Nghiên cứu ảnh hưởng của bao gói đến ý định mua trà xanh đóng chai của người việt nam TT TIENG ANH

1 CHAPTER 1: INTRODUCTION OF RESEARCH factor affecting product perceived value, thereby promoting consumption intention (Hoang Thi Phuong Thao and Le Thi Tu Tram, 2018) Moreover, the abundance of research on this issue in the world does not provide a unanimous answer on the impact of packaging attributes on consumer buying behavior (Waheed et al., 2018; Mazhar et al., 2015; Olawepo et al., 2015) The variety of results in this area depends not only on the research models developed and the methods used, but also on the research context All of the above mentions confirm the need to investigate this issue in more detail Especially in Vietnam with the context of Packaging has not really been studied seriously, the number of studies is limited (Hoang Thi Phuong Thao and Le Thi Tu Tram, 2018) While it can be seen that packaging is part of the product, it is also an element that brings value to the customer Physical properties (color, shape, design ) are different of the packaging is one of the factors that make a significant difference for the product Previous studies have shown that this difference has an impact on customer buying behavior through packaging affecting the perception of product quality (Hoang Thi Phuong Thao and Le Thi Tu Tram, 2018) ) The impact of product packaging on the evaluation and memory formation of food quality at the pre- and post-purchase stage (Jafari et al., 2013) thereby affecting the intention to purchase the product This shows the important mediating role of perceived product quality to consumers' purchase intention Therefore, in the thesis, the author exploits and evaluates the direct impact of the packaging attribute on the intention to buy products and the indirect impact through the perceived quality to assess the role of the packaging attribute package with the intention to buy is essential On the other hand, the introduction of bottled green tea has partly met the needs of consumers for a convenient, affordable and healthy product in today's modern life However, bottled green tea is one of the fast-moving consumer products that is easily replaced by many other products on the market The question is, how can bottled green tea succeed in the increasingly fierce competition? The level of fierce competition in the domestic market makes Vietnamese bottled green tea production and trading enterprises have to find many different solutions to improve their competitiveness as well as dominate the market In such a context, Marketing becomes important, and the product is one of the most basic and core elements of Marketing Product is a set of attributes, the importance of attributes is different And packaging is one of those attributes From the above reasons, the author chooses the topic "Research on the influence of packaging on the intention to buy bottled green tea of Vietnamese people" as the topic for his doctoral thesis 1.2 Thesis's research objectives and Research mission 1.2.1 Objectives of the study The thesis focuses on testing the influence of packaging attributes on Vietnamese consumers' intention to buy bottled green tea through the mediating factor of product quality perception 1.2.2 Research mission In developed countries, many researchers such as Bellenger et al (1978), Abrahams (1997), Kacen and Lee (2002) have shown the great contribution of impromptu buying to development and retail market revenue (revenue from spontaneous purchases accounts for 1.1 The reason for choosing the topic In today's business environment, there are a large number of businesses offering identical products in the market An American consumer is faced with experiencing 20,000 products in a 30-minute supermarket visit (Belch & Belch, 1999) and packaging plays a key role in marketing's communication with consumers It has become the research topic of many scientists around the world The impact of packaging is assessed through three main points: Consumer attention (Pieters et al., 1999; Underwood et al., 2001); Recognition is rapid (Wakefield et al., 2002), and positively influences the buying decision process (Nancarrow et al., 1998; Underwood, 2003; Silayoi et al., 2004) From a consumer behavior perspective, these three criteria coincide with three different types of responses namely affective, cognitive, and behavioral responses First, consumers associate a brand's image with the way their products are packaged Brand image is the main factor attracting consumers thanks to the packaging (Rita, 2009) Most businesses consider packaging and branding to be the root of creating the first impression for consumers to buy a product Good product packaging will attract consumers' attention to new products (Alice, 2006) According to Rundh (2005) packaging directs consumers' attention to a brand, enhances its image and stimulates consumers' view of the product Second, packaging is a process that eventually becomes a sales tool that stimulates instinctive buying behavior Packaging improves sales and market share and reduces advertising and marketing costs (Bloch, 1995) According to Rundh (2013) in a competitive market, packaging is a useful tool to achieve marketing objectives and better satisfy consumer needs through its attributes such as size, style, and type design, packaging information, colors, materials and graphics Consumer buying behavior is stimulated by the quality, color, and other properties of the packaging (Adeline et al., 2007) Furthermore, packaging adds unique value to a product (Underwood, 2003; Silayoi & Speece, 2007), is a tool to differentiate and help consumers decide between a wide variety of products alternative (Wells et al., 2007) However, the author found that the impact of the group of information factors on the package on consumer buying behavior is different in different markets Third, packaging affects consumer perception Perceived value has a significant influence on product purchase intention (Mohd et al., 2010) The purchase intention of consumers depends on the extent to which customers expect to be able to satisfy their needs when they consume it, how they perceive the product through communication from the packaging (Kupiec and Revell, 2001) Brand awareness guides their future behaviors (Mallinckrodt & Mannerski, 2007) Previous international studies have mentioned the impact of packaging on consumer buying behavior, such as: Research by Yee and San (2011), Silayoi and Speece (2004, 2007), Hess et al (2014), however, there are few similar studies in Vietnam Packaging is only mentioned as a modest tangible element mixed with other important product factors affecting shopping behavior (Chu Nguyen Mong Ngoc & Pham Tan Nhat, 2013; Ngo Thai Hung, 2013) ) without any research showing the prominent role of product packaging as a major about 62% in Canada and 80% in the US of total retail sales) In this context, one of the topics that researchers around the world are interested in is IBB and the factors that influence this behavior Scientists have chosen different contexts to research in order to find out factors promoting IBB to help businesses increase sales - Systematize the theoretical basis of packaging, the theory of consumer behavior, the relationship between packaging and consumer purchase intention Overview of related studies, building research models and statistical hypotheses - Test the relationship between the attributes of the package and the intention to buy bottled green tea of Vietnamese consumers through the perceived product quality factor - Propose some managerial implications to promote customer purchase intention 1.3 Research question To achieve the specific research objective, the research questions are posed as follows: - What is packaging? What attributes represent packaging? What is the consumer's purchase intention? What theories address consumer purchase intention? Which model is used to represent the relationship between packaging and consumer purchase intention? - Do packaging attributes affect Vietnamese consumers' intention to buy bottled green tea? If yes, what is the direction of impact and level of impact? - In order to promote the purchase intention of customers to buy bottled green tea, what are the managerial implications for the bottled green tea businesses? 1.4 Object and scope of the study 1.4.1 Research subjects - The research object of the thesis is the influence of the attributes of the packaging on the intention to buy bottled green tea of consumers in Hanoi and Ho Chi Minh City - Research object: According to a 2017 study with the topic "Study about bottled Green tea usage of Vietnamese", by Di - Marketing (Japan), the age of consuming bottled green tea products is the highest in Vietnam Male is between 16 and 35 years old Therefore, in this study, the author wants to focus on consumers in this age group 1.4.2 Research scope - Spatial range: In fact, the demand for bottled green tea products in big cities and towns is still higher than in rural areas Because urban areas are home to many young people, especially students, urbanized life and limited time make them willing to pay for industrial products, easy to choose Choose, many conveniences and no need to prepare In addition, according to the report of Tan Hiep Phat and URC in 2019, the market for bottled green tea is mainly concentrated in two major markets, Hanoi and Ho Chi Minh City, with sales from with bottled green tea products from 55% - 70% of total sales nationwide Therefore, the PhD student chose Hanoi and Ho Chi Minh City as the scope of the research space because these are two components a large city with a population of million in Hanoi (Hanoi Population SubDepartment, 2018) and 14 million in Ho Chi Minh City (Ho Chi Minh Population SubDepartment, 2018) As a cultural and economic center , politics of the country It is a place that attracts many people from different regions of the country to study, live and work with the immigration rate in Hanoi and Ho Chi Minh City in the last years is about 67 thousand people per year according to the statistics of the population sub-departments of Hanoi and Ho Chi Minh City (2016) Therefore, conducting consumer surveys in Hanoi and Ho Chi Minh City is quite capable of ensuring representativeness - Time range The time to conduct a consumer survey is from May 2019 to the end of February 2020 1.5 An overview of research methods Qualitative research was conducted with in-depth interviews with experts in the field of packaging and marketing as well as focus group interviews with some consumers of bottled green tea The research results will help the author conduct the adjustment of the model, the scale and new discoveries From there, revise the questions in the questionnaire before conducting quantitative research and formally testing the model Preliminary quantitative research was conducted with 220 consumers through survey method The collected data are used to evaluate the reliability of the scales before conducting a large-scale formal study Formal quantitative research was conducted with 1000 consumers in Hanoi and Ho Chi Minh City Collected data is used to re-evaluate the scale, analyze factors, analyze correlation and test the model as well as research hypothesis with the support of SPSS 22.0 and AMOS 20.0 software 1.6 New contributions of the topic 1.6.1 Contribute in terms of theory On the basis of theoretical models of behavior and an overview of research works, the author has proposed a research model that shows the direct impact of product packaging attributes on purchase intention of consumers packaged products and indirectly through the perception of product quality in the package As follows: + Summing up the theoretical basis, the author has identified attributes of product packaging, including: packaging color, packaging image, packaging size, packaging material and product information above packaging + On the basis of TPB theoretical model and EKB model (Engle - Kollatt - Blackwell) propose a research model showing the impact of packaging attributes on consumers' intention to buy bottled green tea + Clearly identify the relationship between some attributes of the package and consumers' intention to buy bottled green tea through direct impact and indirect impact through the new mediating factor of quality perception product 1.6.2 Contribute in terms of practice - Testing the direct influence of product packaging attributes on consumers' intention to buy bottled green tea Testing the indirect influence of product packaging attributes on consumers' intention to buy bottled green tea products through the mediating variable perceived product quality in the package On that basis, evaluate the role of packaging attributes in promoting the purchase intention of consumers for bottled green tea products - Propose managerial implications on product packaging to increase product quality awareness and consumer purchase intention for bottled green tea products - The results of the study contribute to the basis for further studies in this area, further exploring the packaging attributes as well as their importance in driving consumer purchase intention towards the product 5 1.7 The layout of the thesis The thesis has a layout of chapters as follows: Chapter 1: Introduction to the research Chapter 2: Theoretical basis and research model Chapter 3: Research method Chapter 4: Research results Chapter 5: Comments and recommendations CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 2.1 Theoretical basis 2.1.1 Saling points concept and saling points factors 2.1.1 Packaging In this study, the author looked at packaging under its marketing function Accordingly, packaging is defined as “Packaging is the primary means of communicating information to consumers at the point of sale about product and brand attributes At the same time, it fulfills the desires of consumers through aesthetic factors including size, shape, information, color, material and graphics” (Rundh, 2013) In this study, product packaging combined: visual (color, image, size), information factor (packaging material and product information) (Silayoi & Speece, 2004) 2.1.2 Intention to buy According to Ajzen (1985), it is described as an individual motivation in the consumer's perceived plan/decision to exert effort in performing a particular behaviour Is human action guided by the consideration of three factors belief in behavior, belief in norm and belief in control The stronger these beliefs, the greater the person's intention to act (Ajzen 2002) In other words, purchase intention represents what consumers think they can and will buy (Bhakar et al., 2015) and the degree to which they are satisfied with a product or service that meets their needs (Kupiec and Revell, 2001) Besides, consumer purchase intention can be observed from two points of view: (1) is the product that the consumer thinks about and (2) is where the consumer tends to buy that item (Funk and Ndubisi, 2006) In cases where consumers make these decisions independently, what to buy versus where to buy, the informational elements on the package tend to be more important than the visual ones Furthermore, for consumers who decide to purchase goods without prior planning (bottled green tea is an example), the external attributes of the product packaging are essential (Wells et al , 2007) Packaging that is easy to use and easy to handle also significantly influences consumers' purchase intention (Holmes and Paswan, 2012) 2.1.3 Perception of product quality Perceived quality is the degree to which a product meets customer expectations, satisfies customer needs, is the consumer's perception of what consumers receive from the quality of goods or services as well as customer satisfaction such as the perception of the effectiveness that they bring to consumers (Hoang Thi Phuong Thao & Le Thi Tu Tram, 2018) 2.1.4 Bottled green tea In this study, the author considers bottled green tea as a product born to satisfy the needs of consumers and their purchase intention depends on the value received In Vietnam, tea products are currently studied mainly from an agricultural perspective such as: planting and care techniques, planning of tea growing areas, or raw tea for export While the export raw tea industry is facing many difficulties, the development of new products such as bottled green tea is absolutely the right direction, and the study of marketing factors, including product packaging is necessary 2.2 Overview of research 2.2.1 Overview of research Research by Silayoi & Speece (2004) uses focus group discussion to understand how consumer behavior towards products and packaging factors can influence decision-making Purchasing is based on two basic groups of packaging attributes: visual attributes and informational attributes Visual packaging elements play an important role, especially when engagement is low and when consumers rush The results show that the visual factors of packaging influence product choice to a large extent, with graphics and color being the biggest influence Vivid images have the most positive impact on products with lower levels of understanding However, informational factors become increasingly important and influence choice Participants tended to judge the product by reading the label if they had had time to consider the product more carefully Providing the right information about packaging makes a strong impact on consumers' purchasing decisions This information reduces uncertainty and creates confidence in the product On the basis of the research model of Silayoi & Speece (2004), Vila & Ampuero (2007) have proposed a research model on the factors affecting the consumer behavior of packaging Packaging is divided into two groups of influencing factors: Graphic elements including colors, letters, shapes, images and groups of structural elements including: form, container size and materials constitutive The results of the study have shown the influence of each separate factor on the buying behavior of consumers In which, the visual element has the strongest impact Mueller & Lockshin (2008) found a strong association between product packaging, consumer purchase intention and brand experience The visual appeal of product packaging is also a vehicle for marketing promotions (Silayoi & Speece, 2007) When consumers buy products with high engagement, they place more importance on the written information on the packaging label In low-participation products, consumer purchase intention depends on packaging design (Sehrawet & Kundu, 2007) Waheed et al (2018) also suggested that packaging has an influence on consumer purchase intention, but the degree of influence will be different with different packaging attributes In Vietnam, Packaging has not been paid much attention by many researchers Recently, packaging appeared in a study by two authors Mai Ngoc Khuong and Tong Huyen Tran (2018) The results show that packaging fonts, images, shapes and colors are directly linked to purchase intent while product information, ease of use and handling are indirect However, material and size did not have any influence on purchase intention Research overview on the relationship between packaging, perceived product quality and purchase intention Perception is the process by which consumers become aware of the marketing environment around them and interpret it in their own way (Christian, 1989) The cognitive process is closely related to consumer buying behavior (Engel et al., 1968) The authors have shown that the process of buying decision includes steps: recognition, information search, evaluation of alternatives, purchase decision and post-purchase reaction The authors confirm the role and importance of stimuli in cognitive processes They argue that the recognition of stimuli is the first step of the cognitive process and that the attributes of the packaging are also considered as one of the marketing stimuli The perception of quality is largely influenced by the product characteristics reflected on the packaging If it conveys high quality, consumers assume the product is of high quality If the packaging symbolizes low quality, consumers transfer this perception of low quality to the product itself According to Silayoi and Speece (2004), customers tend to consider a product to be of high quality if it has good packaging; However, low-quality packaging may cause buyers to think that the product inside is of low quality Consumer perception of product quality plays an important role in the consumption of that product (Olson, 1977; Padel et al., 2005; Fotopoulos, 2000; Magnusson et al., 2001) Product quality is still an issue that many scientists consider to have an important influence on product buying behavior Many previous studies have seen the influence of perceived quality and purchase intention (Padel et al., 2005; Fotopoulos, 2000; Magnusson et al., 2001) Research by Jay Dickieson and Victoria Arkus (2009) also concludes that attention to the quality of a product is the most powerful factor influencing the intention to buy that product 2.2.2 Research gap Through an overview of the research on packaging factors in Vietnam and around the world, the PhD student found that: - Although considered an effective marketing tool, packaging remains an underdeveloped field both in academia, as well as in research theory In Vietnam, there are not many complete and complete studies on Packaging - There are conflicting research results on the influence of packaging attributes on consumers' buying decision process (including purchase intention) There are attributes that are significant and highly influential in one research context but not in another The PhD student wants to test the impact of packaging in the context of Vietnam - The perceived factor of product quality has appeared in a few previous studies, but there is no study that considers it a mediating factor between packaging and consumer purchase intention The author wants to establish this relationship when the income and awareness level of Vietnamese consumers is getting higher and higher, they have more shopping experience, the product quality becomes important, especially the product quality bottled green tea products - Within the scope of the thesis, the author considers and evaluates both direct and indirect impacts of packaging on consumers' purchase intention In particular, the assessment of indirect effects of packaging on consumers' purchase intention through the intermediary factor is the perception of product quality 2.3 Research models, hypotheses and scales 2.3.1 Proposing a research model The proposed research model is based on the underlying theory, which is the Engle Kollatt - Blackwell model and the Theory of Planned Behavior (TPB) The EKB model built by Engle - Kollatt - Blackwell (1968) research on buying behavior is quite complete The model content focuses on studying the process of forming consumer intention to buy The influencing factors are not isolated but integrated in the buying intention analysis process This model is designed to describe the basic relationships between the factors that form purchase intention The decision-making process consists of five basic stages: problem recognition, search for alternatives, alternative evaluation, purchase, and the resulting purchase behavior However, the model also asserts that not every purchaser has to go through all of these stages depending on the time it takes to solve the problem (Kollatt et al., 1970) In this study, consumers will receive input information through product packaging On the basis of that information, consumers will have judgments and feelings about the quality of products in the package and lead to purchase intentions Theory of planned behavior (TPB) According to Ajzen (1991) talking about his TPB model, "Attitude towards behavior, subjective rules and perceived behavioral control are considered to be central to human behavior prediction" However, he also proposes a number of other factors which he calls "external variables" that can influence human behavior Externally suggested variables such as personality traits, demographic factors (Ajzen, 1991) This is also an important basis to suggest that the demographic variable is the control variable in the research model Based on the results of previous studies (presented above) and the limitations of these studies, and considering the Vietnamese context as well as the characteristics of bottled green tea products, the thesis Some packaging attributes influence consumer purchase intention through perception of product quality as follows: (1) color, (2) image, (3) size, (4) packaging material and (5) product information Figure 2.8 Proposed research model Source: PhD student 10 2.3.2 Research hypothesis Hypothesis H1.1: Packaging color has a positive influence on consumers' purchase intention for bottled green tea products Hypothesis H1.2: Packaging color has a positive effect on consumers' perception of the quality of the packaging of bottled green tea products Hypothesis H2.1: Packaging image has a positive effect on consumers' purchase intention for bottled green tea products Hypothesis H2.2: Packaging image has a positive effect on consumers' perception of the quality of the packaging for bottled green tea products Hypothesis H3.1: Package size has a positive effect on consumers' purchase intention for bottled green tea products Hypothesis H3.2: Packaging size has a positive effect on consumers' perception of the quality of the inside of packaging for bottled green tea products Hypothesis H4.1: Packaging material has a positive effect on consumers' purchase intention for bottled green tea products Hypothesis H4.2: Packaging material has a positive effect on perceived quality of bottled green tea products Hypothesis H5.1: Information on product packaging has a positive influence on consumers' purchase intention for bottled green tea products Hypothesis H5.2: Product information on packaging has a positive influence on perception of product quality Hypothesis H6: Perceived product quality has a positive impact on intention to buy bottled green tea Hypothesis H7: Demographic control variable has an impact on consumers' purchase intention for bottled green tea products - All observed variables use a 5-point Likert scale with the first choice being "strongly disagree" and the fifth choice being "strongly agree" 3.2 Qualitative research 3.2.1 Objectives of qualitative research Qualitative research is used with in-depth interview techniques and focus group interviews according to pre-prepared content The objective of this research method is to preliminarily determine the relationship between the dependent variable and the independent variables, besides, it also examines and refines the independent variables in the proposed research model The next goal is to check the reasonableness of the scale, adjust and supplement the scale for research concepts 3.2.2 Methods of conducting qualitative research Expert interview The experts interviewed included 10 people (Appendix 01) in which those in the fastmoving consumer food business are those who have practical knowledge of bottled green tea and have experience in the field In the retail sector of FMCG products in general and bottled green tea in particular in Vietnam, has in-depth contact and understanding of the behavior of customers of bottled green tea products Besides, experts in the field of marketing firmly grasp the theory of purchase intention and the factors affecting purchase intention in many different fields On the other hand, the experts invited to interview are all people with master's and doctoral degrees with many years of experience working in the fast-moving consumer goods business, bottled green tea and marketing Focus group interview The author conducted focus group interviews with the participation of 10 consumers who are students, office workers aged 16-35 years old in Hanoi (Appendix 01) The main content of the interview focused on issues: (1) Open-ended questions to find out about the respondents' views on the intention to buy bottled green tea products; (2) Openended questions about the influence of packaging attributes on consumers' intention to buy bottled green tea; (3) List the scales of the variables in the research model so that the interviewees can assess their relevance to the research context in Vietnam The content of the interviews was fully recorded and carefully recorded 3.2.3 Qualitative research results - The experts all agree with the research model proposed - Experts have adjusted and added some research scales 3.3 Quantitative research 3.3.1 Preliminary quantitative research - Sample size for quantitative research: NCS decided to choose a sample size for this period of n=220 which is larger than the minimum sample size, the number of valid votes collected is 203 - After performing preliminary quantitative research through testing the reliability of Cronbach's Alpha scale, the results show that there are observed variables with correlation coefficients with the total variable < 0.3 including: YDM5; MS8 , HA5; KC5 Therefore, these variables are excluded Moreover, when conducting EFA test, it shows that the observed variable TTSP6 has a loading coefficient 0.1 In terms of indirect effects of packaging attributes of green tea products on consumers' intention to purchase green tea products (YDM) through the mediating variable, perceived quality of products in packaging (NTCL) ) shows: + Color attribute (MS) has a positive effect on perception of product quality in packaging (NTCL) with unnormalized regression coefficient of 0.249 and standardized regression coefficient of 0.208 (P = 0.000) + Packaging image attribute (HA) has a positive effect on perception of product quality in packaging (NTCL) with unnormalized regression coefficient of 0.339 and standardized regression coefficient of 0.186 (P = 0.000) Correlation between factors Estimate S.E C.R P Standardized ,266 YDM < - Tuoi ,373 ,054 6,892 *** YDM < - TN ,029 ,048 ,609 ,543 ,023 YDM < - NN ,100 ,030 3,347 *** ,127 YDM < - KV ,481 ,082 5,880 *** ,225 Source: Analysis of survey data Table 4.20 Summary of analysis results of ANOVA test of control variables Standard P Criteria Medium deviation 16-22 years old 3.39 1.10 Age 0.000 22- 30 years old 3.44 0.98 30-35 years old Under million VND From to less than 10 million VND Income From 10 to less than 15 million VND From 15 million VND or more Student Civil servants/officers/office workers Occupation Business man Worker housewife Freelance labor Living area Hà Nội Hồ Chí Minh 3.49 0.98 3.44 1.01 3.47 1.00 0.543 3.44 1.02 3.76 0.89 3.39 1.00 3.49 0.97 3.42 1.01 0.000 3.37 0.97 3.88 1.04 4.22 1.02 0.000 3.31 1.05 3.59 0.95 Source: Analysis of survey data Based on the results of the Anova test analysis among age groups with the intention to buy bottled green tea in Table 4.10, it shows that p = 0.000 < 0.005 thus proving that there is 17 18 a statistically significant difference in the mean YDM between the groups age group In which, the group of 16-22 years old has the highest average score of YDM (3.49), the second is the group of 22-30 years old (3.44); the lowest group is 30-35 years old (3.39) The analysis results also show that there is a statistically significant difference in the mean YDM between the groups of subjects with different occupations (p= 0.000