Template for present tran duy hung
22
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
Transcript of Template for present tran duy hung
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
2
1. An introduction to problem & Research objectives
2. Theoretical framework
3. Hypotheses
4. Research methodology
5. Data analysis
6. Master thesis projection
Agenda
3
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
4
1. An introduction to problem & Research objectives
5
1. An introduction to problem & Research objectives
6
1. An introduction to problem & Research objectives
2. Theoretical framework
3. Hypotheses
4. Research methodology
5. Data analysis
6. Master thesis projection
Agenda
7
2. Theoretical Framework
TRA model. Source: (Ajzen F. &., 1975). TPB model. Source: (Ajzen, 2006).
Theory of Reasoned Action (TRA) Theory of Planned Behavior (TPB)
8
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 +
9
1. An introduction to problem & Research objectives
2. Theoretical framework
3. Hypotheses
4. Research methodology
5. Data analysis
6. Master thesis projection
Agenda
10
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
11
1. An introduction to problem & Research objectives
2. Theoretical framework
3. Hypotheses
4. Research methodology
5. Data analysis
6. Master thesis projection
Agenda
12
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
13
1. An introduction to problem & Research objectives
2. Theoretical framework
3. Hypotheses
4. Research methodology
5. Data analysis
6. Master thesis projection
Agenda
14
5. Data analysis
5.1 Trust
15
5. Data analysis
5.2. Visual Packaging
16
5. Data analysis
5.3. Verbal packaging
17
5. Data analysis
5.4 Convenience Orientation
18
5. Data analysis
5.5 Consumer buying intention
19
1. An introduction to problem & Research objectives
2. Theoretical framework
3. Hypotheses
4. Research methodology
5. Data analysis
6. Master thesis projection
Agenda
20
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.
21
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
22
Thank you very much for your attention
And Time for discussion
