongly Disagree
Disagree Agree Strongly
Agree
influenced me when buy chocolate / โปรโมชนในรานมผลตอฉนในการเลอกซอชอคโกแลต Friend and family are the factors that influenced me when buy chocolate / เพอนและครอบครวมผลตอฉนเวลาเลอกซอชอคโกแลต
Activities in store have an impact on me when buy chocolate / กจกรรมในรานคามผลตอฉนในการเลอกซอชอคโกแลต
I think packaging which can keep good quality is the factor that important for me to buy chocolate / ฉนคดวาบรรจภณฑทสามารถเกบรกษาคณภาพสนคาไดมผลตอการเลอกซอชอคโกแลต
Logo and Brands on packaging is the most attractive
36
Strongly Disagree
Disagree Agree Strongly
Agree
factor for me to buy chocolate / โลโกและตราสญลกษณมผลตอฉนในการเลอกซอชอคโกแลต I buy chocolate which have low price / ฉนเลอกซอชอคโกแลตทมราคาถก
I buy chocolate which has promotion / ฉนเลอกทจะซอชอคโกแลตทมโปรโมชน
I buy only the imported brand chocolate / ฉนซอชอคโกแลตเฉพาะทนาเขาจากตางประเทศเทานน
I think local brand chocolate has good taste / ฉนคดวาชอคโกแลตทองถนรสชาตด
I prefer chocolate which have celebrities endorsement / ฉนเลอกซอชอคโกแลตทมดาราหรอผมชอเสยงเปนพรเซนเตอร
37
Strongly Disagree
Disagree Agree Strongly
Agree
I think imported brand chocolate is expensive / ฉนคดวาชอคโกแลตทนาเขาจากตางประเทศมราคาแพง
I think chocolate is good for health / ฉนคดวาชอคโกแลตดตอสขภาพ
I think chocolate is source of energy / ฉนคดวาชอคโกแลตเปนแหลงพลงงาน
I prefer chocolate when I need something sweet / ฉนเลอกซอชอคโกแลต เมอเวลาตองการของหวานใหกบรางกาย
I prefer chocolate for indulge myself / ฉนเลอกซอชอคโกแลตเพราะความตองการสวนตว
I prefer to buy chocolate for cooking / ฉนซอชอคโกแลตมาทาอาหาร
38
Strongly Disagree
Disagree Agree Strongly
Agree
I feel happy when I eat chocolate / ฉนรสกมความสขเวลากนชอคโกแลต
I think expensive chocolate have good taste / ฉนคดสาชอคโกแลตราคาแพงจะมรสชาตด
I prefer to buy chocolate when I have party / ฉนเลอกซอชอคโกแลตเวลามงานเลยงสงสรรค
I prefer to buy chocolate for special person / ฉนเลอกซอชอคโกแลตใหคนพเศษ
Please select your gender. กรณาระบเพศของคณ
o Male / ผชาย
o Female / ผหญง
Please select your age range. กรณาระบอายของคณ
o 15-18 years old
o 19-22 years old
o 23-26 years old
o 27-30 years old
What is your monthly income? กรณาระบรายไดตอเดอนของคณ
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o Below 10,000 THB
o 10,000 – 20,000 THB
o 20,001 – 30,000 THB
o 30,001 – 40,000 THB
o 40,001 – 50,000 THB
o Over 50,001 THB
Please select your education level. กรณาระบการศกษาของคณ
o Less than high school
o High school graduate
o Bachelor's degree
o Master's degree
o Doctoral
o Other:
Please select your occupation. กรณาระบอาชพของคณ
o Government Employee
o Company Employee
o Business Owner
o Students
o Other:
What is your hobbies? (You can should more than one) อะไรทชอบทาในเวลาวาง? (คณสามารถเลอกไดมากกวา 1 ขอ)
o Reading / อานหนงสอ
o Watching movie / ดภาพยนตร
o Surfing internet / เลนอนเตอรเนต
o Shopping / ชอปปง
o Travelling / ทองเทยว
o Party / สงสรรค
o Cooking / ทาอาหาร
o Other:
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BIOGRAPHY
NAME Miss Sarinthorn Inpoomma
DATE OF BIRTH 8 August 1987
PLACE OF BIRTH Bangkok, Thailand
INSTITUTIONS ATTENDED Bachelor of Social Administration
Social Administration Faculty,
Thammasat University, 2010
RESEARCH GRANTS -
HOME ADDRESS 55/156 Passorn Village 8,
Kanjanaphisak Rd., Bangyai, Bangyai,
Nonthaburi, Thailand 11140
EMPLOYMENT ADDRESS Mondelez International (Thailand)