Browsing by Subject "Subjective norm"
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    The factors affecting healthy lifestyle and attitude towards organic foods: a case study of people living in Bangkok, Thailand
    ( 2018) Aunchisa Charoenpanich ; Rawin Vongurai
    Nowadays, people worldwide are more aware of agricultural residues in foods. Consumers start to find an alternative way in food purchase. Health and wellness are the new lifestyle status for Asian consumers who are more health-conscious and interested in organic foods. China and India are two of the fastest growing markets for organic foods. Thailand is known as food basket of Asia and kitchen of the world due to an abundance of natural resources, and has increasingly emphasized on organically grown foods. The Thai government has introduced regulations and standards for organic agriculture and food, and encouraged Thai farmers to do organic farming. This opens a market opportunity for organic foods that are free from chemicals. Knowing the consumers’ attitudes towards organic foods and factors affecting the attitudes are necessary for product development to meet the demands, increase customer satisfaction, and gain the market share in this sector. This study targeted people living in Bangkok who have experienced organic foods. There were 400 respondents of the survey. The result reveals that health consciousness, environmental concern, food safety concern, and subjective norm have positive impacts on the attitude towards organic foods. On the other hand, healthy lifestyle does not have an impact on an attitude. Raising an awareness of chemical-free foods and the environmentally friendly practice of an organic farming will be key strategies to develop the food market in Thailand’s urban society.
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    Factors affecting intention to purchase decision energy drink in Thailand
    (Assumption University Press, 2020) Apirati Pichayadecha ; Papitchaya Wisankosol
    The energy drink business is fastest-growing product category in the beverage market. Refer to globalization, energy drink products are market as an alternative to carbonated products, and it is the opportunity switch from carbonated product to energy drink category in over the last few years. In Thailand perspective, the energy drinks industry grew at a CAGR of 5.8% between 2018 and 2019, THB 22.1 billion in terms of sales value (AC Nielsen, 2020), and there are many companies in this market. Therefore, this market is very competitive and there are various factors affect intention to purchase decision energy drinksin Thailand. The main purpose of this study was to identify factors affecting intention to purchase decision energy drinks in Thailand. The questionnaire was distributed to people who are Thai about 400 participants. Moreover, convenience sampling, which is a non-probability sampling method, is used for the sampling procedure with analyzing the level of impact toward independent variables (product, price, place, promotion, and subjective norm) to the dependent variable (purchase decision). The results of this research indicated that three independent variables, which are product, promotion, and subjective norm, had significantly affecting intention to purchase decision energy drink in Thailand. Therefore, the energy drink business should focus more on the product, promotion, and subjective norm, which creates more attracted to purchase the product.
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    The factors affecting on customers purchase intention of white kidney bean products
    (Bangkok : Assumption University, 2019) Naluchat Kitburin ; Preecha Methavasaraphak
    The research aims to study the factor affecting on purchase intention of white kidney bean product. In healthy market, the people are more concern about health food. The trend towards purchasing healthy products is growing among people. However, the white kidney bean is containing high nutrition, but it is not well known among Thai peoples. The white kidney bean is not popular in Thailand because almost the white kidney bean in Thailand are import from other country and hardly to find white kidney bean products in the market. So, there seems lacking in marketing research on the topic in preparation for new market of white kidney bean product. So, the quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to the people who know the white kidney bean in Bangkok, Thailand. The respondents are both experience and unexperienced in white kidney bean. The descriptive analysis and multiple linear regression were used to confirm the results. A study of factors that affect the purchase intention include health consciousness, perceived product knowledge, perceived product quality, perceived product price, and subjective norm. The result affirmed that all the factors are effect in purchase intention of white kidney bean product which is perceived product knowledge is the highest effect and perceived product quality is the lowest effect on purchase intention of white kidney bean product.
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    Factors affecting purchase intention of BYD new energy vehicles in China
    ( 2019) Tan, Wenchao ; Chittipa Ngamkroeckjoti
    This research aimed on how determinants factors (Brand Image, Brand Reputation, Selfimage congruence, Subjective Norm, Perceived Behavioral Control and Environmental Attitude) affect the purchase intention of BYD new energy vehicle, one of the new energy vehicles made by a Chinese brand. This study used the two mixed method design by Creswell (2008). The mixed method is a combination of qualitative and quantitative research methods. This study also seeks to identify the factors that influencing purchase intention of BYD new energy vehicles in China by adapting modified Theory of Planned Behaviour (TPB). Firstly, the researcher conducted two rounds of interviews as a qualitative research, and then designed a questionnaire. All 100 sets of questionnaires were distributed via Wenjuanxing Forms (online survey). Multiple Linear Regression (MLR) was applied and the findings show that brand image has the greatest significant impact on purchase intention of BYD new energy vehicles, while subjective norm is the second, following by self-image congruence. This study will greatly help researchers and practitioners understand the complex relationships among brand image, brand reputation, self-image congruence, subjective norm, perceived behavioral control and environmental attitude towards purchase intention of BYD new energy vehicles in China.
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    Factors influencing consumer purchase intention towards imported bedding brands
    ( 2018) Piyathida Praditbatuga ; Nichapa Thirakomen
    The objective of this study was to determine the factors that influence consumer purchase intention towards imported bedding brands in Thailand, based on the Theory of Reasoned Action model (Fishbein & Ajzen, 1975). Data was collected via questionnaires applying the convenience sampling technique to select respondents. One hundred and eighty sets of questionnaires were distributed to customers in department stores in Bangkok once the reliability and validity of the instrument were established. A total of 140 sets out of the 180 sets were completed and returned. The independent variables were attitude towards products and subjective norms, and the dependent variable was purchase intention. Frequency and percentage were used to analyze demographic profile. Mean and standard deviation were used to analyze respondents’ perception of each variable. Hypotheses were tested with Multiple Linear Regression Analysis. The results from the Multiple Linear Regression Analysis demonstrated that attitude towards product and subjective norm both significantly influence consumer purchase intention. However, attitude towards product (Beta = 0.618) had more influence on purchase intention than subjective norm (Beta = 0.151).
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    Factors influencing purchase intention towards environmentally sustainable clothing, a study on Millennials of Metro Manila
    (Bangkok : Assumption University Press, 2022) Tunacao, Diwani Patisucan ; Bhumiphat Gilitwala
    Purpose: This research aims to determine the factors influencing purchase intention of millennials of Metro Manila towards environmentally sustainable clothing. There are several factors tested such as environmental knowledge and attitude, subjective norm, perceived value, perceived quality and social media.Research design, data and methodology: A three-part questionnaire consisted of screening questions, demographic questions and Likert’s scale question adopted from previous researches to measure the factors influencing the dependent variable purchase intention was developed. Pilot test was conducted to determine questionnaire reliability. Questionnaire was distributed online using snowball and convenience sampling to reduce time of data collection.Results: Data collected are analyzed using the Statistical Package for Social Sciences (SPSS) Statistics Grad Pack version 28.0. Results of Cronbach’s alpha indicated that the questionnaire is reliable and can be used for research with a > 0.7. Inferential analysis such as simple linear regression and multiple linear regression are used to analyze the 400 samples consisted of 53.75% female and 46.25% male. The results of the analysis conveyed that some factors are aligned with the previous researches’ outcome such as environmental attitude (b = 0.521), subjective norm (b = 0.409), and perceived value (b = 0.106) as highly influencing purchase intention while perceived quality (b = 0.039), and social media (b = -0.007) are contradicted or are insignificant in the intention to purchase.Conclusions: Similar concept might have different results in different context. The results convey that an individual’s attitude, behavior or decision-making factors may not be easily understood or predicted, and should not be generalized. This study focused on factors affecting purchase intention of a specific generation and location, but also provides insights as how can government, business organization, and individuals contribute to address the ongoing environmental issues. An effective communications strategy can be used to enhance awareness to achieve positive results in multiple subjects of interest.
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    Factors influencing repurchase intention toward dairy products in generation y in Bangkok, Thailand
    (Bangkok : Assumption University Press, 2022) Jakkarin Klaiklung ; Chompu Nuangjamnong ; Supaporn Phengpis
    The study aims to determine the effect of purchase intention in dairy products in generation Y consumers. Attitude, brand loyalty, perceived value, health consciousness, subjective norm, and purchase intention are investigated in the study. The sample (384 respondents) was collected from an online survey using a non-probability sampling method by using convenience sampling technique and snowball sampling technique. The data were analyzed by descriptive analysis, simple linear regression, and multiple linear regression to examine the hypotheses with a five-point Likert scale analysis. The study revealed that attitude, brand loyalty, perceived value, and subjective norm significantly influence purchase intention. Health consciousness has a significant influence on attitude. The finding found that perceived value and attitude are the key factors that impact customer purchase intention. Additionally, the study proposes that to increase customer purchase intention is to understand the attitude and perceived value of generation Y customers. The study’s weakness is the small sample size, and the sample size is in Bangkok, Thailand. In conclusion, form research may not be like other locations and does not represent Thai customers.
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