factors affecting purchase intention of electric cooking
TRANSCRIPT
Factors Affecting Purchase Intention of Electric Cooking Appliance in Thailand
Biao Xie
http://eprints.utcc.ac.th/id/eprint/1311
© University of the Thai Chamber of Commerce
EPrints UTCC http://eprints.utcc.ac.th/
FACTORS AFFECTING PURCHASE INTENTION OF ELECTRIC
COOKING APPLIANCE IN THAILAND
MR.BIAO XIE
A Thesis Submitted in Partial Fulfillment of the Requirements
For the Degree of Master of Business Administration
Department of International Business
International College
University of the Thai Chamber of Commerce
2012
IV
Thesis Title Factors affecting purchase intention of electric cooking appliance in
Thailand
Name Mr. Biao Xie
Degree Master of Business Administration
Major Field International Business
Thesis Advisor Dr. Suthawan Chirapanda
Graduate Year 2012
ABSTRACT
The main objectives of this study is to analyze the determinants as demographic,
perceived behavior control, subjective norm and attitudes of Bangkok and Chiang Mai
consumer’s purchase intention on the electric cooking appliance, and to analyze the
determinants as brand image, country of origin and beliefs in product attribute on their
attitude.
The data of study was collected from the questionnaire distribution from Bangkok
and Chiang Mai. The data was analyzed by using ANOWA, T-Test, factor analysis and
multiple regression. The study found that the demographic, perceived behavior control,
subjective norm and attitudes have significant effect on purchase intention in Thailand,
and brand image, country of origin and beliefs in product attribute have significant effect
on attitude.
V
ACKNOWLEDEMENTS
My deepest gratitude goes first and foremost to Dr. Suthawan Chirapanda, my
supervisor, for her constant encouragement and guidance. She has walked me through
all the stages of the writing of this thesis. Without his consistent and illuminating
instruction, this thesis could not have reached its present form.
Second, the UTCC provide the precious resource to help me collecting the
reliable information. The printing room opened every day, and the library can also find
many relevant literatures, which make me to obtain the relevant data and to make full
use of the network resources.
I am also greatly indebted to the professors as Dr. Phusit, Dr. Li Li, who have
instructed and helped me a lot in the past two years. Also, I would like to thank Mr.
Nattawat, Miss Pangpui, Ms. Nichapat and other friends who kindly gave me a hand
when I was making the questionnaire at the Bangkok and ChiangMai.
The completion of this thesis is not only the result of efforts by me, it contains
the help and support of many people. I would like to express my gratitude to all those
who helped me during the writing of this thesis.
VI
TABLE OF CONTENTS
Page
ABSTRACT................................................................................................................... iv
ACKNOWLEDGEMENTS ............................................................................................ v
TABLE OF CONTENTS .............................................................................................. vi
LIST OF TABLES......................................................................................................... vii
LIST OF FIGURES…………......................................................................................... viii
Chapter
1. Introduction…............................................................ .................................................. 1 1.1 Background ............................................. ............................................................... 1
1.2 Statement of the problem .................................................................................... 3
1.3 Research objective ................................ ............... .................................................. 4
1.4 Research question............................................... .................................................. 4
1.5 Scope of study.................................................. ...................................................... 5
1.6 Expected Benefits of the Study.............................................. ................................ 5
1.7 Operational Definition ................................... ............... ........................................... 5
2. Literature Review.................................................. ....................................................... 7 2.1 Country-of-Origin (COO) & Brand Image..................... .......................................... 7
2.2 Theory of Reasoned Action (TRA)………........... ................................................... 10
2.3 Theory of Planned Behavior (TPB)..................... ................................................... 12
2.4 Subjective Norm.................................................. ................................................... 13
2.5 Attitude ................................................... ............... .................................................. 13
2.5.1 Evaluations ...................................... ................... .................................................. 15
VII
TABLE OF CONTENTS (CONTINUED)
-2.5.2 Behavioral Beliefs ............................... ............... ................................................. 16
2.6 Beliefs in product attribute................................. .................................................... 17
2.7 Perceived Behavioural Control .............................................................................. 17
-2.7.1 Controllability .......................... ................ ....................................................... 19
-2.7.2 Self-efficacy......................................... .......................................................... 19
2.8 Purchase Intention.......................................... ....................................................... 20
2.9 Demographic............................................... ........................................................... 22
2.10 Bangkok, Chiang Mai........................... ................................................................ 24
2.11 Electric cooking appliance.................... ................................................................ 27
2.12Related Research.......................................... ........................................................ 28
2.13 Conceptual Framework........................... ............................................................. 31
2.14 Hypothesis ......................... ....................... ............................................................ 33
3. Research Methodology........................................ ....................................................... 34
3.1 Research Design ................................... ............... .................................................. 34
3.2 Population and Sample Size .................................................................................. 35
3.3 Variables of the Research ............................. . ........................................................ 36
3.4 Research Instrument......................................... ..................................................... 36
3.5 Date Collection .......................................... ................... .......................................... 42
3.6 Pretest of the Research Instrument ....................................................................... 43
3.7 Date analysis................................................................. ......................................... 43
4: DATA ANALYSIS AND RESULTS............................................ ............................. 45
4.1 Description of Demographic Characteristic ............................................................ 45
4.2 Analysis of Level of the Agreement ....................................................................... 47
4.3 Data Analysis and Findings .................................................................................... 49
-4.3.1 Factor Analysis.................................................... ............................................... 49
-4.3.2 Result of Factory Analysis ................................................................................ 57
-4.3.3 Hypothesis Testing................................... ......................................................... 59
VIII
TABLE OF CONTENTS (CONTINUED)
4.4 Summary of independent variable ........................................................................ 76
5. Conclusion, discussion and Recommendation....................................... ................... 77
5.1 Introduction............................................................................................................ 77
5.2 Conclusion............................................................................................................. 77
5.3 Discussion............................................................................................. ................ 81
5.4 Implication of the Study .................. ................................................ ...................... 88
5.5 Limitations of the Study...................................................................... ................. 93
5.6 Recommendation for Future Research ............ ....... ........................ ... ................. 94
BIBIOGRAPHY.............................................................................................. ............... 95
APPENDICES........................ ......................... ............................................................. 107
A. QUESTIONNAIRE English ........................................................................... 108
B. QUESTIONNAIRE Thai ................................................................................ 113
BIOGRAPHY. .............................................................................................................. 119
IX
LIST OF TABLES
Table Page
2.1 Thailand import Data 2011 ............................................................................ 25
4.1 Respondent Profile ........................................................................................ 46
4.2 Level of agreement ........................................................................................ 48
4.3 KMO and Bartlett's Test of attitude ............................................................... 49
4.4 Total variable explained of attitude ............................................................... 50
4.5 KMO and Bartlett's Test of SN...................................................................... 51
4.6 Total variable explained of SN ...................................................................... 51
4.7 KMO and Bartlett's Test of PBC ................................................................... 52
4.8 Total variable explained of PBC ................................................................... 52
4.9 KMO and Bartlett's Test of COO .................................................................. 53
4.10 Total variable explained of COO................................................................... 53
4.11 KMO and Bartlett's Test of BI ....................................................................... 54
4.12 Total variable explained of BI ....................................................................... 54
4.13 KMO and Bartlett's Test of BPA ................................................................... 55
4.14 Total variable explained of PBA .................................................................... 55
4.15 KMO and Bartlett's Test of PI........................................................................ 56
4.16 Total variable explained of PI ...................................................................... 56
4.17 Summary of factory analysis ......................................................................... 57
4.18 Analysis of Gender (t-test) ............................................................................. 60
4.19 T-test for Equality of Means .......................................................................... 60
4.20 Analysis of Marital Status (t-test) .................................................................. 61
4.21 T-test for Equality of Means .......................................................................... 61
4.22 ANOVA of Age .............................................................................................. 62
4.23 ANOVA of Education Level ........................................................................... 63
4.24 ANOVA of Income ......................................................................................... 63
4.25 Summary of demographic ............................................................................. 65
X
LIST OF TABLES (CONTINUED)
4.26 Summary of Regression of subjective norm ................................................... 66
4.27 Coefficient of subjective norm ......................................................................... 66
4.28 Summary of Regression of perceived behavioral control ............................... 67
4.29 Coefficients of perceived behavioral control ................................................... 68
4.30 Summary of Regression of country of origin .................................................. 69
4.31 Coefficients of country of origin ...................................................................... 70
4.32 Summary of Regression of brand image ........................................................ 71
4.33 Coefficients of brand image ............................................................................ 71
4.34 Summary of Regression of beliefs in product attribute .................................. 72
4.35 coefficients of beliefs in product attribute ....................................................... 73
4.36 Summary of Regression of attitude ................................................................. 74
4.37 Coefficients of attitude ..................................................................................... 75
4.38 Summary for all hypotheses ............................................................................ 76
XI
LIST OF FIGURES
Figure Page
1. Theory of Reasoned Action ................................................................................... 11
2 Theory of Planned Behaviour ............................................................................... 13
3 Map of Bangkok and Chiang Mai, Thailand ......................................................... 24
4 Sales Value of Consumer Electric 2010 ......................................................... 26
5 Conceptual Framework ...................................................................................... 32
1
CHAPTER 1
INTRODUCTION
1.1 Background
Kitchen appliances, or named white goods, are the kinds of household
appliance to improve people's living quality (Baike Baidu, 2006). Kitchen appliances
usually defined as a machine which accomplishes some routine housekeeping task,
which includes functions such as cooking, food preservation or change the foods shape.
These kinds of appliance generally using electricity or natural gas/propane to cook or
preserved foods are differentiated from the clearing machine. The small appliances like
television or computer will not in the discussion in this research.
The common type of kitchen appliances includes freezer, microwave oven,
dishwasher, blender or mixer, rice cooker, induction cooker, toaster and water purifier.
Presently, Major kitchen appliance brands in Thailand market include western brand
(example: Electrolux, Frigi, Broan, AEG, Gorenje, Fagor, Whirlpool, GE, Siemens et al),
Japanese and Korea brand (Hitachi, Sharp, Toshiba, Panasonic, Samsung, LG et al),
Chinese brand (Haier, Chuangwei, Changhong, Midea, Supor et al) and local brand
(Imarflex, Hatari, OTTO, AJ, SKA, Hanabishi). Because of the appliance market in
Thailand is relatively stable and the competitions among brands are intensifying,
consumers can have a wide choice.
2
During the years 2007-2011, Asia-Pacific household appliances market value
increased from 88,557.8 million to 110,981.5, forecasting the market value will reach
150,223.2 million in the year 2016 (Household Appliance Industry Profile Asia-Pacific,
Marketline, 2012), The household appliances products are the most common product
which almost purchased by every family and still have a huge potential market in Asia.
Because event the East Asia's population growth rate has dropped to below 1% but the
rate in Southeast Asia, South and East Asia is still very high, the average growth rate of
2.5-3.5% (Wiki, 2011).
Thailand is an important market in the South-East Asia. By signs of economic
recovery become evident increasingly and a significant rebound in consumer confidence
in year 2011, positive promotes domestic appliance market in Thailand achieve a
positive growth, the year 2011’s increase rate about between 4-6.6 percent, the total
domestic appliance market size reaches about 83 billion -85.1 billion Baht (Thailand’s
Kasikorn Research Center, 2011). Recently, due to the zero tariff policy in the
Association of South-East Asian Nations (ASEAN), Thailand’s domestic appliance
competition will become fiercer and fiercer (Thailand’s Kasikorn Research Center, 2011).
At the same time, through the finished of the “Chinese Government's Consumer
Electronics Subsidy Program” in 2011, Chinese household appliance market shows
saturation and decline, and Thailand become the next emerging market in ASAN or
South-East Asian.
Although Thailand is a developing country, the commercial market in Thailand
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has been relatively mature. Recently, most Japanese and Korean household application
brands set up factories in Thailand, Chinese brand export goods to Thailand, and Many
Thai brands occupy the middle and low household appliance market. The Thailand
household appliance markets become the fierce battleground in the follow years.
In this research, the author focuses on the electric cooking appliance, which
directly related to people's lives, and there are the greatest demand’s daily-use products.
The research places selected the region which has relatively strong purchasing power
as Bangkok and Chiang Mai in Thailand.
1.2 Statement of the problem
According to statistics, household kitchen appliance had a total market value
110 million Thai Baht (www.positioningmag.com, 2010). The market has carved up by
numbers of brands. The sample is the rice cooker shared 19%
(www.bangkokbiznews.com, 2009) and reaches 190 million Bath, but there are more
than 15 common brands competing in the Thai market. The different brands provide
different service, different product outlook and different price. Therefore, Thailand’s
consumers have a wide choice possibility when choosing a household appliance. In
contrast, how the household electrical appliance enterprises attract consumers to buy
their products still lack of research, and become an urgent problem in this industry. So
this is necessary to attend the problem of understanding the Thailand’s marketing and
expanding the high-end and middle-end market selling in Thailand has become critical
issues that need to resolve. Therefore, identify the important factors influencing
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consumer’s purchase intention is necessary.
This research aims to study influence factors like demographic, Subjective
norms influence, perceived behavioral control, brand image, country of the manufactory,
beliefs in a product attribute, and other related factors on purchase intention and what
factors influence the purchase intention of electric cooking appliance in Thailand.
1.3 Research objective
The research objectives showing as follows:
1. To identify which factors influencing the Thai consumer’s purchase intention when
purchasing the electric cooking appliance.
2. To study the Thai consumer’s purchase attitude between product’s country of origin
and brand image.
3. To study the relationship between demography factors and Thai consumer’s
purchase intention when purchasing the electric cooking appliance.
4. To identify the most important factors of beliefs in product attribute among
purchase attitude.
1.4 Research question
1. How many factors influences purchase intention?
2. How does country of origin and brand image affect attitude?
3. How do the demographic factors affect purchase intention?
4. How does the belief in product attribute factors affect attitude?
5
1.5 Scope of Study
The research paper aims to study the purchase intention of electric cooking
appliance in Thailand. The research selects two major cities (Bangkok, and Chiang Mai)
in Thailand as the survey area. In this study will select different supermarket branches
in these two cities according location and size and reputation.
1.6 Expected Benefits of the Study
1. To help the relative company’s marketing decision makers to determine the factors
influencing the purchase intention of the electric cooking appliance in Thailand
2. To serve as the valuable information about the local consumer’s purchase intention
and needs to the relative electric manufacturer.
3. To use as an information resource for future relative studies or researches in
Thailand.
1.7 Operational Definition
Purchase intention refers to consumers make a decisive purchase decision
which electric cooking appliance within the scope of their spending power, and
generated by the measuring of the various factors.
Attitude refers to the consumer’s favorite about the attributes of performing the
purchase intention of the household appliance product.
Country-of-Origin (COO) refers to the country of the product had produced,
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either the product’s brand in the same country or in other country.
Brand image refers to the consumers identify with the product attributes or the
substance of their understanding of the product.
Subjective norm refers to the person’s perceived expectations that form his/her
family or other people who are important to himself when purchase a household
appliance product.
Evaluation refers to all levels of positive or negative judgment when the
customer needs to choose a product.
Behavioral belief refers to subjective probability that a personal behavior will
lead to a final activity. Perceived behavioral control refers to a personal judgment
whether there is sufficient capacity or resources to perform an action.
Belief in product attribute refers to features of products that customers might
use to compare one product with another when deciding which one to buy.
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CHAPTER 2
LITERATURE REVIEW
Literature review provided the related factors information which other studies
had been found in their study. Although there are no researcher studies the factors
affecting purchase intention of electric cooking appliances in Thailand before, there still
have some studies can provide the relative view point or research model to support this
research. In order to provide the primary data for research framework design, key
conceptions about the researching methods and researched theory needed to show.
In this study, the dependent variable is purchase intention; the independent
variable consisted of attitude, subjective norm and perceived behavioral control have
influenced the purchase intention; the independent variable attitude divided into three
components as demographic, country-of origin & brand image and beliefs in product
attribute; the independent variable perceived behavioral control divided into two
components as controllability and self-efficacy.
The content of literature review shows as follows:
2.1 Country-of-Origin (COO) & Brand Image
The study of Country-of-Origin (COO) effects on the product evaluations has
been the importance research field in international marketing for more than 35 years
8
(Jaffe et al, 2001; Verlegh et al, 1999). Country-of-origin (COO) image is an important
extrinsic product select cue, and also has been a major influence on consumer
tendencies and evaluations of the product purchased (Thakor et al, 1997; Knight et al.,
2007). COO represents an important extrinsic cue associated with a branded product
(Klein et al., 1998), particularly when consumers are less familiar with foreign products
(Han and Terpstra, 1988).
Manufacture country’s images influence the existing product evaluation by the
consumer. Consumers’ perceptions of country images differ substantially in terms of the
number, strength, and valence of the associations they make (Shimp et al., 1993). In
many cases, consumers take strongly associations with their memory when thinking
about the countries substantially products standards. For example, Germany is
high-quality and stables, Japan is high-technology and China are cheap. These strong
memories have a relationship with Country-of-Origin (COO) and get influences to the
consumer when they informed that the given product has been manufactured by a given
county (Leila, Dwigh, 2006). Country-of-origin (COO) cues are important when
consumers are faced with foreign goods that they may be unfamiliar with (Leila, Dwigh,
2006).
To control the production costs, original equipment manufacturing (OEM) model
has become the mainstream of contemporary manufacturing industry; enterprise looking
for a cheaper resource to produce products and hybrid products occupied the vast
majority of market share, and hybrid products are products that involve a foreign brand
but made by the local manufacturer or locally branded but produce from a foreign
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country (Czepiec and Cosmos, 1983). Hence, many products are experiencing the
incongruence between the brand origin (country where the brand is perceived to belong
to its target consumers) and the country of origin (COO) labeled on the product (Yamen,
2008).
The brand can be defined as the following meaning: “A name, symbol, logo,
signature or a combination thereof that defines a manufacturer's or retailer's products or
services through differentiating them from competitors' products or services and offers
perceptions such as quality, value, and prestige to the consumers (Sahbaz, 2011).”
Brand image also can define as the consumers identify with the product attributes or the
substance of their understanding of the product. Brand image is the result of
impressions consumers gained from various sources about the brand. Product image
has an inseparable relationship with a brand image. Brand image performance the
distinctive brand’s characteristics, and is the affection of a brand’s strength and innate
character. Brand image can see as the sum of consumers emotional and aesthetic
impressions of the special brand’s product. In order to determine the brand image,
various characteristics such as what the brand reminds, what it evokes in the eyes of
the consumer as well as the purchase behavior of the consumer must be dealt. (Karpat,
2000).
Several previous studies approved the brand image have affecting with the
customer’s evaluation of the product. Park and Srinivasan (1994) develop
customer-based brand equity conceptualized as depending on the subjective
perceptions that consumers associate with brands. Swait (1993) develops a
10
choice-based monetary expression for the total utility of a brand that depends on the
brand’s subjective image attributes. Consumer value products and brands based on the
image of the brand created, they purchase the image, not the product. Product
attributes and benefits that provides can be considered as the important factors for a
branded product to having an image (Altınısık, 2004).
Base on Thorndike’s (1920) conclusion beliefs some attributes recorded tend to
cause a belief recorded in some other attribute, previous researchers have revealed a
significant effect of COO information on brand image (Ahmed and D’astous, 1996;
Al-sulaiti and Baker, 1998; Cervino et al., 2005). When brand origin and COO have a
different image, it could create possible the positive or negative affecting. The effect of
country image with brand image is moderated by both brand and country's reputation
(Hui and Zhou, 2003). The brand image of a famous brand of a given product produced
in a famous country, for that product is likely to be affected differently from the brand
image of a famous brand but produced in an unknown country, and vice-versa (Yamen
Koubaa, 2008).
2.2 Theory of Reasoned Action (TRA)
The Theory of Reasoned Action (TRA) was developed by Martin Fishbein
(1975), Martin Fishbein based on the social psychology, descripts the conscious
behavior to identify the relationship between attitude and behavior. The basic
assumption of the theory of reasoned action (TRA) is: human behavior is under the
control of the will, and thinking is systematic, that is, a person's behavior is rational and
11
systematic use of gained information, the activities undertaken after reflection.
In the theory of Reasoned Action (TRA), there are three general constructs are
Behavioural Intention (BI), Attitude (A) and Subjective Norm (SN). A Behavioural
Intention (BI) is guided from the merger of Attitude (A) and Subjective Norm (SN), or it
could be rewritten as (BI) = (A) + (SN).
Fishbein (1975) indicates the attitudes and subjective norms are not weighted
equally, in fact it depends on the individuals and the situations. For example, the kinds
of person who strongly cares and concerns of others, so the Subjective Norm would
more weighted when predicting their behaviour.
Theory of reasoned action model as below:
Figure 1 Theory of Reasoned Action (adopted from Fishbein & Ajzen 1975)
Ajzen and Fishbein (1980) considered whether a person performs a particular
behavior is determined by their behavioral intentions, and behavioral intentions are
determined by the attitude of people on the behavior and subjective norm. "Intention" is
a measure of individuals of the strength of the implementation of a particular behavior.
“Behavioral intention" is a measure of the intensity of individuals to perform a specific
behavior. "Attitude toward behavior” is the individual’s perception of the implementation
12
of the target’s positive or negative feeling. "Subjective norm" is an intuitive to the views
of others to exercise the behavior. "Attitude toward behavior” is the product of their
beliefs and evaluation of results. Belief is a personal subjective perception of the result
of the target behavior’s implementation; “evaluation” refers to an individual assessment
of the result value. "Subjective norm" is the product from normative belief and
obedience motive. Normative beliefs are the expectations perception of the individual to
the people or groups of their beliefs. The external environmental effect on the personal
attitudes is through their change of belief structure, and personal behavior will be
influenced through attitude toward behavior.
2.3 Theory of Planned Behavior (TPB)
The theory of planned behavior (TPB) developed by Ajzen in 1985. It developed
based on the theory of reasoned action (TRA). The theory of planned behaviour is used
to explain and predict the intention in particular tendencies (Ajzen, 2005). The theory is
the extending of Theory of Reason Action (TRA) to account for condition that individuals
do not have complete control over their behaviour (Safavi, 2007; Leelayouthayotin,
2004). Due to the limitation, Ajzen has added the variable called perceive behavioral
control to the model of TRA. In this model, attitude means the feeling towards a
particular behaviour that can be in a good or bad way.
13
Figure 2 Theory of Planned Behaviour (adopted from Ajzen 1985)
According to the theory of planned behaviour, the intention is affected by three
variables as: personal factor (attitude), social influence factor (subjective norm) and
control factor (perceived behavioral control). Subjective norm was considered as the
influential factor encouraging intention (Leelayouthayotin, 2004). From TPB model
argued that an actual behaviour was the result from behavioral control, attitude and
subjective norm. The model has ability in predicting the behaviour (Ajzen, 2005). Many
purchase intention studies mainly use this model as the base framework. The study of
Safavi (2007) indicates that behavioral control and attitude were the strongest
antecedent towards intention. ( Sutanita, Waritthar; 2009).
2.4 Subjective Norm
Fishbein and Ajzen (1975) define the subjective norms as “the person’s
perception that most people who are important to him think he should or should not
perform the behavior in question”, is the ‘‘perceived social pressure to perform or not to
14
perform the behaviour’’ (Ajzen, 1991), it is a more restrict concept than the sociological
view of norms.
Bamberg (2003)’s consumer behavior research shows the strong relationship
between subjective norm and intention. In the context of technology usage, subjective
norm has manifested itself as peer influence and superior influence (Mathieson, 1991;
Taylor and Todd, 1995). Subjective norm is the customer’s pressure felts which from
the social custom and the opinions of surrounding people while using the services
provided or produced by any company. The subjective reflects the consumers’
perception of what other people want them to do (J. Paul Peter and Jerry C.
Olson2005).
Subjective norm beliefs and associated motivation to comply with the beliefs
were measured according to the suggestions offered (Ajzen 1988). In accordance with a
consumer’s motivation, subjective norm performs a behavior constructed to incorporate
expectations of the important peoples in his/her life (e.g. Family, friends, and significant
others) (Eagly & Chaiken, 1993; Mowen, 1993), and intended to measure the social
influences on a person’s behaviour (i.e., family members) expectations (Ha, 1998).
Subjective norm has a significant effect on behavioral intention in the context of
behavior related to skin management (Hillhouse et al. , 2000).
2.5 Attitude
According to Fishbein’s theory of reasoned action (TRA), behavior is determined
by intentions, which are in turn determined by attitudes and subjective norms (Ajzen
15
and Fishbein, 1980). “Attitude” denotes a learned predisposition to respond to an object
in a consistently favorable or unfavorable way (Wilkie, 1994). Attitudes are tendencies
to respond in a particular way signaling their relationship to consumer behavior. Attitude
toward behavior refers the views of a person’s positive or negative status, is the
personal evaluations being favorable or unfavorable to perform the behavior. According
to Davis (1989), attitude is customers’ recognition and evaluation of telecommunication
services after using them.
Attitudes toward participating as a subject in psychological research can to
predict actual participation (Wicker, Pomazal, 1971). As Fishbein and Ajzen (1975)
proposed, purchase attitudes are mainly determined by the cognitive belief structure
(Lee & Green, 1991; Netemeyer, Bearden, 1992). Personal attitudes toward the
behavior (the affective process) refer to whether the person is in favor of or against
performing the behavior in question (Fishbein, Ajzen, 1975), is determined by behavioral
beliefs and evaluations ( Trafimow, 2000 )
It means attitude formation is the effective process in consumers’ decision
making. Most behavioral models trace causal links from attitude, through intention, to
actual behavior, implying that behavioral intentions must be understood to predict
behavior from attitudes (Kim, Hunter, 1993).
2.5.1 Evaluations
Many researchers have found that consumer’s evaluation of product’s multiple
attributes would direct or indirect affect purchase intention (Holak, Lehmann, 1990).
16
Evaluations refer to all classes of evaluative responding, whether overt or covert, or
cognitive, affective, or behavioral (Eagly, Chaiken 1993).
2.5.2 Behavioral Beliefs
Behavioral beliefs link the behavior of interest to expected outcomes. A
behavioral belief is the subjective probability that the behavior will produce a given
outcome. Although a person may hold many behavioral beliefs with respect to any
behavior, only a relatively small number are readily accessible at a given moment. It is
assumed that these accessible beliefs -- in combination with the subjective values of the
expected outcomes -- determine the prevailing attitude toward the behavior (Wiki, 2012).
Specifically, the evaluation of each outcome contributes to the attitude in direct
proportion to the person's subjective probability that the behavior produces the outcome
in question (Fishbein & Ajzen, 1975).
Behavioral beliefs refer to a probability behavior leads to certain outcomes (Hss
Sun Park, et al, 1999). Behavioral beliefs (and evaluations) are presumed to determine
attitudes, if it could be shown that normative beliefs and behavioral beliefs are really
different names for the same construct, then this would constitute a strong argument
against the distinction between attitudes and subjective norms and, the theory of
reasoned action would be undermined ( Fazio, 1990). Ajzen and Fishbein (1980)
proposed the certain “external variables” may affect behavior indirectly by their effects
on behavioral beliefs, outcome evaluations, normative beliefs, motivation to comply, or
on the relative weights of the attitude and normative components.
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2.6 Beliefs in a product attribute
“Beliefs in product attribute” is one part of the factor “Behavioral Belief” in the
model Theory of Reasoned Action (TRA). The study of Siu and Wong (2002)
investigated price, packaging, promotion, salesperson, and store distribution of cosmetic
product attributes in Hong Kong. Nuntasaree and Barry (2008) found the beliefs in
product attribute had affected the attitude and purchase intention. Anderson and His
(1998) found quality, price, brand, packaging, advertising, and salesperson as influential
attributes when Chinese consumers considered using cosmetics in China. Additionally,
Johri and Sahasakmontri (1998) revealed that consumers’ attitudes toward “green”
(environmentally- friendly) products evaluate a product based on its fragrance, color,
performance, brand name, price, whether it is safe, opportunity to pre-test, outlet
atmosphere, packaging, ingredients, and whether it was tested on animals. Therefore,
attributes affecting buying health products are expected to include price, quality,
packaging, promotion, salesperson, advertising, brand, and type of distribution. The
household appliance’s main duty is the cooking, they relate to the customer’s health
directly. Consequently, there is a need to investigate how those attributes influence the
attitudes of Thai consumer toward buy electric cooking appliance products.
2.7 Perceived behavioral control
Perceived behavioral control can determine as “an individual's perceived ease or
difficulty of performing the particular behavior (Ajzen, 1988), is the consumer
perceptions of whether a behavioral act is within their control (Ajzen, 1991)” It posits the
18
perceived behavioral control is determined by accessible control beliefs. Perceived
behavioral control is a key predictor of behavior and behavioral intention in the Ajzen's
Theory of Planned Behavior (Ajzen, 1991).
The Theory of Planned Behavior (TPB) postulates the perceived behavior
control tends to influence people’s intentional behavior, which is a person’s activity that
under conscious control. TPB also postulates the actual behavior is the weighted
functions of Behavioral Intention and Perceived Behavioral Control. On the contrary,
Behavioral Intention is the weighted function of Attitude toward the Behavior (Attitude),
Subjective Norm, and Perceived Behavioral Control.
Research shows support for the role of perceived behavioral control on
behavioral intention. For example, Mathieson (1991) shows that behavioral control
influences intention to use an information system. Perceived behavioral control refers to
one’s perceptions of the availability of skills, resources and opportunities that may either
inhibit or facilitating a behavior (Vincent, Iris, 2004). Perceived behavioral control has
similarities to Rotter's (1966) locus of control construct, the self-efficacy concept
proposed by Bandura (1977), and Triandis' (1977) facilitating factors.
In the study of Terry and O’Leary (1995) for predicting regular exercise,
structural equation modeling confirmed the two-factor structure of perceived behavioral
control. A model that contained self-efficacy and controllability as separate latent
variables provided a significantly better fit to the data than did a model that combined
the seven indicators of perceived behavioral control into a single latent variable.
Research studied the two-factor structure of perceived behavior control has yielded a
19
significantly better fit when self-efficacy and controllability are included in the TPB model
as separate latent variables rather than as the combined indicators of perceived
behavior control (Ryu et al., 2003).
2.7.1 Controllability
Controllability refers to perceptions of control over the environmental constraints
on behavior (Conner & Armitage, 1998; Terry & O’Leary, 1995). In an investigation of
reducing red meat consumption, (Sparks, Guthrie, and Shepherd 1997), a principal
components factor analysis, followed by orthogonal rotation of the first two factors,
helped to create separate measures of self-efficacy and controllability.
Weisz, Rothbaum, and Blackburn (1984) propose that there are two distinct
types of controllability: (1) primary control, where "individuals enhance their rewards by
influencing existing realities (e.g., other people, symptoms, circumstances, or behavior
problems)"; and (2) secondary control, where "individuals enhance their rewards by
accommodating to existing realities and maximizing satisfaction or goodness of fit with
things as they are" . Empirical research (Chang, Chua, et al, 1997; Cheng, 2000;
Morling, 2000) suggests while collectivists do use both, they are more likely than
individualists to use secondary control.
2.7.2 Self-efficacy
Perceived self-efficacy refers to “people’s beliefs about their capabilities to
exercise control over their own level of functioning and over events that affect their
20
lives” (Bandura, 1991). Self-efficacy includes how the easy or difficult of a person
believes engaging in an activity will be (Sheeran, Orbell’s 1999). Self-efficacy beliefs
function as one set of proximal determinants of how people behave their thought
patterns, and the emotional reactions they experience in taxing situations (Bandura,
1982). According to Bandura (1994), individuals with high levels of perceived
self-efficacy approach tasks with efficacious outlooks, producing high levels of
commitment, while individuals with low levels of self-efficacy will avoid from
controversial activities. However, efficacy expectation also defined as “the conviction
that one can successfully execute the behavior required to produce a certain outcome”
and, consistent with this definition, perceived self-efficacy is said to refer to “beliefs in
one’s capabilities to organize and execute the courses of action required to produce
given levels of attainments” (Bandura, 1998). Now a central feature of social cognitive
theory (Bandura, 1986), self-efficacy was introduced to deal with coping behavior in the
context of behavior modification (Bandura, 1977).
2.8 Purchase Intention
Purchase intention can be understood readily as the likelihood that a consumer
intends to purchase a product (Melissa D. Dodd, and Dustin; 2011). Whitlark, Geurts
and Swenson (1993) define purchase intention as a purchase probability associated
with an intention category at the percentage of individuals that will actually buy the
product. Purchase intention is the last dependent measurement (Dodds, Monroe,
Grewal 1991). And consumer’s purchase intention and evaluation towards a product will
21
influenced by his/her peer group (Lascu, Zinkhan, 1999).
Purchase intention is a prediction about consumers’ attitudes. It can affect the
buying decision of customers in the future activity (Elbeck, 2008; Warshaw, 1980;
Bagozzi, 1983). Thus, purchase intention can help to predict the purchase behavior of
customers and to understand the market’s situation. Furthermore, it considered as
forecasting instrumentation market research (Lipman, 1988).
Purchase intention and customer attitude affected by many factors. But as Chen
(2009) argued, using general motive factors is not helpful to show good predictions
about the purchase intention of customers. Chen (2009) argued that, in order to make
better predictions, two specific factors should be examined as: health consciousness
and environmental attitudes. Elbeck (2008) described the readiness of potential
customers about purchase intention with a product. The companies’ product sale could
determine on the market survey which about the customers’ purchase intention.
Predicting purchases are the pre-step that guides the customer to actually purchase
actions, and is understood as purchase intention (Howard and Sheth, 1967).
Based on various previous theories, purchase intention can be considered as
the predictor of future purchase decisions (Warshaw, 1980; Bagozzi, 1983; Fishbein
and Ajzen, 1975). Two scales can use to analyze customer’s purchase intention: the
purchase intent scale (McDaniel, Gates, 1991) and 11-point purchase probability scale
(Wright et al, 2002; Juster, 1966) which is designed to test the response to a customer
about the liking of an item that will be purchased in the future. Both the purchase intent
and probability scales show reliability in the results with greater accurateness (Wright
22
and MacRae, 2007). Numerous researchers argued that purchase intention is a function
not only of attitudes and purchase intentions but also of economic considerations.
Furthermore, the economic variable that can influence behavioral intention in this case
is perceived affordability.
2.9 Demographic
Since there are lots of same and different dates between individual consumers,
some basic demographic factors may affect with their purchasing intention. The
relationship between consumption and demographic character are the important matter
of that affection. Many studies have provided the opinions that some demographic
characters are the potential factor which influence the individual customer’s purchase
intention, the influence of gender, age, education background and income level on the
likelihood to purchase products (Laroche et al., 2001; Syed, 2003; Mohamed and
Ibrahim, 2007 Reynolds et al., 1994; Storey, 1994).
Gender
In each market, it is common to find the products which exclusively or strongly
associated with the members of gender. The different character of gender is an
important component of cultural. It is quite fitting to examine gender as a sub-cultural
category (Schiffman, Kanuk, 1997). Therefore, gender’s segmentation has been applied
in marketing for a long time (Kotler and Keller, 2006).
23
Age
Age affected the demand of a certain product and services (Protor, 1996).
Consumers with different age level had a very different need and want. People have
different values and cultural experience, they do tend to share which they carry
throughout life (Natalie Perkins, 1993). Age levels have been found to affect the
consumption pattern of products and service because of different demand (Hawkins,
Best, and Coney, 2001)
Education
The substantially varying education levels among regions of a nation and affect
considerably on need and wants of each region (Proctor, 1996). Education may
consider as a substitution to measure for income, higher educated consumers may
prefer higher priced products and enjoy more liberty in decision-making processes
(Sethuraman and Cole, 1999). Furthermore, highly educated people have greater
opportunity costs of time and hence they might not want to waste time on searching
good deals (Hoch, 1996). But Lii and Hung (2003) provide education variable does not
have any influence in brands’ intention. Thus the education factor is still ambiguous.
Income
Income is a major factor in a people’s ability to buy a product or use a service
(Neol and James, 2011). Economic circumstances such as spendable income is greatly
affecting the product choosing (Philip Kotler, Swee Hoom Ang, Siew Meng Leong, and
Chin Tiong Tan, 1994). The high income level consumers always choose the familiar or
well-known brands, because these famous brands always use extensive advertising and
24
superior extrinsic cue effects to attract consumers that easily lead consumers to strong
brand images (Wulf et al, 2005), low income consumers are likely to buy private label
brands because they have pressure on a limited budget (Richardson et al, 1996).
2.10 Bangkok, Chiang Mai
Figure 3 Map of Bangkok and Chiang Mai, Thailand.
Thailand
Thailand, officially the Kingdom of Thailand, is a country located at the center of
the Indochina peninsula in South-East Asia. Thailand is the world's 51st-largest country
in terms of total area, with an area of approximately 513,000 km² (198,000 sq mi),
Bangkok
Chiang Mai
25
and is the 20th-most-populous country with around 64 million people. Thailand
experienced the rapid economic growth between 1985 and 1996, and is presently a
newly industrialized country and a major exporter. Tourism also contributes significantly
to the Thai economy. The GDP per capita (current US $) in 2010 was 4,613 US dollars,
(Wikipedia 2012)
Thailand is the most important country on importing and exporting
electromechanical domestic appliance of Asian, the import value reached 2,158,000
USD in the year 2010 (Figure 2.4). At the same time, home appliances and electronic
equipment for household use are produced abundance in Thailand, many major foreign
manufacturers, especially Japanese home appliance manufacturers have their
production bases in Thailand ( bangkokcompanies.com ).
Table 2.1 Thailand import Data 2011
26
Bangkok
Bangkok is the capital city of and largest urban area in Thailand. Bangkok is the
political, social and economic center of Thailand. Bangkok has an official population of
8,249,117 residents, while the greater Bangkok area contains about 14,565,520
(Census 2010). Bangkok is the economic center of Thailand; it combined economic
output is roughly 140 billion dollars in purchasing power parity terms, which accounts for
roughly 16 percent of Thailand's GDP also in PPP terms. (Wikipedia 2012)
Bangkok is the biggest city in Thailand, the purchasing power parity higher than
US$ 8,500, is the most modern city in Thailand. Bangkok has many supermarkets and
retail stores, have good business environment and purchase power in Thailand (Figure
2.4).
FIGURES 4: Sales Value of Consumer Electric 2010 (GfK Retail and Technology, 2010)
27
Chiang Mai
Chiang Mai is the largest and most culturally significant city in northern Thailand.
It is the capital of Chiang Mai Province, located 700 km (435 mi) north of Bangkok.
In recent years, Chiang Mai has become an increasingly modern city. Chiang
Mai has population about 1,600,000, the urban sprawl of the city now extends into
several neighboring districts. The Chiang Mai Metropolitan Area has a population of
nearly one million people, more than half the total of Chiang Mai Province. (Wikipedia
2012)
Both Bangkok and Chiang Mai are the largest city in Thailand. Bangkok as the
capital of Thailand, it has the most developed economic development and purchasing
power. At the same time, Chiang Mai as the economic center of northern Thailand, and
one of the most important tourist city, the residents’ living standard also higher than
most other parts of Thailand. Chiang Mai has a population only one-fifth of Bangkok,
but when compared with other cities or regions in Thailand, Chiang Mai and Bangkok
residents’ purchasing power and consumption habits relatively familiar.
2.11 Electronic cooking appliance industry
Home appliances are kind of electrical/mechanical machines which accomplish
some household functions, such as cooking or cleaning. Home appliances can be
classified into: Major appliances (White goods), Small appliances (Brown Goods) and
Consumer electronics (Shiny goods). Major appliances (white goods) comprise major
household appliances and may include: air conditioning, dishwasher, clothes dryer,
28
drying cabinet, freezer, refrigerator, kitchen stove, water heater, washing machine, trash
compactor, microwave ovens and induction cookers. (Wikipedia 2012)
Electric cooking appliance is part of major appliances, it includes some kinds
of product as: Microwave oven, Blender, Electronic hotspot, Toaster, Induction cooker,
Rice cooker, Electronic griller, Electric Hot Pot and elsewhere. These products are
directly or indirectly related to food processing and preservation.
2.12 Related Research
Fishbein and Ajzen’s [ Belief, attitude, intention and behaviour. An introduction
to theory and research (1995) Reading, MA: Addison-Wesley] introduced the Theory of
Reasoned Action (TRA) provided a useful framework for this analysis. Martin Fishbein
based on the social psychology, descript the conscious behavior to identify the
relationship between attitude and behavior.
Extends from the theory of reasoned action, Ajzen in 1985 through his article
"From intentions to actions: A theory of planned behavior" to advance the theory of
planned behavior (TPB) developed which based on the theory of reasoned action (TRA).
Due to the limitation, Ajzen has added the variable called perceive behavioral control to
the model of TRA. Attitude means the feeling towards a particular behaviour that can be
in a good or bad way.
According to Fishbein’s extended model, which known as the theory of
reasoned action (TRA), behavior is determined by intentions, which are in turn
determined by attitudes and subjective norms (Ajzen and Fishbein, 1980).
29
“Attitude” denotes a learned predisposition to respond to an object in a
consistently favorable or unfavorable way (Wilkie, 1994). According to Davis (1989),
attitude is customers’ recognition and evaluation of telecommunication services after
using them. Purchase attitudes are mainly determined by the cognitive belief structure
(Lee & Green, 1991; Netemeyer & Bearden, 1992). Most behavioral models trace
causal links from attitude, through intention, to actual behavior, implying that behavioral
intentions must be understood to predict behavior from attitudes (Kim and Hunter,
1993).
The strong relationship between subjective norm and intention has been shown
in research on consumer behavior (Bamberg, 2003). In the context of technology usage,
subjective norm has manifested itself as peer influence and superior influence
(Mathieson, 1991; Taylor and Todd, 1995). Subjective norm is the customer’s pressure
felts which from the social custom and the opinions of surrounding people while using
the services provided or produced by any company. The subjective reflects the
consumers’ perception of what other people want them to do (J. Paul Peter and Jerry C.
Olson2005).
Perceived behavioral control can determine as “an individual's perceived ease or
difficulty of performing the particular behavior (Ajzen, 1988), is the consumer
perceptions of whether a behavioral act is within their control (Ajzen, 1991)” It posits the
perceived behavioral control is determined by the total of accessible control beliefs.
Perceived behavioral control is a key predictor of behavior and behavioral intention in
the Ajzen's Theory of Planned Behavior (Ajzen, 1991).
30
Purchase intention is a prediction about consumers’ attitudes. It can affect the
buying decision of customers in the future (Elbeck, 2008; Warshaw, 1980; Bagozzi,
1983; Fishbein and Ajzen, 1975).
Demographic characters are the potential influence the individual customer’s
purchase intention, the influence form gender, age, education background and income
level on the likelihood to purchase products (Laroche et al., 2001; Syed, 2003;
Mohamed and Ibrahim, 2007 Reynolds et al., 1994; Storey, 1994). Roberts (1995) and
Diamantopoulos et al (2003) concluded that demographics alone are often used as the
main market segmentation variables.
Age has been found to affect the consumption pattern of products and service
because of different demand (Hawkins, Best, and Coney, 2001). Within every society, it
is quite common to find products that are either exclusively or strongly associated with
the members of one sex, gender’s segmentation has been applied in marketing for a
long time (Kotler and Keller, 2006). Higher educated consumers may prefer higher
priced products and enjoy more liberty in decision-making processes (Sethuraman and
Cole, 1999). The high income level consumers always choose the familiar or
well-known brands because these famous brands always use extensive advertising and
superior extrinsic cue effects to attract consumers that easily lead consumers to strong
brand images (Wulf et al, 2005),
Many products have been experiencing the incongruence between the brand
origin (country where the brand is perceived to belong with its target consumers) and
the country of origin (COO) labeled on the product (Yamen, 2008). Country-of-origin
31
(COO) image is an important extrinsic product select cue, and also has been a major
influence on consumer tendencies and evaluations of the product purchased (Thakor
and Katsanis, 1997; Knight et al., 2007). Country of origin (COO) cues are important
when consumers are faced with foreign goods that they may be unfamiliar.
Several previous studies approved the brand image have affecting with the
customer’s evaluation of the product. Customer-based brand equity conceptualized as
depending on the subjective perceptions that consumers associate with brands (Park
and Srinivasan 1994). Consumers evaluate products and brands based on the image
they created and they purchase the image, not the product. When brand origin and
COO have a different image, it could create possible of positive or negative affecting.
The effect of country image of brand image is moderated by both brand and country's
reputation (Hui and Zhou, 2003).
2.13 Conceptual Framework
The conceptual framework was designed based on the above literature reviews.
According to the objective of this study, the purchase intention has been identified as
attitude, subjective norm, perceived behavior control as an endogenous variable.
According the theory of reasoned action (Fishbein & Ajzen 1975), studies found attitude
and subjective norms influence the purchase behavior. Based on the theory of planned
behavior (Ajzen, 1991) research attitude, found subjective norm and perceived control
influence behavioral intentions. Various reviews of the COO literature (Nuntasaree
Sukato and Dr. Barry Elsey, 2008) research the COO and brand Image effect on
purchase intention. So the proposed conceptual model as follows:
32
Attitude
Evaluations
Behavioral Beliefs
Purchase intention
Beliefs in Product Attribute
1. Quality 2. Price
3. Design/Outlook 4. Advertising
5. Promotion 6.Packaging
7. Guarantee 8.After Sale
9. Promoter/Seller 10.Store
Demographic
Gender
Marital status
Age
Education level
Income
Figure 5 Conceptual Framework
Subjective norm
Normative Beliefs
Perceived Behavior control Controllability Self-efficacy
H1
H7
H2 H3
H5
H6
Country of origin
Brand image
H4
33
2.14 Hypothesis
The following hypothesis are developed to analyze the dependency of purchase
intention on demographic，attitude, subjective norm, perceived control and country of
origin.
Hypothesis 1
Purchase intention is dependent on the demographic factors as gender, marital
status, age, education level and income of the consumer.
Hypothesis 2
The subjective norm has a positive relationship on purchase intention
Hypothesis 3
The perceived behavioural control has positive relationship with purchase
intention.
Hypothesis 4
The Country of origin has positive relationship with purchase attitude.
Hypothesis 5
The brand image has positive relationship with purchase attitude.
Hypothesis 6
The beliefs in product attribute have positive relationship with purchase attitude.
Hypothesis 7
The purchase attitude has positive relationship with purchase intention.
34
CHAPTER 3
RESEARCH METHODOLOG
These researches are aiming to examine the relationship of Thai consumer’s
purchase intention with electric cooking appliance and influenced factors. This chapter
includes the following topics: research design, population and sample size, variables of
the research, research Instrument, date collection and date analysis methodology.
3.1 Research Design
Research design is to build the structure of this research, to make the research
be direction and systematizes. For getting the reliable observations and analyzing to
study a phenomenon, there are two types of main approaches can select to analyzing a
research problem as quantitative research and qualitative research. The quantitative
research is using traditional mathematical and statistical means to measure the final
results while qualitative research is used to generate possible leads and ideas which
can be used to formulate a realistic and testable hypothesis. Qualitative research is
ideal for earlier phases of research projects while for the latter part of the research
project, quantitative research provides the researcher a clearer picture of what to expect
in his research compared to qualitative research. (Martyn Shuttleworth, 2008)
This research will use the quantitative research methods to progress the
research, the information sources are collected by primary data according questionnaire
survey. This research uses self-administered questionnaire containing closed-ended and
scales to matrix question.
35
This research tends to describe the characteristics of a purchase intention
between Thai customers and electric cooking appliance, and also imposes hypotheses
to identify the influence of the extrinsic and intrinsic attributes of attitude towards
purchasing intention. The survey research step focuses on the collection of primary data
via questionnaires. The collection of primary data will focus on attitude, subjective norm,
perceived behavioral control, country of origin, brand image and beliefs in product
attribute.
3.2 Population and Sample Size
The target research place selected as Bangkok and Chiang Mai. The total
population in Bangkok and Chiang Mai’s city zone about 8.4million in 2011 (Wiki, 2011),
the research questionnaires are majorly collected in these two cities. The reason to
choose these two cities is the case that their residences and retail business are more
than other cities in Thailand, also the consumption power is higher than other cities too.
This research focuses on customers who planning to purchase or have experience of
using electric cooking appliance. In order to facilitate data collection, the research will
chose the electronic appliance department in supermarkets which have the large flow of
people; the supermarkets are Big C supermarket, Lotus supermarket (Bangkok and
Chiang Mai),
Sampling Procedure
To calculate the sample size, this study based on the Yamane Formula (1973)
to random sample size as follows:
36
= Size of sample
= Number of populations
= level of confidence ( Probability of error)
Calculate the sample size according to the formula and real data as follows:
When the N = 8,409,711 e = 0.05 using the above formula, the sample
size to study is:
The sample sizes are of 400 respondents of the consumer in two cities.
3.3 Variables of the Research
Dependent variable
In this research, the dependent variable is purchase intention (PI).
Independent variable
The independent variable consisted of attitude (A), subjective norm (SN),
perceived behavioral control (PBC), and country of origin (COO) & brand image (BI).
3.4 Research Instrument
This research aims to identify purchase intention of electric cooking appliance in
Thailand, the questionnaire scales have used as the research instrument to measure
the purchase intention, includes demographic, attitude, subjective norm, perceived
37
behavioral control, country of origin and brand image influence, beliefs in a product
attribute and purchase intention. The questionnaire designed was referenced from the
related literature.
The questionnaire used Likert’ five scale to scaling responses in survey
research, it typically has five scale point descriptors as: “strongly disagree”, “disagree”,
“neutral”, “agree”, “Strongly agree”. The questionnaire codes the responses accordingly:
Strongly disagree = 1, disagree = 2, neutral = 3, agree = 4, strongly agree = 5.
Measurement of the question items with positive meaning, the interval for
dividing the range of measuring each variable is calculated as:
The means the score bellow fall between the rages on:
5.00-4.21 is considered as strongly agree
4.20-3.41 is considered as agreed
3.40-2.61 is considered as neutral
2.60-1.81 is considered as disagree
1.80-1.00 is considered as strongly disagree
3.4.1 Demographic
In the first part, the demographic variable will be collected. There is the basic
personal information of the respondent, such as gender, age, marital status, level of
education, family income and product used experience.
38
3.4.2 Attitude influence
Attitude is determined by behavioral beliefs and evaluations ( Trafimow 2000 ).
In this part, four questions are designed for evaluation and other four questions
designed for behavioral beliefs. The scores of 6 items are averaged to derive at a score
that is reflective of attitude.
Attitude toward the purchase behaviour is a person’s overall evaluation of the
behaviour. It is assumed to have two components which work together: beliefs about
the consequences of the behaviour and the corresponding positive or negative
judgment about each these features of the behaviour (Jillian, et al, 2004).
Part 2 How attitude influences your purchase of electronic cooking appliance Evaluation
Jillian, et al,
2004;
Rolland Gee,
2010;
Icek Ajzen,
2002
If I buy an electronic cooking appliance, I feel I have been
doing something positive for my family.
If I buy an electronic cooking appliance, I feel I will more
convenient in cooking.
If I buy an electronic cooking appliance, I feel I will cook
better than before.
If I use the electronic cooking appliance, I feel my life
being more modern. Behavioral beliefs Doing something positive for my family is desirable to me.
Get more convenience in cooking is desirable to me.
Can cook better is desirable to me.
Living modern is desirable to me.
39
3.4.3 Subjective norms influence
Subjective norms are a person’s own estimate of the social pressure to perform
or not perform the target behaviour. Subjective norms are assumed in two interactive
components in: beliefs about how other people, whom important to the person would
like them to behave (normative beliefs) and the positive or negative judgments about
their belief or outcome evaluations (Jillian, et al, 2004).
In this part, the questionnaire based on Helge Pederson and Nysveen (2007)’s
study on the effect of consumer self-role performance, social roles, subjective norms,
attitudes, and behavior control how it affects their willingness to use an MMS, four
questions are designed:
Part 3 How subjective norm influence your purchase electronic cooking appliance
Normative beliefs & Motivation Helge Pederson
and Nysveen
(2007)
Jillian, et al,
(2004)
Most people who are important to me probably consider
I purchase/use the electronic cooking appliance My family probably considers I purchase/use the
electronic cooking appliance Most people who are important to me probably using the
electronic cooking appliance Doing what my family hopes to do is important to me.
3.4.4 Perceived behavioral control
Perceived behavioural control is the extent to which a person feels able to enact
the behaviour. It divides into two aspects as: how much a person has control over the
behavior (self-efficacy) and how confident a person feels about being able to perform or
not perform the behavior or controllability (Jillian, et al, 2004).
40
In this part, 4 items are designed about perceived behavioral control, which
determined by self-efficacy and controllability (Ajzen 2002 and Bansal and Taylor 2002).
The questionnaire designed based on Paul and Mendel (2006)’s internet perchance
intention research and had relative revise:
Part
4
How Perceived behavioral control influence your purchase electronic
cooking appliance
Self-efficacy Ajzen (2002)
Bansal and
Taylor
(2002)
Paul and
Mendel
(2006)
Talor and
Tood(1995)
For me to use the electronic cooking appliance is very easy.
I have enough budgets to buy some electronic cooking
appliance easily.
Controllability
It is mostly up to me whether or not I purchase electronic
cooking appliance.
I believe that I have full control of purchasing electronic
cooking appliance.
3.45 Country of origin & Brand image
When COO and brand origin have a different image, it could create possible of
positive or negative affecting. The effect of country image or brand image is moderated
by both brand and country's reputation (Hui and Zhou, 2003). The different kind of
product should have different impact level from these two factors. The scales were
adopted from Maheswaran (1994) and Yamen Koubaa (2008); there are four items to
measure country of origin and four items to measure the brand image factor.
41
Part 5 How county of origin and brand image influence your purchase electronic
cooking appliance
I find out a product’s country of origin to determine the
quality of the product.
Maheswaran
(1994)
Hui and Zhou,
(2003)
Yamen Koubaa,
(2008)
Maznah Ghazali,
2008
When I am buying a new product, the country of origin is
the first piece of information that I consider.
I feel that it is important to look for a country of origin
information when deciding which product to buy.
I refuse to purchase a product without knowing its
country of origin.
I find out a product’s brand determine the quality of the
product.
When I am buying a new product, the Brand is the first
piece of information that I consider.
I feel that it is important to look for a famous brand when
deciding which product to buy.
I refuse to purchase a product without knowing its Brand.
3.46 Beliefs in Product Attribute
Through to the literature review (chapter 2), the beliefs in product attribute can
affect the consumer’s first reaction when choosing products, ten questions were
designed by Siu and Wong (2002) and Nuntasaree and Barry (2008) to exam customer
affections with the purchase electronic cooking appliance’s attitude.
Ten basically factors of a product attributes were separated out, to exam the
different effect level of each factor from customers. There as Product’s quality, price,
external design or outlook, the advertising, promotion, product’s packing, guarantee,
after sale service, the promoter or seller and product’s selling place.
42
Part 6 How Beliefs in Product Attribute and brand image
influence your purchase electronic cooking appliance
Siu and Wong
(2002)
Nuntasaree
and Barry
(2008)
Ernest (2003)
Krittapak
(2006)
Product’s quality
Product’s price
Products’ external design/Outlook
Product’s advertising
Product’s promotion
Product’s packing outlook
Product’s guarantee
Product’s after sale service
Promoter/Seller
Product’s retail store/Place selling
3.47 Purchase intention
The last part, the measured questions are designed based on the research of
Kao-Chun Chen (2008), 3 items were developed to measure purchase intention.
Part 7 Purchase intention
I think electronic cooking appliances are worth to
purchase
Kao-Chun
Chen (2008)
I consider purchasing the electronic cooking
appliance because they are useful
I am willing to recommend my friend to purchase
electronic cooking appliance
3.5 Date Collection
In this research, the consumers from two cities (Bangkok, Chiang Mai) were
selected as target respondents. The researcher and researcher’s friends have
distributed the questionnaires in weekend or after finishing work time. Areas to
43
distributed questionnaires were being: the BIG C supermarket of Bangkok and Chiang
Mai, the Tesco Lotus supermarket of Bangkok and Chiang Mai, the questionnaires were
distributed in different supermarkets’ branches. In addition, the method of collecting
questionnaires through internet is adoption. To make sure the respondents can
understand of all questionnaire items, the English questions were translated into
Thai-language. When the questionnaire was distributed, all questions were explained to
the participant if they have any consuls. According to the proportion of the population of
Bangkok and Chiang Mai, the survey sampled was set of 4:1 (Bangkok : Chiang Mai).
At the end of the questionnaire collections, 282 questionnaires were collected at
Bangkok’s shopping mall and supermarkets, 66 internet questionnaires were responding
from Bangkok’s company staffs, 85 questionnaires were collected from Chiang Mai.
With filtered out some incomplete questionnaires, the total 400 questionnaires are
retained.
The Survey research was conducted over a period from 5th October to 10th
November, 2012. A total number of at least 400 respondents were required for this
study.
3.6 Pretest of the Research Instrument
There are 30 questionnaires were collected from Bangkok used as the pilot
research instrument. All of responders can complete the questionnaire within 15
minutes, and the result of Cronbach’s Alpha test for 30 questionnaires sampling is
shown all the variables get the standardized definition higher than 0.70.
44
3.7 Date analysis
After collecting and inputting data, the reliability analysis and descriptive
statistics are used to examine the data credibility and level of the agreement of each
factor. The Kaiser-Meyer-Olkin and Bartletts test are used to examine the structural
relationship between the independent variables; the t-test is used to examine the
demographic factors gender and marital status. The One-way ANOVA is used to
analyze the demographic factors age, education level and income level; last the multiple
regression is used to examine the relationship between dependent variable purchase
intention and the independent variables as attitudes, subjective norm, perceived
behavioral control, brand image, country of origin and belief in product attribute.
45
CHAPTER 4
DATA ANALYSIS AND RESULTS
This chapter presents the results of the primary research data analysis obtained
from the questionnaire which designed based the conceptual framework, and tests the
hypotheses of the study.
4.1 Description of Demographic Characteristic
For the 400 respondents sampled collected in the study. The gender of
respondents almost evenly distributed, male consists of 48.5% (n=194) and female
consisted of 51.5% (n=206). The respondents have 15.0% (n=60) are at the age under
twenty-five (25) years, 44.0% (n=176) are at the age between twenty-six (26) to
thirty-five (35), 28.8% (n=115) are at the age between thirty-six (36) to forty-five (45)
and 12.3% (n=49) are forty-six (46) years old or above. The survey questionnaires
exposed the marital status, 64.0% (n=256) are single which 36.0% (n=134) are married.
The education level of all respondents shows the situation as: 40.0% (n=169)
are under junior college levels, 33.3% (n=133) are junior college levels, 22.8% (n=91)
have the bachelor degree and 4.0% (n=16) have master or higher degree.
The questionnaire indicates that income level per month of the respondent
46
consists are: the level between twenty thousand and one THB (20,001) to fifty
thousand (50,000) THB as the highest with 58.3% (n=233), the secondary position is
the level of less than twenty thousand (20,000) THB on 32.8% (n=131), 6.5% (n=26) of
respondents belongs to monthly incomes of the level between fifty thousand and one
(50,000) THB to one hundred thousand (100,000) THB with 6.5% (n=26), and the
earner incomes more than one hundred thousand and one (100,001 or above)
representing 2.5% (n=10).
Table 4.1: Respondent Profile
Gender Number Percent (%)
Male 194 48.50%
Female 206 51.50%
Age
Less than 25 years 60 15.00%
26-35 years 176 44.00%
36-45 years 115 28.75%
46 years and above 49 12.25%
Marital Status
Single 256 64.00%
Married 144 36.00%
Education
Below junior college 160 44.00%
Junior college 133 33.25%
Bachelor Degree 91 22.75%
Master Degree or higher 16 4.00%
Income Level
Less than 20,000 THB 131 32.75%
20,001-50,000 THB 233 58.25%
50,001-100,000THB 26 6.50%
More than 100,001THB 10 2.50%
47
4.2 Analysis of Level of the Agreement
The agreement level of respondents on the attitude, perceived behavioral
control, subject norm, country of origin, brand image, beliefs in product attribute and
purchase intension are shown in the table 4.2.
The mean of the attitude was 3.90 and the standard deviation was 0.514 which
consist of the behavioral belief evaluation (mean = 3.85; standard deviation = 0.598)
and evaluation (mean = 3.96; standard deviation = 0.582). The result shows the
respondents’ agreement level with the attitude is agreed.
The mean of the subject norm was 3.95 and the standard deviation is 0.625
which comprise of friend element (mean = 3.92; standard deviation = 0.647) and family
element (mean = 3.99; standard deviation = 0.679). This shows the respondent had
agreement level with the subject norm is agreed.
The perceived behavioral control was 3.71 and the standard deviation was
0.610 which comprise of self-efficacy (mean = 3.76; standard deviation = 0.664) and
controllability (mean = 3.66; standard deviation = 0.775). This shows the respondent
has agreement level with the perceived behavioral control is agreed.
The mean of the country of origin was 3.68 and the standard deviation was
0.781 when the mean of the brand image shows the mean 3.84 and standard deviation
was 0.675. This shows the respondent have agree level of agreement with both the
country of origin and brand image.
The mean of the beliefs in a product attribute was 3.78 and the standard
deviation was 0.532 which shows the respondent have agree level of agreement with
the beliefs in product attribute.
48
The mean of the purchase intention was 3.77 and the standard deviation was
0.678 which shows the respondent have agreement level with beliefs in product
attribute is agreed.
Table 4.2: Level of agreement
Mean Standard
deviation
Level of
agreement
Attitude 3.90 0.646 Agree
-Behavioral Belief 3.85 0.598 Agree
-Evaluation 3.96 0.582 Agree
Subject Norm 3.95 0.625 Agree
-Family 3.99 0.679 Agree
-Friends 3.92 0.647 Agree
Perceived Behavioral Control 3.71 0.610 Agree
-Self-Efficacy 3.76 0.664 Agree
-Controllability 3.66 0.775 Agree
Country of Origin 3.68 0.781 Agree
Brand image 3.84 0.676 Agree
Beliefs in Product Attribute 3.7842 0.537 Agree
-Quality 4.43 0.637 Strongly Agree
-Price 4.08 0.739 Agree
-Design/Outlook 3.78 0.906 Agree
-Advertising 3.68 0.871 Agree
-Promotion 3.89 0.881 Agree
-Packing outlook 3.28 0.985 Neutral
-Guarantee 4.06 0.862 Agree
-After Sale Service 3.86 0.961 Agree
-Promoter/Seller 3.18 0.970 Neutral
-Place selling 3.61 0.910 Agree
Purchase Intention 3.77 0.678 Agree
49
4.3 Data Analysis and Findings
The data analysis and findings are based on the statistical analysis of factor
analysis, t-test analysis, One-way ANOVA analysis, multiple regressions analysis and
hypothesis testing.
4.3.1 Factor Analysis
Factor analysis is to assess the variability among observed, correlated variables,
to analyze whether or not there were clear dimensions could be used to predict the
covariates in regression. Orthogonal rotation was used to the principal component
analysis. Factors with Eigen value higher than 1 and coefficient Kaiser-Meyer-Olkin
greater than 0.6were considered as significant.
Attitude
Table 4.3 KMO and Bartlett's Test of attitude
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.746
Bartlett's Test of
Sphericity
Approx. Chi-Square 1298.369
Df 28
Sig. 0.000
50
Table 4.4 Total variable explained of attitude
Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Total % of
Variance Cumulative % Total % of
Variance Cumulative %
1 3.673 45.911 45.911 3.673 45.911 45.911
2 1.298 16.230 62.141 1.298 16.230 62.141
3 .943 11.791 73.932
4 .689 8.609 82.541
5 .541 6.767 89.309
6 .334 4.179 93.488
7 .291 3.640 97.128
8 .230 2.872 100.000
Attitude classified by Evaluations (AE1-AE4) and Behavioral Beliefs
(ABB1-ABB4). The results shows in the table 4.3, Kaiser-Meyer-Olkin more than 0.6
(KMO=0.746), the bartlett’s Test of sphericity was significant by the data less than 0.5
(BTS=0.00). The table 4.4 elucidate that using factor reduction on these eight variables,
there was an Eigen value of 3.673 and 1.298. So, the result cannot be rejected. The
factor extractions are two and these account for 45.91% and 62.14%of that variance.
51
Subjective norm
Table 4.5 KMO and Bartlett's Test of SN
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.668
Bartlett's Test of
Sphericity
Approx. Chi-Square 511.725
Df 6
Sig. 0.000
Table 4.6 Total variable explained of SN
Componen
t
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 2.428 60.691 60.691 2.428 60.691 60.691
2 .850 21.250 81.942
3 .460 11.501 93.443
4 .262 6.557 100.000
The results of Subjective norm (SN1-SN4) show in the table 4.5,
Kaiser-Meyer-Olkin more than 0.6 (KMO=0. 668), the Bartlett’s Test of sphericity was
significant by the data less than 0.5 (BTS=0. 00). The table 4.6 elucidate that using
factor reduction on these four variables, there was an Eigen value of 2.428. So, the
result cannot be rejected. The factor extractions are one and these account for 60.69%
of that variance.
52
Perceived behavioral control
Table 4.7 KMO and Bartlett's Test of PBC
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.671
Bartlett's Test of
Sphericity
Approx. Chi-Square 366.600
Df 6
Sig. 0.000
Table 4.8 Total variable explained of PBC
Component
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Total
% of
Variance Cumulative % Total
% of
Variance Cumulative %
1 2.196 54.896 54.896 2.196 54.896 54.896
2 .854 21.345 76.241
3 .594 14.842 91.083
4 .357 8.917 100.000
Base on the table 4.7 elucidates that Kaiser-Meyer-Olkin more than 0.6
(KMO=0.671),and the Bartletts’ Test of sphericity is significant by the data less than 0.5
(BTS=0.00). And the table 4.8 using factor reduction on these 4 variables, there is an
Eigen value of 2.196. The result cannot be rejected. The factor extractions are one and
these account for 54.896% of that variance.
53
Country of origin
Table 4.9 KMO and Bartlett's Test of COO
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.778
Bartlett's Test of
Sphericity
Approx. Chi-Square 496.430
Df 6
Sig. 0.000
Table 4.10 Total variable explained of COO
Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Total % of
Variance Cumulative
%
Total % of
Variance
Cumulative
%
1 2.520 63.004 63.004 2.520 63.004 63.004
2 .627 15.666 78.670
3 .454 11.349 90.019
4 .399 9.981 100.000
Base on the table 4.9 elucidates that Kaiser-Meyer-Olkin more than 0.6
(KMO=0.778),and the Bartletts’ Test of sphericity is significant by the data less than 0.5
(BTS=0.00). The table 4.10 elucidate that using factor reduction on these four variables,
there is an Eigen value of 2.520. So, the result cannot be rejected. The factor extracts
are one and it account for 63.004% of the variance.
54
Brand image
Table 4.11 KMO and Bartlett's Test of BI
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.664
Bartlett's Test of
Sphericity
Approx. Chi-Square 491.731
Df 6
Sig. 0.000
Table 4.12 Total variable explained of BI
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of
Variance Cumulative % Total % of
Variance
Cumulative %
1 2.385 59.636 59.636 2.385 59.636 59.636
2 .805 20.133 79.768
3 .518 12.962 92.730
4 .291 7.270 100.000
Base on the table 4.11 elucidates that Kaiser-Meyer-Olkin more than 0.6
(KMO=0. 664), and the Bartlett’s Test of sphericity is significant by the data less than
0.5 (BTS=0. 00). The table 4.12 elucidate that using factor reduction on these four
variables, there is an Eigen value of 2.385. So, the result cannot be rejected. The factor
extracts are one and it account for 59.636% of the variance.
55
Beliefs in Product Attribute
Table 4.13 KMO and Bartlett's Test of BPA
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.711
Bartlett's Test of
Sphericity
Approx. Chi-Square 1368.191
Df 45
Sig. 0.000
Table 4.14 Total variable explained of PBA
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative %
1 3.802 38.023 38.023 3.802 38.023 38.023
2 1.349 13.490 51.513 1.349 13.490 51.513
3 1.235 12.355 63.868 1.235 12.355 63.868
4 .932 9.320 73.188
5 .713 7.128 80.316
6 .525 5.246 85.563
7 .473 4.728 90.290
8 .401 4.011 94.301
9 .367 3.667 97.968
10 .203 2.032 100.000
Base on the table 4.13 elucidates that Kaiser-Meyer-Olkin more than 0.6
(KMO=0.711),and the Bartletts’ Test of sphericity is significant by the data less than 0.5
(BTS=0.00). And the table 4.14 Using factor reduction on these 10 variables, there is an
Eigen value of 3.802, 1.349 and 1.235. So, the result cannot be rejected. The factor
extraction are three and it account for 38.023%, 51.513% and 63.868% of the variance.
56
Purchase intention
Table 4.15 KMO and Bartlett's Test of PI
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.719
Bartlett's Test of
Sphericity
Approx. Chi-Square 538.722
Df 3
Sig. 0.000
Table 4.16 Total variable explained of PI
Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 2.318 77.267 77.267 2.318 77.267 77.267
2 .413 13.761 91.027
3 .269 8.973 100.000
Base on the table 4.15 elucidates that Kaiser-Meyer-Olkin more than 0.6
(KMO=0. 719), and the Bartlett’s Test of sphericity is significant by the data less than
0.5 (BTS=0. 00). The table 4.16 elucidate that using factor reduction on these four
variables, there is an Eigen value of 2.318. So, the result cannot be rejected. The factor
extraction are one and it account for 77.267% of the variance.
57
4.3.2 Result of Factory Analysis
For this study, factor analysis’ results are used for logistic regression.
Component matrix part of contains component loadings are the correlations between
the variable and the component, was analysis the performed to make the factor loading
pattern easier to interpret. The result is shown in following table:
Base on the table 4.17. Eight items (ABB1-ABB4, AE1-AE4) of attitude are for
two components as behavioral beliefs and Evaluation.
Four items (SN1-SN4) are from the subjective norm. Four items (PBCse1,
PBCse2, PBCc1, PBCc2) of perceived behavioral control contain two components as
Self-efficacy and Controllability.
Four items (COO1-COO4) of country of origin. Four items (BOI1-BOI4) of brand
image. Ten items (PBA1-PBA10) are to Beliefs in Product Attribute. And three last items
are to purchase intention.
Table 4.17 Summary of factor analysis
No. Components Variables Factor loading Eigen value
1
Attitude
-behavioral beliefs
ABB1 .766
2.546 ABB2 .830
ABB3 .848
ABB4 .743
Attitude
-evaluation
AE1 .660
2.229 AE2 .784
AE3 .863
AE4 .709
58
No. Components Variables Factor loading Eigen value
2 Subjective norm
SN1 .791
2.428 SN2 .849
SN3 .733
SN4 .736
3
Perceived
behavioral control
-Self-efficacy
PBCse1 .840
1.410 PBCse2 .840
Perceived
behavioral control
-Controllability
PBCc1 .905
1.638 PBCc2 .905
4 Country of origin
COO1 .794
2.520 COO2 .747
COO3 .833
COO4 .498
5 Brand image
BOI1 .782
2.385 BOI2 .831
BOI3 .828
BOI4 .631
6 Beliefs in Product
Attribute
BPA1 .721
3.802
BPA2 .712
BPA3 .677
BPA4 .666
BPA5 .661
BPA6 .655
BPA7 .566
BPA8 .478
BPA9 .488
BPA10 .470
7 Purchase intention
PI 1 .899
2.318
PI 3 .891
PI 4 .846
59
4.3.3 Hypothesis Testing
The hypothesis testing was based on the t-test, One-way ANOVA and multiply
regression. The t-test and One-way ANOVA was used to test the demographic factors
significant on purchase intention, the multiply regression methodology was used to test
the significance of the independent variable on purchase intention.
4.3.3.1 Analysis of Demographic
The independent-sample t-test was used on analysis of gender and marital
status, which is an inferential statistical test used to test the statistically significant
difference between the means in two unrelated groups.
The analysis of variance (ANOVA) was used to analysis education level, age
and income, which is to compare the means of more than two samples.
Gender and Purchase Intention
Objective1. Identify the relationships between demographic factor and
purchase intention.
Hypothesis 1.1
Ho1.1: Purchase intention is independent on gender of the consumer
Ha1.1: Purchase intention is dependent on gender of the consumer
60
Table 4.18 Analysis of Gender (t-test)
Group Statistics
Gender N Mean Std. Deviation
PI Male 194 3.3435 0.3903
Female 206 4.1797 0.3655
Table 4.19 T-test for Equality of Means of Gender
Levene’s Test for
Equality of Variances
t-test for Equality of Means
F Sig t df Sig.(2-tailed)
PI Equal variances
assumed
Equal variances
not assumed
.097 .756 -15.653
-15.637
398
394.382
.000
.000
From above the tables 4.19 shows the t-test results about the Levene’s test for
equality of variances and t-test for equality of means. The Sig is 0.756>0.05, cannot
deny the assumption of equal variances; the two tail significance for purchase intention
indicates P<0.05 and therefore, it is considered significant.
Therefore, the null hypothesis is accepted and alternative hypothesis is rejected,
that means purchase intention is dependent on gender. In the table 4.18 observed the
female has the higher meaning of 4.1797 which compared to the mean of male
respondents (3.3435), it is indicated that the female has more inclined in purchase
intention of a household electronic cooking appliance than the male.
61
Marital status and purchase intention
Hypothesis 1.2
Ho1.2: Purchase intention is independent on marital status
Ha1.2: Purchase intention is dependent on marital status
Table 4.20 Analysis of Marital Status (t-test)
Group Statistics
status N Mean Std. Deviation
PI single 256 3.7053 .67363
married 144 3.8965 .67022
Table 4.21 t-test for Equality of Means
Levene’s Test for
Equality of Variances
t-test for Equality of Means
F Sig t df Sig.(2-tailed)
PI Equal variances
assumed
Equal variances
not assumed
.361 .548 -2.729
-2.773
398
297.771
.007
.007
From above the tables 4.21 shows the t-test results about the Levene’s test for
equality of variances and t-test for equality of means. The Sig is .365>0.05, cannot
deny the assumption of equal variances; the two tail significance for purchase intention
indicates P=.007<0.05 and therefore, it is considered significant.
Therefore, the marital status is independent in purchase intention.
62
Age and purchase intention
Hypothesis 1.3
Ho1.3: Purchase intention is independent on age
Ha1.3: Purchase intention is dependent on age
Table 4.22 ANOVA of Age
Age N Mean Std. Deviation F p
Less than 25 60 3.9718 .79487 5.558 0.45
26-35 176 3.6272 .59990
36-45 115 3.8461 .67426
46 above 49 3.8908 .70452
From the ANOVA testing results observed that the respondent aged less than
25 years old has the highest mean of 3.97. The secondary is the respondent aged more
than 46 years old has the meaning of 3.89. The third is the respondent aged between
36-45 years has the meaning of 3.84. Final is the respondent aged between 26 to 35
years has the meaning of 3.6272
The results also indicate that the age of respondents did not dependent with
purchase intention. It is supported the F =5.56 and P=0.45>0.05, it reveals the null
hypothesis was accepted. Therefore, it is considered age is independent on purchase
intention.
Education level and purchase intention
Hypothesis 1.4
Ho1.4: Purchase intention is independent on education level
Ha1.4: Purchase intention is dependent on education level
63
Table 4.23 ANOVA of Education Level
Education level N Mean Std.Deviation F p
Below junior college 160 3.5211 .59030 22.714 0.037
junior college 133 3.8014 .69528
bachelor degree 91 4.1984 .62709
master degree or higher 16 3.6650 .34599
The ANOVA testing results observed that the respondents with bachelor degree
have the highest mean of 4.19. The secondary is the respondents with junior college
levels have the mean of 3.80. The third is the respondent with master degree or higher
have the mean of 3.67. Final is the respondents below junior college have the mean of
3.52.
The results indicate that the education level of respondents did dependent with
purchase intention. It is supported the F =22.714 and P=0.037<0.05, it reveals the null
hypothesis cannot be accepted. It is considered level of education is dependent on
purchase intention.
Income and purchase intention
Hypothesis 1.5
Ho1.5: Purchase intention is independent on income level
Ha1.5: Purchase intention is dependent on income level
Table 4.24 ANOVA of Income
Income (Baht/Month) N Mean Std. Deviation F p
less than 20000 131 3.6053 .70137 7.564 0.059
20001-50000 233 3.8084 .65768
50001-100000 26 4.1027 .56440
more than 100000 10 4.3330 .35207
64
The ANOVA testing results observed that the respondents with income level
more than 10,000/month has the highest mean of 4.33. The secondary is the
respondents with income of 50,001-10,000 have the mean of 4.10. The third is the
respondents with income level of 20,001-50,000 have the mean of 3.81. Final is the
respondents with income level less than 20,000 have the mean of 3.61.
The results indicate that the income level of respondents did not dependent with
purchase intention. It is supported the F =7.564 and P=0.059>0.05, it reveals the null
hypothesis can be accepted. It is considered level of education is independent on
purchase intention.
Summary of demographic
From the table 4.25 is the summary result of the testing demographic factor of
respondents includes gender, age, marital status, education level and income level. The
gender, marital status and education level are dependent on purchase intention.
For the gender factor and marital status factor, Female are more inclined in
purchase intention of electric cooking appliance than male. In the education level factor,
the result observed that the respondent with bachelor degree level has the higher
purchase intention of electric cooking appliance. However, the age and income level are
independent on purchase intention.
65
Table4.25 Summary of demographic
Demographic N Mean p/ Sig.
(2-tailed
)
Relationship
Gender Male 194 3.34 0.000 Dependent
Female 206 4.17
Age Less than 25 60 3.97
0.45
Independent 26-35 176 3.63
36-45 115 3.85
46 above 49 3.89
Marital
status
Single 256 3.71 0.007 Dependent
Married 144 3.90
Education
level
Below junior college 160 3.52
0.037
Dependent Junior college 133 3.80
Bachelor degree 91 4.20
Master degree or higher 16 3.67
Income less than 20000 131 3.61
0.059
Independent 20001-50000 233 3.81
50001-100000 26 4.10
more than 100000 10 4.33
4.3.3.2 The relationship between Subjective norm and purchase intention
Objective 2: To identify the relationship between subjective norm and
purchase intention.
Hypothesis 2:
Ho2: The subjective norm is not significant on purchase intention
Ha2: The subjective norm is significant on purchase intention
66
Table 4.26 Summary of Regression of subjective norm
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .353a .125 .120 .63575
ANOVAb: F= 28.276 Sig= .000a
According to the table 4.25 considered with R Square is 0.125. It means that the
independent variable (evaluation and behavioral belief) can explain 12.5% of the
change of the dependent variable (purchase intention). This model reveals adjusted R
Square by 0.120. This is an adjustment of the R Squared that penalized the addition of
extraneous predictors to the model. When considered with F-test and the significant
value, F value is 28.276 and the P value is 0.000. It means that P value is below the
level of significant or the alpha level (ɑ=0.05) for the hypothesis test. The null
hypothesis (Ho) is rejected.
Table 4.27 Coefficient of subjective norm
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.257 .204 11.050 0.000
Family .219 .077 .209 2.827 .005
Friends .165 .074 .166 2.242 .025
significant level at .05
According to table 4.27, the statistical result indicates there is a significant
relationship between the subjective norm (two attributes) and purchase intention. The
coefficient for family is significantly different because it has the p value of 0.05 is
67
smaller than 0.05, and the coefficient for friends are significantly different because its p
value of 0.25 is smaller than 0.05.
Further, the value B of family is 0.219, it means when family increases by 1 unit,
the purchase intention value will increase by 0.219 units. The same as the friends, the
value B of friend is 0.165, it means when friend increases by 1 unit, the purchase
intention value will increase by 0.165 units.
For the Beta value, the family (β=0.209) is higher than friends (β=0.166),
that means the compliance with family is more impact than the compliance with friends
on purchase intention.
4.3.3.3 The relationship between perceived behavioral control and purchase
intention.
Objective 3: To identify the relationship between perceived behavioral control and
purchase intention.
Hypothesis 3:
Ho3.1: Self-efficacy is not positively related with purchase intention
Ha3.1: Self-efficacy is positively related with purchase intention
Ho3.2: Controllability is not positively related with purchase intention
Ha3.2: Controllability is positively related with purchase intention
Table 4.28 Summary of Regression of perceived behavioral control
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .531a .282 .278 .57595
ANOVAb F= 77.811 Sig=.000a
68
According to the table 4.28 considered with R Square is 0.282. It means that the
independent variable (self-efficacy and controllability) can explain 28.2% of the change
of the dependent variable (purchase intention). This model reveals adjusted R Square
by 0.278. This is an adjustment of the R Squared that penalized the addition of
extraneous predictors to the model. When considered with F-test and the significant
value, F value is 77.811 and the P value is 0.000. It means that P value is below the
level of significant or the alpha level (ɑ=0.05) for the hypothesis test. The null
hypothesis (Ho) is rejected
Table 4.29 Coefficients of perceived behavioral control
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 1.583 .181 8.744 .000
PBCse .298 .048 .292 6.191 .000
PBCcon .292 .041 .334 7.069 .000
significant level at .05
According to table 4.29, the statistical result indicates there is a significant
relationship between the perceived behavioral control (with two attributes) and purchase
intention. The coefficient for both self-efficacy and controllability are significantly different
because it has the p value of 0.00 is smaller than 0.05.
Further, the value B of self-efficacy is 0.298, it means when self-efficacy
increases by 1 unit, the purchase intention value will increase by 0.298 units. The same
as the controllability, the value B of controllability is 0.292, it means when controllability
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increases by 1 unit, the purchase intention value will increase by 0.292 units.
For the Beta value, the controllability (β=0.344) is higher than self-efficacy
(β=0.292), that means the compliance with controllability is more impact than the
compliance with self-efficacy on purchase intention.
4.3.3.4. The relationships between country of origin, brand image and purchase
intention.
Objective 4: To identify the relationship between country of origin and
purchase intention.
Hypothesis 4
Ho4: Country of origin has relationship with attitude
Ha4: Country of origin has no relationship with attitude
Table 4.30 Summary of Regression of country of origin
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .143a .020 .018 .50975
ANOVAb F= 8.307 Sig=.004a
According to the table 4.30 considered with R Square is 0.020. It means that the
independent variable (COO) can explain 2.0% of the change of the dependent variable
(attitude). This model reveals adjusted R Square of 0.018. This is an adjustment of the
R Squared that penalized the addition of extraneous predictors to the model. When
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considered with F-test and the significant value, F value is 8.307 and the P value is
0.004. It means that P value is below the level of significant or the alpha level (ɑ=0.05)
for the hypothesis test. The null hypothesis (Ho) is rejected.
Table 4.31 Coefficients of country of origin
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 3.558 .123 28.928 .000
COO .094 .033 .143 2.882 .004
significant level at .05
According to table 4.31, the statistical result indicates there is a significant
relationship between country of origin (COO) and attitude. The coefficient for country of
origin (COO) is significantly different because it has the p value of 0.00 is smaller than
0.05.
Further, the value B of self-efficacy is 0.094, it means when COO increases by
1 unit, the attitude value will increase by 0.094 units. The same as the controllability,
For the Beta value, the controllability (β=0.143)
4.3.3.5. The relationships between brand image and purchase intention.
Objective 5: To identify the relationship between brand image and
purchase intention.
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Hypothesis 5
Ho5: Brand image has relationship with attitude
Ha5: Brand image has no relationship with attitude
Table 4.32 Summary of Regression of brand image
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .237a .056 .054 .50034
ANOVAb F= 23.734 Sig=.000a
According to the table 4.32 considered with R Square is 0.056. It means that the
independent variable (BOI) can explain 5.6% of the change of the dependent variable
(attitude). This model reveals adjusted R Square by 0.054. This is an adjustment of the
R Squared that penalized the addition of extraneous predictors to the model. When
considered with F-test and the significant value, F value is 23.734 and the P value is
0.000. It means that P value is below the level of significant or the alpha level (ɑ=0.05)
for the hypothesis test. The null hypothesis (Ho) is rejected
Table 4.33 Coefficients of brand image
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 3.212 .144 22.260 .000
COO .180 .037 .237 4.872 .000
significant level at .05
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According to table 4.33, the statistical result indicates there is a significant
relationship between brand image (BOI) and attitude. The coefficient for brand image
(BOI) is significantly different because it has the p value of 0.00 is smaller than 0.05.
Further, the value B of BOI is 0.180, it means when BOI increases by 1 unit, the
purchase intention value will increase by 0.180 units. The same as the controllability,
For the Beta value, the controllability (β=0.237)
4.3.3.6 The relationship between beliefs in product attribute and attitude.
Objective 6: To identify the relationship between beliefs in product attribute
and attitude.
Hypothesis 6:
Ho6: Beliefs in Product Attribute is not positively related with attitude
Ha6: Beliefs in Product Attribute is positively related with attitude
Table 4.34 Summary of Regression of beliefs in product attribute
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 . 458a .210 .190 .46306
ANOVAb F= 10.337 Sig=.000a
According to the table 4.28 considered with R Square is 0.210. It means that the
independent variable (Beliefs in Product Attribute) can explain 28.2% of the change of
the dependent variable (attitude). This model reveals adjusted R Square by 0.190. This
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is an adjustment of the R Squared that penalized the addition of extraneous predictors
to the model. When considered with F-test and the significant value, F value is 10.337
and the P value is 0.000. It means that P value is below the level of significant or the
alpha level (ɑ=0.05) for the hypothesis test. The null hypothesis (Ho) is rejected
Table 4.35 coefficients of beliefs in product attribute
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1
(Constant) 2.562 .206 12.443 .000
Quality .226 .045 .280 5.070 .000
Price -.086 .041 -.124 -2.088 .037
Design .075 .033 .133 2.312 .021
Advertising .000 .039 .000 .006 .996
Promotion .029 .041 .049 .706 .481
Packing -.006 .033 -.012 -.190 .850
Guarantee -.052 .040 -.088 -1.310 .191
After Sale -.021 .031 -.039 -.662 .509
Promoter .148 .032 .279 4.658 .000
Place .039 .031 .068 1.252 .211
significant level at .05
According to table 4.35, the statistical result indicates there is a significant
relationship between the beliefs in product attribute (with ten attributes) and attitude.
The coefficient for quality, price, design and the promoter are significantly different
because all they have the p value of being smaller than 0.05.
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Further, the value B of quality is 0.226, it means when quality increases by 1
unit, the attitude value will increase by 0.226 units. The value B of price is -0.086, it
means when quality increases by 1 unit, the attitude value will decrease by 0.086 units.
There are same as the other factors.
For the Beta value, the quality (β=0.280) is higher than other factors, that
means the compliance with quality is more impact than the other compliance on
purchase intention.
4.5.3.7 The relationship between attitude and purchase intention
Objective 7: To identify the relationship between attitude and purchase
intention.
Hypothesis 7
Ho7.1: Evaluation is not positively related with purchase intention
Ha7.1: Evaluation is positively related with purchase intention
Ho7.2: Behavioral belief is not positively related with purchase intention
Ha7.2: Behavioral belief is positively related with purchase intention
Table 4.36 Summary of Regression of attitude
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .366a .134 .130 .63232
ANOVAb F= 30.739 Sig=.000a
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According to the table 4.36 considered with R Square is 0.134. It means that the
independent variable (behavioral belief and evaluation) can explain 13.4% of the
change of the dependent variable (purchase intention). This model reveals adjusted R
Square by 0.130. This is an adjustment of the R Squared that penalized the addition of
extraneous predictors to the model. When considered with F-test and the significant
value, F value is 30.739 and the P value is 0.000. It means that P value is below the
level of significant or the alpha level (ɑ=0.05) for the hypothesis test. The null
hypothesis (Ho) is rejected
Table 4.37 Coefficients of attitude
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1
(Constant) 1.906 .243 7.848 .000
ABB .278 .062 .245 4.492 .000
AE .202 .064 .173 3.179 .002
significant level at .05
According to table 4.37, the statistical result indicates there is a significant
relationship between the attitude (with two attributes) and purchase intention. The
coefficient for behavioral beliefs is significantly different because it has the p value of
0.00 is smaller than 0.05. The coefficient for evaluation is significantly different because
it has the p value of 0.002 is smaller than 0.05.
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Further, the value B of behavioral beliefs is 0.278, it means when behavioral
beliefs increases by 1 unit, the purchase intention value will increase by 0.278 units.
The same as the evaluation, the value B of evaluation is 0.202, it means when
evaluation increases by 1 unit, the purchase intention value will increase by 0.202 units.
For the Beta value, the behavioral beliefs (β=0.245) are higher than evaluation
(β=0.173), that means the behavioral beliefs with controllability is more impact than
the compliance with evaluation on purchase intention.
4.4 Summary of independent variable
In this section is the summarized that show the result of hypothesis testing
analyses on social factors, internal factors and food risk affect customer’s attitudes.
Table 4.38 Summary for all hypotheses
Description Result
Ho1.1 Purchase intention is independent on gender of the consumer Rejected Ho
Ho1.2 Purchase intention is independent on marital status Accepted Ho
Ho1.3 Purchase intention is independent on age Rejected Ho
Ho1.4 Purchase intention is independent on education level Rejected Ho
Ho1.5 Purchase intention is independent on income level Accepted Ho
Ho2 The subjective norm is no significant on purchase intention Rejected Ho
Ho3.1 Self-efficacy is no positively related with purchase intention Rejected Ho
Ho3.2 Controllability is no positively related with purchase intention Rejected Ho
Ho4 Country of origin has no relationship with attitude Rejected Ho
Ho5 Brand image has no relationship with attitude Rejected Ho
Ho6 Beliefs in Product Attribute is no positively related with attitude Rejected Ho
Ho7.1 Evaluation is no positively related with purchase intention Rejected Ho
Ho7.2 Behavioral belief is no positively related with purchase intention Rejected Ho
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CHAPTER 5
CONCLUSION, DISCUSSION AND RECOMMENDATION
5.1 Introduction
The conclusion was based on the research objective of this study, using the
theory of reasoned action and theory of planned behavior to research the purchase
intention electronic cooking appliance of Thai consumers. After analysis data and result
in chapter 4, this chapter will make further organizes and discusses regarding the
conclusion, discussion, limitations and recommendation of this study.
5.2 Conclusion
This research investigated the purchase intention of electronic cooking appliance
in Thailand. According to the analysis of chapter 4, the respondent’s purchase intention
of electronic cooking appliance is affected by the attitude, subjective norm, perceived
behavioural control. Furthermore, the attitude is affected by product’s country of origin,
brand image and beliefs of product attribute. This is the quantitative research by using
questionnaires to collect data from consumers in many supermarkets’ electronic
department area. In the data collection, total of 433 questionnaires was distributed but
only 400 were considered for the study.
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Summary of Hypothesis
Hypothesis 1
Purchase intention is dependent on the demographic factors like gender,
age, marital status, education level and income of the consumer.
The demographic factors have a certain role in purchase intention. There are
various previous studies focus on the relationships between demographic and purchase
intention. The finding indicates the gender of the consumer is significant positively in
purchase intention. It was indicated that the female is more inclined purchase intention
of electronic cooking appliances.
The marital statuses also have the important role in the purchase intention of
electronic cooking appliance. The responders whom with the married status have the
greater intention than responders with single status on purchase electronic cooking
appliance.
The research also reveals that the education level of respondent plays an
important role in purchase intention of electronic cooking appliance. Base on the
statistical data found that the responders with bachelor degree have the greatest
intention to purchase electronic cooking appliance. However, the responders with the
below junior college have a low intention to purchase electronic cooking appliance.
In this research indicate the other demographic as age and income level are
independent of the purchase intention of electronic cooking appliance
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Hypothesis 2
Subject norm have relationship with purchase intention.
The research found that the responder’s purchase intention has a relationship to
the subjective norm. The result also reveals that the family has much impact than the
The result shows that the consumer’s purchase intention has a relationship with
the purchase intention. Further, the study also reveals that family is more significant on
the purchase intention on electronic cooking appliance when compare with the factor
friends.
Hypothesis 3
Perceived behavioral control has relationship with purchase intention.
The research found that the responder’s purchase intention has a relationship
with perceived behavioral control. The result indicates when responder considers having
a full control of purchasing will have significant impact to the purchase intention of
electronic cooking appliance.
Hypothesis 4:
Country of origin has relationship with attitude.
The research found that the responder’s purchase attitude have relationship with
country of origin. The product produced from a famous country will have the positive
impact with the responder’s purchase attitude.
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Hypothesis 5:
Brand image has relationship with attitude.
The research found that the responder’s purchase attitude has a relationship
with the product’s brand image. If the electronic cooking appliance with famous branded
will have the positive impact to the purchase attitude.
Hypothesis 6:
Beliefs in product attribute have relationship with purchase attitude.
The research found that the responder’s attitude has a relationship with beliefs
in product attribute. The result shows the factors as quality, price, design and promoter
have the significant impact with the purchase attitude when consider with the electronic
cooking appliance.
In this research also indicate the other product attribute as advertising,
promotion, packing, guarantee, after sale service and sales place are less impact with
the purchase attitude when consider with the electronic cooking appliance.
Hypothesis 7:
Attitude has relationship with purchase intention
The researcher found that the responder’s purchase intention have a
relationship with attitude. The two attributes of attitude as behavioral belief and
evolution are also have a positive impact with attitude toward purchase intention.
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5.3 Discussion
5.3.1 Demographic
Gender
The result of gender statistics indicates that the gender variable is a significant
factor for responders’ purchase intention. The result shows female has more inclined
means in purchase intention than male. Murat (2011) study showed those females are
more sensitive than male about the health effect produced when making purchasing
decisions. The electronic cooking appliance is the common appliance in most families,
so the result also shows an inclined purchase intention when to buy the products can
reflect their personality.
Marital status
The result of the study indicates that the marital status variable is the significant
factor for responders’ purchase intention. The married responders have more inclined
means on purchase intention than the responders with single status. The result is
similar of the research conducted by Wen-Chi Huang (2012), found that the marital
status has a significant effect to customer perceptions to purchase Organic Food
Products.
Age
The result of statistics indicates that age is not the significant factor for
responders’ purchase intention. It means the factor age have limited or no influence in
responders’ purchase intention in this study. In the other research have found that the
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age can be the age is one of the factors that affect the purchase intention, Promporn
(2006) found the age is influence factor on the medical consumables, Sethutsman and
Cole (1999) also found the younger consumers are having the low willing on the store
brand consumption.
Education level
The result of the study indicates that the education level variable is the
significant factor for responders’ purchase intention. The study found the responders
with bachelor degree have the highest purchase intention on the electronic cooking
appliance; which the groups’ education level below junior college has the lowest
intention. It could probably of the bachelor degree responders are the major part of the
middle class, they have relatively well-off time and money to focus on household
appliances. The result is similar of the research conducted by Pollard (2001) that people
living in urban areas and with a higher education are more concerned about healthy
living products.
Income
The result of the study indicates that the income variable is a non-significant
factor for consumers’ purchase intention. The survey results show that as incomes
increased, followed by the responders’ purchase intention increased. But the value
P=0.059 which is bigger than 0.05, the income level be defined as a non-significant
factor.
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The other researcher’s studies have shown the relationship between income
and purchase intention. Studies in Canada (Hay, e.g., 1989; Cunningham, 2002)
reported a positive relationship between income and willingness to buy organic products;
Richardson (1996) found that lower income consumers are likely to choose the private
label brands pro when compared to the Household store brand.
5.3.2 Subjective norm
Based on the theory of reasoned action (Fishbein, 1975) and theory of planed
behavior (Ajzen, 1985), the variable subjective norm is used to measure the purchase
intention. The result of this study also supports the above theories. The result shows
subjective norm is the significant relationship of the purchase intention of purchasing the
electronic cooking appliance. The two attributes as friend and family are having the P
value smaller than 0.05 (Friend=0.025, Family=0. 05). And compare with these two
attribute’s beta value, the coefficient of family is 0.209 which are more than the
coefficient of friend (P=0.116). That means the attributes family is more relational and
more impact than the attributes of friend.
The purpose of subjective norms is to measure a person's social influences on
the behavior i.e. family expectations, a measure of subjective norm, can estimate
consumer purchase behaviors (Ha, 1998). Nordin (2011) found that the subjective norm
has a direct effect on actual online purchasing intention, and (Hillhouse et al. , 2000)
proved subjective norm has a significant effect on behavioral intention in the skin
management products.
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5.3.3 Perceived behavioral control
Based on the theory of reasoned action (Fishbein, 1975) and theory of planed
behavior (Ajzen, 1985), the variable perceived behavioral control is used to measure the
purchase intention. It can be observed from the result of this study that the perceived
behavioral control and its two include variables have a significant relationship with the
purchase intention. The result indicates the self-efficacy (β=0.292, P=0.00) which
controllability (β=0.344, P=0.00) can stimulate positive consumers purchase intentions
on buy product. It means, When consumers during the assessment of the intention to
purchase, if he have the enough resources to buy, or have the right to make decisions,
which will generate positive intentions. Furthers, the Controllability (β=0.344) is more
impact than the Self-efficacy (β=0.292) on purchase intention.
There are many researchers supporting the perceived behavioral control will
affect the purchase intention, the Hyunmo Kang ( et, al. 2006) study, he proved that
perceived behavioral control’s direct influence on intention on the E-coupon using, In
the study of Terry and O’Leary (1995) for predicting regular exercise, structural equation
modeling confirmed the self-efficacy and controllability of perceived behavioral control.
5.3.4 Country of origin
Base for the study, the variable country of origin (β=0.143, P=0.04) have a
significant relationship with the attitude. Therefore, the country of origin would cause a
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positive impact on consumer attitudes. When consumers measuring the product, when
they recognized or familiar with the country of the product manufacture, the attitude will
be a corresponding rising.
Earlier studies indicate the image of the product’s country of origin plays a
significant role in consumers’ perceptions (Bilkey and Nes, 1982), the influence of
country of origin to attitude are exist (Nagashima 1970; White 1979) and it is the
important variable in understanding consumer and industrial buying behavior
(Haakanson and Wootz 1975; Cattin et al 1982).
5.3.5 Brand image
Base on the study, the variable brand image (β=0.237, P=0.00) have a
significant relationship with the attitude. Therefore, the brand image would cause a
positive impact on consumer attitudes. Of a brand's visibility and credibility, can direct
impact on the attitude of the consumers of the product.
Brand image plays a significant role in consumers’ attitude. The different
brand-image have affected consumer’s attitude and the internal correlations are likely to
be high (Balzer and Sulsky 1992), Park and Srinivasan (1994) found the perceptions
that consumers associate with brands are influence the attitude of the given product.
Apart from a customer-based brand equity point of view, consumers may directly value
specific types of brand image, benefiting brands that develop an association with such
imagery (Sullivan 1998).
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In addition, Many elder researches found the two factors can affect the
purchase attitude, and in some respects may affect each other’s evaluate on attitude
(Ahmed and D’astous, Hui and Zhou, 20031996; Al-sulaiti and Baker, 1998; Cervino et
al., 2005). The result of the study shows when compared to the factor country of origin
(β=0. 143, P=0. 04), the brand image (β=0.237, P=0.00) has a stronger effect to the
attitude. When consumers evaluate a given product, the image of the country of origin
can enhance or reduce the impact of the brand, and vice versa. Thailand has a good
business environment, when consumers evaluate products, the brand will be more
inclined.
5.3.6 Beliefs in product attribute
The result of study also points out the beliefs in product attribute (P=0.00) have
a significant relationship with the attitude. In this study, the beliefs in product attribute
are attributed to ten factors as quality, price, designs, advertising, promotions,
packaging, guarantee, the after sale services, the promoter and store. There are not
every factors have the positive affection on the attitude.
In the factors of beliefs in product attribute, the quality (p=0.000), price
(p=0.037), design (p=0.021) and promoter (p=0.000) have the significance relationship
to the attitude. The factor quality (β=0.280) is the most importance affecting factor
while compare to other significance factors. And the other factor shows a low or limited
relationship with the attitude.
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Elder studies also proved the product attribute can affect the attitude.
Nuntasaree and Barry (2008) found the beliefs in product attribute had affected the
attitude of customers. Anderson and He (1998) found belief in product attribute as
influential attributes when Chinese consumers considered using cosmetics in China.
Additionally, Johri and Sahasakmontri (1998) revealed that consumers’ attitudes of
evaluating a product based on its product attribute.
5.3.7 Attitude
Base on the study, a significant relationship between purchase intention and
attitude (with the two attributes) are shown. The study also found that the attribute
evaluation (P<0.00) and behavioral belief are having a positive relationship to the
purchase intention.
Attitudes strongly influence behavior and thus are essential to consumer
behavior research (Ajzen and Fishbein, 1980; Arcury, 1990). That is, consumers’
purchase intention is formed by their evaluation of products or attitude towards a brand
combined with external stimulating factors. The study also found that there is positive
relationship between behavioral belief (β=0.245, P=0.000), evaluations (β=0.173,
P=0.002) to the purchase intention. Which accordance the founding of Trafimow (2000)
that the personal attitude toward the behavior is determined by behavioral beliefs and
evaluations. That means when customers have behavioral belief in trust the electronic
cooking appliance with a good benefit, they will earn the positive attitude and further
intention to purchase.
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5.4 Implication of the Study
With the continuous development of global economic integration, a growing
number of appliance manufacturers have set their plant in ASEAN. Because of the
policy of the ASEAN Free Trade Area, lower tariffs (0-5%) on manufactured goods
sales in the region are possible. Thailand, which is one of the best economic developing
countries in the ASEAN Free Trade Area, has become the target market of various
home appliance brands to compete. In 2012, with the economies of North America and
Europe have a downward trending, the Southeast Asian countries, led by Thailand, to
maintain a stable economic growth, Thailand's market has become increasingly
attractive. Household electronic cooking appliance market in Thailand is full of different
brands, different origin and different characteristic products, still more and more
manufacturers planning to enter the Thai electrical cooking appliance market and the
competition will become increasingly fierce. Therefore, how to understand the electronic
cooking appliance market and consumers' purchase intention in Thailand have become
critical issues that need resolution.
Demographic
After the study, found that the demographic factors as age and income level
were not significantly related to purchase intention of electronic cooking appliance in
Thailand. The other factors as the gender, marital status and income level are
significant related with purchase intention. In the analysis of chapter 4, shows the
female (Mean=4.17) have the stronger purchase intention than male (Mean=3.34); for
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the factor marital status, the married responder (Mean=3.90) has the stronger purchase
intention than single responder (Mean=3.71); for the factor education level, the
responders whose with bachelor degree (Mean=4.20) have the highest purchase
intention and follows the responders whose with junior college level (Mean=3.80). In
sum, the main market target customers should be female, married people or consumers
received higher education. These groups’ consumers have more inclined in purchase
intention of electronic cooking appliance than others.
Attitude
The results of attitude study. The study found that purchase intention is a
significant relationship to attitude, which is also positive affected by behavioral belief
and evaluation. Attitudes are tendencies to respond in a particular way signaling their
relationship with consumer behavior (Davis, 1989). The researcher suggests that the
manufacturers should positioning the product be the concept of easy to use, high-tech
and high cooking experience, and uses some celebrity whose good family image for
advertising. Because the electronic cooking appliance is the house-use cooking product,
the selling point are let cooking be easier, let the food more delicious and let the
families living more comfortable.
Subjective norm
The study also found that subjective norm has a significant relationship with
purchase intention. And the compliance as friends and family are both positive affecting
with purchase intention. In details, the compliance of family (β=0.209, P=0.005) has a
higher impact than the compliance of friends (β=0.166, P=0.025) on purchase
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intention. That means, if consumers believe that the people important to them (like
friends, family) using or thinking the electronic cooking appliance is good, and then the
consumer will have more intention of purchasing on that product.
Perceived behavioral control
This study found that the perceived behavioral control has the relationship with
purchase intention. The components as self-efficacy and controllability have the positive
relationship with purchase intention. For the self-efficacy, if consumers considered they
have enough resources such as money and skills to use the product, the perceptions of
control will higher, therefore, their behavioral intentions will increase. The researcher
suggests the products should have a reasonable pricing and cannot be too complex to
operate, that can improve the consumer's self-efficacy, furthers to enhance the
consumer's purchase intention and determination. The product should at a reasonably
priced and easy to use, that to improve consumers’ self-efficacy, and also can enhance
the consumer's willingness to buy and determination.
Country of origin and Brand image
The study also found that both the country of origin and brand image have the
important impact on attitude. For the country of origin, product’s manufacture country’s
images influence the existing product evaluation by the consumer. Consumers’
perceptions of country images differ substantially in terms of the number, strength, and
valence of the associations they make (Shimp et al., 1993). When the product is
produced by a famous or similarly country, the consumer will have a more positive
attitude on valuing this product. For the brand image, its performance the distinctive
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brand’s characteristics, and is the affection of a brand’s strength and innate character.
Brand image can see as the sum of consumers emotional and aesthetic impressions of
the special brand’s product. (Karpat, 2000). Establish a suitable brand image is very
important, because each country has its own cultural values and aesthetics. Establish a
brand image in line with the aesthetic values of the local consumer, are more effective
than the establishment of a global standard brand image. It can let local consumer
awareness and recognition as fast as possible, and thus enhance the consumer attitude
of the product.
Beliefs in product attribute
After the study, found that the product attribute factors as advertising,
promotions, packaging, guarantee, the after sale services and place to sell were not
significantly related with the consumers’ attitude of electronic cooking appliance in
Thailand. The other factors as the quality, price, design and the promoter are
significantly related with altitude. The study shows the factor price have the highest
affecting on the attitude and follows as promoter, design and price. The researcher
suggests that when the manufacturers perform the product marketing, first is make sure
the quality of the products to be qualified, followed is the sales staffs need the expertise
to help consumers understand products, and then the product design has to meet with
local consumers’ aesthetic, and finally is set a reasonable price for the product.
Summary for overall implication for business
The research found independent variables as gender, marital status, education
levels, attitude, subjective norm and perceived behavioral have a significant effect to the
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purchase intention of the electronic cooking appliance, and factors country of origin,
brand image and beliefs in product attribute are affected to attitude. When the appliance
manufacturers to sell to focus on female consumers, married consumers and
consumers received a Bachelor of Education level, they have a relatively high
willingness to buy. When dealer promote the electronic cooking appliance, the concept
of the product should be positioned as an easy-to-use, high-tech and high culinary
experience. Thai produced products need to improve their brand image; if it is
well-known foreign brands are need to make sure the brand image match of the
consumers’ aesthetic values. If is the foreign unknown brand are needed to emphasize
to promote its country of origin or do the local branding promote. Product’s quality, price,
appearance and product sales staff can have a positive impact on consumer evaluation
of products, if the dealer wants to strengthen their market competitiveness, need to
make full consideration of the above factors.
In conclusion, when selling electric cooking appliance in Thailand, the main
market target customers should be female, married people or consumers received
higher education. The manufacturers should positioning the product concept as easy to
use, high-tech and high cooking experience, and uses some celebrity whose good
family image for advertising to raising the customer’s attitude. The product should at a
reasonably priced and easy functions, that to improve consumers' self-efficacy, and can
enhance the consumer's willingness to buy and determination. Establish a brand image
in line with the aesthetic values of the local consumer, are more effective than the
establishment of a global standard brand image to enhance the consumer attitude of
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the product. Product’s quality, price, appearance and product sales staff can have a
positive impact on consumer evaluation of products, needed to pay attention.
5.5 Limitations of the Study
From the study about the factors affecting purchase intention of electric cooking
appliance in Thailand, it appears that the limitations have to notice as follows:
1. The research area, budget and times were limited; the data collection only focuses
on Bangkok and Chiang Mai. There is boundedness in the data collection; it could
not distribute the questionnaires to other consumer areas, such as the northeast
and south. It would influence the accurate of study and cannot represent the actual
attitude of the whole Thai consumer.
2. The research questionnaires were collected in Thailand, so it needs to be
translated into Thai language, some words may not be inaccurate translation.
3. The sampling groups come from various backgrounds, which may cause an effect
on the questionnaire. Some responder understands the questionnaire and some
needed more explanations. All of these may impact on the accuracy of the answer
given.
94
5.6 Recommendation for Future Research
1. The future research should cover other provinces in Thailand.
2. Should have more variations in measures such as the world of mouth, purchase
behavioral, supplier choice, economic and politic environment or other variables
related.
3. The depth interview between the manufacturer, distributor and consumer.
95
BIBIOGRAPHY
96
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APPENDICES
108
APPENDIX A
QUESTIONNAIRES ENGLISH
109
Questionnaire
Dear participants, I am a student of the University of the Thai Chamber of Commerce, and
researching a study on purchase intention of electronic cooking appliance in Thailand. It is an anonymous survey. This questionnaire consists seven parts with 42 statements, I hope you can participate the research. Please indicate your agreement level by marking a tick in the appropriate boxes. Your answers are very important to us and we sincerely appreciate of your support.
Please tick ☒ or √ in the box for the question below
Part 1 Demographic 1. Please indicate your gender ☐ Male ☐ Female
2. Please indicate your age ☐ Less than25 ☐ 26-35 ☐ 36-45 ☐ 46 and above
3. Please indicate your marital status ☐ Single ☐ Married
4. Please indicate your highest level of education ☐ Below College ☐ College Degree ☐ Bachelor Degree ☐ Master Degree or above
5. Please indicate the your family average level income (per month) ☐ Less than 20,000 Baht ☐ 20,001-50,000 Baht ☐ 50,001-100,000 Baht ☐ More than 100,000 Baht
110
Part 2 How attitude influence your purchase of electronic cooking appliance
Behavioral beliefs/ Evaluation 5 4 3 2 1
6 If I buy an electronic cooking appliance, I feel I have been doing something positive for my family. ☐ ☐ ☐ ☐ ☐
7 If I buy an electronic cooking appliance, I feel I will more convenient in cooking. ☐ ☐ ☐ ☐ ☐
8 If I buy an electronic cooking appliance, I feel I will cook better than before. ☐ ☐ ☐ ☐ ☐
9 If I use the electronic cooking appliance, I feel my live be more modern. ☐ ☐ ☐ ☐ ☐
Evaluation 5 4 3 2 1
10 Doing something positive for my family is desirable to me. ☐ ☐ ☐ ☐ ☐
11 Get more convenience in cooking is desirable to me. ☐ ☐ ☐ ☐ ☐
12 Can cook better is desirable to me. ☐ ☐ ☐ ☐ ☐ 13 Living modern is desirable to me. ☐ ☐ ☐ ☐ ☐
Part 3 How subjective norm influence your purchase electronic cooking
appliance
Normative beliefs/Motivation to comply 5 4 3 2 1
14 Most people who are important to me probably consider I purchase/use the electronic cooking appliance
☐ ☐ ☐ ☐ ☐
15 My family probably considers I purchase/use the electronic cooking appliance ☐ ☐ ☐ ☐ ☐
16 Most people who are important to me probably using the electronic cooking appliance ☐ ☐ ☐ ☐ ☐
17 Doing what my family hopes to do is important to me. ☐ ☐ ☐ ☐ ☐
111
Part 4 How Perceived behavioral control influence your purchase electronic
cooking appliance
Self-efficacy/ Controllability 5 4 3 2 1
18 For me to use the electronic cooking appliance is very easy. ☐ ☐ ☐ ☐ ☐
19 I have enough budgets to buy some electronic cooking appliance easily. ☐ ☐ ☐ ☐ ☐
20 It is mostly up to me whether or not I purchase electronic cooking appliance. ☐ ☐ ☐ ☐ ☐
21 I believe that I have full control of purchasing electronic cooking appliance. ☐ ☐ ☐ ☐ ☐
Part 5 How County of Origin and brand image influence your purchase intention
5 4 3 2 1
22 I find out a product’s country of origin to determine the quality of the product. ☐ ☐ ☐ ☐ ☐
23 When I am buying a new product, the country of origin is the first piece of information that I consider.
☐ ☐ ☐ ☐ ☐
24 I feel that it is important to look for a country of origin information when deciding which product to buy.
☐ ☐ ☐ ☐ ☐
25 I refuse to purchase a product without knowing its country of origin. ☐ ☐ ☐ ☐ ☐
26 I find out a product’s brand determine the quality of the product. ☐ ☐ ☐ ☐ ☐
27 When I am buying a new product, the Brand is the first piece of information that I consider. ☐ ☐ ☐ ☐ ☐
28 I feel that it is important to look for a famous brand when deciding which product to buy. ☐ ☐ ☐ ☐ ☐
29 I refuse to purchase a product without knowing its Brand. ☐ ☐ ☐ ☐ ☐
Part 6 How Beliefs in product attribute influence your purchase intention
5 4 3 2 1
30 Product’s quality ☐ ☐ ☐ ☐ ☐ 31 Product’s price ☐ ☐ ☐ ☐ ☐ 32 Products’ external design/Outlook ☐ ☐ ☐ ☐ ☐
112
Thank you for your participation
33 Product’s advertising ☐ ☐ ☐ ☐ ☐ 34 Product’s promotion ☐ ☐ ☐ ☐ ☐ 35 Product’s packing outlook ☐ ☐ ☐ ☐ ☐ 36 Product’s guarantee ☐ ☐ ☐ ☐ ☐ 37 Product’s after sale service ☐ ☐ ☐ ☐ ☐ 38 Promoter/Seller ☐ ☐ ☐ ☐ ☐ 39 Product’s retail store/Place selling ☐ ☐ ☐ ☐ ☐
Part 7 Purchase intention 5 4 3 2 1
40 I consider purchasing the electronic cooking appliance because they are useful ☐ ☐ ☐ ☐ ☐
41 I am willing to recommend my friend to purchase electronic cooking appliance ☐ ☐ ☐ ☐ ☐
42 I am willing to recommend my friend to purchase electronic cooking appliance ☐ ☐ ☐ ☐ ☐
113
APPENDIX B
QUESTIONNAIRES THAI
114
แบบสอบถามการวจย
ศกษาความตงใจซอเครองใชไฟฟาในครวเรอน เรยน ผรวมตอบแบบสอบถามทกทาน
สวสดครบ ผมเปนนกศกษาจากมหาวทยาลยหอการคาไทย ซงทาการวจย
เกยวกบความตงใจการเลอกซอเครองใชไฟฟาในครวเรอนในประเทศไทย ขอมลของ
ทานมความสาคญและเปนประโยชนในการวจยในครงนเปนอยางมาก โดยกรณาทา
เครองหมาย√ในกลองขอความทคณคดวาเหมาะสมกบคณมากทสด สดทายน
ขาพเจาขอขอบพระคณทกทานทใหความรวมมอในการตอบแบบสอบถามในครงนเปน
อยางสง Please tick ☒ or √ in the box for the question below
สวนท1 ขอมลสวนบคคล
1. เพศ
☐ ชาย ☐ หญง
2. อาย
☐ นอยกวา25ป ☐ 26-35ป ☐ 36-45ป ☐
มากกวา46ป
3. สถานภาพ
☐ โสด ☐ สมรส
4. 4. ระดบการศกษา
☐ ประถมศกษา ☐ มธยมศกษาตอนตน ☐ มธยมศกษาตอนปลาย
หรอ ปวช
☐ ปวส หรออนปรญญา ☐ ปรญญาตร ☐ ปรญญาโทและสงกวา
5. รายไดโดยเฉลยตอเดอน (ครอบครว)
☐ ตากวา 20,000 บาท ☐ 20,001-50,000 บาท
☐ 50,001-100,000 บาท ☐ มากกวา 100,000 บาท
สวนท2 ทาเครองหมาย √ตามความคดเหนของทานเกยวกบการเลอกซอ
115
เครองใชไฟฟาในครวเรอน ระดบความคดเหน: มากทสด ( 5( , มาก ( 4( , ปานกลาง ( 3( ,
นอย ( 2( , นอยทสด ( 1.(
Part 2 How attitude influence your purchase of electronic cooking appliance
Behavioral beliefs 5 4 3 2 1
6 ฉนคดวาการซอเครองใชไฟฟาเปนสงทมประโยชนตอ
ครอบครวฉน
☐ ☐ ☐ ☐ ☐
7 ถาฉนซอเครองใชไฟฟาในครวเรอน ฉนคดวาฉนจะ
สามารถทาอาหารไดสะดวกยงขน
☐ ☐ ☐ ☐ ☐
8 ถาฉนซอเครองใชไฟฟาในครวเรอน ฉนคดวาฉนจะ
สามารถทาอาหารไดดกวาเดม
☐ ☐ ☐ ☐ ☐
9 ฉนคดวาการใชเครองใชไฟฟาในครวเรอนจะทาใหชวต
ทนสมยมากยงขน
☐ ☐ ☐ ☐ ☐
Evaluation 5 4 3 2 1
10 ฉนอยากไดสงททมประโยชนตอครอบครวฉน ☐ ☐ ☐ ☐ ☐ 11 ฉนอยากไดความสะดวกในการทาอาหาร ☐ ☐ ☐ ☐ ☐ 12 ฉนอยากทาอาหารไดดกวาเดม ☐ ☐ ☐ ☐ ☐ 13 ฉนอยากใหชวตเปนแบบทนสมย ☐ ☐ ☐ ☐ ☐
Part 3 How subjective norm influence your purchase electronic cooking appliance
Normative beliefs/Motivation to comply 5 4 3 2 1
14 คนสวนใหญทมความสาคญตอฉนคดวาฉนตองซอ /ใช
เครองใชไฟฟาในครวเรอน
☐ ☐ ☐ ☐ ☐
15 ครอบครวของฉนคดวาฉนตองซอ /ใชเครองใชไฟฟาใน
ครวเรอน
☐ ☐ ☐ ☐ ☐
116
16 คนสวนใหญทมความสาคญตอฉนใชเครองใชไฟฟาใน
ครวเรอน
☐ ☐ ☐ ☐ ☐
17 การทาสงทครอบครวอยากจะทา เปนเรองทสาคญตอฉน ☐ ☐ ☐ ☐ ☐
Part 4 How Perceived behavioral control influence your purchase electronic
cooking appliance
Self-efficacy/ Controllability 5 4 3 2 1
18 ฉนสามารถใชเครองใชไฟฟาในครวเรอนไดอยางงายดาย ☐ ☐ ☐ ☐ ☐
19 ฉนมงบประมาณทเพยงพอทจะซอเครองใชไฟฟาใน
ครวเรอน
☐ ☐ ☐ ☐ ☐
20 สวนใหญแลวการตดสนใจซอเครองใชไฟฟาในครวเรอน
จะขนอยกบฉน
☐ ☐ ☐ ☐ ☐
21 ฉนชอวาฉนสามารถตดสนใจชอเครองใชไฟฟาใน
ครวเรอนได
☐ ☐ ☐ ☐ ☐
Part 5 ประเทศทผลตและภาพลกษณของแบรนดมอทธพลกบ
การเลอกซอเครองใชไฟฟาในครวเรอนของคณขนาดไหน
5 4 3 2 1
22 โดยรวมแลว ฉนคดวาประเทศผผลตสนคาสามารถบง
บอกถงคณภาพของสนคานนได
☐ ☐ ☐ ☐ ☐
23 ฉนจะพจารณาประเทศผผลตของสนคาเมอฉนเลอกซอ
เครองใชไฟฟาในครวเรอน
☐ ☐ ☐ ☐ ☐
24 ฉนคดวาเมอเลอกซอเครองใชไฟฟาในครวเรอน การเป
ลยบเทยบประเทศผผลตเปนเรองทสาคญ
☐ ☐ ☐ ☐ ☐
25 ฉนจะไมซอสนคาทผลตจากประเทศทฉนไมคอยรจก/ไม ☐ ☐ ☐ ☐ ☐
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เชอมน
26 โดยรวมแลว ฉนคดวาตราสนคาสามารถบงบอกถง
คณภาพของสนคานนได
☐ ☐ ☐ ☐ ☐
27 ฉนจะพจารณาถงตราสนคาเมอฉนเลอกซอ
เครองใชไฟฟาในครวเรอน
☐ ☐ ☐ ☐ ☐
28 ฉนคดวาเมอเลอกซอเครองใชไฟฟาในครวเรอน การเป
ลยบเทยบตราสนคาเปนเรองทสาคญ
☐ ☐ ☐ ☐ ☐
29 ฉนจะไมซอสนคาเปนตราทฉนไมคอยรจก/ไมเชอมน ☐ ☐ ☐ ☐ ☐
Part 6 ปจจยในการเลอกเลอกซอเครองใชไฟฟาในครวเรอน 5 4 3 2 1
30 ฉนคดวาคณภาพเปนปจจยสาคญเมอเลอกเลอกซอ
เครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
31 ฉนคดวาราคาเปนปจจยสาคญเมอเลอกเลอกซอ
เครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
32 ฉนคดวาการออกแบบ /รปราง เปนปจจยสาคญเมอ
เลอกเลอกซอเครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
33 ฉนคดวาการโฆษณาเปนปจจยสาคญเมอเลอกเลอกซอ
เครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
34 ฉนคดวาการสงเสรมการขาย/โปรโมชนเปนปจจย
สาคญเมอเลอกเลอกซอเครองใชไฟฟาในครวเรอนเปน
อยางมาก
☐ ☐ ☐ ☐ ☐
35 ฉนคดวาการบรรจหบหอเปนปจจยสาคญเมอเลอก
เลอกซอเครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
36 ฉนคดวาการรบประกนเปนปจจยสาคญเมอเลอกเลอก ☐ ☐ ☐ ☐ ☐
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ซอเครองใชไฟฟาในครวเรอนเปนอยางมาก
37 ฉนคดวาการบรการหลงการขายเปนปจจยสาคญเมอ
เลอกเลอกซอเครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
38 ฉนคดวาพนกงานขายเปนปจจยสาคญเมอเลอกเลอก
ซอเครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
39 ฉนคดวาราน /สถานทขายของ เปนปจจยสาคญเมอ
เลอกเลอกซอเครองใชไฟฟาในครวเรอนเปนอยางมาก
☐ ☐ ☐ ☐ ☐
Part 7 ความตงใจในการเลอกซอสนคา 5 4 3 2 1
40 ฉนคดวาสนคาเครองใชไฟฟาในครวเรอนมความคมคาท
จะหาซอ
☐ ☐ ☐ ☐ ☐
41 ฉนตงใจจะซอเครองใชไฟฟาในครวเรอนเนองจากสนคา
นนมประโยชนอยางมาก
☐ ☐ ☐ ☐ ☐
42 ฉนจะแนะนาไปซอเครองใชไฟฟาในครวเรอนในเพอนๆ
ของฉน
☐ ☐ ☐ ☐ ☐
Thank you for your participation
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BIOGRAPHY
MR. Biao Xie was born on 06/12/1985. He received a Bachelor Degree in Thai Language from Guangxi University of Nationality of China in 2010.
He has been working for ZTE (Thailand) Company until now.
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