KEY FACTORS AFFECTING CONSUMER PURCHASE INTENTION A STUDY OF SAFE VEGETABLE IN HO CHI MINH CITY, VIETNAM

68 1.1K 2
KEY FACTORS AFFECTING CONSUMER PURCHASE INTENTION A STUDY OF SAFE VEGETABLE IN HO CHI MINH CITY, VIETNAM

Đang tải... (xem toàn văn)

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

Thông tin tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thanh Huong KEY FACTORS AFFECTING CONSUMER PURCHASE INTENTION A STUDY OF SAFE VEGETABLE IN HO CHI MINH CITY, VIETNAM ID: 60340102 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr Dinh Cong Khai Ho Chi Minh City – Year 2012 ACKNOWLEDGEMENT First, I would like to express my gratitude and deepest appreciation to my research supervisor, Dr Dinh Cong Khai for his intensive support, valuable suggestions, guidance and encouragement during the course of my dissertation Second, it is my very much gratitude to Prof Nguyen Dinh Tho who exerts every effort in guiding me as well as ISB students to implement research Third, I would like to thank all the participants as well as my colleagues, my friends who did contribute to this research Last but not least, my sincere thanks are also to all the members of ISB School who are always trying to create the best convenience for me as well as ISB students during the course Ho Chi Minh City, January 2nd 2012 Nguyen Thanh Huong Abstract The food hygiene and safeness is a very serious problem in Vietnam currently Many cases of food poising throughout years, especially from vegetable with high content of pesticides and prohibited toxics, make consumers really worried The overusing pesticides and prohibited toxics in vegetable production is extremely worrying consumers Understanding the problem as well as the potential of safe vegetable market, many investors are trying to bring safe vegetable product to consumers However, reality shows that consumers are not really passionate with this product despite of they are really demanding for safe vegetable sources This research is to find out the key factors affecting consumer purchase intention for safe vegetable product and result shows that the reason is because of safe vegetables’ price and consumers’ trust for this product Consumers perceive safe vegetable as high price product as well as they don’t fully trust in safe vegetable product and that lower their purchase intention for this product Keywords: Safe vegetable, purchase intention, trust, price perception, Ho Chi Minh City, Vietnam LIST OF FIGURES Figure Research model 14  Figure Research process 16  LIST OF TABLES Table Hypothesis summary 15  Table Masurement scales for trust 16  Table Measurement scales for price perception 17  Table Measurement scales for appearance 17  Table Measurement scales for purchase intention 18  Table Sample specification 21  Table Data coding 22  Table Cronbach’s alpha result 24  Table EFA result of independent variables 25  Table 10 EFA result of dependent variables 26  Table 11 Regression analysis for gender, Income and purchase intention 27  Table 12 Compare mean of purchase intention for income 28  Table 13 Compare mean of purchase intention for gender 29  Table 14 Test the impact of demographic factors 29  Table 15 Correlation among factors 29  Table 16 Regression analysis for Trust, Price, Appearance & Purchase intention 30  Table 17 Regression analysis for Trust, Price and Purchase intention 31  Table 18 Appearance and Purchase intention 33  Table 19 Correlation of Purchase intention and Price 35  TABLE OF CONTENTS CHAPTER NTRODUCTION 1  1.1  RESEARCH BACKGROUND 1  1.2  PROBLEM STATEMENT AND RESEARCH OBJECTIVE 2  1.3  BENIFIT OF RESEARCH 3  1.4  RESEARCH METHOD AND STRUCTURE 3  CHAPTER LITERATURE REVIEW AND RESEARCH MODEL 5  2.1  FUNDAMENTAL BEHAVIOUR THEORIES 5  2.2  PREVIOUS RESEARCHES REVIEW AND HYPOTHESES 8  2.2.1  Trust 9  2.2.2  Price perception 11  2.2.3  Safe vegetable appearance and consumers’ gender, income 12  2.3  RESEARCH MODEL 14  CHAPTER RESEARCH METHODLOGY 16  3.1  RESEARCH PROCESS 16  3.2  DEFINING MEASUREMENT SCALES 17  3.2.1  Measurement scale for consumers’ trust on safe vegetable 17  3.2.2  Measurement scale for consumers’ price perception of safe vegetable 17  3.2.3  Measurement scale for safe vegetable’s appearance 18  3.2.4  Measurement scale for consumers’ income and consumers’ gender 18  3.2.5  Measurement scale for consumer purchase intention for safe vegetable 18  3.3  QUALITATIVE RESEARCH 19  3.4  QUANTITATIVE RESEARCH 19  3.4.1  Sample for research 20  3.4.2  Data collection 20  3.4.3  Data analysis 21  CHAPTER RESEACH RESULT AND FINDING DISCUSSION 22  4.1 SAMPLE SPECIFICATION 22  4.2 DATA CODING 23  4.3 EVALUATION OF MEASUREMENT SCALES 24  4.3.1 Reliability evaluation – Cronbach’s alpha 24  4.3.2 Exploratory Factor Analysis (EFA) 25  4.3.2.1  Exploratory Factor Analysis for measurement scales of independent factors (trust, price perception, appearance) 26  4.3.2.2  Exploratory Factor Analysis for measurement scales of dependent factor (purchase intention) 27  4.4 REGRESSION ANALYSIS 28  4.4.1 Testing the impact of demographic factors (gender, income) 28  4.4.2 Testing relationship of trust, price, appearance and purchasing intention 30  4.4.4 Regression analysis results 33  4.5  FINDING DISCUSSION 33  CHAPTER CONCLUSION, IMPLICATION, LIMITATION AND FUTURE RESEARCH 36  5.1 CONCLUSION 36  5.2 IMPLICATION 36  5.3 LIMITATION 37  5.4 FUTURE RESEARCH 38  APPENDIX 1: DETAILS OF INTERVIEWED CONSUMERS 45  APPENDIX 2: CRONBACH’S ALPHA RESULT 46  APPENDIX 3: EFA RESULT OF INDEPENDENT VARIABLES 49  APPENDIX 4: EFA RESULT OF DEPENDENT VARIABLES 51  APPENDIX 5: IMPACTION OF DEMOGRAPHIC FACTORS 52  APPENDIX 6: REGRESSION ANALYSIS RESULT 55  APPENDIX 7: QUESTIONAIRE FORM 57  Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai CHAPTER NTRODUCTION 1.1 RESEARCH BACKGROUND In the recent years, rarely the word “safe vegetable” appears in the guidance of agricultural production as well as there is never a moment in Vietnam the demand of food safety and hygiene that extremely attracting consumers’ attention as today The increasingly use and abuse of pesticides in vegetable production in Vietnam is really worrying the Vietnamese government as well as the local consumers Polluted environment, unsafe agricultural products and human health under threat are the result of the overuse of pesticides for weeding and it becomes a very serious problem in Vietnam currently (Khanh, as cited in Takuro et al., 2009, p.286) It was reported in The Baomoi (“Safe vegetable problem”) that according to an authority department, up to 80% of vegetable in the market does not meet food safety and hygiene standards A major concern today is the very popular abusing of pesticides in Vietnam causing environment pollution, poisoned farm The farmers due to lacking of knowledge or for their own interest overuse pesticides or non-origin pesticides A study reported that Mekong Delta farmers not only overuse pesticides but also abuse several banned or restricted products in their vegetable weeding (Nguyen and Tran, as cited in Luke and Steffanie, 2007, p.1) Food safety issue becomes more and more serious Reported by Samira (2012) that there were 51 death cases from 175 food poisoning cases in Vietnam in 2010 in which 33,2% is from micro organization, 25,2% is from toxin, 10.4% is from chemical and 31.2% is unknown It is also advised by a hospital in Ho Chi Minh city that 30% – 35% of the hospital’s cancer victims is from food poisoning The large numbers of food poisoning cases throughout years in Vietnam together with the citizen’s increasing standard of living as well as the more concern about their health, quality and safety of the food they eat create a strong demand of safe vegetable product That the demand for safe vegetable is growing rapidly over years creates huge market opportunities for safe vegetable Page Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai 1.2 PROBLEM STATEMENT AND RESEARCH OBJECTIVE Understanding the huge opportunities of safe vegetable market; many investors have begun their investment to this market, however, a surprising reality shows that investors are facing much difficulty in finding the output for this market, especially in the context of safe vegetable supply has not met the demand About supply and demand of safe vegetable, The Fruit and Vegetable Research Institute reports that despite the high demand for safe vegetable, there is only small portion of safe vegetable production compared with ordinary vegetable In 2009, safe vegetable production area only accounted for 8.5% of the total area under vegetable production in Viet Nam which absolutely could not meet consumers’ demand Added in The Vietnamplus (“high demand but still low consumption”) that the current productivity of safe vegetable can only meet 20% of consumers’ demand, however, consumption is very unstable and especially with low speed in profuse harvest In the context of supply has not met demand, there should have been no issue for the product output However, the reality of safe vegetable market is totally different that make us confused if consumers don’t care about their health though keep complaining of the safety of vegetable, or if there are factors which strongly impact and restrain their purchasing for this product If those factors are really existing then we worry what they are Therefore, the aim of this research is to find out the key factors affecting consumer purchase intention for safe vegetable The research questions are following: • What are the key factors affecting consumer purchase intention for safe vegetable in Ho Chi Minh? • And how they impact on consumer purchase intention? The object of the research will be consumers of vegetable market in Ho Chi Minh City Page Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai APPENDIX 2: CRONBACH’S ALPHA RESULT Trust Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items ,868 ,869 Item Statistics Std Deviation Mean Trust_1 Trust_2 Trust_3 N of Items 5,0825 4,9782 5,0024 N 1,34290 1,30766 1,35176 412 412 412 Inter-Item Correlation Matrix Trust_1 Trust_1 Trust_2 Trust_3 Trust_2 1,000 ,879 ,590 Trust_3 ,879 1,000 ,597 ,590 ,597 1,000 Inter-Item Covariance Matrix Trust_1 Trust_1 Trust_2 Trust_3 1,803 1,544 1,070 Mean Item Means Trust_3 1,544 1,710 1,056 Summary Item Statistics Minimu Maximu Range Maximum / m m Minimum 5,021 Scale Mean if Item Deleted Trust_1 Trust_2 Trust_2 9,9806 10,0850 4,978 5,083 ,104 Variance 1,021 Item-Total Statistics Scale Variance Corrected if Item Deleted Item-Total Correlation 5,649 5,771 1,070 1,056 1,827 ,819 ,828 N of Items ,003 Squared Multiple Correlation ,780 ,783 Cronbach's Alpha if Item Deleted ,748 ,742 Page 46 Student: Nguyen Thanh Huong Trust_3 Supervisor: Dr Dinh Cong Khai 10,0607 Mean 6,602 Variance 15,0631 ,612 ,375 Scale Statistics Std Deviation 12,682 ,936 N of Items 3,56120 Purchase intention Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha ,872 N of Items ,873 Item Statistics Std Deviation Mean N PurInt_1 5,5194 1,20708 412 PurInt_2 5,4563 1,23633 412 PurInt_3 5,1990 1,32327 412 Inter-Item Correlation Matrix PurInt_1 PurInt_2 PurInt_3 PurInt_1 1,000 ,731 ,599 PurInt_2 ,731 1,000 ,759 PurInt_3 ,599 ,759 1,000 Inter-Item Covariance Matrix PurInt_1 PurInt_1 PurInt_2 PurInt_3 PurInt_2 1,457 1,091 ,957 PurInt_3 1,091 1,529 1,242 ,957 1,242 1,751 Page 47 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai Summary Item Statistics Mean Item Means Minimu m 5,392 Maximu m 5,199 5,519 Range Maximum / Minimum ,320 1,062 Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation Scale Mean if Item Deleted Variance N of Items ,029 Squared Multiple Correlation Cronbach's Alpha if Item Deleted PurInt_1 10,6553 5,764 ,707 ,539 ,862 PurInt_2 10,7184 5,122 ,834 ,695 ,747 PurInt_3 10,9757 5,167 ,731 ,581 ,844 Scale Statistics Mean 16,1748 Variance 11,317 Std Deviation N of Items 3,36412 Page 48 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai APPENDIX 3: EFA RESULT OF INDEPENDENT VARIABLES Trust_1 Correlation Matrixa Trust_2 Trust_3 Appr_1 Appr_2 Price_1 Price_2 Trust_1 ,879 ,590 -,165 ,041 ,196 ,074 Trust_2 Correlation 1,000 ,879 1,000 ,597 -,175 ,072 ,160 ,060 Trust_3 Appr_1 Appr_2 Price_1 ,590 -,165 ,041 ,196 ,597 -,175 ,072 ,160 1,000 -,114 ,052 ,146 -,114 1,000 ,118 ,017 ,052 ,118 1,000 -,015 ,146 ,017 -,015 1,000 ,095 ,043 ,120 ,724 ,074 ,060 ,095 ,043 ,120 ,724 1,000 Price_2 a Determinant = ,058 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity Df Sig ,618 1162,720 21 ,000 Communalities Initial Trust_1 Trust_2 Trust_3 Appr_1 Appr_2 Price_1 Price_2 ,784 ,785 ,378 ,051 ,062 ,556 ,548 Extraction Method: Principal Axis Factoring Page 49 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai Pattern Matrixa Factor Trust_2 Trust_1 Trust_3 Price_1 Price_2 Appr_2 Appr_1 ,951 ,928 ,627 ,875 ,842 ,600 Total Variance Explained Initial Eigenvalues Rotation Sums of Squared Loadings Factor Total % of Cumulative Variance % 2,548 36,396 36,396 1,644 23,489 59,885 1,097 15,666 75,551 ,845 12,076 87,627 ,494 7,051 94,679 ,254 3,623 98,302 ,119 1,698 100,000 Extraction Method: Principal Axis Factoring Total 2,200 1,481 ,431 % of Cumulative % Variance 31,430 31,430 21,160 52,590 6,160 58,750 Page 50 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai APPENDIX 4: EFA RESULT OF DEPENDENT VARIABLES Correlation Matrixa PurInt_1 PurInt_2 PurInt_3 PurInt_1 ,731 ,599 PurInt_2 PurInt_3 Correlation 1,000 ,731 ,599 1,000 ,759 ,759 1,000 a Determinant = ,195 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity df ,698 668,460 ,000 Sig Communalities Initial PurInt_1 PurInt_2 PurInt_3 Extraction ,539 ,695 ,581 ,578 ,923 ,624 Extraction Method: Principal Axis Factoring Total Variance Explained Factor Initial Eigenvalues Total 2,395 ,402 ,203 % of Variance Extraction Sums of Squared Loadings Cumulative % 79,843 13,399 6,758 79,843 93,242 100,000 Total 2,125 % of Variance 70,822 Cumulative % 70,822 Extraction Method: Principal Axis Factoring Factor Matrixa Factor PurInt_2 ,961 PurInt_3 ,790 PurInt_1 ,760 Page 51 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai APPENDIX 5: IMPACTION OF DEMOGRAPHIC FACTORS Model Summary Mod R R Adjusted Std Error Change Statistics el Square R Square of the R Square F df1 df2 Sig F Estimate Change Change Change 5421,2 ,988a ,976 ,975 ,17607 ,976 408 ,000 31 ,988b ,976 ,975 ,17587 ,000 1,152 402 ,331 a Predictors: (Constant), Appearance, Price, Trust b Predictors: (Constant), Appearance, Price, Trust, Income_5, Gender, Income_1, Income_4, Income_3, Income_2 ANOVAa Model Sum of Squares Regression df Mean Square 12,648 408 516,824 504,390 12,434 402 516,824 ,000b 411 Residual Residual Total 168,059 5421,231 Sig 411 Regression Total 504,176 F ,031 56,043 1811,893 ,000c ,031 a Dependent Variable: Pur_Int b Predictors: (Constant), Appearance, Price, Trust c Predictors: (Constant), Appearance, Price, Trust, Income_5, Gender, Income_1, Income_4, Income_3, Income_2 Page 52 Student: Nguyen Thanh Huong Model (Constant) Trust Supervisor: Dr Dinh Cong Khai Coefficientsa Unstandardized Standardized Coefficients Coefficients B Std Error Beta ,042 ,085 ,334 ,007 ,354 t Sig ,486 45,124 ,627 ,000 Price Appearanc e (Constant) ,836 ,008 ,870 110,897 ,000 ,005 ,013 ,003 ,381 ,703 ,043 ,091 ,470 ,639 Trust Price Appearanc e ,334 ,837 ,008 ,008 ,354 43,314 ,871 110,173 ,000 ,000 ,009 ,013 ,006 ,707 ,480 Gender Income_1 Income_2 Income_3 -,044 -,003 -,002 ,019 ,020 ,039 ,035 ,036 -,017 -,001 -,001 ,007 -2,232 -,079 -,056 ,529 ,026 ,937 ,955 ,597 Income_4 -,022 Income_5 ,017 a Dependent Variable: Pur_Int ,037 ,038 -,007 ,005 -,591 ,435 ,555 ,664 Excluded Variablesa Beta In t Sig Model Gender Income_1 Partial Correlation -,016b -,001b -2,118 -,123 ,035 ,902 Collinearity Statistics Tolerance -,104 ,990 -,006 ,981 Income_2 Income_3 Income_4 Income_5 -,003b ,007b -,008b ,005b -,423 ,928 -,972 ,604 ,672 ,354 ,332 ,546 -,021 ,046 -,048 ,030 ,951 ,980 ,989 ,994 a Dependent Variable: Pur_Int b Predictors in the Model: (Constant), Appearance, Price, Trust Page 53 Student: Nguyen Thanh Huong Factor Supervisor: Dr Dinh Cong Khai Factor Correlation Matrix 1,000 ,153 ,153 1,000 ,032 ,108 ,032 ,108 1,000 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization Page 54 APPENDIX 6: REGRESSION ANALYSIS RESULT Model Unstandardized Coefficients B (Constant) ,042 Trust ,334 Price ,836 Appearance ,005 a Dependent Variable: Pur_Int Std Error ,085 ,007 ,008 ,013 Standardized Coefficients Beta ,354 ,870 ,003 Coefficientsa t Sig Correlations Zero-order ,486 45,124 110,897 ,381 ,627 ,000 ,000 ,703 ,486 ,924 ,069 Partial ,913 ,984 ,019 Collinearity Statistics Part ,349 ,859 ,003 Tolerance ,974 ,975 ,994 VIF 1,027 1,025 1,006 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai Page 56 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai APPENDIX 7: QUESTIONAIRE FORM My name is Nguyen Thanh Huong, a student of UEH’s International School of Business (ISB) I am conducting a study on factors affecting on consumer purchase intention for safe vegetable in Ho Chi Minh City Vietnam I would take it appreciated if you can spend a few minutes to filling in this questionnaire Definition: The so called Safe vegetable in this survey is vegetable product called Safe vegetable with name of producer such as Green Choice, Huong Canh, Tan Duc… sold in market General information: Do you know any brand of Safe Vegetable product sold in market? Yes No Main information: With the following statements, please check cross (X) the number that most fits your opinion (Anchored by: Strongly disagree; Disagree; Disagree somewhat; Neutral; Agree somewhat; Agree; Strongly agree) Rating scale Items I think safe vegetable is trustworthy The quality of the safe vegetable is trustworthy I believe safe vegetable have no harmful effects Safe vegetable is not expensive Safe vegetable is cheap Safe vegetable does not have spots/marks 7 Safe vegetable has nice shape I plan to continue purchasing safe vegetable I intend to increase the size of safe vegetable purchases Page 57 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai 10 I intend to increase the frequency of purchasing for safe vegetable product Personal information My gender: Male Female My income: < 3M VND – 6M VND – 10M VND 10 – 15M VND 15 – 20M VND > 20M VND (M VND: Million Vietnamdong) Page 58 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai QUESTIONAIRE FORM (Vietnamese) Tôi tên Nguyễn Thanh Hương, sinh viên Viện Đào Tạo Quốc Tế, Trường Đại Học Kinh Tế TP HCM Tôi làm nghiên cứu yếu tố ảnh hưởng đến dự định mua rau an toàn người tiêu dùng Tp Hồ Chí Minh Tơi cảm kích Anh/Chị dành vài phút để trả lời bảng câu hỏi Định nghĩa: Thuật ngữ Rau an toàn nghiên cứu ám sản phẩm rau gọi Rau An Toàn nhà sản xuất rau an toàn Green Choice, Hương Cảnh, Tân Đức…đang bán thị trường Thông tin chung: Bạn có biết sản phẩm rau bán thị trường? Có Khơng Thơng tin bản: Với phát biểu đây, đánh chéo (X) cho câu trả lời bạn thấy Mức độ: Hồn tồn khơng đồng ý; Không đồng ý; Hơi không đồng ý; Trung lập (khơng có ý kiến); Hơi đồng ý; Đồng ý; Hoàn toàn đồng ý) Rating scale Items Tơi nghĩ Rau An Tồn đáng tin cậy Tôi nghĩ chất lượng Rau An Toàn đáng tin cậy Tôi tin Rau An Tồn khơng gây hại cho sức khoẻ Rau An Toàn khơng mắc Rau An Tồn rẽ Rau An Tồn khơng có vết đốm, bớt sâu bệnh 7 Rau An Tồn có hình dạng bề đẹp Tơi dự định tiếp tục mua Rau An Tồn Tôi dự định mua Rau An Toàn nhiều Page 59 Student: Nguyen Thanh Huong Supervisor: Dr Dinh Cong Khai 10 Tôi dự định tăng tần suất mua Rau An Toàn (số lần mua Rau An Tồn / tháng) Thơng tin cá nhân: Giới tính tơi: Male Female Thu nhập tôi: < 3T VND – 6T VND – 10T VND 10 – 15T VND 15 – 20T VND > 20T VND (T VND: Triệu Việt Nam Đồng) Page 60 ... Safe vegetable is cheap 3.2.3 Measurement scale for safe vegetable? ??s appearance Safe vegetable? ??s appearance (briefly called appearance) measures how consumers think about appearance of safe vegetable. .. for safe vegetable The research questions are following: • What are the key factors affecting consumer purchase intention for safe vegetable in Ho Chi Minh? • And how they impact on consumer purchase. .. in Ho Chi Minh City, Vietnam also conducted by Andrew says that consumers have intention to purchase safe vegetable; however, consumption of safe vegetable is only 5% of consumer? ??s total vegetable

Ngày đăng: 01/06/2015, 20:09

Từ khóa liên quan

Tài liệu cùng người dùng

  • Đang cập nhật ...

Tài liệu liên quan