Authors retain ownership of the copyright for their content.
THE ANALYSIS OF PERCEIVED VALUE FACTORS AFFECTING PARENTS’ TO PURCHASE PACKAGED BABY FOOD PRODUCTS IN THAILAND
Corresponding Author(s) : Prapimpun Limsuwan
Humanities & Social Sciences Reviews,
Vol. 7 No. 5 (2019): September
Purpose: The purpose of this study seeks to explore parents’ perceived product value to purchase packaged baby food products. The study utilized exploratory factor analysis to identify appropriate factors that influence parents’ decision making to purchase of packaged baby food products in Thailand.
Methodology: Data were obtained by a preliminary quantitative study carried out in Bangkok, Thailand conducted with 400 parents who are aware of packaged baby food products and used to purchase the products for their children who aged between 6 months to 5 years old. This study used a constructed model of consumers ’choices that uses factors in the combined models to understand the consumers’ decision. The questionnaire included 41 dimensions of factors were utilized by exploratory factor analysis (EFA) and confirmatory factor analysis (CFA).
Main Findings: A Varimax rotated factor structure comprising 41 items with 11 major dimensions of consumers’ choice to purchase packaged baby food products, which has demonstrated good psychometric properties with Kaiser-Meyer-Olkin Measure of Sampling Adequacy value equal to 0.826. A factor structure was generated, which explain 63.61% of the total variance from EFA. Factor 1, comprising 6 items, was designated as “brand name value”; factor 2, comprising 6 items, was designated as “distribution factors”; factor 3, comprising 6 items, was designated as “healthy and safety factors”; factor 4, comprising 3 items, was designated as “Product design ”; factor 5, comprising 3 items, was designated as “proximity”; factor 6, comprising 4 items, was designated as “Influencer factors”; factor 7, comprising 2 items, was designated as “Online promotional factors”; factor 8, comprising 2 items, was designated as “Perceived convenience”; factor 9, comprising 3 items, was designated as “Monetary Value”; factor 10, comprising 4 items, was designated as “Sensory Appeal”; and factor 11, comprising 2 items, was designated as “Traditional promotional factors”.
Implications/Applications: As a result of food innovation, packaged baby food products are now able to target a wider range of child consumption that is more diverse and demanding nutritional and health benefits. Packaged baby food products have entered the global markets and have rapidly gained increasingly market shares. The food industry has reacted to packaged baby food products trend by developing a growing variety of new products with health-related claims and images. This research paper, applying factor analysis, elicited consumer behavior toward packaged baby food products. Factor analysis highlighted the key factors by the perception of nutritional value in determining parents’ purchase intention toward packaged baby food products. This research attempts to bring together the results of fundamental and applied research into packaged baby food products and their development and commercialization in food products. This study aims to gains firstly to promote parents to take into consideration while purchasing packaged baby food products and secondly, to establish implications for achievement among food companies and retailing opportunities.
- Abdurrahaman, D. T., & Osman, Z. (2017). Development of conceptual framework for Nigerian generation Y-ers’ purchase intention and response towards indigenous celebrity-endorsed products: A PLS-SEM Study on Selected Mobile Service Providers in Nigeria. Journal of Administrative and Business Studies, 3(1), 49-59. https://doi.org/10.20474/jabs-3.1.6 DOI: https://doi.org/10.20474/jabs-3.1.6
- Amarnath, B., & Vijayudu, G. (2011). Rural Consumers’ Attitude towards Branded Packaged Food Products. Asia-Pacific Journal of Social Sciences, 3(1), 147-159.
- Business Wire (2012), Research and Markets: The US Baby Food and Formula Market - Nurturing Demand for Organic Baby Food Products. Retrieved from https://bwnews.pr/2lZgrBy
- Business Wire (2014). Research and Markets: Thailand Baby Food Market 2006-2018. Retrieved from https://bwnews.pr/2lX0JXp
- Chan, K., Prendergast, G., Grønhøj, A., & Bech-Larsen, T. (2010). The role of socializing agents in communicating healthy eating to adolescents: A cross-cultural study. Journal of International Consumer Marketing, 23(1), 59-74. https://doi.org/10.1080/08961530.2011.524578 DOI: https://doi.org/10.1080/08961530.2011.524578
- Cronin, J. J. Jr., Brady, M. K., Hult, G. T. (2000). Assessing the effects of quality, value, and consumer satisfaction on consumer behavioural intentions in service environment. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2 DOI: https://doi.org/10.1016/S0022-4359(00)00028-2
- De Boer, M., McCarthy, M., Cowan, C., & Ryan, I. (2004). The inﬂuence of lifestyle characteristics and beliefs about convenience food on the demand for convenience food in the Irish market. Food Quality and Preference, 15, 155-65. https://doi.org/10.1016/S0950-3293(03)00054-5 DOI: https://doi.org/10.1016/S0950-3293(03)00054-5
- Euromonitor International (2001). Working Women – A World Survey.
- Euromonitor International (2016), Country Report. Baby Food Packaging in Thailand. Retrieved from https://bit.ly/2mfc9pw.
- Eurostaf (2003 The market for ready meals in France and its prospects, Lesechos-Etudes. Retrieved from https://bit.ly/2ks8IeQ.
- Eurostaf (2004). The snack market in France, Lesechos-Etudes. Retrieved from https://bit.ly/2kQGpH4.
- Fotopoulos, C., Krystallis, A., Vassallo, M., & Pagiaslis, A. (2009). Food Choice Questionnaire (FCQ) revisited. Suggestions for the development of an enhanced general food motivation model. Appetite, 52(1), 199-208. https://doi.org/10.1016/j.appet.2008.09.014 DOI: https://doi.org/10.1016/j.appet.2008.09.014
- Glanz, K., Basil, M., Maibach,E., Goldberg, J., & Snyder, D. (1998). Why Americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as inﬂuences on food consumption, Journal of the American Dietetic Association, 98(10), 1118-26. https://doi.org/10.1016/S0002-8223(98)00260-0 DOI: https://doi.org/10.1016/S0002-8223(98)00260-0
- Huber, F., Herrmann, A., & Morgan, R. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18(1), 41-53. https://doi.org/10.1108/07363760110365796 DOI: https://doi.org/10.1108/07363760110365796
- Intan, W. S. (2016). The analysis factors of experential marketing, product quality, and customer satisfaction of motor bike as a main transportation mode in Bandung-Indonesia. International Journal of Business and Administrative Studies, 2(1), 6-8. https://doi.org/10.20469/ijbas.2.10002-1 DOI: https://doi.org/10.20469/ijbas.2.10002-1
- Jabs, J., & Devine, C. M. (2006). Time scarcity and food choices: An overview. Appetite, 47(2), 196-204. https://doi.org/10.1016/j.appet.2006.02.014 DOI: https://doi.org/10.1016/j.appet.2006.02.014
- Kuo, M. P., & Chen, Y. M. (2015). A Study on the relationships among body sensory experience, customer satisfaction and customer loyalty-Beauty SPA center as an example. International Journal of Business and Administrative Studies, 1(2), 61-67. https://doi.org/10.20469/ijbas.10003-2 DOI: https://doi.org/10.20469/ijbas.10003-2
- Lee, K. (2014). Predictors of Sustainable Consumption among Young Educated Consumers in Hong Kong. Journal of International Consumer Marketing, 26(3), 217-238. https://doi.org/10.1080/08961530.2014.900249 DOI: https://doi.org/10.1080/08961530.2014.900249
- Madiawati, P. N., & Pradana, M. (2016). The appeal of celebrity endorsers and halal certificates on customers’ buying interest. Journal of Administrative and Business Studies, 1(1), 28-34. https://doi.org/10.20474/jabs-1.1.5 DOI: https://doi.org/10.20474/jabs-1.1.5
- McCullough, F., Jones, S., & Vignali, D. (2003). The pot snack market – Are today’s consumers demanding health as well as convenience? British Food Journal, 105(6/7), 395-404. https://doi.org/10.1108/00070700310481748 DOI: https://doi.org/10.1108/00070700310481748
- Muhammad, S., Fathelrahman, E., & Ullah, R. U. T. (2015). Factors affecting consumers' willingness to pay for certififed organic food products in United Arab Emirates. Journal of Food Distribution Research, 46(856-2016-58173).
- NIN & CFIC (2004), Tracking Nutrition Trends V. Joint initiative of the National Institute of Nutrition and the Canadian Food Information Council. Retrieved from https://bit.ly/2kFLylm.
- Pinya S. & Mark S. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607 – 628. https://doi.org/10.1108/00070700410553602 DOI: https://doi.org/10.1108/00070700410553602
- Polcharoensuk, T., & Yousapornpaiboon, K. (2017). Factors affecting intention to repurchase for e-commerce in Thailand, Journal of Administrative and Business Studies, 3(4), 204-211. https://doi.org/10.20474/jabs-3.4.5 DOI: https://doi.org/10.20474/jabs-3.4.5
- PR Newswire (2015). Baby Food and Drink Market Forecast 2015-2025: Prospects for Companies in the Global Infant Nutrition Market. Retrieved from https://prn.to/2lZSFFe.
- Reese, K. (1992). The Professional Concerns of the Personnel Manager. Lexicon.
- Roig, J.C.F., Garcia, J.S., Tena, M.A., & Monzonis, J.L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing. 24( 5), 266-283. https://doi.org/10.1108/02652320610681729 DOI: https://doi.org/10.1108/02652320610681729
- Sabeson, R.,(1992). Consumer Preference towards Processed Fruits and Vegetable Products a Case Study in Coimbatore City. (M.Sc. (Agri.) Thesis, Tamil Nadu Agric. Univ., Coimbatore).
- Salazar, H. A., Oerlemans, L., & van StroeBiezen, S. (2013). Social influence on sustainable consumption: evidence from a behavioural experiment. International Journal of Consumer Studies, 37(2), 172-180. https://doi.org/10.1111/j.1470-6431.2012.01110.x DOI: https://doi.org/10.1111/j.1470-6431.2012.01110.x
- Sánchez-Fernández, R., & Iniesta-Bonillo, M. A. (2006). Consumer perception of value: Literature review and a new conceptual framework. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19, 40-58.
- Saputra, R., & Dewi, C. K. (2016). The impact of brand trust on brand loyalty mediated by customer satisfaction: Case of Tokobagus.com (now OLX.co.id). Journal of Administrative and Business Studies, 1(1), 8-13. https://doi.org/10.20474/jabs-1.1.2 DOI: https://doi.org/10.20474/jabs-1.1.2
- Schiffman, L.G., & Kanuk, L.L. (2004). Consumer Behavior. 8th edition. India: Prentice Hall.
- Singh, S., Srivastava, D. N., & Kapoor, C. M. (1995). Factors Influencing Consumer Preferences for Type of Milk Supply in Hissar City. Ind. J. Animal Production and Management, 11(4), pp. 226-228
- Thu Ha, N. & Ayda G. (2014). Factors that influence consumer purchasing decisions of Private Label Food Products (Master’s thesis). School of Business, Society and Engineering, Sweden.
- Trevisani, T. (2007). After the Kolkhoz: Rural elites in competition. Central Asian Survey, 26(1), 85-104. https://doi.org/10.1080/02634930701423509 DOI: https://doi.org/10.1080/02634930701423509
- Tsarenko, Y., Ferraro, C., Sands, S., & McLeod, C. (2013). Environmentally conscious consumption: The role of retailers and peers as external influences. Journal of Retailing and Consumer Services, 20(3), 302-310. https://doi.org/10.1016/j.jretconser.2013.01.006 DOI: https://doi.org/10.1016/j.jretconser.2013.01.006
- Widyawati, K. S., & Ariyanti, M. (2017). Dependency on smartphone 4G and the impact on purchase behavior in Indonesia. International Journal of Business and Economic Affairs, 2(2), 149-158. https://doi.org/10.24088/IJBEA-2017-22008 DOI: https://doi.org/10.24088/IJBEA-2017-22008
- Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22. https://doi.org/10.1177/002224298805200302 DOI: https://doi.org/10.1177/002224298805200302