Research report:

KEY FACTORS AFFECTING CONSUMER BUYING INTENTION ON PASTEURIZED PURE FRESH MILK

(PPFM) IN HO CHI MINH CITY

 Presenter: Tran Duy Hung

Supervior: Prof. Dr. Noor Un Nabi

Dr. Le Nhat Hanh

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1. An introduction to problem & Research objectives

2. Theoretical framework

3. Hypotheses

4. Research methodology

5. Data analysis

6. Master thesis projection

Agenda

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WHAT IS PPFM? Pasteurized pure fresh milk (PPFM): is cow milk product that made entirely from

raw milk, don’t have any additional component of milk, any other ingredients and food additives, have been pasteurized

1. An introduction to problem & Research objectives

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1. An introduction to problem & Research objectives

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1. An introduction to problem & Research objectives

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1. An introduction to problem & Research objectives

2. Theoretical framework

3. Hypotheses

4. Research methodology

5. Data analysis

6. Master thesis projection

Agenda

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2. Theoretical Framework

TRA model. Source: (Ajzen F. &., 1975). TPB model. Source: (Ajzen, 2006).

Theory of Reasoned Action (TRA) Theory of Planned Behavior (TPB)

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2. Theoretical Framework (cont.)

Constructed framework by author

DEMOGRAPHIC FACTOR

CUSTOMER’S BUYING INTENTION

· AGE· GENDER· INCOME· EDUCATION· NUMBER OF FARMILY MEMBER· NUMBER OF CHILDREN IN

FAMILY· NUMBER OF OLDER IN FAMILY

TRUST

VISUAL PACKAGING

VERBAL PACKAGING

CONVENIENCE ORIENTATION

H+H1 +

H2 +

H3 +

H4 +

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1. An introduction to problem & Research objectives

2. Theoretical framework

3. Hypotheses

4. Research methodology

5. Data analysis

6. Master thesis projection

Agenda

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Hypotheses

HYPOTHESIS STATEMENT

H1There is a positive relationship of consumer’s trust in the PPFM and their PPFM buying intention. The more consumer believe in the PPFM the more likely they will buy this product

H2There is a positive relationship of visual packaging of PPFM and consumer’s PPFM buying intention. The more important of Visual Packaging of PPFM the more likely consumer will buy this product

H3There is a positive relationship of verbal packaging of PPFM and consumer’s PPFM buying intention. The more important of Verbal Packaging of PPFM the more likely consumer will buy this product

H4There is a positive relationship between Convenience Orientation and PPFM consumer buying behavior. The more convenience-oriented consumer is the more likely they will buy this product

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1. An introduction to problem & Research objectives

2. Theoretical framework

3. Hypotheses

4. Research methodology

5. Data analysis

6. Master thesis projection

Agenda

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Use quantitative method (7 Linkert scale) the minimum sample size for our research is 265.

Before delivered to respondents, the pretest stage have been carried out in order to refine the questionnaire

Our questionnaire have been transferred to consumers through online channel and directly handout channel.

The questionnaire have been delivered only to those consumers living in Ho Chi Minh City.

4. Research methodology

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1. An introduction to problem & Research objectives

2. Theoretical framework

3. Hypotheses

4. Research methodology

5. Data analysis

6. Master thesis projection

Agenda

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5. Data analysis

5.1 Trust

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5. Data analysis

5.2. Visual Packaging

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5. Data analysis

5.3. Verbal packaging

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5. Data analysis

5.4 Convenience Orientation

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5. Data analysis

5.5 Consumer buying intention

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1. An introduction to problem & Research objectives

2. Theoretical framework

3. Hypotheses

4. Research methodology

5. Data analysis

6. Master thesis projection

Agenda

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Master thesis project

In order to answer 2 key research questions: the Reliability Analysis Exploratory factory analysis correlation coefficient analysis linear regression analysis

the finding and results gathered from above analysis methods will be used to process and understand impact of different components affect PPFM customer’s buying intention. From that some of recommended solutions will be given for enhancing PPFM customer’s buying intention and offer future research.

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Master thesis project

the thesis is structured into 5 chapters: Chapter 1: Introduction Chapter 2: Literature review Chapter 3: Research methodology Chapter 4: Result analyses and findings Chapter 5: Recommendation and conclusion

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Thank you very much for your attention

And Time for discussion