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Factor influencing consumer purchase intention of labeled food products in Kathmandu valley / kreepa Ghimire
Title : Factor influencing consumer purchase intention of labeled food products in Kathmandu valley Material Type: printed text Authors: kreepa Ghimire, Author Publication Date: 2019 Pagination: 107p. Size: GRP/Thesis Accompanying material: 13/B Languages : English Abstract: As consumers are becoming increasingly aware of their health and the relationship between diet and disease, their demand for nutrition information increases. Food labels are found to be a very important public health tool that is used to promote balanced diet, and hence enhance the public health and wellbeing. Food labels information assists consumers to better understand the nutritional value of food. It enables them to compare the nutritional values of similar food products and make healthy informed food choices based on the relevant nutrition information. In addition, it is particularly useful for people who are on special diets (e.g. people suffering from diabetes or high blood lipid) to select suitable foods for their health conditions.
Purchase intention means to plan to buy a good or attain a service. It refers to the desire of a customer to buy a particular product of a certain brand (Shah et al., 2017). Purchase intentions are an individual‘s conscious plan to make an effort to purchase a brand (Spears & Singh 2004). Chevalier & Mayzlin (2006) explained that word of mouth has greater and most influential role in consumers purchase intentions. Shah et al. (2017) define purchase intention as a situation where consumer tends to buy a certain product in certain condition.
Sujata et al. (2016) indicated that price fairness and properties were the most influential factors affecting the purchase. The study found that there is positive relationship between price and consumer purchase. Similarly, Ammara (2017) indicated that TV advertisement has positive impact on consumer purchase behavior. So, there is positive relationship among advertisement and consumer purchase intention. Chaniotakis et al. (2010) stated that ‘the way of thinking’ influence consumers’ purchase intention as well as perceived of economic situation. A study found that, consumers would try to save more money by purchasing private label product during economic downturn and once the condition turn to be better; they will shift back to their familiar brands (Conroy, 2010). This is because when the product is familiar to a person; he or she will define the product in such a good way. Therefore, in order to build up trust on private label product, retailers should let consumers feel confident with their product (Broadbridge and Morgan, 2001 as cited by Chaniotakis et al., 2010). Trust in private label product is influenced by perceived benefit, which means that perceived price-quality affects consumers’ attitude. Once purchasing is made, internal memory arise from purchase experiment along with external memory arise by the information received would play their role in the purchasing process (Bettman, 1979). People with negative experience toward a product will give a negative impact for future purchase while when the quality matched the price, a positive impact is shown. Furthermore, such experience is easy to be shared with others and thus influence their decision-making (Jarvala, 1998). Moreover, Shaharudin et al. (2010) and Mallinckrodt & Mizerski (2007) concluded that perceived value has significantly influenced the purchasing intention of food products. Earlier study on perceived quality by (Chang, 2006; Ho, 2007; and Wu, 2006) established that perceived quality significantly affects consumer’s purchase intentions.
The main objective of this study is to identify the factors which influence the consumer purchase intention of labeled food products. Likewise, the specific objectives are to determine the effects of perceived price, advertisement, perceived quality and perceived value, on the consumer purchase intention of labeled food products, to explore the relationship between trust and familiarity with consumer purchase intention. To examine the most significant factor affecting consumer purchase intention of labeled food products in Kathmandu Valley.
In order to achieve the objectives, primary data collected was designed to measure the factor influencing consumer behavior while purchasing labeled food products. Population for the study was the general consumers in Kathmandu valley engaged in different professional of various age groups. Well-constructed questionnaires were distributed to random people of various age groups to collect their response through online which consist of questions such as Likert scale questions and multiple-choice questions. The total number of observations for the study consists of 250 respondents for analyzing the relationship of perceived price, advertisement, perceived quality, perceived value, trust, and familiarity with consumer purchase intention of labeled food products. For the selection of the sample respondent, convenience sampling has been used. The data were entered and command were operated using SPSS program. In order to drive the meaningful relationship among the dependent and independent variables descriptive statistics, correlation and regression analysis tools were used in SPSS program.
The major conclusion of the study shows that perceived price, advertisement, perceived quality, perceived value, trust, and familiarity have positive and significant impact on consumer purchase intention of labeled food products. It indicates that higher the perceived price, advertisement, perceived quality, perceived value, trust, and familiarity higher would be the consumer purchase intention. The study also concludes that trust has significant impact on the consumer purchase intention. Similarly, the study also concludes that trust followed by perceived value and familiarity are the most dominant factors that influence the consumer purchase intention of labeled food products.
Factor influencing consumer purchase intention of labeled food products in Kathmandu valley [printed text] / kreepa Ghimire, Author . - 2019 . - 107p. ; GRP/Thesis + 13/B.
Languages : English
Abstract: As consumers are becoming increasingly aware of their health and the relationship between diet and disease, their demand for nutrition information increases. Food labels are found to be a very important public health tool that is used to promote balanced diet, and hence enhance the public health and wellbeing. Food labels information assists consumers to better understand the nutritional value of food. It enables them to compare the nutritional values of similar food products and make healthy informed food choices based on the relevant nutrition information. In addition, it is particularly useful for people who are on special diets (e.g. people suffering from diabetes or high blood lipid) to select suitable foods for their health conditions.
Purchase intention means to plan to buy a good or attain a service. It refers to the desire of a customer to buy a particular product of a certain brand (Shah et al., 2017). Purchase intentions are an individual‘s conscious plan to make an effort to purchase a brand (Spears & Singh 2004). Chevalier & Mayzlin (2006) explained that word of mouth has greater and most influential role in consumers purchase intentions. Shah et al. (2017) define purchase intention as a situation where consumer tends to buy a certain product in certain condition.
Sujata et al. (2016) indicated that price fairness and properties were the most influential factors affecting the purchase. The study found that there is positive relationship between price and consumer purchase. Similarly, Ammara (2017) indicated that TV advertisement has positive impact on consumer purchase behavior. So, there is positive relationship among advertisement and consumer purchase intention. Chaniotakis et al. (2010) stated that ‘the way of thinking’ influence consumers’ purchase intention as well as perceived of economic situation. A study found that, consumers would try to save more money by purchasing private label product during economic downturn and once the condition turn to be better; they will shift back to their familiar brands (Conroy, 2010). This is because when the product is familiar to a person; he or she will define the product in such a good way. Therefore, in order to build up trust on private label product, retailers should let consumers feel confident with their product (Broadbridge and Morgan, 2001 as cited by Chaniotakis et al., 2010). Trust in private label product is influenced by perceived benefit, which means that perceived price-quality affects consumers’ attitude. Once purchasing is made, internal memory arise from purchase experiment along with external memory arise by the information received would play their role in the purchasing process (Bettman, 1979). People with negative experience toward a product will give a negative impact for future purchase while when the quality matched the price, a positive impact is shown. Furthermore, such experience is easy to be shared with others and thus influence their decision-making (Jarvala, 1998). Moreover, Shaharudin et al. (2010) and Mallinckrodt & Mizerski (2007) concluded that perceived value has significantly influenced the purchasing intention of food products. Earlier study on perceived quality by (Chang, 2006; Ho, 2007; and Wu, 2006) established that perceived quality significantly affects consumer’s purchase intentions.
The main objective of this study is to identify the factors which influence the consumer purchase intention of labeled food products. Likewise, the specific objectives are to determine the effects of perceived price, advertisement, perceived quality and perceived value, on the consumer purchase intention of labeled food products, to explore the relationship between trust and familiarity with consumer purchase intention. To examine the most significant factor affecting consumer purchase intention of labeled food products in Kathmandu Valley.
In order to achieve the objectives, primary data collected was designed to measure the factor influencing consumer behavior while purchasing labeled food products. Population for the study was the general consumers in Kathmandu valley engaged in different professional of various age groups. Well-constructed questionnaires were distributed to random people of various age groups to collect their response through online which consist of questions such as Likert scale questions and multiple-choice questions. The total number of observations for the study consists of 250 respondents for analyzing the relationship of perceived price, advertisement, perceived quality, perceived value, trust, and familiarity with consumer purchase intention of labeled food products. For the selection of the sample respondent, convenience sampling has been used. The data were entered and command were operated using SPSS program. In order to drive the meaningful relationship among the dependent and independent variables descriptive statistics, correlation and regression analysis tools were used in SPSS program.
The major conclusion of the study shows that perceived price, advertisement, perceived quality, perceived value, trust, and familiarity have positive and significant impact on consumer purchase intention of labeled food products. It indicates that higher the perceived price, advertisement, perceived quality, perceived value, trust, and familiarity higher would be the consumer purchase intention. The study also concludes that trust has significant impact on the consumer purchase intention. Similarly, the study also concludes that trust followed by perceived value and familiarity are the most dominant factors that influence the consumer purchase intention of labeled food products.
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Barcode Call number Media type Location Section Status 606/D KRE Thesis/Dissertation Uniglobe Library Philosophy & Psychology Available